dig­i­tal trans­for­ma­tion IS not Just About Cre­at­ing dig­i­tal So­lu­tions

In an ex­clu­sive in­ter­ac­tion with Dataquest, Deepak Mit­tal, CEO, TO THE NEW, talks about the im­por­tance of Dig­i­tal trans­for­ma­tion for en­ter­prises and how does To The New help or­ga­ni­za­tions tra­verse the com­plex dig­i­tal trans­for­ma­tion jour­ney. Ex­cerpts:

Dataquest - - CONTENTS -

Why is Dig­i­tal Trans­for­ma­tion im­por­tant for en­ter­prises? How does it de­fine their fu­ture?

In 2016, the num­ber of in­ter­net users world­wide was roughly half of the world’s pop­u­la­tion or 3.5 bil­lion, up from 2.21 bil­lion in 2015. Ac­cord­ing to an­other re­port, 80% of the in­ter­net users own a smart­phone and use it for on­line searches. The dig­i­tally evolv­ing cus­tomers spark the need for dig­i­tal trans­for­ma­tion to pro­vide su­pe­rior ex­pe­ri­ence, in­tro­duce dif­fer­en­ti­a­tion and re­main com­pet­i­tive. In the cur­rent busi­ness sce­nario, en­ter­prises should be able to lever­age dig­i­tal tech­nolo­gies to launch new prod­ucts, pro­cesses and ser­vices as well as to pro­vide per­son­al­ized ex­peri- ences for their cus­tomers, part­ners and em­ploy­ees. Dig­i­tal trans­for­ma­tion helps en­hance cus­tomer ex­pe­ri­ence, re­model busi­ness pro­cesses and cre­ate new rev­enue streams. Trans­form­ing busi­ness pro­cesses and cus­tomer ex­pe­ri­ences are the two crit­i­cal el­e­ments of dig­i­tal trans­for­ma­tion. In the near fu­ture, next-gen en­ter­prises will have ge­o­graph­i­cally dis­trib­uted work­force, the abil­ity to em­brace in­no­va­tion and ren­der flex­i­bil­ity in busi­ness pro­cesses.

In your opin­ion, what is the big­gest ob­sta­cle to en­ter­prises who want to go through a dig­i­tal trans­for­ma­tion, but are get­ting stuck?

While ev­ery­one agrees on the need to trans­form busi­nesses

to be more dig­i­tal, many are still try­ing to grasp the mag­ni­tude of the task at hand. Many global or­ga­ni­za­tions are mov­ing for­ward with dig­i­tal trans­for­ma­tion at vary­ing paces, how­ever, the path is com­plex and full of chal­lenges.

For suc­cess­ful dig­i­tal trans­for­ma­tion, CIOs need a strate­gic roadmap and the abil­ity to take cal­cu­lated risks to com­bat chal­lenges such as con­stant prod­uct evo­lu­tion, re­duced time to mar­ket, com­mu­ni­ca­tion & col­lab­o­ra­tion as well as un­der­stand­ing con­sumer be­hav­ior. Work­ing in un­cer­tainty is an­other huge chal­lenge as evolv­ing new age tech­nolo­gies, chang­ing cus­tomer de­mands and dy­namic mar­ket en­vi­ron­ment can lead to chaos and un­cer­tainty. Go­ing for dig­i­tal trans­for­ma­tion with a clear vi­sion will trans­late into a ro­bust and scal­able dig­i­tal roadmap.

Why is it nec­es­sary for en­ter­prises to re-draw their strat­egy to de­liver bet­ter cus­tomer ex­pe­ri­ence us­ing dig­i­tal as the core?

Dig­i­tal trans­for­ma­tion is not just about cre­at­ing dig­i­tal so­lu­tions, but about prac­tic­ing change man­age­ment across the or­ga­ni­za­tion. It is about cre­at­ing dig­i­tally ma­ture busi­ness mod­els as well as su­pe­rior cus­tomer ex­pe­ri­ences.

Busi­nesses that have a higher fo­cus on cus­tomer ex­pe­ri­ence thrive in this com­pet­i­tive mar­ket. The need of the hour is a strate­gic roadmap for im­ple­ment­ing tech­nol­ogy that can trans­form busi­nesses. There is a need to con­nect data points to in­ter­pret cus­tomer be­hav­ior and in­te­grate user ex­pe­ri­ences across mul­ti­ple chan­nels.

Should dig­i­tal mean dif­fer­ent things to dif­fer­ent cus­tomers? Or is it ‘one-size-fits-all’ kind of sce­nario?

Dig­i­tal Trans­for­ma­tion can­not be achieved overnight, rather, it is an on­go­ing process. In to­day’s com­pet­i­tive mar­ket, busi­nesses of ev­ery na­ture are aware of the need to trans­form dig­i­tally.

How­ever, dig­i­tal trans­for­ma­tion calls for a strat­egy which should be tweaked as per the na­ture of your busi­ness. With­out a busi­ness fo­cused strat­egy, en­ter­prises lose out on the ad­van­tages of go­ing en­tirely dig­i­tal. The strat­egy should com­ple­ment the busi­nesses and cus­tomer needs. Lastly, an in­ter­nal push from within the or­ga­ni­za­tion that en­cour­ages peo­ple to truly adopt dig­i­tal is a com­mon and crit­i­cal fac­tor in­volved in the suc­cess of a com­plete dig­i­tal trans­for­ma­tion.

How is TO THE NEW help­ing or­ga­ni­za­tions adopt dig­i­tal?

TO THE NEW helps or­ga­ni­za­tions tra­verse the com­plex dig­i­tal trans­for­ma­tion jour­ney with the help of four pillars, namely: Dig­i­tal Strat­egy, Ex­pe­ri­ence De­sign, De­vel­op­ment and Engi­neer­ing and Data An­a­lyt­ics.

With a co­her­ent dig­i­tal strat­egy to help com­pa­nies adopt and im­ple­ment dig­i­tal tech­nolo­gies, we cre­ate unique value propo­si­tion for cus­tomers and drive in­no­va­tion as well as growth. User ex­pe­ri­ence de­sign helps cre­ate mean­ing­ful, per­sua­sive in­ter­ac­tions across mul­ti­ple chan­nels. The in­dus­try is mov­ing to­wards UX led engi­neer­ing, cloud, mobile and web de­vel­op­ment to de­velop new plat­forms with a faster time to mar­ket. We help or­ga­ni­za­tions adopt dig­i­tal by cov­er­ing the en­tire gamut of prod­uct engi­neer­ing in­clud­ing Ex­pe­ri­ence De­sign, Prod­uct De­vel­op­ment, Cloud and DevOps, Con­tent Man­age­ment, and Test­ing. Fi­nally, by com­bin­ing the power of an­a­lyt­ics, be­spoke mar­ket­ing so­lu­tions and tech­nol­ogy, we of­fer 360 de­gree in­te­grated dig­i­tal strate­gies fo­cus­ing on ac­quir­ing new cus­tomers and re­tain­ing the ex­ist­ing ones.

Can you name a few of your cus­tomers who you have helped in em­brac­ing dig­i­tal?

We have helped star­tups as well as For­tune 500 com­pa­nies from across the world tra­verse their dig­i­tal trans­for­ma­tion jour­ney with the lat­est tech­nolo­gies and so­lu­tions. A cou­ple of such com­pa­nies are HDFC, India for whom we have de­signed and built con­sis­tent as well as per­son­al­ized ex­pe­ri­ence across chan­nels in­clud­ing mul­ti­ple web­sites and mobile ap­pli­ca­tions for the in­vestors and dis­trib­u­tors. West­con Group in the US is an­other cus­tomer for whom we have built a global on­line mar­ket­place to sim­plify or­der­ing, de­liv­ery and man­age­ment of cloud ser­vices. We have also helped Alibaba Cloud, the largest pub­lic cloud ser­vice provider in China, in craft­ing and im­ple­ment­ing a com­pre­hen­sive dig­i­tal roadmap to re­vamp their dig­i­tal pres­ence and launch in in­ter­na­tional mar­kets.



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