NEERAJ SINGH

CIO & Pres­i­dent, Ap­parel and Re­tail Busi­ness, Aditya Birla Group

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oing Dig­i­tal - what does it mean to you and your or­ga­ni­za­tion?

For me, I be­lieve that Dig­i­tal is a Cul­ture and not just Tech­nol­ogy. Dig­i­tal Trans­for­ma­tion is a con­scious move­ment from point so­lu­tions that de­liver in­cre­men­tal value to in­te­grated process and tech­nol­ogy so­lu­tions that pro­vide trans­for­ma­tional out­comes in terms of Cus­tomer Ex­pe­ri­ence, Busi­ness Ef­fi­ciency, and In­no­va­tion. At ABFRL, Dig­i­tal Trans­for­ma­tion pro­vides op­por­tu­ni­ties for our or­ga­ni­za­tion to ac­quire new cus­tomers, en­gage bet­ter with ex­ist­ing cus­tomers and re­duce the cost of op­er­a­tions along with var­i­ous other ben­e­fits that have a pos­i­tive in­flu­ence from a rev­enue and mar­gin per­spec­tive. It is about look­ing be­yond mar­ginal en­hance­ments and re­think pro­cesses, cre­at­ing a con­nected en­gage­ment en­abled by mean­ing­ful ap­pli­ca­tion of Tech­nol­ogy. It is not only about cus­tomer cen­tric­ity, in­no­va­tion, data in­tel­li­gence and new value propo­si­tions, but also about stream­lin­ing pro­cesses, re­duce costs and im­prove ef­fi­cien­cies across the trans­ac­tional cy­cle by trans­form­ing.

What is your Dig­i­tal Trans­for­ma­tion plan, strat­egy and the de­liv­er­ables you ex­pect or are al­ready com­ing in?

Our Dig­i­tal Trans­for­ma­tion strat­egy is about bring­ing in a Sim­pli­fied, Seam­less, Con­sis­tent and Chan­nel Agnostic Cus­tomer Ex­pe­ri­ence across chan­nels through Ag­ile Dig­i­tal Ca­pa­bil­i­ties. The past few years we have brought a se­ries of ex­cit­ing tech­no­log­i­cal break­throughs by De­velop a suite of prod­ucts and ser­vices to help our cus­tomers ben­e­fit ev­ery day that lever­age dig­i­tal so­lu­tions to trans­form and im­prove their op­er­a­tions through Vir­tual Stores. We have pro­vided cus­tomers with a great com­mer­cial and shop­ping ex­pe­ri­ence via a real per­son­al­ized sales ex­pe­ri­ence and greater trans­parency through Clien­tel­ing. The turnkey ini­tia­tive that we have worked upon is that we have brought in a uni­fied 360-de­gree view of our cus­tomers to get a com­plete un­der­stand­ing of cus­tomer wants, needs and fu­ture op­por­tu­ni­ties. More pre­cisely de­fine next best ac­tions based on pro­file, be­hav­ior, and choice per­ceived by cus­tomers with more tar­geted of­fer­ings.

OUR DIG­I­TAL TRANS­FOR­MA­TION STRAT­EGY IS ABOUT BRING­ING IN A SIM­PLI­FIED, SEAM­LESS, CON­SIS­TENT AND CHAN­NEL AGNOSTIC CUS­TOMER EX­PE­RI­ENCE

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