Digital business transformation- IT Strategy
- 3. Why transform? The why transform question is the starting point of all digital business transformations. As transformation is challenging, organizations need to be clear on the justification for change. What to transform? Once the motivation for transformation has been clarified (the answer to the why transform question), the next stage of the journey begins – what to transform? Digital business transformation can take many forms and smart transformation requires prioritization. How to transform? Tools help to answer the ‘what’ to transform question. It is important to have a clear idea of where transformation is required, and in what order it should be tackled. However, knowing what to do and how to do it are two very different challenges.
- 5. Market Sensing * Formulate and test market views * Inform and guide decision making Defining the market * Market segmentation *Determining segments of interest Monitoring Competition * Competitor analysis * Improving monitoring performance Assessing customer value * Value assessment methods * Customer value management Gaining Customer feedback * Customer satisfaction measurement * Net promotor score Understanding Value ** Market Sensing Market sensing enables business market managers to formulate, test, revise, update and refine their market views, which are simplified representations of the marketplace.
- 6. Understanding firms as customers The process of learning how companies rely on a network of suppliers to add value to their offerings, integrate purchasing activities with those of other functional areas and outside firms, and make purchasing decisions Crafting Market strategy This is the process of studying how to exploit a business’s resources to achieve short term and long term market place success, deciding on a course of action to pursue and flexibly updating it as learning occurs during implementation.
- 7. Creating Value The firm puts its understanding of business market value to use in creating value for the market segments and customer firms that it has decided are of greater interest. Creating value is composed of business market processes of managing market offerings, new offering realization and business channel management. Managing Market Offerings New Offering realization Business Channel management
- 8. Delivering Value Prospecting * Generating Leads * Handling Inquiries * Qualifying prospects Assessing Fit * Building the Value Stack and linking to decision making stack * Scheduling the first meeting * Learning prospects requirements and preferences Gaining the initial order * Demonstrating value *Negotiating the first sale Fulfilling the Initial Order *Coordinating Supplier functions * Completing the transaction * Deciding to do business together Delivering Value
- 9. Capgemini- Navigate Digital Transformation The following is a framework developed by Capgemini at MIT labs which it employs to understand its client and lead a digital transformation for them.
- 10. Some of these changes are listed below:- Helping a yellow pages company transform into an online leader Refining the digital ecosystem for a major national government Developing a digital strategy for a major music company Defining a smart home strategy for a major utility company Establishing the digital marketing organization for a global mobile handset manufacturer Designing a new operating model of a global distribution company Creating a multi-channel solution for a leading retail bank to deliver an integrated customer experience – multi-channel
- 11. Crestech Global CresTech is a specialized software testing and QA services provider with 300+ consultants spread across its 3 delivery centers at India, USA and Australia. CresTech is the first (India headquartered) Independent software testing company to be assessed at CMMI Level 3 SVC. CresTech works with its global clients in the areas of test automation, mobile QA transformation, cloud migration testing, and end user experience management that includes performance and security testing. Leveraging innovation at its core (with 3 provisional patents to its credit), CresTech is trusted by Fortune 500 enterprises and start-ups alike to help them in their QA programs worldwide. Gartner has positioned CresTech in the panel of 10 World’s best Pure-Play Testing Service Providers in Multi-domain Skills category. CresTech is CMMI Level 3 SVC 1.3 assessed independent testing company headquartered in Noida, India. CresTech, a leader in Outsourced Software Testing Services Company providing Consulting, Services, Training and Products to the corporate houses, has been recognized as one of the 50 fastest-growing technology companies in India, and one of the 500 fastest in Asia Pacific. CresTech was part of NASSCOM top 50 emerging companies in India year 2009.
- 12. Company Highlights Solutions Product Quality Management Application Performance Management Test Automation Solutions Application Security Management Mobile Testing Solutions Specialized Testing Solutions Test Optimizations & Transformation Solutions Products Crestech have built a set of tools and methodologies that QA community around the world is using to make their life easier and deliver better quality. Opkey CSAC Optest Test Accelerators SelKey
- 13. Clients Crestech serve a large number of clients across different verticals, some of these are listed below. Sapient Accenture HCL Adobe Paytm Genpact Intel CSC COLT Brickred Fidelity
- 14. Market Research Information Customer Use information to design market offerings Continuous Enhancements Crestech Framework
- 15. Understand Value Crestech Global is a Software testing firms, one of the independently sustaining company at CMMI 3 level and striving for Level 4. The customers at the organization are perceived in a naïve fashion. This is a firm that rose up from the level of training solution provider to testing products and services supplier. They have segmented themselves at par amongst others with the value proposition lying in the distinguished service field. The work on the pure play model business model has provided them the diversity amongst geographies. The marketing team of the company floats research to identify the prospects and understand what the market of the various geographies. The team comprising of young enthusiasts pours in new ideas altogether and catches the crux of the customers. The customers are targeted by the sales team in an orderly fashion. They have a self- designed process which is integral part of the company. The organization has penetrated to Australian and American soils apart from serving their own nation. The target companies are sought after via various trade shows and IT departments meetings and reviews round the year. They are searched via and aggressive digital marketing team which constantly boosts the presence of company portraying their value position in the market and positioning them apart from the competitors.
- 16. Technology Delivery Process Research & Development Technology Integration Efficiency, Effectiveness, Learning Product Delivery process Concept to launch Manufacturing process Customer Delivery process Distribution Info mediation Value based strategies Pricing Communication Value Creation- Process Creating Value
- 17. 1. Product segmentation Application testing services Product testing services 2.Segmentation by end-users BFSI Financial services Media Telecommunications Others
- 18. Crestech’s positioning had developed a sense of pride and trust via its customers which is evident from the below mentioned factors: CMMI Level 3 SVC 1.3 Assessed CresTech follows Quality Management practices as per the norms of SEI CMMI practices. Customer Delight our Pride CresTech customer oriented model helps it to adjust to the unique client needs and provide a seamless solution adding significant value to the customer. Innovative Solutions to Customer Problems With a highly intellectual team, Crestech provide innovative solutions to customer in order to give cost and time effective solution to the customer. Long Term Solutions It provides Long Term Solutions giving maximum ROI to the customer. Framework building, Team bootstrapping and Service Support are just a few solutions. Globally Renowned Testing Experts The Testers and Certified and Experienced Testers backed by team of globally renowned Testing Experts understanding the one of a needs of client and working to client’s satisfaction. Expertise Across Varied Domains The software testing services span across enterprise such as Banking and Finance, Insurance, Media & Entertainment, Telecom, ERP and Travel and Tourism. High understanding of Quality, Test engineering and processes.
- 19. Crestech delivers value to its target customers by engaging with them through the below mentioned modes:- Social Media LinkedIn Leads Corporate trainings Webinars Case studies/ Whitepapers/ Blogs Trade Shows Coverage on leading portals Delivering Value
- 20. Understanding Crestech from Capgemini MIT digitization model The organization has worked on the following three parameters:- 1. Customer Experience The customer understanding and is well defined but not yet scoped under analytics to that extent. This is a growing firm which is trying to establish a footprint in the western countries. Hence, implementing analytics can provide better insight on customer understanding. The top line growth points and customer touch points are well catered to. 1. Operational Process The organization has mobile platform for clients, customers and workers which provides a 24*7 availability of resources for the clients that work on 24 hrs. offshore-onsite model which is especially prevalent in IT industry. The performance management is catered to via internal tools however, data driven decision making has to be taken up to core with a dedicated team taking care of this task. 1. Business Model The digitally modified business and digital globalization is providing a helping hand to the organization after they revamped their digital footprint in the global market. The enterprise integration and shared services is driving a low margin business in this highly competitive environment.
- 21. Challenges Faced by Crestech’s marketing team on Digital Platform Content marketing & Quality Video presence to generate queries and leads. Mobile Marketing - Website Changing sales tactics for an audience that is already 85 per cent through the sales journey. Providing business as prospects glance at the web. Successful campaigns. Targeting Primary audience via digital space. Marketing and Sales Data management Tracking Leads – Analytics Authenticity of leads via digital medium Engaging Social Media
- 22. References https://www.accenture.com/_acnmedia/Accenture/Conversion- Assets/DotCom/Documents/Global/PDF/Digital_1/Accenture-Digital- Transformation-B2B-spotlight.pdf https://www.capgemini-consulting.com/digital-transformation http://wiprodigital.com/ https://www.cognizant.com/InsightsWhitepapers/a-framework-for- digital-business-transformation-codex-1048.pdf http://www.imd.org/uupload/IMD.WebSite/DBT/Digital%20Business %20Transformation%20Framework.pdf http://crestechglobal.com/