Digital Transformation & Digital DNA Understanding Customer DNA

Nilesh Patel, Head - IT, Brigade GroupCurrently as Head IT & Systems at Brigade Enterprise Ltd, he is responsible for building and implementing the strategic and tactical technology roadmap for entire Brigade Group. Also, he is the incharge of Digital Workplace & Innovation at Brigade Group.'

How do you create value for yourself and customers? Market is aggressive and competitive; hence one must increase profits through value creation. It’s a delicate balance between value creation and capture. Trying to capture more value without creating more will make customers go to their competitors. And in ‘Digital’ Transformation, the word ‘Digital’ is so much commoditized and overused, that its definition has lost its meaning. It is subjected to one’s understanding of digital transformation in terms of value creation. It’s more of strategic understanding. And hence when we talk about the customer experience, first and foremost, it is either highly personalized when we talk about one-on-one or it could be general; one-to-many.

Understanding Digital DNA
Personalization requires that we understand the customer psyche and at the same time create an opportunity behind those. To understand customers psyche, we have to know their digital DNA. In any industry things are changing adding to complexity while understanding their personality and choices. Hence, second part is the procedural ambiguity. All organisations have their own legacy of processes and procedures. When we transfer a traditional organisation into a digital organization it requires breaking those digital ambiguities and build a digital clarity behind. The third part is structural rigidity.

Every business has its own business model; how they create value and how they capture value. These three are co-related: business model, operating ways behind the business model and ensuring continuity to add
customer value. Digital transformation is not just about trying to take the three, which are inter related but at the same time know how to glue these three components.

One critical aspect is the control and governance when it comes to the digital space which is very wide and data is the foundation of that

Constraints of Digital Transformation
One will face many challenges when one starts how to sustain the momentum that has been built during the transformation. And at the same time, once one delivers, next is to make sure the adoption is maximum and once the adoption is maximum how to interlink to build on that feedback that one has created. One critical aspect is the control and governance when it comes to the digital space which is very wide and data is the foundation of that. There is huge governance mechanism required. There is structured data, unstructured data of any structure. Addressing that how can we make meaningful insights of these data relevant for business would be another key challenge. In every digital initiative under the digital transformation we have various options on the table and each of those will have a desired outcome and those design outcomes are governed by constrained on resources as nobody will have endless resources. Constraints means we have to invest in infrastructure and planning, for example infrastructure has a five years of planning and after that we need to renew the infrastructure and opt for cloud that will give us flexibility. Ultimately it is about how we help business take improved decision driven by data and Digital Transformation. But Digital space has added a lot of chaos into the environment. It is important for us to manage the flow of energy and emotions when we're going to deliver the digital transformation because we get distracted very easily. For instance, how many times we are tapping our phone to make sure the message comes or email comes. This is an example of chaos that we're trying to deal within digital transformation. Hence, with digitization you want the organization to create the momentum and move forward.

The Solution understand the Customer DNA If one has to understand the perspective on how to continuously adapt in competitive market then understanding the customer DNA and Organization psychic under Digital Transformation will help.

In our current ecosystems it is about shadowing the customer expectations and that continues without period. Rather it requires an approach a design thinking complimented with systematic thinking to thoroughly study customers’ digital DNA and Digital Print in Digital Transformation. It spans across the stakeholders(direct, indirect and invisible) if you have to be in the game.