Want to kick start the digital transformation journey in your organization? This Passion Peers webinar talks about the first 10 crucial steps needed to begin the digital transformation journey. Understand the objective of digital transformation, master customer journey mapping and explore the priorities like bringing internal cultural change, adopting new digital technologies and building a road map etc. Watch the webinar here : http://pages.leadsquared.com/webinar-video-digital-transformation

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Your Digital Transformation Journey starts here…
KANIKA AGARWAL
Founder & CEO
Passion Peers
kanika@passionpeers.com
/kanikaagarwaltech
@DigitalKanika
#LSQWebinar, @PassionPeers

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Audience Poll
1) Is your Organization undergoing Digital transformation?
Yes or No
2) Are you mapping the customer journey and know all the digital touch points of your
customers?
Yes or No
#LSQWebinar; @PassionPeers ; @DigitalKanika

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Journey Mapping and a focus on
customer journey and the new
digital touch points.
Is Digital Transformation being misunderstood ?
Source: State of Digital Transformation, Altimeter Study
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What is Digital Transformation?
“The re-alignment of, or new investment in,
technology and business models to more effectively
engage digital consumer at every touch point in the
customer experience lifecycle.”
– Altimeter and Brian Solis
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What is Digital Transformation?
“ Digital transformation is a process.
Objective is to understand the physical
and digital touch points of your
potential and existing customers to give
them a seamless experience.
It starts with organizational alignment
where people & a digital mindset are at
core .
Adoption of digital platforms, tools and
techniques are the catalyst.
Organization's ecosystem and business
processes are subjected to change.”
- Passion Peers
#LSQWebinar; @PassionPeers ; @DigitalKanika

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Shifting Focus to Asia
With internet population at
33.5%, nearly 50% of the world’s
internet users live in the APAC
APAC accounts for nearly 55% of
global mobile ownership (around 2.5
billion users) and that share is
expected to reach 60% by 2016

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Steps/Priorities to start the Transformation Journey
1. Customer
Experience
(CX)
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2. Internal Culture
3. Business
Process/Model
4. Leadership
5. Cross Functional
Collaboration
6. Adopting New
Technologies
7. Digital Use Cases
8. Business Priority
Assessment
9. Roadmap
10. Taking the 1st
step

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“You have got to start with the customer experience and work
backwards to the technology.” - Steve Jobs
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1. Customer Experience (CX)
CX = Business/Brand delivered – Customer Expectation

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Customer Experience (CX)
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CX Framework
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Customer Touch points
(Physical : Retail Stores, Call
Digital : Mobile, Social Media, Content, IoT )
Customer Insights
(Persona, Behavior, Analytics, Life Cycle Stage)
Customer Identity
(Unique data to map)

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CX Framework
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Its important to know
which Customer
Journey is important
and matters for the
customer and the
business.

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Transformed CX Approach
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Persona
Uni-directional
Funnel
Survey/Research
Led
Behavior Segment
Networked Funnel
Data Driven

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Customer Experience Research in Asia
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Source: Accenture Interactive – CMO Study Insights

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“ Shift from doing digital to being digital”
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2. Culture change is the only constant.

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Inside Out Approach
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Digital Mindset & empower to act
Being Unconventional and open to risks
From Employee Advocacy to Customer
Advocacy
Renewed vision with people first

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“In today’s era of volatility,
there is no other way but to re-
invent. The only sustainable
advantage you can have over
others is agility, that’s it.
Because nothing else is
sustainable, everything else you
create, somebody else will
replicate.”
- Jeff Bezos, Amazon
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3. Re-inventing Business Processes

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Re-inventing Business Processes
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Speed, Innovation,
Responsiveness, Lean
Innovate with different business models-
On Demand, Subscription Based, Shared Economy,
E-commerce,
From Short – term campaigns to long term strategy
Agile Development and
Prototyping
Manifestos
Marketing Automation
Tools- for test and learn
approach.
Be Disruptors
From Max Validated
Product to Minimum
Viable Product
Interoperability between
IT and OT

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New trend- Innovation Labs
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4. Pro- Digital Leadership
Starbucks 1st Chief Digital Officer, Adam Brotman,
was ordained by CEO Howard Schultz to start
building a more digital business based on current
and future trends.

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Leadership Support
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Russell Reynolds – 2014 Digital Board Study
Board has a
significant role to
play in Digital.

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It has to be Top- Down
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Russell Reynolds – 2014 Digital Board Study
McDonalds has a digital transformation team where
the leaders are from tech companies like Facebook,
Yahoo, Microsoft.

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5. Cross Functional Teams- Organization Re-alignment
Who owns the customer experience?
Answer is everyone.

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Cross Functional Teams
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Digital Marketing does NOT mean Digital Transformation
Strategy &
Product
Innovation
Technology
Marketing
Sales and
Analytics

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Enabling Digital Mindset
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Corporate Learning
e.g. Digital
Marketing with
Design Thinking
Shift from Short
Term Campaigns to
Long Term Strategy
Data Driven
Ecosystem
Test and Learn
Know the emerging
trends for the
business.

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Corporate Learning Framework

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6. Adopting Relevant New Technologies
“At least 40% of all businesses will die in the next 10 years… if they don’t
figure out how to change their entire company to accommodate new
technologies”
— John Chambers, Executive Chairman, Cisco System

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Agile Software Development
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Russell Reynolds – 2014 Digital Board Study
Legacy IT Architecture
New Apps and Databases
Customer Facing: Integrates Data and
customer behavior
High Speed Systems
Easy re-iterating and prototyping

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Adopt Relevant New Technologies
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Gartner Symposium
Virtual Reality ( e.g. on social FB)
Internet of Things (IoT) or
Wearable's
Fintech for Banks
Mobile Apps

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Gartner Symposium

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7. Making Digital Use Cases
Source: CXOWeekly

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8. Business Priority Assessment
Source: CXOWeekly

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9. Roadmap
Source: CXOWeekly

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10. Making a Case and Starting Off
Businesses will be out of business if they don’t start now.

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Summary
1. Start with identifying and mapping the physical and digital customer touchpoints.
Customer Experience is key.
2. For business to digitally transform, organization culture has to change. Thing about
people first then technology.
3. Disrupting and innovating existing business model/processes to become agile is
important.
4. It starts from leadership. They make or break the digital mindset and real internal
transformation.
5. Teams cannot work in silos anymore. Digital Transformation is everyone’s agenda and not
just one function. Thus cross functional collaboration should be practiced.
6. Adopt relevant new technologies to stay ahead of the game.
7. Make digital use cases step by step.
8. Assess what is a priority by measuring business benefit vs ease of implementation
9. Prepare the roadmap for atleast 5 years.
10. Create the urgency and set the ball rolling.

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Thank You
kanika@passionpeers.com
/kanikaagarwaltech
@DigitalKanika
Q&A