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Beyond the Hype: Charting Indian GCCs’ Transformative Journey towards Value Creation
Beyond the Hype: Charting Indian GCCs’ Transformative Journey towards Value Creation

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Beyond the Hype: Charting Indian GCCs’ Transformative Journey towards Value Creation

Sanjay Menon, MD and EVP, Publicis Sapient India

The rise of Global Capability Centers (GCCs) in India has been nothing short of extraordinary. What began as a cost-saving measure has transformed into a journey driven by value creation and continuous innovation, fundamentally reshaping the landscape of enterprise operations. Today, Indian GCCs stand as the vital nerve centers, overseeing strategic systems and playing a pivotal role in reshaping various facets of enterprises worldwide.

However, amidst this remarkable growth, a crucial question arises: How can GCCs sustain this trajectory of growth and innovation? The answer lies in understanding what drives strategic impact and using them well. Let's explore these drivers and their importance.

Holistic transformation driven by AI

AI operates within a comprehensive framework, with culture, talent synergy with AI, and fostering an experimental culture as its key elements.

Transformation in this context demands participation not just from the tech workforce but also from individuals across all domains across the business, including HR, marketing, data scientists, and more. It's not solely about teaching technical skills; it's about fostering a cultural and organizational shift to embrace AI as a transformative force.

When it comes to nurturing AI talent, it's crucial to take a holistic approach. This entails not only attracting fresh talent but also retaining and upskilling the existing workforce. It's about more than just recruitment; it's about equipping teams to remain relevant in an ever-changing landscape. This requires individuals to continuously reinvent themselves and organizations and leadership alike hold shared responsibility to this end.

Given AI's dynamic nature, creating a safe environment for experimentation and learning from failures is non-negotiable. It's about offering your people a safe space and the freedom to explore, innovate and operationalize their discoveries, while openly sharing lessons to avoid repeating mistakes. 

Driving a customer centric mindset internally

While Indian GCCs have played a crucial role in facilitating rapid business transformations, the current landscape demands a deeper understanding. It's not just about grasping the needs of end customers; it's about embedding a customer-focused culture within the organization.

To thrive, organizations must embrace a culture of continual learning, adaptability, and multidimensional perspectives. This foundation of success lies in establishing a work environment that actively encourages innovation, adaptability, and a strong customer-centered approach.

Innovating with SPEED

While engineering remains key, real innovation stem from an integrated perspectives across the SPEED framework representing key capabilities across Strategy, Product, Engineering, Experience, and Data - crucial for customer-focused innovation. Utilizing the SPEED framework will allow GCCs to take a holistic approach, integrating diverse perspectives and skills instrumental in driving customer-focused innovation and propelling future growth.

There is significant opportunity in India to assemble teams proficient in these domains. When aligned effectively, these teams have the potential to ignite an ongoing cycle of innovation.

To get there, we need a larger ambition to capture the larger opportunity and be bold about going for it. Essentially, India possesses the capability to propel its progress from the third gear to the fifth, setting the stage for a future filled with boundless opportunities and growth.


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