[digital] has become such a C-suite issue in the
past two or three years.”
Past waves—whose impact companies will
contend with for years—include social, mobile,
analytics and cloud (SMAC). More recent waves
include Internet of Things (Io T) and back-office
robotic process automation (RPA). Individual
waves of new digital technology also interact with
each other to create even more new challenges
and opportunities. By combining social and
mobile analytics with geolocation data, a retailer
or consumer packaged goods company now
knows a heck of a lot about a consumer at any
point in time. Customers increasingly expect to
be served with products and services in a context-
appropriate manner, notes Capgemini Consulting
Vice President and North America Practice
Leader, Digital Advisory Services Tony Fross. He
says that these contexts are multiplying.
A shopper no longer needs to visit a physical
store to conduct a transaction in our buy/receive/
service/return-anywhere era; and a similar shift is
occurring in many industries. As a result, a wider
range of companies are hungry for what Fross
describes as “context-first design.”
Delivering this type of design requires the
broad range of expertise, technology and process
knowledge—data analytics, customer experience,
ethnography, design, back-end systems, change
management and on and on—that digital
consulting offerings are designed to deliver.
More companies want these services because
they’re witnessing many well-known experience-driven design companies outperforming
traditional organizations, notes Puthiyamadam.
DEFINED AND DESIGNED
The Boston Consulting Group’s digital consulting
offerings combine strategic, technology and
industry-specific expertise within the firm’s
traditional consulting model. These services also
experts from BCG
BCG Platinion (BCG’s
IT-consulting subsidiary), the
firm’s advanced analytics team and
“Digital consulting at BCG is focused
on helping clients achieve and accelerate their
digital transformation,” reports Ralf Dreischmeier,
a BCG Senior Partner who serves as global leader
of the firm’s Technology Advantage practice.
While many companies are aware of the risk
for disruption in their industry and have run
some digital pilot programs, relatively few have
elevated this work to the scale of companywide
digital transformation, Dreischmeier notes.
“For us, digital transformation is about scaling
up initiatives and creating digital assets,” he
says, adding that this transformation “requires a
holistic view on strategy, technology, operations,
organization and culture” and a “much more
agile” operational model.
IBM’s Interactive Experience practices
employs roughly 10,000 consultants globally.
Digital consulting cuts
across other areas of
consulting so there’s not
an obvious line separating
what it is and isn’t.