CC7986 eBook Dig Transformation

THE FUNDAMENTALS
OF DIGITAL
TRANSFORMATION
5 Key Steps To Minimise Disruption & Boost
Adoption of New Digital Capabilities

Digital Offers Unlimited Potential
for Growth, Innovation and Profits
The global transformation to digital has real consequences.
Smart people now expect anytime, anywhere responses.
Smart businesses now predict customer needs and preferences.
Smart stores now tailor offers to valued customers. Smart cities
now facilitate commerce and citizenship. The opportunities for
all are virtually unlimited.
Nothing can be taken for granted. In this smart digital
world, experience is everything. Customers, employees,
members, citizens, partners and vendors are moving faster
than ever and demand digital experiences that are contextual,
persistent and proactive. Having rapidly adopted smartphones,
tablets, chat, texting (SMS), video and social media, they
expect support across almost any technology and channel.
In fact, eight out of 10 consumers would be more loyal to
organizations if those organizations were easier to deal with. 1
Customer perceptions and actions are shaped by the amount
of effort they must expend to obtain service. With this
understanding, organizations realize that to be successful
they must move at the speed of the customer.
It’s no longer just about people communicating with people.
It’s machines communicating with people, machines
communicating with other machines, and apps communicating
with everything. Your communications capabilities are put to the
test every day all day. The headlines tell the story: Companies now
rise and fall based on how they communicate with and among their
customers, employees, investors, regulators and other stakeholders.
As the world becomes more digital — smarter, more mobile
and hyper-connected — Avaya rises above the others.
We’re a catalyst and ally. We blend advanced technology with
the best and brightest people to elevate communications to an
experiential level. Ultimately, we help our customers realize their
potential for growth, innovation and profitability. We do these
things so that virtually every form of communications in the smart,
digital business world can become more natural, more productive,
and more of an experience in and of itself.
This eBook offers insights on how you can take advantage of
Avaya innovations to build your own smart digital world.
Companies now rise and fall based on how
they communicate with and among their
customers, employees, investors, regulators
and other stakeholders.
1
BT/Avaya Global Survey, 2015.
2 | avaya.com

Avaya Oceana TM — At the Heart of Digital Transformation
Nine out of 10 businesses today are undergoing some form of digital transformation and
that customer experience is a stated top priority. What is puzzling is how few companies
actually map their customers’ journeys to guide their customer engagement strategies. 2
How can this be?
Contact centers are often where the disconnect starts. Even so-called “multichannel”
or even “omnichannel” environments are usually disparate, patched-together point
solutions acting independently and in silos. It’s no wonder communications break down
within contact centers, between contact centers (when a company has more than one),
and between subject matter experts, both within the contact centers and other areas of
the enterprise. These disruptions frustrate your customers and contact center agents
alike. Ultimately, customer satisfaction and net promoter scores suffer.
Avaya bridges this digital divide with the industry’s first pure-play, end-to-end customer
engagement platform: Avaya Oceana TM Solution. Avaya Oceana comes to you “out of the
box” with complete, integrated, multi-touch support for all media — e-mail, chat, SMS,
intelligent chatbot, co-browse, social media, voice and video — across various devices.
It integrates seamlessly with other Avaya customer engagement solutions and third-party
apps, enabling you to deliver a unified omnichannel experience integrated at both the
channel and data levels. You gain unprecedented flexibility to customize workflows
so you can design and execute business strategies that deliver optimal customer
experiences and produce superior outcomes when and how customers want them.
A Digital Wave —
The Oceana Family
Beyond multi-touch communications
capabilities, Avaya Oceana offers a range of
tools and resources to create individualized
customer experiences based on a contextual,
360-degree view of your customers’
journeys. The Oceana family includes:
• Avaya Oceana TM —our advanced,
multi-touch digital communications
experience solution for contact centers.
• Avaya Oceana TM Workspaces—
a browser-based desktop that enables
contact center agents to handle
multiple interactions across channels
simultaneously through a single workspace
and delivers a full view of a customer’s
journey across all touch points.
• Avaya Oceanalytics TM —breaking down
the silos around traditional analytics tools
through flexible collection, consolidation,
normalization, processing and analysis
and generating rich visualization of data
to fuel real-time decision making.
2
http://www.altimetergroup.com/2016/02/the-top-digital-transformation-priorities-for-2016-part-1/
3 | avaya.com

Challenges of Taking Legacy Experiences to the Digital World
Digital transformation is more than a single technology. It’s all
about reimagining the way you do business, re-engineering certain
processes and creating alignment between areas of the enterprise
that may have always functioned independently. True transformation
means addressing several important challenges:
Knowing your customers. Digital transformation can enable mass
personalization on a grand scale. Yet if you don’t “know your customers”
really well, how can you possibly decide what they want, how to present
it to them, and how to make it profitable? Do you have a firm grip on
the big data that infuses your organization?
Legacy processes. The old adage that automating a bad process
still produces a bad process is especially true in digital transformation.
With the new technologies available today, legacy processes may
not be necessary — or even appropriate — going forward. Why require
five steps to get customer support if only two are needed? If one-third
of your contact center agent time is spent on solving the same
problem over and over, why not digitally educate and equip your
customers to resolve that problem themselves, at their own tempo,
only engaging experts and agents when they are truly required?
Culture. Change is hard. People become entrenched in — and obstinate
about — the way things have always been done. New technologies and
processes can be threatening, especially if they eliminate or substantially
change existing roles and responsibilities. Have you figured out
how to help employees embrace new ways of conducting business?
Implementation and ongoing process improvement. Most businesses
today run lean and employees are stretched to the max. So how can
you institute transformational change over a period of months and
possibly years while conducting business as usual? What strategic
mix of internal and external resources can help you operate and
achieve short-term wins that feed long-term progress?
Addressing these and other transformation-related challenges can
be daunting. However, in our work with businesses around the world,
we have discovered five key steps organizations can take to minimize
disruption, boost adoption of new digital capabilities and leverage
technology advances for competitive advantage. Read on to learn more.
Leadership and governance. Changing the business in fundamental
ways requires executive buy-in, sponsorship and steady leadership.
Should you transform all at once or take measured steps? Who will
lead the effort, and will that person have authority to make tough
decisions? Will the initiative support and enhance business goals and
strategies? How will you measure progress and what mechanisms are
in place to address problems that arise?
With the new technologies available today,
legacy processes may not be necessary —
or even appropriate — going forward.
4 | avaya.com

STEP 1:
Discovery: The Ounce of Prevention That’s Worth a Pound of Cure
The starting point for any digital initiative should be a clear
understanding among business leaders of your organization
(not just the IT folks) about the nature, direction and projected
outcomes of the transformation. A discovery process is essential
to achieving this understanding.
Discovery should involve key stakeholders, especially senior
executives, from across the business, even areas you wouldn’t
normally include. Digital transformation typically affects most
parts of the business. Their input provides the foundation for:
• Gaining executive alignment on what is going to change,
what the envisioned process will look like and, most importantly,
what outcomes it will produce.
• Identifying legacy processes that exist today, gaps between
those processes and the envisioned digital processes, the steps
necessary to bridge those gaps, and the financial and business
results of making the change.
Key elements in discovery include:
A Situational Assessment enables executives to weigh in on business
drivers and expectations, as well as the agendas and requirements of
other stakeholders. Other “in-flight” projects that might impact the
digital transformation can be identified and relevant contact center or
unified communications requirements can be assessed. All of these
should be mapped to short-term and long-term business goals and
key business strategies to ensure alignment.
Analysis and Opportunity Prioritization is the process of defining
needs, potential solutions, their impacts, and alignment with existing
and planned technology. This is where gaps between existing and
planned processes are analyzed and prioritized. Target applications
and technology architectures (including current and future reference
architecture) should be identified at this point, along with technology
solutions that are to be deployed to meet strategic objectives, including
customer experience improvement and operational savings.
Figure 1. Solution Road Map Development
Situational
Assessment
Analysis and
Opportunity
Prioritization
Road Map
and
Recommendation
Road Map and Recommendation is the final step before solution
implementation. The detailed road map is prepared to show migration
from current to the target digitally enabled environment. A phasing
strategy sequences projects to accelerate predicted outcomes and
mitigate risk. A project feasibility report describes the initiative time
line, projects, dependencies, costs and controls. And a rollout plan
includes key performance indicators, a feedback mechanism at
specified milestones, and a tracking methodology that monitors,
measures and reports on initiative outcomes.
5 | avaya.com

STEP 2:
Customer Experience Strategy: Walking in Your Customers’ Shoes
Have you ever tried to connect with your organization’s customer
service department online, via phone, or via the mobile app?
Do you have a mobile app that is integrated across the customer
experience? Building a customer experience strategy is a vital step
for envisioning the digitally transformed environment and understanding
its impact on the way customers interact with your business.
A customer experience strategy has three equally important components:
Customer journey mapping. Who are your most valued customers
and how do they engage your organization? As they proceed through
the sales funnel, make purchases and engage with your customer
support personnel post-sale, where are bottlenecks and disconnects
that disrupt the customer experience and the velocity of interaction?
Where do customers get frustrated? What parts of the process
delight them? When you clearly segment your customer base and
analyze their paths along the end-to-end customer journey, you
will reveal opportunities for process improvement, digitalization
and automation, and ultimately ways to distinguish your organization
from competitors.
Imagine, too, capturing customer, business and situational context
across all touch points. You can use those “bread crumbs” to gain
360-degree customer context and further enrich the customer journey.
Routing. A key to optimizing customer experience is making sure
customers can get to the right resource at the right time, including
reaching beyond the call center deeper into the enterprise for
knowledge workers who can answer questions and address issues.
That ability to access the right resource is impacted by many factors —
time of day, day of week, holidays, type of customer, type of issue,
type of resource required…the list goes on. It’s important to have a
routing strategy that accounts for all these factors, as well as tools
that give business users in your organization — not just the IT
professionals — flexibility and control over routing decisions.
Channel alignment. The holy grail of customer experience,
of course, is to create a seamless experience regardless of the
device, location and even time of the customer’s interaction. With
an understanding of customer segmentation and customer journey,
you will have the information needed to align all channels and deliver
a consistent experience for both the customer and the business.
6 | avaya.com

STEP 3:
Integrated Customer Experience: Making It Easy on Yourself
Whether yours is a “greenfield” implementation or refinement of
an existing environment, customer experience will be defined largely
by how well different solution elements work with each other. How
do you want customers to engage with your contact center agents,
and through which parts of the engagement architecture do you
want different types of transactions to be conducted? Will contact
center agents be housed in one or more locations, or will they be
a more mobile workforce operating from home?
Integration will also play a large part in your costs, both upfront
during deployment and with ongoing maintenance. But bottom
line, customers don’t care what solutions you use — only that those
solutions enable them to interact with you and remain invisible
during the customer experience.
This is only possible if your technology platform has three characteristics:
open, modular and easily extensible. It should support the design,
creation and deployment of advanced applications, without
developers having to acquire specialized communications expertise.
By being open, the platform will be much easier for your organization
to leverage and integrate with virtually any third-party data and
applications. For example, many organizations today use customer
relationship management platforms such as Salesforce.com.
Your customer engagement solution should easily integrate with
those and other existing applications, whether front office or back
office, to extend your investment in technology and still make the
transition to a digitally enabled state.
Being modular means the platform allows you to select a range
of capabilities over time to meet your company’s goals and initiatives
and drive business results that will change over time. It should enable
use of simple pre-built applications so you can build your own apps or
integrate with other apps, whether from Avaya or third-party providers.
Extensible means having a platform on which your organization can
expand and adapt as your business changes, shaping new, innovative
and differentiated customer and employee experiences, as well as
accommodating new and future requirements.
Figure 2. The Avaya Program and Project Management Methodology
Program Management
Project Management
Project Coordination
Presales
Initiation
Planning
Execution
Closure
• Understand business objectives and requirements
• Define engagement scope
• Develop statement of work and related pricing
• Prepare return on investment analysis when appropriate
• Establish project structure
• Create basic governance plans, including the project,
communications and risk management plans
• Review statement of work and delivery dates with you
• Introduce project team members and their roles
• Review project design and overview of project governance, including
project management support and change management processes
• Perform Network Readiness Assessment to determine network
capabilities for voice and video traffic
• Deliver project plan
• Install and configure the Avaya solution
• Execute cutover and migration to the new solution, including
training, troubleshooting, technical support and issue resolution
• Verify the solution is fully delivered
• Seek feedback from you about project delivery, timeliness and quality
• Transition to ongoing support
Predictable
Reliable Repeatable Efficient
7 | avaya.com

STEP 4:
Solution Deployment: Step-wise, Not a Giant Leap
Digital transformation of customer and employee engagement processes are
high-profile initiatives that impact large areas of the enterprise. Many issues will
need to be addressed, from strategic direction to business operations to cultural
and global considerations. Stakeholders will have competing priorities. So a step
process — a gradual migration to digital rather than “rip and replace” — is preferable.
A proven implementation strategy, along with an effective project management
approach and resources, can address many typical implementation issues and provide
a framework for adding new features and functions to your customer experience.
With such a strategy you can also avoid cost overruns, scheduling delays and
extended periods of downtime — constant threats during any solution deployment.
An effective program and project management approach provides both the implementation
methodology and resources needed to drive consistency, quality and efficiency
through your deployment. Such services should be scalable to match the requirements
of your deployment. They should include highly skilled and experienced professionals
to help you deliver the business impact and outcomes your company expects.
Above all, the approach should be predictable, reliable and repeatable. Predictable
means services that minimize risk to your organization by being delivered according to
plans and schedules that you review and agree to. Reliable means delivering results on
time, adhering to the schedule and managing issues that arise in a timely manner.
Repeatable means using proven processes that reflect industry-leading best practices.
The Importance of Equipping
Your Implementation Team
Your implementation team is under enough
pressure without being hamstrung by a lack of
resources, especially tools that can address
common implementation challenges. One way
Avaya answers this requirement is by building
Avaya Oceana on Avaya Breeze, the industry’s
first communications-oriented, standards-based,
open platform. With Avaya Breeze, partners and
customers, without deep telephony knowledge,
can implement innovative solutions enabling
organizations to accomplish their objectives.
Any developer familiar with web technologies
can build Avaya Breeze Snap-ins to extend
Avaya Oceana and solve unique problems
with minimal effort.
Avaya Oceana also includes powerful, userfriendly
workflow design tools via Avaya
Engagement Designer. Through the simple
drag and drop design interface of Engagement
Designer, the right resources, content and
context can be brought together across CRM
and other systems to deliver a holistic customer
engagement environment. Flexible workflows
that can easily change with business requirements
dramatically reduce costs and increase
the speed of implementing customized
customer journeys.
8 | avaya.com

STEP 5:
Solution Optimization: Controlling Your Destiny
At the speed of business today, even the smallest outage or disruption
can cost hundreds of thousands, if not millions, of dollars in product
sales, service opportunities and brand reputation damage. This is why
businesses increasingly expect proactive support — the identification
of issues before they can create an outage, and constant improvement
of the technology.
Both can be achieved if you take front-line experience and lessons
learned and bake them into remote network access tools that not only
detect problems proactively, but also programmatically resolve those
problems in minutes. At Avaya, we call this Secure Access Link (SAL).
Our SAL Gateway enables us to deliver rapid problem resolution,
problem prevention and solution optimization.
Not all remote network access solutions are equal. Three key attributes
determine their effectiveness:
How smart they are. There should be flexible deployment options with
minimal hardware and software requirements. It should enable efficient
and timely delivery of service packs for software updates and easily
integrate with automated and advanced diagnostics solutions. And
when support is required, it should allow your personnel to connect
with the vendor’s experts with a single click.
How much control they give you. The solution should give you total
approval/denial control over who accesses your network. If you do
grant access, the solution should track and provide a detailed log of
support activity so you see which vendor personnel did what and when
while logged onto your network.
How they provide security. The solution should have no inbound
connections into your enterprise — all connections should be strictly
outbound from your data center so you have the ultimate control.
The solution should feature “host containment” to automatically
prevent support personnel from “host-hopping” from server to server.
Each support session should be encrypted and then quickly torn down
when concluded. And, finally, the solution should require two-factor
or multi-factor authorization by any vendor support personnel who
request a support session.
Today’s cyber threat environment demands that you secure your
networks and applications, yet still have access to rapid and responsive
technical support. If your communications solutions are smart, give you
control and provide the level of security you need, when a problem
arises or when new innovations are available, you can get the support
you need without unnecessary delays.
When Secure Access Link is used, Avaya
customers enjoy 42 percent faster resolution
time on major outages and 50 percent faster
time when SAL is available to Tier 4
engagements vs. those without SAL.
9 | avaya.com

Trust Avaya Because Experience is Everything
The global transformation to digital is creating amazing opportunities
today: digital commerce, digital entertainment and digital communications.
Far more than a trend, digital transformation is the foundation
of how successful organizations will stay relevant in the future.
What’s the role of Avaya in this new, smart digital world? We are
delivering unique business value with our smart digital solutions.
It starts with Avaya Breeze, our technology platform that simplifies
application development while delivering built-in capabilities for
enhanced mobile, customer-facing and cloud requirements through
its preprogrammed tools and Snap-ins. With it, you can add to just
about any business process and “pull things together.”
Avaya Oceana addresses the customer-facing side of your business.
This digital customer engagement platform provides a clearer, more
complete view of your digital customers’ activities. It helps you drive
customer satisfaction, loyalty and lifetime value. It helps you create a
competitive differentiated brand experience while optimizing your
agent and resource productivity. Above all, it helps you produce better
business outcomes at the speed your customers demand.
It’s a whole new, smart world. Let’s build it together. The insights
offered in this eBook are a starting point for your own digital transformation.
To learn more, contact your Avaya Account Manager or Avaya
Authorized Partner. Or visit us online at www.avaya.com/oceana.
Above all, Avaya Oceana helps you
produce better business outcomes through
a clearer, more complete view of your
digital customers’ activities.
10 | avaya.com

Learn More
For more information on digital transformation, Avaya Oceana and other customer experience capabilities from
Avaya, contact your Avaya Account Manager or Authorized Partner, or visit us online at Avaya.com/oceana.
About Avaya
Avaya is a leading, global provider of customer and team engagement solutions and services available in a
variety of flexible on-premise and cloud deployment options. Avaya’s fabric-based networking solutions help
simplify and accelerate the deployment of business critical applications and services. For more information,
please visit www.avaya.com.
© 2017 Avaya Inc. All rights reserved.
All trademarks identified by ® , TM or SM are registered marks, trademarks and service marks, respectively, of Avaya Inc.
03/17 • CC7986
avaya.com