And such is the buzz created by SMAC today, that every organization is just itching to get onto this “Digital Transformation” bandwagon, and it’s almost like they are all in a race to get there first. In the process of trying to get there, most end up making some vital tradeoffs, trying to get some low hanging fruits – and that is where many of these organizations start to falter away from the aspiration of being a true digiratti organization to one that is merely digitally enabled. Of course there is no harm in being conscious of the go-to-market timelines when planning your digital transformation journey – in fact it is absolutely essential to do so. The problem is when organizations misread these stepping stones assuming them to be the end-state of their digital transformation journey.
Providing your end-customers the ability to “like” and “share their experiences” on your products through the social platforms such as facebook and twitter, is undoubtedly required. But does making your ecommerce site “socially enabled” mark the end of that? The answer is NO. To provide a true digital customer experience, it is imperative to have your organization be able to also listen and consume what your customers are saying about your brand on the social platforms and having the ability to segment your customer base so as to be able to distinguish between the “brand advocates and ambassadors” and the “upset customers” and have an integrated digital marketing platform that allows you to take some informed decisions on next best set of interactions to engage with those customers.
Similarly, having a mobile-enabled website or a mobile app – is never really going to help an organization lure your customers away from your competitors. What would however, is the ability to provide your end customers a seamless experience across various channels – be it the physical brick and mortar stores, or your ecommerce web store, or the mobile app. Imagine the power of being able to track a customer’s abandoned shopping cart on the web channel, and later being able to recognize the physical location of that same customer to be around one of your physical stores the following day, and being able to send them a notification on their mobile app – as a reminder to try out that product with a discount coupon. And if not already, your customer would be in total awe now, if when they actually walk in to your store and you greet them with a welcome message informing them of the actual aisle and rack where they can find that product in the store, so they don’t need to go around the store hunting for it. Now that is a Digital Customer Experience.
Companies today want to push all their applications on to the Cloud as their fallacy is that it would help them reduce their OpEx. But the fact is, this may not always be the case. Migrating to a cloud platform needs to be a well planned and thougth-through exercise. It would be absolutely insane to have some of your legacy, mission critical apps be re-written, just to be able to host them on a cloud. The cost to simply re-engineer and migrate those would be horrendous, leave alone the associated business risks associated with that move. Instead, companies need to focus on having a robust integration platform that will allow them to leverage the powers and advantages of both the worlds.
Infact the point I am trying to make in all of the above examples is that – Although Social, Mobility, Analytics, and Cloud are undoubtedly the right levers to digitally transform your organization, the true digirattis are the ones that can actually integrate and coalesce each of these four levers into solutions that offer a true digital customer experience – Be it, to use the power of social platforms as an added input to your analytics solutions, tracking your customer interactions on mobile channels to enhance the experience on other channels, Integrating legacy on-prem solutions seamlessly with the digital half of the organization – and to achieve all this, the one key underlying component is a robust secure cloud integration platform that allow organizations to build such digitally integrated solutions.
Capgemini’s cloud orchestration platform offering – Immediate is an industry recognized solution that helps organizations acelerate through their digital transformation journey.
Developed through years of experience of supporting digital services for clients in multiple sectors, Immediate brings together the technology assets you need to integrate the market innovations of your choice into your existing IT estate:
- API Management
- Identity & Access Management
- Service Management
- Automated Provisioning
- Application Lifecycle Management
Please read here to find out more on Capgemini’s Immediate offering.