Despite a growing business case for digital transformation – according to our recent analysis, the return on investment could be as high as 600% – progress has been measured. Until last year, that is. The pandemic triggered the digital wake-up call that many organizations needed. Companies made massive changes to maintain business and operations through digital channels because they had to. Now, we have to maintain that momentum while working from a proactive rather than a reactive position. The way to do that is to focus on building five core digital capabilities within your global business services (GBS) organization.
The mandate has strengthened
The experiences of 2020 underscored the value of a digital operating model and solidified perspectives about the role of digital transformation in the next normal. In our 2021 Key Issues Study, approximately 73% of respondents said they expect acceleration of digital innovation to be a permanent characteristic of the business environment after the return to stability, and 72% expect an enduring shift to digital delivery channels.
Not surprisingly, enterprise digital transformation catapulted to the No. 1 priority for 2021, up five spots in the ranking from the previous year. GBS executives also ranked digital transformation as their top priority. Furthermore, it will be critical to advancing many of the other goals on the 2021 GBS agenda.
A framework for accelerating digital transformation
Today’s GBS technology landscape is broad, with rapidly evolving tools and players, and ambiguity that still surrounds the potential benefits and return. With the stakes high and investment dollars limited, how can you be sure you are making the right moves?
We have found it effective to focus on building five essential digital business capabilities (Fig. 1): digital engagement, digital workforce and organization, digital service optimization, digital ecosystem, and analytics-driven business insight.
FIG. 1 The Hackett Group’s Digital Acceleration Framework
To illustrate these digital business capabilities and the technologies that enable them, we gathered examples from across our work with various GBS leaders.
- Digital engagement
A flood of technology innovations has transformed the way companies and business services functions engage with customers, suppliers, partners and other stakeholders – and the field is still rapidly evolving. These technologies can optimize stakeholder experiences by digitizing and integrating interactions across channels and leveraging data. Broad-based capabilities for digital engagement encompass front office automation, customer self-service, e-commerce and social media platforms.
Development of digital engagement capabilities should emphasize knowing the customer across the journey, customizing interactions, enabling stakeholders to access services or information in different ways (web, phone, app, email, etc.), ensuring consistent interaction across channels, and providing analytics and insight in real time.
Examples of the digital engagement capabilities that GBS organizations are developing
- One-stop shop portals that use self-service and chatbots over email and phone as preferred engagement channels
- 360-degree view of customer interaction across channels to improve the customer experience
- Service management portals
- Virtual assistants or chatbots
- Micro apps
- Mobile access
- Digital workforce and organization
Technology has changed the nature of work by automating routine tasks, digitizing workflows, connecting co-workers in virtual teams, and untethering and empowering knowledge workers with personal productivity tools. These capabilities use digital tools and platforms to maximize productivity, intellectual property creation, and the value contribution of both individual workers and the teams in which they work. Most of today’s digital capabilities enable workers through remote access to applications and self-service provisioning: knowledge management tools; workforce collaboration platforms such as Microsoft Teams, Zoom and Slack; and other means of communication and engagement.
The next wave of digital transformation will have an even more profound impact on the workforce than traditional automation and, for many roles, will change the nature of work beyond recognition. This will be the result of a perfect storm: the entry of a digitally native generation into the workforce, the mass adoption of traditional technologies that eliminate most repetitive tasks, and the rapid maturation of cognitive technologies.
Examples of the digital workforce and organization capabilities that GBS organizations are developing
- Collaboration platforms for knowledge management, as well as learning and development
- Employee listening tools and interactive feedback loops to enhance experience
- Knowledge management systems
- Collaboration tools
- Secure remote system access
- Digital service optimization
Historically, business process automation has never fully lived up to its promise due to the inherently dynamic nature of business processes and operating models, and the inability of business applications to adapt to changes at the speed at which business operates. Without a major overhaul of technology platforms and upgrade of information technology (IT) capabilities, this agility gap will only widen. Digital service capabilities center around the use of content and process digitization, business process management, automated workflows and approvals, robotic process and cognitive automation to maximize the efficiency and effectiveness of business services, and the execution of underlying processes.
To optimize digital service, GBS organizations will need to apply smart automation technologies – both to run traditional, rule-based processes and enable the efficient delivery of new services. These tools must be faster to implement, easier to configure and more intuitive to use than tools used in the past.
Examples of the digital service optimization capabilities that GBS organizations are developing
- Customer-centric service design approaches to redesign end-to-end GBS processes
- End-to-end processes using robotic process automation (RPA), smart data capture and cognitive automation
- Process mining and in-process analytics for continuous improvement
- RPA technology
- Business process management and agile workflow solutions
- Process mining
- Smart data capture
- Cognitive automation solutions
- Digital ecosystem
Traditional organization structures and value chains are evolving into networks of digitally connected resources, service providers, and consumers. The business-to-business networks, knowledge networks and internet of things (IoT) are examples of emerging digital ecosystems. Within a knowledge network, companies may, for example, crowdsource innovation, collaborate with strategic suppliers to innovate, or incorporate customer feedback into product development. An ecosystem based on the IoT may enable entirely new business models, products or service offerings.
Digital pathways that connect the GBS organization with customers, suppliers and third-party service providers will enhance the value that GBS brings to the organization. These also augment process efficiency and improve user experience.
Examples of the digital ecosystem capabilities that GBS organizations are developing
- Software-as-a-service solutions that reduce technology debt and cost to serve
- Seamless service delivery of business process and IT outsourcing service provision through strategic vendor management
- Contingent workforce solutions that enable an agile workforce model
- Externship and other workforce strategies that infuse new ideas and experience into GBS operations
- Use of blockchain to integrate customers, suppliers and other partners into GBS processes for seamless data exchange
- Vendor portals
- Application programming interface integrations with vendors, customers, solution providers and/or micro services
- Business-process-as-a-service solutions
- Analytics-driven business insight
Superior ability to mine data for business insight is an important – and for many industries, the most critical – competitive differentiator. Digitally native companies like Uber, Amazon, Facebook and Google optimize their service offerings almost in real time based on analytics-driven insight. Established industrial age firms like Caterpillar, GE and Bayer are redefining their business models, generating analytics-based revenue streams. Consumer packaged goods giants like Unilever and Procter & Gamble compete based on the analytical capability of their marketing functions.
The pressure to deliver on enterprise strategy – and then monitor and assess performance against that strategy – is driving GBS organizations to adopt more sophisticated tools and look at rich datasets. Modernizing data management platforms, managing data as a strategic asset and applying new analytics solutions will accelerate speed to value.
Examples of the analytics-driven business insight capabilities that GBS organizations are developing
- Consistent master data management across the multiple data domains included in end-to-end GBS processes
- Prescriptive and predictive analytics that turn data into insight
- Advanced data visualization techniques for presenting the output of analyses
- Real-time data access and visibility through self-service dashboards
- Business intelligence dashboards
- Data visualization
- Prescriptive and predictive analytics
- Self-service analytics
Of course, your specific priorities for developing digital business capabilities will depend on unique enterprise and GBS business strategies and objectives. Also, keep in mind that these capabilities are highly interdependent, with business insight as the thread that ties all of them together. Therefore, you cannot decouple and approach them as discrete concepts.
Fast-track your GBS digital journey
While GBS organizations are increasingly becoming the owners of their digital journey, you will still need to work closely with the technology organization to ensure that system/tool selection is consistent with the overall enterprise direction. You will also need to make sure your own organization develops and maintains adequate capabilities to execute its digital business strategy. This includes capabilities for identifying and prioritizing opportunities, implementing new solutions at speed, and optimizing digital functionality following deployment.
The following steps can help you mobilize quickly yet intelligently for digital transformation:
- Segment GBS digital capabilities into the five categories described above.
- Determine the baseline maturity of these capabilities using an established maturity framework.
- Identify the key gaps and opportunities within your GBS processes.
- Develop a heat map that prioritizes areas for digital innovation.
From there, you’ll begin to see a clear picture of the direction you need to take.
 Our analysis of benchmark data projects that a $10 billion company, with business services organizations operating at a digital world-class efficiency level, spends $15 million more on technology than the typical organization of its size, and it has a $106 million lower operating cost.