RESEARCH AND INNOVATION

Elevating Customer Experiences for the Business 4.0™ Era

 
November 28, 2018

When New Year’s Day 2019 arrives, businesses around the world will have spent $1.1 trillion1 on digital transformation in 2018, for both the technologies and the consulting services that enable companies to get value from them. That’s what IDC estimates, and no matter how you look at it, it’s a lot of money. Moreover, it’s 17% more than they spent last year.

Much of that spending will have gone toward improving the customer experience at firms ranging from giant retailers such as Target and Walmart, to theme park and cruise line operators such as Disney and Carnival, and even your local bank branch and fast food chain restaurant. We know first-hand about what it’s like to improve the experiences that our clients give their customers – the digital and non-digital ways they let them buy, use, and get help in using their products and services.

And that feverish level of interest using Business 4.0 technologies to reinvent the customer experience has also fueled something else: significant investments by firms like ours in the places where we bring current and prospective clients, business partners, employees, market influencers (such as research analysts and journalists), and others to meet with us.

It’s ironic when you think about it this way: as we help companies create more digital and virtual experiences with their customers, employees, and business partners, it’s become essential to design the right spaces to create those digital experiences.

But TCS has been paying great attention to its workspaces since 1981, when we opened our first R&D lab2 in Pune. The design of such spaces has been paramount in our more than tenfold growth in annual revenue since 2010. We have added many more research and client centers over the years since then, located in cities from Cincinnati to Chennai. They have helped us to show clients how we’re different, where our expertise is deeper, what kinds of things we’re helping others accomplish, and what we could do for them.

Now we’re about to take that in-person physical experience to a whole new level through our TCS Pace Port™ centers around the world. We will be using new workplace designs and technologies so that people can brainstorm better, design better, and put their ideas into action better.

These centers will help us continue to design and build leading-edge digital customer experiences for our clients’ customers. They will also be important to win over clients and hear the best thinking from TCS thought leaders in the years ahead. This is vital for us.

Independent research from Information Technology Services Marketing Association (ITSMA) shows that executive briefing centers have become elemental to clients’ purchasing decisions. A study ITSMA conducted with more than 300 buyers of consulting and IT services in 2018 found that nearly two-thirds visit a company’s briefing center before making the purchase decision, and that 61% cited the site visit as influencing the decision.

Great companies have great brands. And one way they demonstrate the greatness of their brands to clients, employees, and business partners is by offering a great ‘when-we-meet-in-person’ brand experience. The TCS Pace Port centers will give us better ways to spark innovations with our clients, for our employees to fuse their ideas together, and for TCS to inject the expertise of leading academics in our thinking and work.

We can’t wait for them to open, and for you to meet us there

1 https://www.businesswire.com/news/home/20180612005256/en/Worldwide-Spending-Digital-Transformation-Soar-1-Trillion

2 http://www.tata.com/innovation/articlesinside/TCS-innovation-labs

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With more than 20 years of global consulting experience, Krishnan Ramanujam is an expert in the execution of complex, global transformational initiatives for Fortune 500 and Fortune 1000 companies.Krishnan focusses on driving profitability for organizations by spearheading their evolution from IT-centric to customer-centric models that streamline and align business functions. With a keen understanding and deep knowledge of key industries, market changes and client needs, he has directed the development of new products and solutions that successfully facilitate this transition to realize maximum business value.