From physical to digital: Adobe’s impact on ICICI Securities’ digital journey

livemint.com:

Q: At Adobe’s Best of SUMMIT event, we discussed how experience-led growth is foundational to the success of every business. As an Adobe partner, can you share your perspective on how digital transformation is evolving as an area of priority for businesses today? Zankhana Srivastava: Let’s start with a background of the BFSI sector. Earlier, we used to do a physical business where you would go to a branch, meet your relationship manager, understand the product, think through it, and then make a decision.

Then, we saw phygital times when we saw a transformation from physical to digital. At this time, people looked for a face to interact with and the digital mode was also evolving at that time. And, today, the customer is expecting a completely digital solution.

So, we are evolving because customer needs are evolving. We are moving towards digital transformation and that is definitely the way forward. We are looking at a digital business and a complete digital transformation, for which we have sought help from Adobe.

Q: What role does digital play in accelerating business growth and what are the key challenges? Zankhana Srivastava: When we go digital, we see that everything is simple, everything is doable, and we will be able to achieve our goals. Digital transformation comes with opportunities as well as limitations, which one needs to look at. So, when you want to embark on your digital transformation journey, first migrate all your assets like company websites and apps onto digital.