This document discusses Rockwell Automation's journey towards digital transformation. It outlines how Rockwell Automation partnered with Accenture to develop a digital experience platform and organize cross-functional teams. The platform strategy involved assessing Rockwell's current state, defining capabilities, and designing an architecture to deliver an integrated customer experience. Organizing teams required determining what capabilities to keep internal versus outsource, how to structure digital teams across business units, and choosing the right external and internal partners. Cultural change was also needed to drive the new digital mindset.

1. LESSONS FROM
ROCKWELL
AUTOMATION
NAVIGATING THE JOURNEY TO
DIGITAL TRANSFORMATION

2. JESSICA
KORPELA
Digital Business Program Leader
Rockwell Automation
BASSEL
ABUSHABAN
Principal Director Digital Architecture
Accenture Interactive

3. OUTLINE
Copyright © 2017 Accenture. Allrights reserved. Accenture ConfidentialInformation. 3
INTRODUCTION
DIGITAL EXPERIENCE
PLATFORM STRATEGY
ORGANIZING THE TEAMS
01
02
03
04

4. INTRODUCTION01

5. ROCKWELL AUTOMATION
$5.9B 22,000 80+COUNTRIESFISCAL 2016 SALES EMPLOYEES
WORLD’S LARGEST COMPANY DEDICATED
TO INDUSTRIAL AUTOMATION AND INFORMATION
SERVING
CUSTOMERS FOR
113 YEARS
• Innovation
• Domain expertise
• Culture of integrity &
corporate responsibility
INDUSTRIES WE SERVE
• Heavy Equipment / MFR
• Consumer/Life Science
• Transportation
• Other

6. OUR PRODUCTS
SOLUTIONS SOFTWARE HARDWARE SUBSCRIPTIONS SERVICES

7. OUR CUSTOMERS
ROCKWELL AUTOMATION
END USER
DISTRIBUTOR
PANEL BUILDER SYSTEM INTEGRATOR
INSTALLEROEM
DIFFERENT
CUSTOMERS
AROUND THE
GLOBE WITH A
REGIONAL
BUSINESS MODEL

8. FRUSTRATING CUSTOMER EXPERIENCE
PRODUCT
LIFECYCLE
DISTRIBUTORSRA.COM
SELECT/
CONFIG
PRODUCT
CERTIFICATION
REPAIR
LITERATURE
LIBRARY
RADAR
KNOWLEDGE
BASE
AB.COM
Multiple, Disconnected Experiences/Logins
Difficult To Find Information & Solutions Poor Search
No Scale, Expensive, Redundant
CURRENT
FUTURE
RA/CHANNEL
Intuitive, Consistent Access Point
Personalized Experience Across Touchpoints
Optimized Across Rockwell & Distributors
Scale, Leverage, Sustainable

9. DIGITAL
EXPERIENCE
02

10. PRIME
CUSTOMER EXPECTATIONS ARE
CHANGING
EXPERIENTIAL
COMPETITORS
PERCEPTUAL
COMPETITORS
AIRBNB FITBIT UBER
APPLE GOOGLE FACEBOOK NETFLIX
GENERAL
ELECTRIC
INDUSTRY
COMPETITORS
SIEMENS HONEYWELL
SCHNEIDER
ELECTRIC

11. EXPERIENCE
LEAD
APPROACH
DON’T BUILD
SILOS
PROVE
AND
MOVE
INSIGHTS
DRIVEN
GUIDE AND
NURTURE
FLEXIBLE
AND
SCALEABLE
SINGLE
SOURCE OF
TRUTH
DESIGN THROUGH
OUR CUSTOMERS’ EYES
Build a common,
integrated
experience.
Outside-In
Maintain a customer
& product master
Easily extended and
globally deployed.
Proactive governance of
everything.
Data drives business
actions.
Build trust and
momentum.

12. NOT LIKE THIS
1 2 3 4
LIKE THIS
1 2 3 4 5
HOW TO BUILD A MINIMUM VIABLE PRODUCT
SEQUENCING THE EXPERIENCE JOURNEY
LEAD WITH VALUE

13. LEAD WITH VALUE
SEQUENCING THE EXPERIENCE JOURNEY
NOW
6 MONTHS OR LESS
Minimum viability enables
quick wins and value delivery
NEAR
6-18 MONTHS
Iterative roadmap for
innovation and sustainability
NEXT
2 YEARS & BEYOND
Future state strategy and
direction

14. PLATFORM
STRATEGY
03

15. PLATFORM STRATEGY
Customer Data
Experience Management
Identity
& Profile
eCommerce
Search
Subscription
PIM
Light Delivery Tier
Search
Portal
WCM
Delivery Tier
Identity
PIM
Integration
W
C
M
Mob
ile
AppWCM
Por
talPort
al
eCo
m
Multi Silo
PIM
WCM Led
WCM
Searc
h
Port
al
Tran
s
PIM
Peers
Searc
h
…
Tran
s
WCM Portal
PIM
ASSESS
CURRENT STATE
DEFINE
YOUR CAPABILITIES
DESIGN
YOUR ARCHITECTURE

16. PLATFORM IS A KEY ENABLER OF OUR VISION
ARCHITECTURE OF THE EXPERIENCE
• Integrated, branded experience
• Experience is decoupled from capability stacks
• Common experience management platform
• Capability stacks are headless services
• Silo platforms & experiences
• Experience & capabilities are tightly coupled
• Multiple experiences running on different platform
stacks
Platform
B
Platform
A
Platform
C
Public
experience
Subscription
portal
experience
eCom
experience
…. ….
USE THIS
PLATFORM
A
PLATFORM
B
PLATFORM
C
EXPERIENCE DELIVERY PLATFORM
INTEGRATED EXPERIENCE
Public + Authenticated
… …
END USERS EMPLOYEESDISTRIBUTORS
NOT THIS
END USERS EMPLOYEESDISTRIBUTOR
S

17. ALIGNED THE PLATFORM STRATEGY
PHASE 1 PRIORITIES
ENABLE
DIGITAL
EXPERIENCE
MANAGEMENT
ETOOLS
ROADMAP
ECOM
SEARCH
IDENTITY
MANAGEMENT &
REGISTRATION
PRODUCT
INFORMATION
MANAGEMENT +
CONTENT
FOUNDATION
DIGITALMOVEMENTS
QUICKAIMS

18. HYBRIS IS PART OF OUR FOUNDATION
CUSTOMER DATA
EXPERIENCE (PORTAL) MANAGEMENT
IDENTITY
& PROFILE
ECOMMERCE
SEARCH
SUBSCRIPTION
PIM

19. ORGANIZING
THE TEAM
04

20. KEY ORG CONSIDERATIONS
• What to keep
• What to outsource to 3rd
party
• Onshore/offshore
• Digital is centralized across functions
• Digital is set up as a COE/shared service
WHAT TO KEEP
V. OUTSOURCE?
DEGREE OF
DIGITAL
INTEGRATION
CENTRALIZE V.
DISTRIBUTE?
• BU integration
• Divide and concur

21. CHOOSING YOUR PARTNERS
EXTERNAL INTERNAL
• Experience design
• Technical consulting (SI, Consulting, Implementation)
• Program & execution
• Alignment – Vision, readiness and priorities)
• Structure – Roles & responsibilities
• Steering & Execution – Orchestrationteam

22. DRIVE CULTURAL CHANGE
ACTIVE CRITICAL
THINKING
ENTHUSIASTIC
CX AWARENESS
DIPLOMATIC
COMMUNICATION
DEEP USER
EMPATHY
DEEP USER
EMPATHY
PERSISTENT
BRAVERY
01
02
03
04
05
06
DIGITAL TEAM MEMBER MINDSET

23. JESSICA
KORPELA
Digital Business Leader,
Rockwell Automation
BASSEL
ABUSHABAN
Principal Director Digital Architecture
Accenture Interactive
Q&A