© 2014 WIPRO LTD | | CONFIDENTIAL © 2015 WIPRO LTD | | CONFIDENTIAL “RIDING THE DIGITAL...

© 2014 WIPRO LTD | WWW.WIPRODIGITAL.COM | CONFIDENTIAL© 2015 WIPRO LTD | WWW.WIPRODIGITAL.COM | CONFIDENTIAL

“RIDING THE DIGITAL WAVE”

© 2015 WIPRO LTD | WWW.WIPRO.COM | CONFIDENTIAL 2

digital is a lifestyle not a technology

© 2015 WIPRO LTD | WWW.WIPRODIGITAL.COM | CONFIDENTIAL2

© 2015 WIPRO LTD | WWW.WIPRODIGITAL.COM | CONFIDENTIAL 3© 2015 WIPRO LTD | WWW.WIPRODIGITAL.COM | CONFIDENTIAL 5

customers are changing their behavior

faster than firms can evolve

© 2015 WIPRO LTD | WWW.WIPRODIGITAL.COM | CONFIDENTIAL 4

dealing with a digitally empowered customer

1.0

product / service

store

2.0 3.0

channel

customer

4.0

Firms who were born during the ‘age of manufacturing’ have business models, processes and technology that are organized around their product / brand

Firms who were born during the ‘age of distribution’ have business models, processes and technology that are organized around their store front / branch

Firms who were born during the ‘age of internet’ have business models, processes and technology that are organized around their channels

Firms who need to be successful in today’s ‘age of the empowered customer’ need to reimagine their business model, processes and technology and re-shape them around the customer journey

REQUIRES FIRMS TO RESHAPE THEMSELVES AROUND THE CUSTOMER JOURNEY


customers expect brands to support their digital life

© 2015 WIPRO LTD | WWW.WIPRODIGITAL.COM | CONFIDENTIAL5


THE RELEVANCE OF

FACEBOOK

THEY EXPECT

THE IMMEDIACYOF TWITTER

THE INTELLIGENCE OF AMAZON

THE EXPERIENCE OF

UBER

THE SIMPLICITY OF

APPLE

THE CONTENT OF

YOUTUBE

they live a digital life MEASURED BY NEW BENCHMARKS

THE OMNIPRESENCE

OF GOOGLE

© 2015 WIPRO LTD | WWW.WIPRODIGITAL.COM | CONFIDENTIAL 7© 2015 WIPRO LTD | WWW.WIPRODIGITAL.COM | CONFIDENTIAL 7

firms are re-imagining how they adapt to the customer’s digital lifestyle


the customer is informed…

scanadu – disrupting healthcare by designing patient centric health experiences


the customer is empowered…

maker movement – disrupting manufacturing by designing open source DIY experiences


the customer is assertive…

betabrand – disrupting retail by designing apparel fashion experiences for customers


“revenue will come from connected devices, not products”GLOBAL MANUFACTURER OF APPLIANCES, LIGHTING AND MEDICAL DEVICES








creating exceptional customer experiences requires

THE NEXT LEVEL OF DIGITAL MATURITY

Level 1 Level 2 Level 3 Level 4 Level 5

heroic efforts

best in class

platform

customer shaped

experience driven

@ scale, @ speed


the initial stages are worthy endeavoursBUT RETURNS BEGIN TO TAPER OFF

“disconnected vision of digital distribution & back office simplification

projects get overtly focussed on technology and channel refresh, with limited emphasis on the design of experiences

with no real uplift in NPS scores nor significant cost take-out

projects seem to take too long and the customer experience remains fragmented ….”

Level 1 Level 2

heroic efforts

best in class

platform


we must establish a digital transformation agendaWHICH IS CENTERED AROUND THE CUSTOMER

customerexperien

cedigitizati

on

value


we must establish a digital transformation agendaWHICH IS CENTERED AROUND THE CUSTOMER

customerexperien

cedigitizati

on

value

CMO, CIO agenda:

“Show up where the customer is at”

“Create seamless & amazing experiences along the customer journey”

“Drive online customer acquisition”

“Enhance cross sell ”

“Develop deep insight into customer behaviour”

COO, CFO & CIO agenda:

“Digitize ‘channel to fulfilment’ through Business Service Redesign”

“Drive digital adoption across customer base”

“Deploy new way of working in IT and Operations”


Wipro DigitalEND-TO-END, FULL-SERVICE DIGITAL TRANSFORMATION PARTNER

custome

r

interactio

n

insight integrati

on

strategy

design

technology


Wipro Digital – what we doDIFFERENTIATOR: DRAWING ON COLLECTIVE EXPERTISE FOR EVERY PROJECT

custome

r

interactio

n

insight integrati

on

strategy

design

technology

Defining digital strategies and

approaches

Designing exceptional, customer

experiences

Helping clients evolve to deploy

faster, more iteratively


customer journey engineeringA NEW NON-SILOED APPROACH; MULTIDISCIPLINARY, CUSTOMER DRIVEN AND ITERATIVE

stakeholder interviews

digital inventory audit

customer segment & persona profiling

map the Customer Journey

apply service and interaction design

information architecture design models visual design

prototype

usability testing

customer validation – test & learn; implement

Customer Journey engineering


designing & engineering Customer JourneysEXAMPLE: ELLIE'S (DIGITAL NATIVE) JOURNEY WITH A LEADING UK BANK


on our digital engineering rigDIGITAL RIG (DEV/OPS ON CLOUD) – CONTINUAL DEPLOYMENT INTO MARKET

Alpha projects would typically be created to support hackathon style events and are largely throwaway software

Alpha+ type projects are those that are created to support Customer Journey - that are piloted with Colleagues

Beta type projects are those that are created to support Customer Journey - that are piloted with Colleagues and/or Customers

WIPRO DIGITAL ENGINEERING RIG –

RAPID PROTOTYPING OF CUSTOMER OUTCOMES


an example of our workFOR LEADING UK BANK

24 hour digital iteration:Ideation, design and engineering of a Customer Journey focussed on current account opening for a Digital Native (Ellie)

Illustrative view of Ellie’s Customer Journey

In24 Bankside https://vimeo.com/110058046 password: bankside

https://vimeo.com/110607732 password: E11i3(no audio)


an example of our workFOR LEADING US INSURANCE COMPANY

24 hour digital iteration:Ideation, design and engineering of a Customer Journey focused on Catherine and her journey in the event of an accident

In24 InSurehttp://vimeo.com/wiprodigital/hin24insure password: wiprohartford1


thank you

Achuthan Nair+91 [email protected]

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