© 2014 WIPRO LTD | | CONFIDENTIAL © 2015 WIPRO LTD | | CONFIDENTIAL “RIDING THE DIGITAL...
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Transcript of © 2014 WIPRO LTD | | CONFIDENTIAL © 2015 WIPRO LTD | | CONFIDENTIAL “RIDING THE DIGITAL...
© 2014 WIPRO LTD | WWW.WIPRODIGITAL.COM | CONFIDENTIAL© 2015 WIPRO LTD | WWW.WIPRODIGITAL.COM | CONFIDENTIAL
“RIDING THE DIGITAL WAVE”
© 2015 WIPRO LTD | WWW.WIPRO.COM | CONFIDENTIAL 2
digital is a lifestyle not a technology
© 2015 WIPRO LTD | WWW.WIPRODIGITAL.COM | CONFIDENTIAL2
© 2015 WIPRO LTD | WWW.WIPRODIGITAL.COM | CONFIDENTIAL 3© 2015 WIPRO LTD | WWW.WIPRODIGITAL.COM | CONFIDENTIAL 5
customers are changing their behavior
faster than firms can evolve
© 2015 WIPRO LTD | WWW.WIPRODIGITAL.COM | CONFIDENTIAL 4
dealing with a digitally empowered customer
1.0
product / service
store
2.0 3.0
channel
customer
4.0
Firms who were born during the ‘age of manufacturing’ have business models, processes and technology that are organized around their product / brand
Firms who were born during the ‘age of distribution’ have business models, processes and technology that are organized around their store front / branch
Firms who were born during the ‘age of internet’ have business models, processes and technology that are organized around their channels
Firms who need to be successful in today’s ‘age of the empowered customer’ need to reimagine their business model, processes and technology and re-shape them around the customer journey
REQUIRES FIRMS TO RESHAPE THEMSELVES AROUND THE CUSTOMER JOURNEY
© 2015 WIPRO LTD | WWW.WIPRODIGITAL.COM | CONFIDENTIAL 5
customers expect brands to support their digital life
© 2015 WIPRO LTD | WWW.WIPRODIGITAL.COM | CONFIDENTIAL5
© 2015 WIPRO LTD | WWW.WIPRODIGITAL.COM | CONFIDENTIAL 6
THE RELEVANCE OF
THEY EXPECT
THE IMMEDIACYOF TWITTER
THE INTELLIGENCE OF AMAZON
THE EXPERIENCE OF
UBER
THE SIMPLICITY OF
APPLE
THE CONTENT OF
YOUTUBE
they live a digital life MEASURED BY NEW BENCHMARKS
THE OMNIPRESENCE
OF GOOGLE
© 2015 WIPRO LTD | WWW.WIPRODIGITAL.COM | CONFIDENTIAL 7© 2015 WIPRO LTD | WWW.WIPRODIGITAL.COM | CONFIDENTIAL 7
firms are re-imagining how they adapt to the customer’s digital lifestyle
© 2015 WIPRO LTD | WWW.WIPRODIGITAL.COM | CONFIDENTIAL 8
the customer is informed…
scanadu – disrupting healthcare by designing patient centric health experiences
© 2015 WIPRO LTD | WWW.WIPRODIGITAL.COM | CONFIDENTIAL 9
the customer is empowered…
maker movement – disrupting manufacturing by designing open source DIY experiences
© 2015 WIPRO LTD | WWW.WIPRODIGITAL.COM | CONFIDENTIAL 10
the customer is assertive…
betabrand – disrupting retail by designing apparel fashion experiences for customers
© 2015 WIPRO LTD | WWW.WIPRODIGITAL.COM | CONFIDENTIAL 11
“revenue will come from connected devices, not products”GLOBAL MANUFACTURER OF APPLIANCES, LIGHTING AND MEDICAL DEVICES
© 2015 WIPRO LTD | WWW.WIPRODIGITAL.COM | CONFIDENTIAL 12
“revenue will come from connected devices, not products”GLOBAL MANUFACTURER OF APPLIANCES, LIGHTING AND MEDICAL DEVICES
© 2015 WIPRO LTD | WWW.WIPRODIGITAL.COM | CONFIDENTIAL 13
“revenue will come from connected devices, not products”GLOBAL MANUFACTURER OF APPLIANCES, LIGHTING AND MEDICAL DEVICES
© 2015 WIPRO LTD | WWW.WIPRODIGITAL.COM | CONFIDENTIAL 14
“revenue will come from connected devices, not products”GLOBAL MANUFACTURER OF APPLIANCES, LIGHTING AND MEDICAL DEVICES
© 2015 WIPRO LTD | WWW.WIPRODIGITAL.COM | CONFIDENTIAL 15
creating exceptional customer experiences requires
THE NEXT LEVEL OF DIGITAL MATURITY
Level 1 Level 2 Level 3 Level 4 Level 5
heroic efforts
best in class
platform
customer shaped
experience driven
@ scale, @ speed
© 2015 WIPRO LTD | WWW.WIPRODIGITAL.COM | CONFIDENTIAL 16
the initial stages are worthy endeavoursBUT RETURNS BEGIN TO TAPER OFF
“disconnected vision of digital distribution & back office simplification
projects get overtly focussed on technology and channel refresh, with limited emphasis on the design of experiences
with no real uplift in NPS scores nor significant cost take-out
projects seem to take too long and the customer experience remains fragmented ….”
Level 1 Level 2
heroic efforts
best in class
platform
© 2015 WIPRO LTD | WWW.WIPRODIGITAL.COM | CONFIDENTIAL 17
we must establish a digital transformation agendaWHICH IS CENTERED AROUND THE CUSTOMER
customerexperien
cedigitizati
on
value
© 2015 WIPRO LTD | WWW.WIPRODIGITAL.COM | CONFIDENTIAL 18
we must establish a digital transformation agendaWHICH IS CENTERED AROUND THE CUSTOMER
customerexperien
cedigitizati
on
value
CMO, CIO agenda:
“Show up where the customer is at”
“Create seamless & amazing experiences along the customer journey”
“Drive online customer acquisition”
“Enhance cross sell ”
“Develop deep insight into customer behaviour”
COO, CFO & CIO agenda:
“Digitize ‘channel to fulfilment’ through Business Service Redesign”
“Drive digital adoption across customer base”
“Deploy new way of working in IT and Operations”
© 2015 WIPRO LTD | WWW.WIPRODIGITAL.COM | CONFIDENTIAL 19
Wipro DigitalEND-TO-END, FULL-SERVICE DIGITAL TRANSFORMATION PARTNER
custome
r
interactio
n
insight integrati
on
strategy
design
technology
© 2015 WIPRO LTD | WWW.WIPRODIGITAL.COM | CONFIDENTIAL 20
Wipro Digital – what we doDIFFERENTIATOR: DRAWING ON COLLECTIVE EXPERTISE FOR EVERY PROJECT
custome
r
interactio
n
insight integrati
on
strategy
design
technology
Defining digital strategies and
approaches
Designing exceptional, customer
experiences
Helping clients evolve to deploy
faster, more iteratively
© 2015 WIPRO LTD | WWW.WIPRODIGITAL.COM | CONFIDENTIAL 21
customer journey engineeringA NEW NON-SILOED APPROACH; MULTIDISCIPLINARY, CUSTOMER DRIVEN AND ITERATIVE
stakeholder interviews
digital inventory audit
customer segment & persona profiling
map the Customer Journey
apply service and interaction design
information architecture design models visual design
prototype
usability testing
customer validation – test & learn; implement
Customer Journey engineering
© 2015 WIPRO LTD | WWW.WIPRODIGITAL.COM | CONFIDENTIAL 22
designing & engineering Customer JourneysEXAMPLE: ELLIE'S (DIGITAL NATIVE) JOURNEY WITH A LEADING UK BANK
© 2015 WIPRO LTD | WWW.WIPRODIGITAL.COM | CONFIDENTIAL 23
on our digital engineering rigDIGITAL RIG (DEV/OPS ON CLOUD) – CONTINUAL DEPLOYMENT INTO MARKET
Alpha projects would typically be created to support hackathon style events and are largely throwaway software
Alpha+ type projects are those that are created to support Customer Journey - that are piloted with Colleagues
Beta type projects are those that are created to support Customer Journey - that are piloted with Colleagues and/or Customers
WIPRO DIGITAL ENGINEERING RIG –
RAPID PROTOTYPING OF CUSTOMER OUTCOMES
© 2015 WIPRO LTD | WWW.WIPRODIGITAL.COM | CONFIDENTIAL 24
an example of our workFOR LEADING UK BANK
24 hour digital iteration:Ideation, design and engineering of a Customer Journey focussed on current account opening for a Digital Native (Ellie)
Illustrative view of Ellie’s Customer Journey
In24 Bankside https://vimeo.com/110058046 password: bankside
https://vimeo.com/110607732 password: E11i3(no audio)
© 2015 WIPRO LTD | WWW.WIPRODIGITAL.COM | CONFIDENTIAL 25
an example of our workFOR LEADING US INSURANCE COMPANY
24 hour digital iteration:Ideation, design and engineering of a Customer Journey focused on Catherine and her journey in the event of an accident
In24 InSurehttp://vimeo.com/wiprodigital/hin24insure password: wiprohartford1
© 2015 WIPRO LTD | WWW.WIPRODIGITAL.COM | CONFIDENTIAL 26
thank you
Achuthan Nair+91 [email protected]