1. “RIDING THE DIGITAL WAVE”
© WIPRO LTD | | CONFIDENTIAL

2. digital is a lifestyle not a technology 2
© WIPRO LTD | | CONFIDENTIAL 2

3. customers are changing their behavior faster than firms can evolve
© WIPRO LTD | | CONFIDENTIAL 5

4. dealing with a digitally empowered customer
REQUIRES FIRMS TO RESHAPE THEMSELVES AROUND THE CUSTOMER JOURNEY
1.0
2.0
3.0
4.0
product / service
store
channel
customer
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

5. customers expect brands to support their digital life
© WIPRO LTD | | CONFIDENTIAL 5

6. they live a digital life
MEASURED BY NEW BENCHMARKS
THE SIMPLICITY OF APPLE
THE OMNIPRESENCE OF GOOGLE
THE RELEVANCE OF FACEBOOK
THE CONTENT OF YOUTUBE
THEY
EXPECT
THE EXPERIENCE OF UBER
THE INTELLIGENCE OF AMAZON
THE IMMEDIACY OF TWITTER

7. firms are re-imagining how they adapt to the customer’s digital lifestyle
© WIPRO LTD | | CONFIDENTIAL 7

8. the customer is informed…
scanadu – disrupting healthcare by designing patient centric health experiences

9. the customer is empowered…
maker movement – disrupting manufacturing by designing
open source DIY experiences

10. the customer is assertive…
betabrand – disrupting retail by designing apparel fashion experiences for customers

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

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

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

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

15. 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

16. the initial stages are worthy endeavours
BUT 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

17. we must establish a digital transformation agenda
WHICH IS CENTERED AROUND THE CUSTOMER
value
customer
experience
digitization

18. we must establish a digital transformation agenda
WHICH IS CENTERED AROUND THE CUSTOMER
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”
customer
experience
digitization

19. Wipro Digital strategy design customer technology
end-to-end, full-service digital transformation partner
interaction
strategy
design
customer
insight
integration
technology

20. Wipro Digital – what we do
differentiator: drawing on collective expertise for every project
Defining digital strategies and approaches
Designing exceptional, customer experiences
interaction
strategy
design
customer
insight
integration
technology
Helping clients evolve to deploy faster, more iteratively

21. customer journey engineering
a new non-siloed APPROACH; multidisciplinary, customer driven and iterative
information architecture
design models
visual design
apply service and interaction design
prototype
map the Customer
Journey
Customer Journey engineering
customer
segment & persona profiling
usability testing
digital
inventory audit
stakeholder interviews
customer validation –
test & learn; implement

22. designing & engineering Customer Journeys
example: ELLIE'S (DIGITAL NATIVE) JOURNEY WITH A LEADING UK BANK

23. WIPRO DIGITAL ENGINEERING RIG – RAPID PROTOTYPING OF CUSTOMER OUTCOMES
on our digital engineering rig
DIGITAL RIG (DEV/OPS ON CLOUD) – CONTINUAL DEPLOYMENT INTO MARKET
WIPRO DIGITAL ENGINEERING RIG –
RAPID PROTOTYPING OF CUSTOMER OUTCOMES
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

24. an example of our work 24 hour digital iteration:
FOR 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
password: bankside
password: E11i3
(no audio)

25. an example of our work 24 hour digital iteration:
FOR 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 InSure
password: wiprohartford1

26. thank you
Achuthan Nair