Digital Transformation has become a heart throbbing topic for every business, leader and employee. Many don’t know what it is but everyone still wants to be a part of it. Leaders know its importance yet they are struggling with how to drive digital transformation. In her presentation Kanika would like to share about the state of digital transformation in Asia and a step by step guide on how to become a digital enterprise.

1. 1
DIGITAL
TRANSFORMATION
IN ASIA
UNDERSTANDING UX IN THE
BIGGER PICTURE OF CX
www.passionpeers.com
kanika@passionpeers.com
+65 98750611
10 Anson Road, International Plaza,
Singapore City - 079903.

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Presenter
KANIKA AGARWAL
Founder and CEO, Passion Peers
@DigitalKanika
#UXSG

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User Experience in the bigger picture of
Customer Experience.

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Audience Poll
1
Is your Organization undergoing
Digital transformation? 2
Are you mapping the customer
journey and know all the digital touch
points of your customers?
Yes
No
or
Yes
No
or

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Is Digital Transformation being misunderstood?
88%
are undergoing digital
transformation
25%
mapped the
journey
Journey Mapping with a focus on
customer journey and new digital
touch points.
Source: State of Digital Transformation in 2014, Altimeter Study

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What is Digital Transformation?
The re-alignment of, or new
investment in, technology and
business models to more
effectively engage digital
consumer at every touch
point in the customer
experience lifecycle.”
– Altimeter and Brian Solis
“

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What is Digital Transformation?
Digital transformation is a process.
Objective is to understand the physical and
digital touch points of your potential and existing
customers to give them a seamless experience.
It starts with organizational alignment where
people & a digital mindset are at core .
Adoption of digital platforms, tools and techniques
are the catalyst.
Organization's ecosystem and business processes
are subjected to change.”
- Passion Peers
“

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Shifting Focus to Asia
Digital Transformation Search Term
2005 2007 2009 2011 2013 2015
Interest over time: Regional interest
100
78
51
40
29
19
India Australia United Kingdom Germany France United States
With internet population at 33.5%, nearly 50%
of the world’s internet users live in the APAC
APAC accounts for nearly 55% of global mobile
ownership (around 2.5 billion users) and that
share is expected to reach 60% by 2016

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Understanding Digital Transformation in S.E.A
71%
19%
10%
Undergoing Digital Transformation
Yes
No
Don’t Know
47%
29%
24%
Mapping Customer Touchpoints
Yes
No
Don’t Know
Source: Digital Transformation Study in Asia, 100 CXO’s interviewed

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Objectives of Organization’s Digital Strategy
76% Improve customer experience and engagement
48% Revenue growth
43% Fundamentally transform business process
43%
38%
38%
14%
Improve business decision making
Increase efficiency
Product Service Innovation
Reduce cost
Source: Digital Transformation Study in Asia, 100 CXO’s interviewed

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Steps/Priorities to start the Transformation Journey
1 2 3 4 5 6 7 8 9 10
Customer
Experience (CX)
Internal Culture
Business Process/
Model
Cross Functional
Collaboration
Digital
Use Cases Roadmap
Leadership Adopting New
Technologies
Business Priority
Assessment
Taking the
1st step

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CX = Business/Brand delivered – Customer Expectation
You have got to start with the
customer experience and
work backwards to the
technology.”
- Steve Jobs
“
1. Customer Experience (CX)

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Customer Experience (CX)
Which of the above
best describes your
company’s efforts
around the customer
journey/experience? 42%25%
12%
12% 3%
We have completely mapped
out the customer journey
within the last year and have a
clear understanding of new
digital touch-points.
We have not officially researched the digital customer
journey but we have updates digital touch points with new
social and mobile technologies and investments
The need to do so
hasn’t come up or
been made a priority
We’ve talked about the
need to do so but no one
has taken the lead yet
We are researching
customer behavior now
and waiting for results to
inform our digital
transformation strategy

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CX Framework
Customer Touch points
Physical: Retail Stores, Call
Digital: Mobile, Social Media, Content, IoT
Customer Insights
Persona, Behavior, Analytics,
Life Cycle Stage
Customer Identity
Unique data to map

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CX Framework
CX
CJ CJ CJ
UX UX UX UX UX UX
UI UI

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Customer
Experience
User
Experience
CX vs UX

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Transformed CX Approach
Persona
Uni-directional
Funnel
Survey/Research
Led
Behavior Segment
Networked Funnel
Data Driven

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Customer Experience Research in Asia
Source: Accenture Interactive – CMO Study Insights

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“Shift from doing digital
to being digital”
2. Culture change is the only constant.

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Inside Out Approach
63%
see changing company
culture as a challenge
Digital Mindset & empower to act
Being Unconventional and open to risks
Renewed vision with people first
From Employee Advocacy to Customer Advocacy

21. 21
In today’s era of volatility, there is
no other way but to re-invent. The
only sustainable advantage you
can have over others is agility,
that’s it. Because nothing else is
sustainable, everything else you
create, somebody else will
replicate.”
– Jeff Bezos, Amazon
“
3. Re-inventing Business Processes

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Re-inventing Business Processes
Speed, Innovation,
Responsiveness, Lean
Innovate with different business models-
On Demand, Subscription Based, Shared Economy,
E-commerce,
From Short – term campaigns to long term strategy
Agile Development and
Prototyping
Manifestos
Marketing Automation
Tools- for test and learn
approach.
Be Disruptors
From Max Validated
Product to Minimum
Viable Product
Interoperability between
IT and OT

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New trend- Innovation Labs

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Starbucks 1st Chief Digital Officer, Adam Brotman,
was ordained by CEO Howard Schultz to start
building a more digital business based on current
and future trends.
4. Pro- Digital Leadership

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Leadership Support
Board has a
significant role to
play in Digital. 10% 10%
Percentage of
Companies with
“Highly Digital” Boards1
Percentage of
Companies with
“Partially Digital” Boards2
80%
Percentage of
Companies with “Non-
Digital” Boards3
1 “Highly Digital” Boards have at least two Digital Directors
2 “Partially Digital” Boards have at least one Digital Director
1 “Non-Digital” Boards do not have any Digital Directors

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It has to be Top- Down
McDonalds has a digital
transformation team where
the leaders are from tech
companies like Facebook,
Yahoo, Microsoft.
Russell Reynolds – 2014 Digital Board Study

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Who owns the customer
experience?
Answer is everyone.
5. Cross Functional Teams- Organization Re-alignment

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Cross Functional TeamsMarketing&Comm
CustomerCare
Sales
HR
IT
DigitalMarketing
Marketing&Comm
CustomerCare
Sales
HR
IT
Digital
Transformation
Digital Marketing does NOT mean Digital
Transformation
Strategy &
Product
Design
Technology
Marketing
Sales and
Analytics

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Enabling Digital Mindset
Corporate Learning
e.g. Digital Marketing
with Design Thinking
Shift from Short Term
Campaigns to Long
Term Strategy
Data Driven
Ecosystem
Test and Learn Know the emerging trends
for the business.

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Corporate Learning Framework
Digital & Social Media
Marketing
Customer Experience &
Design
Integrated Marketing
Communication
Social CRM Setup &
Strategy
Digital & Social Media
Marketing
Customer Experience &
Design
Integrated Marketing
Communication
Social CRM Setup &
Strategy
Internet of Things
Foundation of Digital
Banking & FinTech
Foundation of E-
Governance & E-learning
Foundation of Digital
Healthcare
Core Functional Courses
Emerging Themes
Courses

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At least 40% of all
businesses will die in the
next 10 years… if they
don’t figure out how to
change their entire
company to accommodate
new technologies”
– John Chambers, Executive
Chairman,
Cisco System
“
6. Adopting Relevant New Technologies

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Agile Software Development
Legacy IT
Architecture
New Apps and Databases
Customer Facing: Integrates Data
and customer behavior
High Speed Systems
Easy re-iterating and prototyping
tools for improved UX Design
Russell Reynolds – 2014 Digital Board Study

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Adopt Relevant New Technologies
Virtual Reality
(e.g. on social FB)
Internet of Things (IoT) or
Wearable's
Fintech for Banks
Mobile Apps
Web E-Business
Digital
Marketing
Digital
Business
Autonomous
Business
2000 2005 2017 2025
People
Things Business
+ Smart
Machines
Gartner Symposium

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Adopt Relevant New Technologies
Gartner Symposium

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7. Making Digital Use Cases
Source: CXOWeekly
Innovation
Capability
Transformation
Capability
IT Excellence Customer
Centricity
Effective
Knowledge
Worker
Operational
Excellence
• Effective
innovation
Process
• Innovation
Partnerships
• Customer Co-
creations
• Digital
Leadership
Process
• Digital
Communication
Company
• Cultural Pulse-
check
• Real-time Insight
into Vehicle Data
• Dynamic Plug-
and-Play
Sourcing
• Flexible
Infrastructure
and Architecture
• Third-party
System
Integration
• Digital Security
and privacy
• Mobile Order
Fulfillment
• Customer self
service e.g. self
billing
• Channel
consistency
• Personalized
value added
services and
pricing
• Customer
Profiling
• Enterprise
Learning
Platform
• Cross Functional
Collaboration
• Operational
decision-making
empowerment
• Industrial
operations
• End-to-end
service
monitoring e.g.
active tracing
• Service product
catalog
• Online
collaboration
Logistics Digital Enterprise 2020

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8. Business Priority Assessment
Source: CXOWeekly
Must Haves Quick Wins
BI Cloud Service
Real-time analytics
Facebook based
Client Polls
Location based
Mobile Offerings
Digital Use Case G
Don’t Touch Low Hanging Fruits
Digital Use Case Z Digital Use Case F
Digital Use Case E
Ease of implementation
Businessbenefits
low
low high
high

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9. Roadmap
Source: CXOWeekly
Digital
EnterpriseReal-time analytics
Digital Use Case G
Digital Use
Case Z
Digital
Use
Case F
BI Cloud Service
Facebook based
Client Polls
Digital Use
Case E
Location based Mobile Offerings
2013 2014 20152012
Effective Knowledge WorkerIT Excellence
OperationalExcellenceCustomerCentricity
BusinessTransformationManagementMethodology(BTM)
InnovationManagement

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10. Making a Case and Starting Off
Businesses will be out of business if
they don’t start now.

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Summary
1
With Digital Transformation becoming a priority in Asia,
Customer Experience has become key.
2
User Experience Professionals have a bigger and vital
role to play becoming critical in the CX framework.
3
There are 10 steps that organizations can follow to kick
start their journey to become digital enterprise.

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THANK YOU!
kanik@passionpeers.com
www.passionpeers.com
/kanikaagarwaltech
@DigitalKanika
Q&A