Small business Social Media Boot Camp: Week 1, Laying the Groundwork
Digital Transformation in 2015: Laying the Groundwork for Success
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Transcript of Digital Transformation in 2015: Laying the Groundwork for Success
DIGITAL TRANSFORMATION IN 2015: Laying the Groundwork for Success
Follow along on Twitter: #PerficientDigital
facebook.com/perficient twitter.com/PRFT_Transformlinkedin.com/company/perficient
2
PERFICIENT PROFILEFounded in 1997
Public, NASDAQ: PRFT
2014 projected revenue ~$454 million
Major market locations:
Allentown, Atlanta, Ann Arbor, Boston,
Charlotte, Chicago, Cincinnati, Columbus,
Dallas, Denver, Detroit, Fairfax, Houston,
Indianapolis, Lafayette, Milwaukee,
Minneapolis, New York City, Northern
California, Oxford (UK), Philadelphia,
Southern California, St. Louis, Toronto,
Washington, D.C.
Global delivery centers in China and India
>2,600 colleagues
Dedicated solution practices
~90% repeat business rate
Alliance partnerships with major technology
vendors
Multiple vendor/industry technology and
growth awards
#PerficientDigital
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ABOUT PERFICIENT
Perficient is a leading information
technology consulting firm serving
clients throughout North America.
We help clients implement business-driven technology
solutions that integrate business processes, improve
worker productivity, increase customer loyalty and create
a more agile enterprise to better respond to new
business opportunities.
#PerficientDigital
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OUR SOLUTIONS PORTFOLIO
INDUSTRIES Healthcare
Financial Services
Life Sciences
Retail & Consumer Goods
Automotive & Transportation
High Tech
Telecom
Energy & Utilities
Manufacturing
Media & Entertainment
PORTALPortal Frameworks
SearchSecurityWeb AnalyticsWeb Content Management
Social & CollaborationMobilityExperience Design
INTEGRATIONIntegration Frameworks
Cloud ArchitectureReference Architecture
Application IntegrationEnterprise Application IntegrationService Oriented Architecture
Process & Content IntegrationBusiness Process ManagementComplex Event ProcessingRules Engines
DATA & CONTENTBusiness Analytics
Business IntelligencePredictive AnalyticsReporting
Structured Data ManagementData Integration, Quality & GovernanceEnterprise Data WarehouseMaster Data ManagementProduct & Information Management
Unstructured Data ManagementBig DataContent IntelligenceContent Management
Enterprise Search
CUSTOMER EXPERIENCECustomer 360
Multi Channel EnablementRelationship ManagementSocial Engagement
CommerceMarketing Strategy ImplementationOrder ManagementSupply Chain ManagementService & SupportManaged Hosting
Sales & Service SupportCustomer Service, Sales Force Automation
Experience DesignStrategic Roadmaps & Envision Workshops User Research & Metrics AnalysisCreative & Interaction DesignCustom & Responsive UI Development
Digital MarketingSearch Engine MarketingOnline AdvertisingContent StrategyConversion Optimization
Management ConsultingBUSINESS OPERATIONSCorporate Performance Management
Budgeting, Forecasting & PlanningBusiness Analysis & Predictive Analytics
Enterprise Business SolutionsOracle EBSVertex Tax Solutions
Human Resource SolutionsEmployee Portals Human Resource ManagementTalent Management
Enterprise Social PlatformsSocial StrategyLync Unified CommunicationsOffice 365
Management Consulting
#PerficientDigital
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PRESENTERS
Michael Porter, Perficient
Managing Principal
Strategic Advisors Team
Twitter: @porteronportals
Neetu Shaw, Perficient
Principal, Enterprise
Information Solutions
Strategic Advisors Team
Eric Roch, Perficient
Principal, IT Modernization
Strategic Advisors Team
Twitter: @eroch2
Follow along on Twitter #PerficientDigital
#PerficientDigital
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“Digitalization and the digital business
are catalysts of change that are
affecting the human-machine
relationship and driving better
customer outcomes.”
– Gartner
https://www.gartner.com/doc/2864817/top--strategic-predictions-digital
#PerficientDigital
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THE CHALLENGE
7
Rising Consumer
Expectations
Amazon, Zappos, Facebook,
Apple, et al are redefining
service, speed and
ease-of-use
Continual
Connectivity
Adoption of digital channels
is driving demand for choice
and connectedness
Organizational
Velocity Wins
Tech lowers barriers to entry
and increases speed; slow
response invites disruption
Abundance of Consumer
Data
Requires competency in
turning complex data into
business insight
#PerficientDigital
8#PerficientDigital
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HILTON’S CHALLENGEThink of Hilton’s
competitive landscape
Part of the overall travel industry
• Airlines and rental car companies let you pick
your seats and car
Part of a very competitive lodging industry
• Lower margins
• Heavily impacted by economic conditions
• Constant and changing competitive
differentiators
– Heavenly Bed
– Free Internet
Many travelers report issues with hotels
• 30% hate waiting for a clean room
• 28% dislike room location
• 20% dislike room features
• 2 out of 3 wish they could choose their room
#PerficientDigital
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HILTON’S DIFFERENTIATORRecreate the Guest Experience
New and better mobile application
• Pick a room the day before
• Add in special room requests
• Your phone is your room key
• Easy check-out from the phone
Many features available on the web as well
Rolled out to
• 4,000 properties
• 650,000 rooms
• 40 million Hilton Honors Members
• 80+ countries
• 18,000 team members
#PerficientDigital
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HILTON’S
IMPLICATIONSFunction: Pick my room
Impacts: • Store room maps
• Setup process to update maps
• Setup API to make map calls
• Change one or more back end
systems……
Function: My phone is my key
Impacts: • Update 650,000 locks
• Use NFC or other standard on
phone for locking function
• Enable the key to work within
specified dates
• Setup a process for lost phones
Function: Make it fast
Impact: • Cloud storage?
• Solve last mile?
• Solution for no signal?
Function: Make it global
Impact: • Support multiple languages
#PerficientDigital
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TRANSPORTATION CHALLENGE
I have a great idea, let’s create a
better experience for our bus
passengers.
Let’s make the entire
experience digital.
From planning to booking to
traveling, customer can interact with
us via multiple digital channels.
This will help us win business from
airlines on short routes and against
other transportation companies.
#PerficientDigital
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TRANSPORTATION DIFFERENTIATOR
New APIs
Bus driver
app
Key
process
changes
Brand new
systems
Analytics to
improve
experience
and offers
#PerficientDigital
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KEY COMPONENTS TO DIGITAL TRANSFORMATIONWHAT ARE SOME KEY COMPONENTS TO
DIGITAL TRANSFORMATION?
1. Customer Experience – it has to be related
2. Web Content and Digital Experience
3. Preparing yourself for mobile
4. Cloud and the experience
5. Responding to your customer with a personalized
approach
6. Gaining Insights using analytics
7. Extending digital transformation across the
enterprise
#PerficientDigital
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PRODUCTS
BROADCAST
PUBLICATIONS SOCIAL
EVENTS
DIRECT MAIL
IN STORE
WEB
MOBILE
BRANCH
GAMING
CUSTOMER EXPERIENCE:
THE SUM OF ALL INTERACTIONS W/ A BRAND
#PerficientDigital
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CX LEADERS OUTPERFORM THE MARKET
6-year stock performance of customer experience
leaders vs. S&P 500 vs. laggards
Source: Watermark Consulting
#PerficientDigital
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ACHIEVING CUSTOMER EXPERIENCE MATURITY
CREATEcustomer experiences
DELIVERcustomer experiences
1Customer
Insight
6Operations
2Strategy
3Design
Processes
4Enabling
Technologies
5Measurement
SUSTAINcustomer experiences
7Culture
#PerficientDigital
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YOUR SITE REMAINS THE HUB OF DIGITAL EXPERIENCE
Social
Media
Community
CRM
Marketing
Mgmt
Analytics
Apps /
Integration
Video
#PerficientDigital
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“Digital has transformed the ways in
which customers discover, explore,
buy, and engage …. By 2017, digital
touch points like mobile devices will
influence 50% of US retail sales, and
10% of all sales will be online.”
- Forrester
#PerficientDigital
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User Research
Interaction Design
Visual Design
Rapid Prototyping
Usability Testing
Experience Design
Monolithic vs. Microservices
Cloud-Native
Platform Selection
Framework Selection
Services Design
Application Security
API Governance
Solution Architecture
UI Development
Application Development
Services Integration
Automated Unit Testing
Performance Testing
Continuous Integration
Custom Development
Code Signing
App Certification
App Provisioning
App Distribution
Device Management
Analytics
DevOps
Deployment
MOBILE DEVELOPMENT LIFECYCLE
#PerficientDigital
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• Microservices vs. SOA
• Consistent and intuitive API design
• Published, reusable APIs
• Leverage SOA investments
• Lightweight API governance Developer community portal
• Protocol mediation – Web Services to REST/JSON
• Security handshakes
• API monitoring
• API traffic throttling
MOBILE CONNECTIVITY – WEB APIs
#PerficientDigital
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A roadmap that defines mobility efforts in the context of a
program that meets business goals. The roadmap will also
defined activities needed to create a consistent user
experience, comprehensive architecture and standardized
application development practices.
The roadmap will include activities to addressing the
following needs:
• Business vision and goals
• User experience and branding
• Application integration architecture
• Development approach and lifecycle
• Organizational suture and governance needs
• Development tools and framework needs
• Define Quick-win Pilot Project
• Program timeline, budget, iterations
DEVELOPING THE MOBILE CHANNEL
#PerficientDigital
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“Digital businesses rely on the agility,
scalability and other attributes of cloud
solutions… IT leaders need to constantly
adapt their strategies to leverage
increasing cloud capabilities..”
– Gartner
http://www.gartner.com/technology/research/predicts/
#PerficientDigital
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CLOUD TRENDS AND THE DIGITAL TRANSFORMATION
• Competitive pressure from new entrants
with lowered technology barrier – big-bang
disrupters
• The competitive pressure on IT costs and
agility – cheaper and better
• User expectations for high performance
and availability – Age of the Consumer
• Digital businesses relies on the agility,
scalability and velocity
• Cloud and DevOps mutually symbiotic
solutions for agility and velocity
• The rise of business software platforms
and reference architectures
Solution Reference
Architecture
Cloud and DevOps
Ready
#PerficientDigital
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CLOUD CANDIDATE INVESTMENTS AND APPROACH
• Portfolio Analysis and Digital Use Cases:
• Content Management
• E-Commerce
• Customer service with social networks
• Big Data/Predictive Analytics
• Inventory and categorization of workloads
• Maturity and Readiness
• Value/Risk Analysis
• Cloud Provider Categorization and Architecture
Best Fit
• SaaS, Reference Architecture and Managed
Solution Offerings
#PerficientDigital
26
“Empowered customers are disrupting
every industry…. In this age of the
customer, the only sustainable
competitive advantage is knowledge of
and engagement with customers”
- Forrester
#PerficientDigital
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WHY CUSTOMER EXPERIENCE ANALYTICS MATTER?
50%of CONSUMER INTERACTIONS
50%
Willing to pay more
for customized
health plans
43%
Those that deliver poor
experiences underperform
by more than 45%
...of the 13 industries tracked by
Forrester, health insurance
companies rank last in terms of
consumer experience.
Companies that prioritize consumer
experience generate 60% higher
profits than their competitors
Percent of consumers that get
frustrated when presented with an
inconsistent experience across
channels
65%
MORE
THAN
Increase in
Consumer
Retention
Increase in
Company
Value
10% = 30%
The market for individual
coverage is growing. It is
estimated to be worth
$200 billion by 2019.
multi-channel journey occur during a multi-event,
+60%
#PerficientDigital
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Contextual-based
Personalization
Behavioral-based
Personalization
Persona-based Personalization
Journey-based Personalization
Structured Data
(5-20% of Total)Point-of-Sale
Text Messages
Contracts &
Regulatory
Preferences &
Emotions
Security Access
Weather
Machine Data
Automobile
Mobile
Communications
Geospatial
Social
Digital Data Ecosystem
EXPLODING SOURCES OF DATA - IMPACT
#PerficientDigital
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360-DEGREE VIEW OF THE CUSTOMER
Traditional Data Sources Big Data Sources
Addresses &
contact details
Contracts
and accountsIdentifiers
Call
center logs
Unstructured
documentsEmail text
and sentiment
Relationships Social Media Sentiment
THE WHY & THE WHAT?
Deliver Better Insights
Sharper Competitive Edge
Make Customer’s Experience Personalized
Develop Trusted Relationships
Encourage Loyalty & Accelerate Sales
Big Data is the new normal. Creating a continuous, seamless virtual cycle of targeting the right customer with the
right offer @ the right time!
THE HOW? Federate search, discovery and navigation securely
Integrate high-quality structured & unstructured data
Manage new data types and navigate quickly
Create a single, up-to-date view of customers
Leverage Hadoop systems
Assess streaming data sources
Collect all customer data at one central location
#PerficientDigital
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Ability to identify and focus on the
most valuable
consumers
Unify consumer experience across all
touch points
Target consumers
with personalized offers across
multiple channels
Predictive analytics to
enable cross-sell / up-sell
Closed loop analysis and continuous optimization
Advanced customer segmentation
Visibility into customer behavior including
digital and mobile adoption
Deeper understanding of customer needs for
tailored product offerings
Better insight into customer acquisition
and reasons for attrition
Consistent customer experience across
products and channels
Next best offer generation
ANALYTICS IMPERATIVE
#PerficientDigital
31
BIG DATA DRIVES DIGITAL
Customer Analytics
Web Analytics
Media Analytics
Multi-channel
Analytics
Social Analytics
Mobile Analytics
Source Wrangle Data Model & Tune Operationalize
At-rest
&
In-motion
Unified Data Management Architecture
Governance Based on Big Data Realities
Agile Business Process Change Management
Data Ingestion
Metadata
Management
Data Access
Data Preparation
Tools
Data Discovery
&Visualization
Wrangling Tools
Business Glossary
& Search
Data Access
Data
Discovery &
Visualization
Analytical
Tools
Analytical
Sandbox
Business
Created
Reporting
Model
Execution &
Mgmt
Knowledge
Mgmt
(Portal)
#PerficientDigital
32
Digital transformation defined:
“The realignment of, or new investment
in, technology and business models to
more effectively engage digital
customers at every touchpoint in the
customer experience lifecycle.”
- Altimeter
http://www.briansolis.com/2014/07/2014-state-digital-transformation/
#PerficientDigital
33
Strategy
CustomerInsight
Design
CultureGovernance
Measurement
Technology
1 2 3 4 51 2 3 4 5
EMBEDDED
ENGAGED
COMMITTED
INVESTED
INTERESTED
5
4
3
2
1
Maturity score
5 levels of
maturity
ASSESS YOUR MATURITY
How prepared are you?
No single solution area outweighs another
#PerficientDigital
34
Context
and
Capability
Insight
Vision and
Goals
Strategy and
Experience
Modeling
Road Map
and
Rollout
Planning
• Stakeholder Interviews
• Primary Research
• Key Customer Journeys
• Maturity and Opportunity Assessments
• Competitor Strengths and Positioning Assessment
1 2 3 4
Execution and
Optimization
Develop actionable
insights that frame the
problem and inform
solution ideation
Envision and articulate
high-value future state
scenarios and objectives
Identify key initiatives
along with operational,
technical and platform
requirements
Prioritize initiatives based
on effort and impact to
guide implementation
• Core Initiatives Definition and Scoping
• Experience Pillars
• Future State Experience Definition
• Concept Validation
• Road Map and Implementation Plan
• Identification of Quick Wins vs. Long-term Initiatives
• Investment and Resource Analysis
• Work Stream Planning
• Change Management Planning
UNDERSTAND THE PROCESS
#PerficientDigital
35
EXTENDING YOUR DIGITAL TRANSFORMATION
DIFFERENT
CONSTITUENTS
• Partners
• Field Service
• Customer vs. consumers
• Employees
NON-TECHNICAL ASPECTS OF
DIGITAL TRANSFORMATION
• Process change
• Governance
• Cost Justification
• Change Management
• Data Science
#PerficientDigital
36
FOLLOW US ONLINE
Next up:
How Customer Experience
Drives Digital Transformation
Wednesday, February 25
bit.ly/DTseries2
• Perficient.com/SocialMedia
• Facebook.com/Perficient
• Twitter.com/PRFT_Transform
• Blogs.perficient.com/digitaltransformation/
#PerficientDigital