Digital Transformation Before Digital Experience

While many companies are increasingly obsessing over the quality of their customer experience, most have quite a way to go before they can achieve truly great experiences and engagement.

A recent report on digital transformation concluded that only 3 percent of companies have achieved transformation across the enterprise. 92 percent of these companies, versus just 22 percent of the rest, had mature digital strategies and processes in place for improving customer experience. Significantly, 70 percent of these companies credit digital transformation with increased customer satisfaction.

This is just one of many reports that confirm what we already know; enterprises must embrace complete, end-to-end digital transformation in order to deliver great customer experiences.

What does that entail?

By now, most enterprises are sufficiently engaged in digital to know that transformation is not merely about acquiring and implementing the latest technologies, and experience doesn’t happen via shiny front-end applications. The path involves nothing less than a reimagining of business, including its systems, people and processes. The good news is an increasing number of companies are fast-tracking their digital transformation to drive more customer-centricity, yielding more satisfied buyers, increased loyalty, vocal advocacy, and lower cost of service.

In our role as digital transformation partner, we are helping many organizations realize their goals. Case in point: We helped a technology conglomerate modernize, standardize and automate 20 key business processes, digitizing more than a million caseloads. Prior to our involvement, their agents were navigating a laborious sequence of 122 steps, crisscrossing several applications, functions and procedures to merely figure out if they could even expedite an order. By implementing a combination of analytics, artificial intelligence, and automation solutions to intelligently route requests to the agent best equipped to resolve the issue, as well as automating processes delivered though an integrated customer engagement platform, the same query that once took 20 hours to process can be resolved in less than 5 minutes. As a result, more than 8 million hours of customer wait time has been eliminated, delivering a massively improved customer experience.

Another example is how we are future-proofing a large global telecom company. We are modernizing the core to drive operational agility, data-rich systems, new ways of working, and flexible, omnichannel customer experience across a five-year transformation roadmap. This involves the telecom’s full stack, from the foundation BSS / OSS layers in partnership with Netcracker, through to the CSS customer interaction layers, created by using Adobe, UXP and PegaSystems as both an omnichannel enabler and decision making layer. All this will ensure end-to-end digital transformation driven by real-time, contextual customer data to deliver differentiated next best actions and next best offers.

To enable such transformations, we are constantly engaged in building the necessary skills within our own organization. For example, we have nurtured a high-performance team of digital specialists who work with clients to realize their goal of building relevant, customer-friendly digital solutions in an ever-evolving digital marketplace that is becoming increasingly uncertain, asymmetric and complex. We are also helping our clients leverage technology to connect their people to knowledge, processes, and each other, and thereby transform the workplace experience.

Investing in acquiring specialized skills that complement our own expertise is also key. Examples include our acquisition of London-based Brilliant Basics, a product design and customer experience firm known for its world-class design thinking-led approach and experience in executing programs around the world, and WONGDOODY, an award-winning, US-based full-service creative and consumer insights agency. Over the past year, our team has reimagined customer experience across channels, including the web, apps, ATM, kiosk, IVR, and branches, for several global banks. Now, many of these capabilities are being integrated into the Finacle suite of banking solutions to offer even better digital experiences to users.

We are also expanding our network of digital studios, from near shore capabilities in Bangalore and Pune to our new Design & Innovation Hub in Providence, RI. These digital facilities have been set up with the goal of fulfilling the needs of global clients for end-to-end digital transformation solutions that will enable them to deliver the kind of experiences their customers demand. Going forward, we will be adding more initiatives to bridge the gap for design and human- centric skills to build impactful technology solutions.

Our objective is to transform our clients’ organizations from end to end, by reimagining service design and experience on the outside, while renewing legacy technologies, processes, systems, and ways of working on the inside. The Infosys digital framework drives outcomes for the way customers experience digital solutions, helping leverage insights from data, innovate vertical platforms and digital-first engineering, accelerate core digitalization, and establish digital trust. The result helps our clients meet rising customer expectations, deliver personalized experiences at scale, and do it all at the speed of market.