Rethink and Realign for Digital Transformation Success

Rethink and Realign for Digital

Transformation Success

facebook.com/perficient twitter.com/PRFT_Transformlinkedin.com/company/perficient

#PerficientDigital

2#PerficientDigital

Perficient is a leading technology and

management consulting firm serving Global

2000 and enterprise clients throughout

North America.

We deliver digital experience, business optimization and

industry solutions that enable clients to improve

productivity and competitiveness; strengthen

relationships with customers, suppliers, and partners;

and reduce costs.

ABOUT PERFICIENT

3#PerficientDigital

PERFICIENT PROFILE

Founded in 1997

Public, NASDAQ: PRFT

2014 revenue $456.7 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), Southern California, St. Louis, Toronto

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

4#PerficientDigital

INDUSTRIES

Healthcare

Financial Services

Life Sciences

Retail & Consumer Goods

Automotive &

Transportation

High Tech

Telecom

Energy & Utilities

Manufacturing

Media & Entertainment

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 Mgmt

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 Consulting

OUR SOLUTIONS PORTFOLIOPORTALPortal Frameworks

SearchSecurityWeb AnalyticsWeb Content Management

Social & CollaborationMobilityExperience Design

BUSINESS 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

5#PerficientDigital

PRESENTERS

Nigel FenwickVice President, Principal Analyst

Forrester Research

Blog: http://bit.ly/nigelblog

@NigelFenwick

Michael PorterManaging Principal

Perficient

[email protected]

@porterondigital

David StallsmithDirector, Customer Experience &

Digital Transformation

Perficient

[email protected]

6#PerficientDigital

DISCUSSION ITEMS

Source: Wikimedia Commons, Erik Strandberg

• Crafting a vision that works for your company

• Understanding where you are on your journey

• Making the business case for digital transformation

• Using digital transformation strategy and vision to drive

tactical initiatives

• Uncovering and managing technology gaps

7#PerficientDigital

Crafting a vision that works for your company

New digital experiences drive changes in

expectations

9© 2014 Forrester Research, Inc. Reproduction Prohibited

Inside-out

Cap

ab

ilit

ies

Processes

Technologies

Resources

Serv

ice

Replace your inside-out viewpoint . . .


Inside-out Outside-in

Cap

ab

ilit

ies

Processes

Technologies

Resources

Journeys

Contexts

Touchpoints

Pers

on

as

Serv

ice

Cu

sto

mer

ob

jectives

. . . with an outside-in, customer value perspective

© 2015 Forrester Research, Inc. Reproduction Prohibited 11

Companies must rethink how they create value for customers

Old New


Digital services form dynamic ecosystems of value that represent the real world

Source: Forrester: March 2015 – “How To Craft A Better Digital Vision”


People create their dynamic ecosystem of value to satisfy their desires



Sephora acquired digital innovator

Scentsa

Create value through experiences & outcomes

Julie Bornstein, CMO

Sephora

“Everyone wants to do something

digital, but we think we really

figured out how to use digital to

create value for the consumer.”



Your digital vision must …

›Focus on customer: How will we create

value for customers in the future?

› Inspire employees: How must our

business change?

›Paint a picture of future success: What

will our business look like in the future?

16#PerficientDigital

Understanding where you

are on your Journey


Source: Forrester: March 2015 “Digital Predator Or Prey”

Assess your starting point

© 2015 Forrester Research, Inc. Reproduction Prohibited

Digital PreyDigital

Operators

Digital

Predator

Digital

Connectors


Business Technology

(BT):

The systems,

technologies, and

processes to win,

serve, and retain

customers.

Source: Forrester: March 2014 “Unleash your Digital Business”


Four dimensions of digital maturity


TRANSFORMATION STRATEGY PROCESS

Context &

Capability

Insights

Vision &

Goals

Strategy &

Experience

Modeling

Road Map &

Execution

Planning

1 2 3 4

• Gather insights

• Size up capabilities

• Analyze gaps and

opportunities

• Frame challenges

and objectives

• Develop digital

vision and high

level goals

• Identify key

initiatives

• Define technical

and operational

requirements

• Develop business

case for investment

• Prioritize initiatives

based on effort and

impact

Execution & Optimization


CREATEcustomer experiences

customerinsight

strategy

design process

A

CXIQ MATURITY ASSESSMENT


operations

enabling technologies

A


DELIVERcustomer experiences

measurement

customerinsight

strategy

design process


operations

enabling technologies

A


CREATE, DELIVER & SUSTAINcustomer experiences

measurement

customerinsight

strategy

design process

culture


• Dives deep into an organization’s digital operations

• Assesses all gaps or barriers to business agility

• Focuses on a wide range of technologies:- Cloud

- Integration

- BPM

- CRM

- WCM/Digital Experience

- Marketing Automation

- Big Data

- Predictive Analytics

- Web Analytics

- Mobile

• Uses a protocol defined by many Perficient experts

DEEPER TECHNICAL ASSESSMENT


Making the business case for digital transformation


Digital


Digital

Bolt-on is not

a winning strategy.


A customer value

oriented strategy

pays dividends


Metrics of success

› Rate of new customer acquisition

› Average lifetime value of customers

› Customer attrition rate

› Customer experience index score

› Brand sentiment analysis / brand value

› Net change in sales (not just digital channels)


CX ADAPTERS REAP BENEFITS

Source: Gartner Research, “Leading on the Edge of Chaos”, 2013, Emmet Murphy and Mark Murphy)

60Companies that prioritize

customer experience

generate 60% higher profits

than competitors


CX ADAPTERS REAP BENEFITS

Increase in

Company

Value

=Increase in

Customer

Retention

10

Source: Bain & Company Study

% 30%


Using digital transformation strategy and vision to drive tactical initiatives


Source: June 2014 “Emerging Business Technology Priorities”

Seek the customer experience zone of disruption


Digitize end to end customer experiences

Source: Direct Energy


Source: http://support.nest.com/article/What-is-Rush-Hour-Rewards

Digitize inside your customer’s ecosystem of value


Scale experience through trusted machines


Digitize for agility over efficiency


Experience

Strategy &

Design

Implementation

Road Maps

& Platform

Selection

Industry

Expertise

Operational

Alignment

CROSS-DISCIPLINARY APPROACH


1 Strategy

2 Execution

3 Optimization

BIG PICTURE

Operations

Customer

Experiences

• Assessments

• Customer Journeys

• Vision & Goals

• Change Program Planning

• Road Maps

• Business

Requirements

• User Interface

Design

• Prototyping

• Front End

Development

• Concept

Development

• Cloud

• Big Data

• Cultural

Change

• Integration

& APIs

• Commerce

• Campaign

Managemen

t

• CRM

• Mobile

• Support Net

• Digital Marketing

Operations

• Cloud Hosting

• Web

Analytics • Site Hosting &

Support

• Usability

Testing

• Information

Architecture

• User

Research

• Web

Analytic

s

• Strategy Development

• A/B Testing


Uncovering and managing technology gaps


Uncover gaps that create sub-standard experiences and outcomes

Journey Experience

touch points

Discover

Get Support

Buy

Use

Evaluate

Dig

ita

l / P

ho

ne

/ I

n p

ers

on

Syste

ms o

f e

ng

ag

em

ent

Mid

dle

wa

re

Syste

ms o

f re

co

rd

Supporting Technology Stack


Self-service

Problem Resolution

Product Discovery

Purchase

JOURNEY MAPPING DRIVES INSIGHT

ORGANIZATIONAL SILOS

TYPES OF JOURNEYS In-storeOnlineProduct SupportMarketing

Source: McKinsey & Co, 2013


• Visual representation of user journeys

across brand touch points

• Enabled a large intercity bus company to

better understand how their customers

engage with the company, brand,

partners and staff

• Identifies opportunities for improvement

EXPERIENCE MAPPING


Self-service

Problem Resolution

Product Discovery

Purchase

JOURNEY MAPPING = INSIGHT

ORGANIZATIONAL SILOS

TYPES OF JOURNEYS In-storeOnlineProduct SupportMarketing

Source: McKinsey & Co, 2013


QUESTIONS?

Please submit your questions in

the chat box


FOLLOW US ONLINE

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• Facebook.com/Perficient

• Twitter.com/PRFT_Transform

• Blogs.perficient.com/digitaltransformation/

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Thursday, August 20 | 1:00 PM CT


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http://www2.perficient.com/DT-Success

DIGITAL

TRANSFORMATIONPART ONE: LAYING THE

GROUNDWORK FOR SUCCESS

Rethink and Realign for Digital Transformation Success

Technology

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