Consulting: What are some of the biggest imperatives
for a successful digital strategy?
Gulbin: Bringing a lab environment into the consulting framework is critical for success going forward.
In the past you had frameworks and probably domain
and industry expertise. We look at many different factors when doing a digital road map or transformation
strategy. It incorporates bringing in an ecosystem of
vendors, provides frameworks, compelling research,
learnings around disruptive technologies so people can learn together, there’s alignment, and then
there’s agreement on what can be launched quickly
and how the road map is going to play out from a
continuous innovation approach. It drives huge volume and speed and is very cost-effective.
Consulting: What are some of the hurdles companies
undertaking digital strategies are facing?
Gulbin: The biggest one is change management. We
see a lot of companies that have “shiny new toy” syndrome. They get a decent website or a basic functioning mobile application and they think it’s done. The
issue with changing customer demand is it constantly
changes. It’s not a one-time event, engaging with the
customer is a constant action.
Consulting: What industries are poised to benefit
from this enhanced customer interaction technology?
Gulbin: Many industries are typically late adopters to
digital. If you look at some of the traditional industries
like manufacturing, distribution, even a lot of retail
has a way to go. We do a lot of work in commercial
real estate. If you look at one of the largest elevator
companies out there, there’s a huge Internet of Things
(Io T) play around identifying preventive maintenance
using devices and sensors. That’s going to be the next
wave: how do you establish business relationships as
well as relationships with things and devices. If you
think about the basic platform of customer relation-
ship management, it’s going to be extended into a re-
lationship with a device or a wearable. It’s going to
create tremendous opportunities in Io T. For example,
think about life sciences, something like adherence
management for medication for a pharmaceutical
company, or perhaps extend that technology into a
digital car. It’s really not just a change in commerce or
the way you engage with a customer, I think it’s going
to bring about change in way in which lives are saved.
It’s going to impact life overall. The last 10 years
have been all about ensuring usability and customer
engagement, now it’s all been about adoption, interac-
tions and mobility. I think the next phase is going to be
seamless experiences across integrated channels, Io T,
and then finally we’ll get into that real-time optimiza-
tion of behavior and personalization.
Consulting: What are the changes we’ve yet to see?
Gulbin: There are now differentiated best practices,
there are tried and true technologies; cloud has matured, mobility is here to stay and the mobile platforms
are maturing. The clutter and the noise is actually being reduced right now. We see a lot more viable solutions and options for the middle market firm to perhaps incorporate an omni-channel type of solution or
a collaborative platform via the cloud with R&D and
then with partners worldwide. Companies are going
to have extensions and be able to utilize these digital
technologies to modify or transform business models.
Consulting® JANUARY 2016 5