Digital Transformation in IT Industry- A study of Crestech Global

1. Submitted by
Tushar Sharma
PGDM-E 150301007

2.  In the Age of the Customer, consumers expect ready access to content that
is personally relevant in the context of what they are doing and accessible
anytime, anywhere, and in the format and on the device of their choosing.
 Key drivers of digital transformation among the organizations are
profitability, customer satisfaction, and increased speed-to-market
 Improving customer experience and growing revenues are top strategic
priorities.
 Online and cross-channel customer experiences will get the most attention
in the next year.
 Focus on assessing digital experience and establishing digital governance.

3. Digital Transformation Driver in IT Industry

5. Digital -Startups

6. Market Sensing
* Formulate and test
market views
* Inform and guide
decision making
Defining the market
* Market segmentation
*Determining segments of
interest
Monitoring Competition
* Competitor analysis
* Improving monitoring
performance
Assessing customer value
* Value assessment methods
* Customer value management
Gaining Customer feedback
* Customer satisfaction
measurement
* Net promotor score
The Value Proposition in Digital age for the Organization
** Market Sensing
Market sensing enables business market managers to formulate,
test, revise, update and refine their market views, which are simplified representations of the marketplace.

7.  Understanding firms as customers
The process of learning how companies rely on a network of suppliers to
add value to their offerings, integrate purchasing activities with those of
other functional areas and outside firms, and make purchasing decisions
 Crafting Market strategy
This is the process of studying how to exploit a business’s resources to
achieve short term and long term market place success, deciding on a
course of action to pursue and flexibly updating it as learning occurs
during implementation.

8.  Crafting Value Proposition for the Organization
The firm puts its understanding of business market value to use in
creating value for the market segments and customer firms that it
has decided are of greater interest. Creating value is composed of
business market processes of managing market offerings, new
offering realization and business channel management.
 Managing Market Offerings
 New Offering realization
 Business Channel management

9. Crestech Global
 CresTech is a specialized software testing and QA services provider with 300+
consultants spread across its 3 delivery centers at India, USA and Australia.
 CresTech is the first (India headquartered) Independent software testing company
be assessed at CMMI Level 3 SVC.
 CresTech works with its global clients in the areas of test automation, mobile QA
transformation, cloud migration testing, and end user experience management
includes performance and security testing.
 Leveraging innovation at its core (with 3 provisional patents to its credit), CresTech
trusted by Fortune 500 enterprises and start-ups alike to help them in their QA
programs worldwide.
 Gartner has positioned CresTech in the panel of 10 World’s best Pure-Play Testing
Service Providers in Multi-domain Skills category.
 CresTech is CMMI Level 3 SVC 1.3 assessed independent testing company
headquartered in Noida, India.
 CresTech, a leader in Outsourced Software Testing Services Company providing
Consulting, Services, Training and Products to the corporate houses, has been
recognized as one of the 50 fastest-growing technology companies in India, and
of the 500 fastest in Asia Pacific. CresTech was part of NASSCOM top 50 emerging
companies in India year 2009.

10. Market
Research
Information
Customer
Use
information to
design market
offerings
Continuous
Enhancements
Crestech Framework

11. Company Highlights
Solutions
 Product Quality Management
 Application Performance Management
 Test Automation Solutions
 Application Security Management
 Mobile Testing Solutions
 Specialized Testing Solutions
 Test Optimizations & Transformation Solutions
Products
Crestech have built a set of tools and methodologies that QA community
around the world is using to make their life easier and deliver better quality.
 Opkey
 CSAC
 Optest
 Test Accelerators
 SelKey

12. Clients
Crestech serve a large number of clients across different verticals, some
of these are listed below.
 Sapient
 Accenture
 HCL
 Adobe
 Paytm
 Genpact
 Intel
 CSC
 COLT
 Brickred
 Fidelity

13. Business
Model
Create Value
for Customers
Covert
to Profits
Entice
Payments
Business Model
The company has a pure play business model which help them stand apart in the
competitive world of IT services. They offer a list of products and services but well
defined in their space of competitive advantage.

14. Value Conception
 Value Based Strategies
 Product Delivery Process
 Technology Delivery Process
 Customer Delivery Process

15. 1. Product segmentation
Application testing services
Product testing services
2. Segmentation by end-users
BFSI
Financial services
Media
Telecommunications

16. Crestech’s positioning had developed a sense of pride and trust via its
customers which is evident from the below mentioned factors:
 CMMI Level 3 SVC 1.3 Assessed
CresTech follows Quality Management practices as per the norms of SEI CMMI practices.
 Customer Delight our Pride
CresTech customer oriented model helps it to adjust to the unique client needs and provide a seamless
solution adding significant value to the customer.
 Innovative Solutions to Customer Problems
With a highly intellectual team, Crestech provide innovative solutions to customer in order to give cost
time effective solution to the customer.
 Long Term Solutions
It provides Long Term Solutions giving maximum ROI to the customer. Framework building, Team
bootstrapping and Service Support are just a few solutions.
 Globally Renowned Testing Experts
The Testers and Certified and Experienced Testers backed by team of globally renowned Testing Experts
understanding the one of a needs of client and working to client’s satisfaction.
 Expertise Across Varied Domains
The software testing services span across enterprise such as Banking and Finance, Insurance, Media &
Entertainment, Telecom, ERP and Travel and Tourism. High understanding of Quality, Test engineering
processes.

17. Crestech delivers value to its target customers by engaging with them
through the below mentioned modes:-
 Webinars
 Case studies
 Whitepapers
 Blogs
 Trade Shows
 Coverage on a leading portal
 LinkedIn Leads
 Corporate trainings

18. Challenges Faced by Crestech’s marketing team on Digital Platform
 How to understand and use context in content marketing.
 Creating videos that make an impact on the video driven web.
 Marketing to a mobile first audience.
 Changing sales tactics for an audience that is already 85 per cent through
the sales journey.
 Humanizing marketing messages, ditching the jargon, on the digital
platform.
 Making the most of micro-moments, as prospects glance at the web.
 Using influencers for successful campaigns.

19. References
 https://www.accenture.com/_acnmedia/Accenture/Conversion-
Assets/DotCom/Documents/Global/PDF/Digital_1/Accenture-Digital-
Transformation-B2B-spotlight.pdf
 https://www.capgemini-consulting.com/digital-transformation
 http://wiprodigital.com/
 https://www.cognizant.com/InsightsWhitepapers/a-framework-for-
digital-business-transformation-codex-1048.pdf
 http://www.imd.org/uupload/IMD.WebSite/DBT/Digital%20Business%20
Transformation%20Framework.pdf
 http://crestechglobal.com/

20. THANK YOU