Deloitte Shared Services, GBS & BPO Conference

Transcription

1 Deloitte Shared Services, GBS & BPO Conference Focus 12: Design thinking in shared services and GBS Richard Small and Olivier Binse, Deloitte

2 Digital Transformation Applying design thinking to shared services

3 Why Design Thinking matters?

4 Technology cycles Technology core Technology enablement Technology collaboration Technology engagement Digital Exponential Mainframes distributed terminals core computing Office computing Mini-computers Word processing Spreadsheets Home computing PC revolution Network computing Relational databases Client-server applications Internet revolution Browser wars Customer engagement Intranet applications broadband Mobile smartphones Tablets Cloud computing Big data analytics Social media Sensing Wearables Artificial Intelligence Blockchain Quantum computing 3D printing Genomics Robotics Virtual reality

5 The expanding Data universe

6 2029 is the consistent date I have predicted for when an AI will pass a valid Turing test and therefore achieve human levels of intelligence. I have set the date 2045 for the Singularity which is when we will multiply our effective intelligence a billion fold by merging with the intelligence we have created. Ray Kurzweil

7 Exponential organisations

8 The 8 great traits of a Exponential businesses 1. Think exponential 2. Create agile execution 3. Catalyst the culture 4. Protect the people 5. Customer first 6. New ideas to solve old industry issues 7. Design thinking 8. Focus on value

9 Design Thinking

10 Value of Emotional Engagement The New Science of Customer Emotions November 2015 issue (pp.66 74, 76) of Harvard Business Review.

11 F R A M E W O R K Customer engagement Engaged Customer Expectation Valued Functional Dysfunctional D i s l i k e U t i l i t y Dissatisfaction d Basic satisfaction Mistrust Happy apathy Anger Undifferentiated E n a b l i n g High satisfaction Valued advisor Loyalty L o v e d Advocacy Personality Emotional engagement

12 D E S I G N M A T T E R S Design is not just what it looks like and feels like. Design is how it works. S T E V E J O B S

13 What does design have to do with Shared Services?

14 When we try to pick out anything by itself, we find it hitched to everything else in the universe

15 Auto Case study 1. Discover 2. Consider 3. Evaluate 4. Buy 5. Set-up 6. USE 7. GET HELP 9. Upgrade 10. Addon 11. Renew Marketing Sales Product Operations Customer Service

16 Auto Case study 1. Discover 2. Consider 3. Evaluate 4. Buy 5. Set-up 6. USE 7. GET HELP 9. Upgrade 10. Addon 11. Renew Search Website Social Mobile Sales Rep Tablets Apps Stores Call Centres Marketing Sales Product Operations Customer Service Order to Cash Record to Report Procure to Pay Hire to Retire

17 New Core elements User Identity Entitlements Content Usage Pricing

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22 Front to back alignment MARKETING SALES OPERATIONSSERVICE PRODUCTS MARKETING SALES OPERATIONSSERVICE PRODUCTS SINGLE VIEW OF THE CUSTOMER ENGAGEMENT PLATFORM ALWAYS ON COMMUNICATIONS CUSTOMER TRANSACTIONS ANALYTICS SECURITY

23 So what?

24 Shared services digital foundation User perspective Easy to do business with - Remove pain points - Transparency & consistency Enhanced experience - Relevance & personalisation - Innovation Optimise Legacy Transition Enable New Business Business perspective Efficiencies - Standardise - Flip to variable cost base Art of the possible - Capture new value - Enable flexibility & agility

25 User centered Approach Personas Experience map

26 design principles Customers Internal Users Product Consumption and usage Self Service Product Configuration /Bundling Order Tracking Payments O2C Operations Pricing Quotes Proposals/ MI/Reporting Other operations Pricing /Quotes Terms & Conditions Reporting Manage Subscriptions Customer Support Finance Management Access & Entitlements Usage Transaction Identity& Account Management Customer Data Product Data Pricing Model Rules & Policies

27 Summary

28 C O N C L U S I O N The call to adventure Should shared services be the facilitators of digital transformation? How can we shift Shared Services to new digital concepts: MDM, IDM, Analytics & Insights? Where should the digital skills sit in the business?

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30 Deloitte Shared Services, GBS & BPO Conference November 2017 Vienna, Austria November 2017 Vienna, Austria