Cognizant's 2021 AWARD FINALIST CASE STUDY: Best Achievement in Operational Excellence to deliver Digital Transformation

Digital Service Design and Transformation for Cloud Services

The client is a leading provider of Cloud services with a significant market share. Cloud services comprise a significant part (more than 10%) of their revenue mix and grew 45% year on year. To sustain this explosive growth, the client’s sales organization of 5000+ sales representatives and account executives needed a service that can maximize the productive time and provide consultative support. The proposed service was greenfield in nature and had to be built from the group up. With no baseline view or data available, the project team had to resort to techniques like focused interviews and deduce the service requirements. Using powerful techniques like the Kano analysis the team created a service pack or the “menu of services”. A rigorous governance and communication plan helped the team engage with the stakeholders through the complexity of service design. Once the service was designed and signed off by the sponsors, the team was tasked with creating a digital backbone to support the huge scale of operations with close to 100 sales support requests estimated every day. The project team created an asset suite comprising more than 10 digital assets that would help in productivity, reporting and analytics of the analysts working to help the client. One of the highlights of this project was the creation of a highly replicable end-to-end workflow solution that recorded data automatically and enabled the project team to stabilize the project within 8-10 weeks. The digital backbone or the workflow tool was created in the Cloud and had integrations to the client’s internal sales systems. With 100% uptime, configurable role players, and an integrated quality management system, the workflow tool became the most important innovative asset of the new service. The other digital assets the project team created were sentiment analytics using Natural Language, automated visualization & insights using platforms like Data Studio, content creation automation tool using APIs and machine learning, and so on.

Apart from a reduction of the total cost of reduction to the extent of $5 million, the client also benefited from this highly scalable service that grew more than 100% in a span of 10 months. The team benefited immensely from the digital technology ecosystem of the client organization and with suitable investments in process excellence, automation and analytics, the project team helped the client’s sales organization not only in improving sales, but also develop reusable case studies. This in turn improved the self-service or “shift-left” rate. The end-to-end workflow tool saved 5-10% of the analyst’s time and was counted as a productivity improvement that was significant for a new service. Additionally, more than 15% deal win rate was enabled for the client.

The project dove-tailed into Cognizant’s digital strategy of staying invested in Cloud as a business area and creating significant impact to Cloud providers and other clients with huge spends on Cloud technologies to improve their efficiencies and go-to-market strategies. The project won accolades from the clients and stood out as one of the most successful projects in digital operations.