Digitize the Core Part II

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Del curso dictado por BCG

Digital Transformation

224 calificaciones

BCG

Digital Transformation

224 calificaciones

Digital transformation is a hot topic--but what exactly is it and what does it mean for companies? In this course, we talk about digital transformation in two ways. First we discuss the pace of change and the imperative it creates for businesses. Next we provide the context for this transformation and what it takes to win in the digital age. Then we walk through BCG's proprietary framework, which helps you identify key areas to digitize, including strategy, core processes, and technology. By the end of this course, you'll be able to: --describe the underlying economics of innovation, technology, and market disruptions --weigh the pros and cons of current digital technologies driving advancement --utilize BCG's digital transformation framework as a ""how-to"" for digitizing your organization

De la lección

Your Path to Digital Transformation

During Week 4 we tackle the "how" of digital transformation. We approach this challenge using BCG's proprietary framework, which provides a practical strategic model for moving from a legacy to a digitized business. We'll explain the framework's fundamental duality and the different enablers of digital transformation.

Digitize the Core Part I8:13

Digitize the Core Part II5:27

Interview with Antoine Gourévitch on Digitization9:03

New Digital Growth Part I6:56

New Digital Growth Part II6:11

Innovation & UVA's i.Lab8:15

Conoce a los instructores

Michael Lenox
Senior Associate Dean and Chief Strategy Officer
Darden School of Business
Amane Dannouni
Principal at The Boston Consulting Group, Singapore
Sonja Rueger
Project Leader, The Boston Consulting Group
Ching Fong Ong
Senior Partner and Managing Director, The Boston Consulting Group

So, how do companies develop great digital,

end to end customer journey as just described.

Design thinking provides a compelling framework to re-imagine customer journey,

with the customer at the center of attention.

Let me explain what this means.

In essence, the design thinking process is iterative,

is flexible, and focused on collaboration between designer and user.

It consists of five steps.

The first stage aims to give the designer team

and empathetic understanding of the problem they are trying to solve.

What is the customer looking for?

What are the so-called moments of truth?

What really bothers him or her?

Is it a complicated online purchase process for the airline ticket?

Or is it the missing information on the flight delay? Or both?

In the next stage, the team analyzes

this observation from the first stage and synthesizes them.

They might need to re-frame the problem in

human centric way or even define a new unmet need that should be tackled.

In this example of my flight,

it is the lack of transparency on gate changes on delay,

and on alternative connection.

In the first stage, the ideating stage,

the team members start to identify new solution to the problem.

How could you create transparency?

By providing push messages on the smartphone.

How could the airline go further?

Anticipate customer questions.

In the fourth, the prototyping stage,

the team produces a number of inexpensive skill

down version of the product or services feature they want to change.

It is an experimental phase,

and the aim is to allow rapid improvement on the initial solution.

The app I used to buy my tickets and get notification might

have just been a "draft version."

A minimum viable product.

It doesn't need to look fancy,

but it incorporated the key features that are important to the customer.

In the fifth stage, the testing phase,

the team tests the prototype in real life condition,

to see how it impacts the customer experience along the whole journey.

That is basically a trial and error process.

The successful features will be rolled out as skill.

The failed one should direct the team back to the drawing board, talk to the customer,

again, we think new solution,

prototype them, testing them and so on.

This five steps approach is carried out in a very flexible nonlinear fashion,

meaning you can always jump back to an earlier step or different groups within

the design team may work at different stages depending on their respective features.

I want to stress that this approach is equally

relevant for products and service innovation,

for back end operations,

for go to market,

and even re-thinking support function.

The difference is that,

if we are talking about,

which are for example,

the end to end digital journey is the internal employee's experience during recruiting,

on boarding, skills development, etcetera.

If you want to hear more about the different type,

have a look in our conversation with Antoine,

our senior partner from our Paris office who will walk us through some real life example.

Few things to keep in mind from this video.

When companies embark on, the digitization agenda,

they need to aim for both higher operational efficiency and better customer experience.

This is how companies maximize the value they can generate, versus industry peers.

The right lens to rethink value delivery is to shift from focusing on

process automation to what they mean for key moments in the end to end customer journey.

To re-design a customer journey,

digitization teams can follow

a five step iterative process centered on the customer needs and feedback.

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