In our first and second follow-up blogs from our webinar “Three Essentials to Make Digital Experiences Real,” I focused mostly on the topics presented by our webinar collaborator Anjali Yakkundi, Senior Analyst at Forrester. Today I would like to focus on some real life case studies that touch on the webinar’s main subject.
The case studies were presented in the webinar by Mindtree’s EVP and Head of Digital Business Radha R. She focused her discussion around four primary models for thinking about how to drive digital transformation:
Let’s take a look at a case study for each.
This case study is from one of the world’s largest household goods companies, with more than 70 unique brands across 182 different countries. Like many large companies, their digital marketing was highly fragmented, with hundreds of different agencies working on similar digital marketing initiatives worldwide. This resulted in massive inefficiencies on the production side with costs two to five times what was necessary. It also meant their digital marketing properties were inconsistent from brand to brand, or even within the same brand across different regions.
After decoupling the IT and creative parts of their digital marketing work, this CPG employed Mindtree to build a new, multichannel platform that would become the world’s largest digital marketing ecosystem for any single company. Today the platform can support multi-channel digital marketing and consumer engagement for some 1,600 digital properties. Aside from bringing a cost savings of 40% and a decrease in time to market of 50%, the platform has standardized their digital marketing production and helped them present a unified digital experience across their products and brands, all with state of the art technology.
This case study comes from a global player in the hotel industry. By digitizing their entire value chain, they went beyond the typical way that hotels offer services to business customers, and transformed the experience to one that truly befits a digital society.
Consider a business customer who has booked a breakfast meeting. She suddenly needs a table with 15 seats rather than 10, and also wants to change the menu, and add an extra person to the wait staff. Normally this would require multiple phone calls to different departments, all while wondering if anything is being followed through.
But with their entire value chain digitized, this hotelier is able to offer a mobile concierge initiative, which digitally connects event planners to hotel services across 500 global properties. With an easy to use mobile app, this hotelier can give customers control at their fingertips and show them exactly what is promised: Guests can configure their room, their services, their meeting, right down to discreetly requesting an extra carafe of skim milk, via the app, in the middle of the meeting.
A major airline company wanted to lead the way in redefining travel for their customers. They wanted to provide for their customers not just from the time of departure to the time or arrival – but to provide an experience that transcended “door-to-door.”
This required them to know their customers before and after the time of travel, in their world outside of air travel. It was possible because today’s socially connected traveler leaves a trail of breadcrumbs to their personal preferences and tendencies, and will also willingly provide more information when it will improve their lives.
With a data analytics engine tied to a new mobile app, the airline is now able to take inputs about travelers and their preferences, and push out recommendations or offers that it knows their customers will like – what food to eat when they land, promotions at nearby stores, evening entertainment, and so on.
In 2007, a B2B supplier of manufacturing parts was still selling their million-plus individual products to 300,000 customers via paper catalogs. Mindtree brought them out of the past by digitizing and integrating their assets into a modern, robust e-commerce platform, which quickly became their primary source of revenue. It landed them in the top 40 of Internet Retailer’s acclaimed Top 500 list (and they’re not even a retailer!) and their new e-commerce platform now drives 50% of their transactions. Overall, revenue has grown 100% since the platform went live.
These are just four examples among many, and a small portion of the insight provided in the original webinar. Click here to watch the complete recording of the webinar, or contact Mindtree to start a conversation about your digital transformation.