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

Diving Deep into the Three Essentials to Make Digital Experiences Real

Posted on: 06 October '15

Our webinar on “Three Essentials to Make Digital Experiences Real” with guest speaker from Forrester generated a lot of interest for the insights it can provide to companies looking to embark on digital transformation. In a blog last week I covered them briefly, but a deeper dive into the details seems worthwhile.

Lead an Organizational Change

One of the hardest parts of the organizational change that comes with digital transformation is figuring out who owns what. With digital, lines are blurred. For retailers who go omnichannel, in-store sales and inventory can get confused by purchases from “buy online, pick up in store” shoppers.

In addition to figuring out and defining who owns what, collaboration becomes crucial. No matter how well you define roles moving forward, these blurred lines will bring together people who may not be used to each other, and who will need to work together regularly. Creating a culture of collaboration – especially when changing roles can lead to defensiveness – is just as important as the change itself. Companies need to bridge boundaries, set joint priorities, and do more from a strategic point of view to work together.

Along these lines, it’s essential to achieve buy-in on the organizational change from both top leadership as well as the rank and file. If management preaches it but the rank and file are not engaged in it, nothing ever happens. And if there is a groundswell of change and collaboration from the bottom without support for it at the top, things fall short.

Lastly, companies need to be more strategic about who they hire, with an eye for hybrid or crossover skills. Front-end developers who also have an eye for design. Digital project managers who also have a keen business sense and can see the big picture. And so on.

Invest in New, Modern Technology

Rather than buying “technology in a box,” companies need to think about technological tools as part of a wider ecosystem with different essential pieces that need to be stitched together. This is important because few vendors can truly deliver everything, with digital transformation spanning marketing, service, commerce, data, content and more. Even if vendors have capabilities in multiple areas, they will likely be lacking when it comes to integration between their various portfolio components.

But when you start enlisting multiple vendors to work in various specialty areas, it also becomes vitally important to make smart decisions when choosing and integrating the pieces that make up the technology stack. In the webinar, Forrester Senior Analyst Anjali Yakkundi cited a survey they did of more than 100 digital customer service decision makers. When listing the most important factors when selecting a product or vendor, 76% of them put “Ease of integration with other software components” at the top of the list – more important than cost or using “best of breed” applications.

Use Services Partners Strategically

If companies need to start hiring “hybrid” talent whose skills cross over from technology to business or design, they also need to start thinking this way about their IT service providers. Today the best IT service providers are not just order-takers – they are also consultants who can help guide you toward solutions that bring true differentiation and business advantages.

Forrester’s Yakkundi calls them “digital orchestrators,” partners that can combine an agency’s innovation and design sense, a consultant’s ability to drive business change, and a service integrator’s integration and platform implementation capabilities.

To find these partners, she said you have to start asking new questions such as:

  • Do they combine business, creative and tech skills?
  • How will they increase your agility?
  • What innovations has the vendor brought to the market?
  • What accelerators have they invested in?
  • Who are their other clients?

And of course, you would also want to talk about their experience with collaboration, a trait that Mindtree has written about in detail, and which came up repeatedly throughout the webinar.

Still haven’t watched the full webinar? Click here to view a recording.