Академический Документы
Профессиональный Документы
Культура Документы
MARKETING
SERVICES COMPANY
achieve its DIGITAL
TRANSFORMATION
agenda
CLIENT BACKGROUND
Dex One is a leading US-based marketing services company. Dex Ones 1,500
dedicated marketing consultants work with about 435,000 local businesses to
create customized marketing programs to help reach their customers. Dex One
has a wide range of products and services that help local businesses grow.
This includes online and mobile-based search solutions, print yellow pages
directories and voice-based search platforms. Its in-house marketing solutions
include Dex-published yellow pages directories, which are co-branded with other
leading brands in the industry, an internet yellow pages site Dex Knows.com and
a mobile application Dex Mobile.
Dex also provides end-to-end marketing solutions for local businesses. Dex
Ones digital affiliate marketing solutions are bolstered by their search engine
marketing product DexNet which extends clients reach to their leading internet
and mobile partners to attract consumers searching for local products and
services.
Dexs current and future strategic intent and vision is - Growth by capitalizing
upon the digital opportunity and thus capturing a greater share of the clients
digital marketing investment.
BUSINESS CHALLENGE
The entire print and publishing industry is undergoing a substantial
transformation. The continuing decline in the use of print directories, increased
competition - particularly from existing and emerging online companies - and a
continuing decline in ad sales due to ongoing weak economic conditions have
made digitization not a mandate, but a condition essential for the very
survival of any company in this industry.
A rapid shift in the use of new devices, online mediums and social engagement is
changing the face of marketing. Dex One was driving towards an inflexion point
where only digital growth could help overcome decline. Additionally, a slow
recovery in the face of trying economic conditions - with local businesses
continuing to see little to no' new business formation, no job creation and no
injection of new capital and customers exercising caution and restrain in spending
spelt further challenges. Hence, a steep decline in new revenue warranted Dex
One to optimize their spend on operations. Dex One wanted to overcome these
challenges by expanding their digital product portfolio. So that when the
marketing dollars migrated from print media to digital media, they were well
poised to capture more of the shift in spend.
"We were facing two main challenges in our business. First, we needed to
reduce our IT cost structure significantly to bring it in line with the declining
revenues from the print side of our business. Second, we needed to revitalize
and add to our digital product portfolio to reflect the rapidly changing nature of
our business. We needed the right partner with a diverse services portfolio &
willingness to invest in critical areas such as people, processes, and
technologies. Today we believe HCL as our partner was undoubtedly the right
choice said Atish Banerjea, SVP and CTO, Dex One Corporation.
ENGAGEMENT MANDATES
Dex Ones overall objective was trying to drive Digitization - both internally
and externally and do this to create a significant cost advantage, backed by
IT optimization. They aimed to do this in the following way:
Expand services and establish a full complement of digital products: Dex
One was looking to rapidly expand digital offerings to increase penetration
rates among consumers and expand share of wallet from advertisers. This
would help continue to close the gap, offsetting print losses.
Internal change and reorganization via a massive skills refresh: 700
professionals were hired with marketing, sales and digital development as key
skill areas. Dex One was focused on building a high energy, digital savvy sales
organization that was committed to winning in the market place. For this, they
established a Dex One Sales Academy with an intensive curriculum that
leveraged computer-based training. In addition, they provided consultants with
iPads loaded with customized sales applications and digital web-based
conferencing and provided them with a new CRM platform on salesforce.com.
Dex One needed a dramatic transformation led by a strong digitization drive,
we needed to quickly revitalize our print based products and transform them
AREAS OF ENGAGEMENT
HCL-Dex One engagement was established to leverage best practices from
HCLs prior successful engagements and was further cemented on the basis of
their understanding of the fundamental transformation sweeping the advertising
industry as a whole. HCL effectively gauged business requirements - by
interacting at all levels and with key functions across Dex One, performed a
detailed as-is-analysis and built a suitable business case for implementing digital
initiatives and developing and supporting applications.
HCL supports several business functions including advertiser self-service,
marketing, sales, production and CRM. HCLs areas of engagement with Dex
One include:
Application development, support and upgrade: HCL supports 50+
Enterprise Applications like Business Data Warehouse, reporting, custom web
applications, marketing and sales functions, back office production, Oracle
HR/ Finance modules, Documentum, print and digital delivery platforms,
self-service portals and databases.
Platform development, sustenance and support: Several new revenue
generation platforms on mobile, web and social channel, advertiser value
creation platforms, advertising network, digital search engine and cloud-based
applications for sales force automation platform. Additionally, HCL helped
define a digital, multi-channel strategy for web, ad networks, social media
and mobile.
Helpdesk Services and Support: Helpdesk Management with 24/7/365
L1/L2 staffing, providing remote support across all Dex One locations and
on-site support at eight key Dex One offices.
Implementing quality assurance for the enterprise suite of applications
such as graphics and marketing systems, print and digital applications, mobile
HCL DIFFERENCE
The engagement leveraged the following HCL capabilities, practices, CoEs,
frameworks and competencies for success:
HCLs Media and Entertainment practice Deep-domain competencies,
frameworks and people maturity
- Over 13 years of experience, with 6,000+ people and deep-domain
Constant communication established between Dex One and HCL at all times
and stages in this relationship.
BUSINESS BENEFITS
Cost optimization: HCLs offshore-driven delivery mechanism: reduction of
overall team size and productivity improvements helped realize cost savings of
over 20% by optimizing and consolidating print IT operations in North Carolina
and India towards a goal of recording $140 mn in cost savings in 2011.
Digital growth of 30%: Attributed to innovation in mobile, online and digital
media with a new and innovative proposition around reputation management.
Ensuring minimum disruption to business through a seamless and quick
transition plan and systematic implementation of processes. This centered on
cost improvement, 10% SLA improvement, cycle-time reduction, process
improvement, component reuse, tool development and overall delivery
efficiencies of 20%.
Joint solution development: HCL and Dex One developed the solution jointly
with each of the respective track leads and then presented it to the CTO for
sign-off. HCL enabled a seamless and zero business disruption oriented
transition plan.
Metrics: A set of 27 core delivery and performance metrics have been defined
for the engagement, which helped measure and ensure quality, process
compliance and schedule management.
Multi-governance model: HCL set up for Dex One a structured
communications and reporting approach with project level governance,
operational review and regular steering committee meetings.
Key factors at Dex One that led to success include:
- An experienced executive leadership and committed IT leadership.
- A team that was ready for change, they knew they had to do something
different to succeed as a company and they focused on how to be
successful, beating the challenges that came along with significant change.
Hello, Im from HCL! We work behind the scenes, helping our customers to shift
paradigms and start revolutions. We use digital engineering to build superhuman
capabilities.Wemakesurethattherateofprogressfarexceedstheprice.Andrightnow,
90,000 of us bright sparks are busy developing solutions for 500 customers in 31
countriesacrosstheworld.HowcanIhelpyou?
www.hcltech.com