Simplifying complexity of Digital journey
- 1. Concept paper based on practical learnings of starting a digital business Simplifying the Complex Journey of “Truly Digital” Enterprises Path to choose and Role of the Digital Business Owner 26/02/21 1
- 2. Shriram Viswanathan • Chief Business Officer and Co-Founder SCIKEY SRKay Consulting Group • Deputy Vice President Sears IT and Management Services India • General Manager Wipro Technologies • Manager, Mphasis • Project Manager, Tata Infotech Highlights • B. E. Electronics Engineering from University of Mumbai • Last 4-5 years in building a B2B and B2C product/platform business • Holds a joint patent for SCIKEY MindMatch algorithm • 3 decades of IT industry experience, Expertise in Project Management, Delivery Leadership to large client engagements • Instrumental in integrating captives into IT services, worked in captives, builds captives for large clients Extra curricular activities and hobbies • Cricket, • Badminton • Passionate about Tech and Innovation
- 3. Confidential We will cover 26/02/21 3 What is “Digital” business? Why is it complex? How organizations are approaching it? Is your Digital vision complete? Customer Experience Checklist
- 4. What is a ”Digital” Business? • Consumers • Buy, Work, Live – almost everything is intertwined • Flexibility • Profound and rapid changes are happening • New Behavioral trends • Cross channel experience • Consumers/Clients/Customers have embraced it • Continue to work with newer ways/apps/systems • Uses technology as a COMPETITIVE advantage • Internal and external operations • Adapt constantly • Time to Market is in seconds and minutes BUSINESS AGILITY 26/02/21 4
- 6. Rate of Change is Rapid (in seconds) • Simultaneously happening • Consumer Behavioral changes • Continuous Innovations • Constant Disruptions • Relentless Optimization • Data is generated and analyzed • Can you shape/influence it? • Do you know them? • Do you know your market is changing? • How is cost to consumer being reduced? • Can you serve in a Hyper-personalized fashion? 26/02/21 6
- 7. 3 Dimensions of “Digital Strategy” 26/02/21 7
- 8. 3 Dimensions of “Digital Strategy” 26/02/21 8
- 9. How are companies approaching it? Managemen t Focus Strategy IT Strategy Experiment with startups and Deliver value to business Truly Digital Business Fully optimized Cost Structure Costs $$$ Transformation al System Integration and Rollouts Data Transformation Digital Transformation Data Aggregation Cloud Adoption/Scaling Online Customer Acquisition without face-to-face Sales Reducing Cost Structure Customer Data Real-time decision making Data Secuuirty and GDPR Hyper-personaized Data driven approaches Operational Lights-ON support Digital Service Providers Customer facing , AI enabled BOTs, answering queries etc Traditional Cost Structure Internal Employees External Ecosystem and Consultants Customer Experience 26/02/21 9
- 10. Management Focus Strategy IT Strategy Experiment with startups and Deliver value to business Truly Digital Business Fully optimized Cost Structure Costs $$$ Transformationa l System Integration and Rollouts Data Transformation Digital Transformation Data Aggregation Cloud Adoption/Scaling Online Customer Acquisition without face-to-face Sales Reducing Cost Structure Customer Data Real-time decision making Data Secuuirty and GDPR Hyper-personaized Data driven approaches Operational Lights-ON support Digital Service Providers Customer facing , AI enabled BOTs, answering queries etc Traditional Cost Structure Internal Employees External Ecosystem and Consultants Customer Experience Enablers 1 2 3 4 1 – ARCHAIC Approach 2- Experimenting 3 – Digital Transformation attempts 4 – Success limited to small areas Many paths 26/02/21 10
- 11. Management Focus Strategy IT Strategy Experiment with startups and Deliver value to business Truly Digital Business Fully optimized Cost Structure Costs $$$ Transformation al System Integration and Rollouts Data Transformation Digital Transformation Data Aggregation Cloud Adoption/Scaling Online Customer Acquisition without face-to-face Sales Reducing Cost Structure Customer Data Real- time decision making Data Secuuirty and GDPR Hyper-personaized Data driven approaches Operational Lights-ON support Digital Service Providers Customer facing , AI enabled BOTs, answering queries etc Traditional Cost Structure Internal Employees External Ecosystem and Consultants Customer Experience Enablers 5 5 – The most circuitous yet rewarding path Practical Learning 26/02/21 11
- 12. 26/02/21 12 Source: Gartner 3 ROLES Digital Strategist Digital Marketing Digital Business Unit Leader 5 elements to address 1. New Digitally enabled Business Model 2. Product and Service Portfolio 3. Information as an Asset 4. Technology 5. Content, Media and Channels
- 13. Identify your Digital Business Vision Owner • Client/Customer Acquisition • Drone’s eye View of entire Digital Business • Marketing • Real-time Data Science and Metrics • Pricing and Revenue • Program Management & Planning • Product Management • Technology Oversight • External Ecosystem Integration and Collaboration Digital Business is much more than IT Transformation / Digital Transformation 26/02/21 13
- 14. Program Mgmt & Planning Product Management Technology Team Marketing Client Dashboards And Reporting Tech Operations Content Mgmt Product Pricing Digital Business Vision Owner Client facing Apps Business Operations Data Science Customer Data driven Innovation 26/02/21 14
- 15. Program Mgmt & Planning Product Management Technology Team Marketing Client Dashboards And Reporting Tech Operations Content Mgmt Product Pricing Digital Business Vision Owner Client facing Apps Business Operations Data Science Customer Data driven Innovation Prog 1 Prog 2 Prod 3 Prog n CX and UX Release Mgmt Self-help/ Support External Content Internal Content Monitor Channels Branding Hits Misses Shriram Technology Team Client Dashboards And Reporting Tech Operations Data Science Cloud Operations Security Data driven Innovation Filter/ Chimney ML and AI 26/02/21 15
- 16. Digital Economy has fully arrived 26/02/21 16 Source: https://www.i-scoop.eu/can-survive-age-integration-collaboration
- 18. Feature Flags – Hyper Personalization 2/26/21 18 Source: https://medium.com/swlh/feature-flags-how-to-decouple-code-from-features-b36b59792e0c
- 19. Business Agility in Action 26/02/21 19 Our focus What was achieved with that focus 1. Zero downtime 2. Instant Rollbacks 3. Controlled release to different markets • City Specific • Region Specific • Country Specific • UserID specific • Role specific • Domain Specific • Internal Users • Admin Users 4. Controlled deployment • Different features available for different people • Different rates/slabs/ Pricing for different clients • Currency Specific • Choice of Local Operator/ Payment system • Hyper-Personalization Grey Areas Introduced 1. Debugging for issues was huge 2. Number of feature flags increased exponentially 3. Different environments had different features enabled 4. Feature flag as a CI was compromised 5. Rollbacks were easy – So many
- 20. Collaborating with • Cloud Providers • Programmable Media providers • Web Scrapers • SMS operators • WA integration channels • Email Providers • Email bounce/validity checkers • Cloud Optimizer Software • Payment systems • Resumé Parsers 26/02/21 20 • GDPR consultants • Legal consultants • Country specific law firms • Content Providers • Marketing Consultants • Digital SEO consultants • Social Media Consultants • DevOps Tech startups Consultants Various Experiments • Machine Learning • Gaming Companies • AI logic - continuous • Test Automation Suites
- 21. Self-Evaluation checklist for Digital Business • Bold Vision? • Resilient Architecture? • Process to celebrate Failures? • Collaborate with Startups? • Speed to Customer in minutes? • Rollbacks instantaneous? • Integration with other players? • Consistent Branding? • Self-healing systems? • IT and business are not separate 26/02/21 21 • Real-time everything • Customer Acquisition • Customer Service • Data • Decisions • Changes in environment • Feedback • Connected Customer Experience • Anticipation • Hyper-Personalized
- 22. Takeaways • Make a Strategy • Razor sharp focus on Customer Experience • Experiment with Innovators • Collaborate with Disruptors • Automate everything • Don’t do everything • Get Experts/Consultants •Embrace • Failure (Celebrate it) • Real-time Data • New Human Trends • New Startups • New ways of doing things • Innovative yet Reduced Pricing 26/02/21 22