Question $1$

The first step in the digital transformation process was analysing the current conditions and preparing an $$As$-$Is$$ report. $(9$ marks$)$

One point has been added to the template for your reference.

You must add at least three more touchpoints that you would take up in the digital transformation initiative.

The first column of the template defines a task that a customer undertakes inside the food court area.

The second column of the template asks for the current pain point in relation to that task.

The third column of the template contains the technical and$/$or process suggestions for resolving that pain point.

Question $2$

The next step in the digital transformation process is creating a universe of tasks. You can use the value chain analysis template to list the tasks. A sample template, which contains sample tasks, has been attached below. $(9$ marks$)$

You must add at least nine tasks that are already present in the food court.

Question $3$

The subsequent step of the process is rating the tasks according to the extent of use. $(9$ marks$)$

Rate the tasks on a scale of $15,$ where $1$ indicates that the task is rarely performed and $5$ indicates that the task is being performed efficiently.

A template that contains sample rows has been provided to you. You must modify the template to add the tasks that you have identified in the universe and then rate the tasks.

Question $4$

Next comes the presentation aspect of the findings. Create a radar chart or a spider chart depicting the current ratings and the potential ratings $(6$ marks$)$

You can refer to this video here or this article to understand how to create a spider$/$radar chart. Create a spider chart. $(4$ marks$)$

Prioritise which activities you should take up first in your digital transformation initiative. Create a list of activities, arranged in the order of the first to last priority. $(2$ marks$)$

Question $5$

The final stage of the project is understanding how the customer experience changed based on the changes you suggested. $(7$ marks$)$

Use the customer journey map template to identify the relevant steps in transforming the food court and then identify the technology that can be useful for each step.

$(4$ marks$)$

Also, comment on how you would use that technology, relating it to the pain points you identified earlier. $(3$ marks$)$Question $1$

This is a sample table to be used for submission.

Step Pain Point Suggestion

Enter the food court Look for a place to sit Show current seats online or on a big screen

Question $2$

This is a sample table to be used for submission.

Value Chain Analysis

Sales and Marketing

Digital Marketing

Inbound Logistics

Truck management

Outbound Logistics

Fleet management

Service

Call centre

Infrastructure

Guest Parking

Human resource management

Staff Training

Question $3$

This is a sample table to be used for submission.

Business Process Is Present? Current Rating Potential Rating

Marketing

SEO y $15$

Google AdWords y $15$

Facebook ads n

LinkedIn n

Other social media To$-$Be $-5$

Participation in forums y $15$

Blogs

TOTAL $720$

Question $4$

Add the radar chart here.

This is the order in which the tasks should be prioritised:

$1.$ Inbound logistics

$2.$ Outbound logistics

$3....$

$4....$

Question $5$

Journey Stage Do I participate here? If Yes, what's the experience here? Nature of experience Technology

Anticipate

Office

Discussing with team as where to go for coffee

Decided to go and sit in coffee shop and work on reports

Digital menu available to choose what to have No categorisation in menu, too long to scroll

Car

Hoping to find a coffee shop nearby

Hoping to find a parking slot

Hoping it is not crowded and have seats available

Hoping I can pick a coffee quickly Drive thru voice is too bad Bad

Exploring alternate options

Enter

Ambience

Queue

Narrow layout

Aroma of roasted coffee $/$ chole bhature $/$ other items

Lightning is pleasant or dull

Music is soft or loud

Air$-$conditioning is correct

Engage

Line

Waiting in queue Criss cross from the waiting line

Line is just not moving

Menu too small to read from the line Digital Menu is not a