Customer Experience Platform and Digital Transformation Strategy
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The document discusses implementing a customer experience platform for a transit system to enhance the customer experience. It recommends building a customer-centric IT ecosystem providing an agile foundation for future technologies. The goal is to personalize the customer experience through data, services, and lifestyle integration. Key takeaways include focusing on customers, being accountable to exceed demands, keeping things simple, and acting with transparency. Challenges for 2020 include funding and addressing changing customer needs and behaviors. The business case is to meet future customer demands and optimize operations through mobility, self-services, and personalized analytics.
Customer Experience Platform and Digital Transformation Strategy
- 1. CUSTOMER EXPERIENCE PLATFORM IT Digital Strategy for Transit Systems Presentation By Thomas Silvestri The Silvestri Group – Shape Shifting the Future | www.thomassilvestri.com | thomas@thomassilvestri.com
- 2. Overview 2 The Customer Experience Platform Executive Summary Key Takeaways 2020 Outlook Business Case Digital Transformation IT Digital Value Pyramid Reshaping the Customer with IT
- 3. Executive Summary 3 Vision: Customer Experience Platform Build a world-class customer-centric mass transit IT ecosystem providing an agile foundation for future technology platforms to enhance the customer’s experience of the CTA products and services. Goal: Customer Centric Personalization A road map for IT digitization of customer experiences through BI data, geographies, education, self-services, cultural activities connecting all points of the customer profile integrated intelligent transit systems to increase the total customer experience. Objective: Customer Lifestyle Integration Connecting 24/7 customers, businesses, communities, organizations, activities, and networks via a new digital strategy that concentrically focuses on the future of customer experiences that offers a modern state of the art technology enabled personalization while promoting a total customer lifestyle integration.
- 4. Key Takeaways 4 FAST Framework Focus Shifting IT thinking from how and what skills to exploiting the customer competencies with the local, regional and global connected economy Accountability The internal and external enterprise leaders are accountable for exceeding the growing customer demand and co-developing platforms for future customer expectations Simplicity New digital ecosystem for long term resource commitments to establish simple and clear enterprise innovation utilizing the state of the art technology for total customer lifestyle integration Transparency Business, technology and IT organizations should form an integrated leadership of transparency for the cornerstone of new business strategies
- 5. 2020 Outlook 5 IT Digital Challenges Investment backlog is $1.45M inadequate to meet customers needs of the future 5 Year capital plan projects half of annual levels of funding to maintain the current state of the business Lack of IT public and private social sharing partnerships and start-up initiatives Absence of the 2016 state budget requires new access to funding and support of economic growth Lack of governance to provide a strategy of customer- centricity to improve the total customer experience Proposed system wide projects do not address the new and existing customer needs, behaviors and personalization Lack of influence on potentially new non-riders, young and urban customers Minimal personalization options for the 24/7 mobile customers of the future
- 6. Business Case 6 IT Value Initiatives for Customer Platforms Meet the future demand of customers to support an agile and rapid changing lifestyle Assist public and private partnerships and investments Optimization of the business operating model with global transit best practices Improve IT and technology scalability and agility thru mobile, cloud, social and customer analytics Hyper-convenience of user-based persona’s with robust digital user interfaces TCO and the lowest transaction cost per system user Robust and tailored analytics for business and IT collaboration Customer driven outreach, education and community events
- 7. Digital Transformation 7 IT Value Proposition “IT's ability to translate digital innovation into business innovation opportunities” The Future of IT Transit: Establish an IT paradigm for a broad ridership appealing to young urban demographics Intelligent Transportation Systems (ITS): Fund and operate the state of the art ITS regional inter-modal services seamlessly integrated into customer lifestyles Social Media: Customer thoughts, behaviors and analytics are foundations for future business drivers to improve the customer voice within the city ecosystem Integrated Mobility: Interoperability of multi-point user locations, profiles and response mobility. New predictive intelligence of self-service portals, sensors and demand-side analytics of next generation IT applications.
- 8. IT Digital Value Pyramid 8 PERSONALIZA -TION MOBILITY SELF- SERVICES TECHNOLOGY LIFESTYLE INTEGRATION DIGITAL TRANSFORMATION STRATEGY IT SERVICE DELIVERY MODELS BI/ANALYTICS APPLICATIONS PORTFOLIO
- 9. Reshaping the Customer with IT 9 IT Digital technologies are challenging public transit IT businesses in ways that have not been experienced before. Whether as a result of hyper competition from players in adjacent industries—or rapid IT disruption, there is a distinct risk and uncertainty for future revenue streams and customer retention. Although the solution may lie with IT digital technology, the relationship between technology investments, the customer and profitable growth is a complex one for the public transit businesses. Here is where IT executives and their technology innovation can lead by empowering the public transit system with new value creation. There is significant growth opportunity for the CTA by unlocking the benefit realization within the customer experience platform.
- 10. The Silvestri Group 10 SHAPE SHIFTING THE FUTURE. BEYOND TRANSFORMATION TO SUPERIOR DELIVERY Unlock your potential, challenge your established universe of thoughts to achieve new paradigms of thinking for global business superiority. Partner with agile, adaptive, forward value capabilities to co- create platforms of success with stakeholders and key global partners. Revenue Drill Return Model (RDRM) ® Thomas Silvestri Founder and Managing Director www.thomassilvestri.com thomas@thomassilvestri.com 773.599.8230