Create your transformation strategy for digital experience delivery
The typical AD&D organisation must transform to be quicker; master new technologies and relationships; and broker, as well as build, digital experience solutions
Published 17:06, 04 December 12
- AD&D should play a strategic role in digital experience delivery. Enterprises can outsource to consultants some, but not all, of the design and implementation work required for cross-channel digital customer experiences.
Core services will remain strategic assets best managed by AD&D professionals. The question for AD&D leaders is how to gain a place at the table with their enterprise's business leaders.
- AD&D transformation for digital experience delivery is a journey. AD&D organisations chartered to provide and manage core business applications will require new talents, application life cycles, development methods, metrics and incentives, technologies, and relationships with the business to contribute to digital customer experience delivery. Assume a five-year transformation, accomplished step by step.
- Even established digital experience AD&D teams must transform. Even AD&D teams that are accomplished in digital experience delivery face gaps in visual design talents, technology, governance, data analysis, and optimisation.
These gaps are typically raised by the onrush of mobile customer touchpoints and demands for cross-channel experiences.
- Access to enterprise systems is crucial to digital customer experience — and AD&D owns it. Digital customer experiences invariably obtain data from and submit transactions to inventory, order management, customer, pricing, and other back-office systems maintained by AD&D staff.
Providing access to these systems is a natural extension of most AD&D missions today. Digital experience applications usually need application programming interfaces (APIs) to these internal applications and sometimes need new gateway software to manage high volumes of requests and submit transactions to data sources.
- Cross-channel demands a transition from outsourcing to right sourcing. Many of the digital experience leaders we've interviewed say their organisations now need to bring in house some of the expertise and services they formerly got from outside agencies.
Right sourcing means assigning to AD&D (and other roles) the responsibility for managing core platforms, tools, and delivery processes for cross-channel projects. In this role, AD&D manages programs that contain design and/or development contributions from external agencies.
- Marketing leaders need AD&D's help. A sentiment we've heard often from marketing leaders: "We can't do this by ourselves, and neither can IT." The best way forward is for marketing and sales leaders to focus on their domains and rely on AD&D (with colleagues) to navigate technology product selections, technical road maps, integration needs, and creation of major technology services.