Phy-gital Roundtable: Breakfast Roundup from Germany and Netherlands

02 May '15 | Debjyoti Paul

German Shoppers: Meet Them in the Fast Lane to Phy-gital

15 January '15 | Ralf Reich

Shoppers Will Share Personal Information (But They Don’t Want to be “Friends”)

15 January '15 | Anil Venkat

Modernize or Perish: Property and Casualty Insurers and IT Solutions

14 January '15 | Manesh Rajendran

Benelux Reaches the Phy-gital Tipping Point: Omnichannel Readiness is Crucial

13 January '15 | Anil Gandharve

The New Omnichannel Dynamic: Finding Core Principles Across Industries

13 January '15 | Debjyoti Paul

Technology does not disrupt business – CIO day 2014 Roundup

02 December '14 | Anshuman Singh

Apple Pay – The Best Is Yet To Come

02 December '14 | Indy Sawhney

Digital transformation is a business transformation enabled by technology

01 December '14 | Amit Varma

3 Stages of FATCA Testing and Quality Assurance

06 October '14 | Raman Suprajarama

3 Reasons why Apple Pay could dominate the payments space

18 September '14 | Gaurav Johri

Beacon of Hope: Serving Growth and Customer Satisfaction

05 August '14 | Debjyoti Paul

The Dos and Don’ts of Emerging Technologies Like iBeacon

30 July '14 | Debjyoti Paul

What You Sold Us On – eCommerce Award Finalist Selections

17 July '14 | Anshuman Singh

3 Steps to Getting Started with Microsoft Azure Cloud Services

04 June '14 | Koushik Ramani

8 Steps to Building a Successful Self Service Portal

03 June '14 | Giridhar LV

Innovation outsourced – a myth or a mirage or a truth staring at us?

13 January '14 | Ramesh Hosahalli

What does a mobile user want?

03 January '14 | Gopikrishna Aravindan

Creating Immersive Customer Experiences – Mobility Strategy & Multi-Channel Customer Experience

Posted on: 26 August '13

Consider the following questions:

  1. How can mobility help you delight customers without even providing a single mobile enabled feature to them?
  2. How do you balance analytics based customer cross sell and customer experience without crossing the line?
  3. Why are organizations unable to bring together silos when it comes to customer experience?
  4. What do high net worth individuals really need?
  5. Why do customers’ ratings of their mobile experiences go against all research & expectations?
  6. And finally, why is there not emerging a leader’s view of the enterprise and its customer ecosystem?

Great questions with complex answers; and this is just a sampling of the engaging topics that came up during Mindtree’s mobility strategy and customer experience dinner in NYC on the 21st.

If you can get a few customers together, brainstorm and debate potential trends, discuss approaches to meet them, and also analyze the most important challenges that slow down adoption and progress, it leads to true innovation on both services and products. Now if such a discussion were to be over dinner and wine, leading to a relaxed, no holds barred discussion, then you really exceed the bar.

Customer ExperienceOur mobility dinner in NYC on mobility strategy and customer experience was an excellent culmination to weeks of planning and organizing. We thank our event partners Kony who provide an excellent mobility and multi-channel platform, and also Everest group who led a thought provoking discussion.

We kicked off with a fascinating presentation on the evolution of the world’s most innovative museum and how they balance mobility needs for customer engagement and generation of new revenue streams. Balancing the needs of donors, curators, customers, operations and finance is no easy task. And maintaining the vision of education and making art accessible to all is itself a fine art when it needs to be achieved in the light of integrating consumer experiences with operational efficiency and meeting revenue targets to keep the lights on.

Next up was a million dollar question. Should we even attempt creating a long term mobility strategy in this fast changing world? Or should we just create a set of guiding principles that achieve the goals of:

  1. Countering business disruption
  2. Achieving digitization and multi-channel integration
  3. Making the experience more relevant
  4. Being more agile when it comes to innovation and improvements
  5. Build a solid backbone that is ready for the uncertain future

The bottom line conclusion was that customer experiences must be mapped across channels to uncover opportunities to delight and satisfy customers as they interact with us. Supporting this premise was the principle of creating a mobility needs universe which takes into consideration internal and external stakeholders as well as their influence on both revenue and efficiencies. A mobility universe created through a structured process, will yield surprising insights into what to build, when to build, and how to build. A business aligned IT strategy is facilitated and made easy by such an approach.

Finally, the perplexing questions:
Digital Business Infrastructure

  1. If everyone knows what to do, why are customers still interacting with us in silos? And likewise, why can’t we seem to provide customers a unified experience?
  2. Why do we focus on the tip of the iceberg, when the real key to unlocking the potential of mobility and goal of multi-channel integration is all the machinery beneath the surface (apps, data, middleware, and infrastructure)

The answers are not easy, and they have to do with legacy, varying divisional priorities and different views of the vision. Creating a “leaders view of the ecosystem” and then a culture of nimbleness and innovation is crucial. And even as you read this, organizations are hard at work creating exactly that.

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