A-3-stage-approach-to-enterprise-ops-transformation-with-design-thinking
- 1. wipro.com A 3-Stage Approach to Enterprise Ops Transformation with Design Thinking
- 2. 1 hether it is a telecom networking company seeking to improve its ful鍖lment process, a healthcare provider increasing patient safety, an airline strategizing to increase customer loyalty, or a product company streamlining its supply chain for better margins Design Thinking brings a fresh perspective to achieve better results through enterprise transformation. Design Thinking is increasingly becoming critical to operations transformation as its approach seeks to deliver a stronger emotional impact that helps realize strategic goals of the company. It recognizes the fact that a one size 鍖ts all approach to problem solving simply wont do in todays economy. Which is why Design Thinking approach is problem-centric and not solution-centric. The focus is to identify a wide spectrum of areas that can deliver maximum impact through fast iterative prototyping. Design Thinking for enterprise operations transformation explores a multitude of possibilities before arriving at convergent thinking, which identi鍖es the best suited solution to the business problem. For this, there are three key stages: Examine, Explore, and Execute. The 鍖rst, Examine, deals with identifying business problems and elaborating the minutest details so that every aspect of the issue and its impact is understood. The second, Explore, emphasizes on approaching the problem from multiple perspectives, no matter how obvious the solution may seem at 鍖rst. This not only identi鍖es new opportunities to transform processes, but also innovative ways of solving them. Execution is the 鍖nal stage, which employs these unique and creative solutions to yield guaranteed results. W
- 3. The three key stages of design thinking 2 Stage 1: Examine Business Processes What is the secret sauce of some of todays successful companies? User experience will be the resounding answer. Human-cen- tered design is key to any business aiming to be custom- er-driven. Here, the sensitivity of Design Thinking combined with the power of innovative business transformation techniques offer unique ways to woo and retain customers. In the 鍖rst stage of business transformation, it is important to analyze the organiza- tion as a whole: its processes, technology used, products, decision making engine, sales and marketing approaches, etc. In this, data analytics and process reengi- neering principles play a big role in evaluating the companys pro鍖t- ability, sustainability and risk factors. Techniques like story- boarding, customer journey map- ping and systems thinking help arrive at a solution that would not only have a monetary, but also an emotional impact. The fundamental principle of Design Thinking in business trans- formation lies in the insight that optimizing individual touchpoints in a customer journey does not deliver a truly sublime customer experience. A holistic approach creates the desired impact. Imagine a large retailer encum- bered with manually intensive tasks, with operations spread across a fragmented setup of 400+ locations. With a thorough analysis of the entire process, non-value adding tasks can either be eliminated or automated, while operations can be consolidated to low-cost delivery centers. Stage 2: Explore Rapid Prototyping Once the challenges are identi- 鍖ed, companies need to develop and deliver solutions fast. The second stage requires collabora- tion across the organization to achieve maximum potential while effectively managing the risk of failure. Iterative deployments of the solution through prototyping, involving feedback from all stake- holders at the end of each itera- tion, helps build a solution that is robust. All process changes involved are track with associated measurement tools to be analyz- ed and improved. Here, Design Thinking becomes a critical tool for simplifying and humanizing processes as the lines between business strategy and designing user experience begin to blur. Human-centered design princi- ples focuses on two key areas of usability: Ease of comprehension: Any solution that is more compli- cated than its existing coun- terpart will not be adopted easily by consumers. The enhanced product or solution must make its users feel like their own competence and self-suf鍖ciency has increased.
- 4. 3 Increased usability: For a solution to be successful the usability needs to be high. This means that the solution must reduce the human effort required post deployment by increasing the user experi- ence of the solution. Rapid prototyping employed to obtain immediate customer feed- back becomes an excellent tool to help businesses predict outcomes. This approach signi鍖- cantly minimizes both risks and errors down the road, allowing faster time-to-market of products aand services. Also, being aligned to agile methodologies secures businesses against unpredictabili- ty through iterative work cadences and empirical feedback. Such an approach scores high on both feasibility and viability, where the former refers to the ability to deliv- er business outcomes and the latter measures its cost-effective- ness. For instance, take the multi- ple systems and channels that a customer care representative must leverage to create seamless customer experience across all touchpoints. No doubt such a system will not only be complex, but also cost-intensive. Now, imagine a single comprehensive solution that enables the agent to serve customers needs and requirements while providing an exceptional experience! Stage 3: Execute a Robust Customer Experience At this stage, enough road has been travelled to ensure success. It is now time to integrate and reengineer processes with insights gained from the 鍖rst two stages. This involves implementing a transformation journey that focus- es on simplifying complexities and automating processes for business agility. Take the instance of a tier-1 Australian telecom operator, which leveraged Robotic Process Automation to reduce wait time for its customers by 80% and increase process accuracy to 100%. Further, analytics-driven business intelligence has been in鍖uencing high-impact business decisions across customer acqui- sition, retention, support and ful鍖lment. Add to this, advanced predictive and prescriptive analyt- ics and what you have is immuta- ble, immersive and impactful customer experiences. These technologies ensure rapid ROI through signi鍖cantly lower CAPEX. In fact, a leading UK based telecom operator was able to increase its revenues by 10% within just 9 months of implement- ing operations transformation, which helped bring down interac- tion costs by 15%. As process agility and change management becomes critical to the ever-evolving business environment, enterprise operations transformation embraces Design Thinking to create smarter, secure, and more successful organizations that enables them to help revolutionize the customer experience which is the most important thing in the 鍖rst place, isnt it?
- 5. About Wipro Wipro Limited (NYSE: WIT, BSE: 507685, NSE: WIPRO) is a leading information technology, consulting and business process services company that delivers solutions to enable its clients do business better. Wipro delivers winning business outcomes through its deep industry experience and a 360 degree view of Business through Technology. By combining digital strategy, customer centric design, advanced analytics and product engineering approach, Wipro helps its clients create successful and adaptive businesses. A company recognized globally for its comprehensive portfolio of services, strong commitment to sustainability and good corporate citizenship, Wipro has a dedicated workforce of over 170,000, serving clients across 6 continents. For more information, please visit wipro.com or write to us at info@wipro.com About the author Sanyog Chaudhry is Senior Manager, Enterprise Operations Transformation at Wipro, focusing on Global Media & Telecom. He has over nine years of experience, spanning across strategic and operational consulting. He works with product development teams to leverage emerging technologies, and helps telecommunication and media institutions improve their performance, from strategy to operations. He is a graduate in Information Technology and holds a Masters degree in Management. 4
- 6. WIPRO TECHNOLOGIES, DODDAKANNELLI, SARJAPUR ROAD, BANGALORE - 560 035, INDIA. TEL : +91 (80) 2844 0011, FAX : +91 (80) 2844 0256 No part of this booklet may be reproduced in any form by any electronic or mechanical means (including photocopying, recording and printing) without permission in writing from the publisher, except for reading and browsing via the world wide web. Users are not permitted to mount this booklet on any network server. DO BUSINESS BETTER CONSULTING | SYSTEM INTEGRATION | BUSINESS PROCESS SERVICES 息 Wipro LTD 2016 IND/B&T/JAN-DEC2016