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Transform into a digital-first organization to deliver superior experience faster to the customers

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As technology advances, consumers become more digitally savvy and open to exploring new ideas and offerings from service providers. They start casting their nets across a wide range of service providers and gravitate toward those that deliver the best customer experience (CX). Service providers in the Connectedness industry have invested heavily in tools and technologies to understand their customers more deeply and gain superior CX advantages. Yet as they strive to understand their customer preferences, they need help with inherent challenges, which include technological and cultural challenges, lack of digital maturity, and need for hyper-personalization.

To overcome the above challenges, service providers must digitalize their entire CX landscape by evolving from a multi-stack and multi-channel operator to a unified digital operator. Eventually, the digital CX implementation will enable service providers to become a digital-first organization and bring superior customer experiences faster to market.

Key transformation focus areas to deliver a superior digital CX across multiple channels

A high level of digital maturity ensures the delivery of an elevated CX. To achieve such a digital maturity, service providers must focus on the 3Ps – ‘People, Process, & Platform’

Fig: Key transformation focus areas

This article provides a broader and deeper understanding of the people, process, and platform aspects, focusing on which service providers can achieve a 60% faster time-to-market, and 30% increased sales conversion rates through different digital channels.

1. Empower people and processes with Domain Driven Design (DDD) approach to create an end-to-end digital CX

 The DDD approach splits teams based on responsibilities because having a broader set of responsibilities can deviate the team’s focus and be counterproductive. This approach accelerates software delivery by empowering teams with domain ownership.

Recommendations

  • Model a complex domain accurately while creating code that is readable with the right documentation. Ensure that the code and design never get out of sync
  • Encode business rules in the design to eliminate potential bugs
  • Adopt a customer journey-based approach to manage end-to-end domains, which helps deliver a part of that customer journey
  • Create a functional domain model that works with traditional databases, NoSQL, and event stores and safely expose the domain via a website or API

Fig: Domain Driven Design (DDD) approach framework

2. Shift from multiple repositories to mono-repository (mono-repo) for visibility, collaboration, and faster deployment of digital solutions

Mono-repo stores everything in a single repository, including code, documentation, or other assets required for building software/applications.

Recommendations

  • Prevent version conflicts using a single, centrally shared library with dependencies
  • Provide visibility to front and back-end developers during the coding stage. This results in first-time-right working integrated code
  • Maintain code principles to ensure standardization and quality of coding. Furthermore, code principles ensure the easy scalability of teams working together in the mono-repo
  • Deploy test automation inside the repository to accelerate the software development process, and eliminate any potential bugs

3. Hyper-automate app development with CI/CD to accelerate digital experience deployment

The Continuous Integration/Continuous Delivery (CI/CD) pipeline automates the end-to-end software delivery process. The pipeline builds code, runs tests, and safely deploys a new application version.

Recommendations

  • Streamline application coding, testing, and deployment by giving teams a mono-repo. Provide automation tools to combine and test the codes consistently
  • Perform static code analysis to find code defects, and achieve security compliance and quality during development
  • Perform automated browser test to check if the application works on the different devices, OS, and browser specifications
  • Perform functional testing, including progression and regression testing and security assessment, to check if the application complies with the requirements
  • Execute performance testing, including speed and load tests of the application

4. Deploy a multitude of apps across different channels using the Digital Experience Platform (DXP) framework

The DXP framework is a cumulation of the DDD approach, mono-repo, and CI/CD pipeline. The DXP framework uses a single code base to build and deploy multiple apps across different channels.

Fig: Digital Experience Platform (DXP) framework

Recommendations

  • Use the DXP to build, deploy and continually improve websites, portals, mobile, and other digital experiences
  • Develop the DXP on serverless Cloud infrastructure, as it will accelerate app deployment
  • Use the ‘Autoscaling’ feature to scale cloud services automatically based on defined situations, such as traffic or utilization levels
  • Reuse the business logic and data logic layers to accelerate app deployment across multiple channels

By following these transformation focus areas, service providers can successfully elevate their digital experience, attaining 30% increased sales conversion rates for digital channels, 60% faster time-to-market of software/application deployment, and 70% cost reduction.

I thank my colleague Rohit Karthikeyan, Manager-Strategic Insights, for contributing to building this article.

Author

Ramon Kampinga

Director & Senior Principal Consultant 
Digital Customer Experience – Prodapt Consulting

Ramon is a Director and Senior Principal Consultant at Prodapt, a two-decade-old consulting & managed services provider with a singular focus on the connectedness industry. Ramon realized that his greatest strengths lay in connecting the dots between the Customer Journey and Business Expectations and providing a Front-end Development vision that can unlock the potential of the Digital Customer Experience after more than 15 years in the communications industry.

Prodapt’s customers range from telecom operators, digital/multi-service providers (D/MSPs), and technology and digital platform companies in the business of connectedness. Prodapt works with global leaders including AT&T, Verizon, Lumen, Adtran, Vodafone, Liberty Global, Rogers, Deutsche Telekom, Google, Amazon, and Microsoft among many others.

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