India has emerged as a pivotal player and torch bearer in, fostering innovation and redefining the way MNCs operate. At the forefront of this transformative wave are the Global Capability Centers (GCCs). The NASSCOM 2023 GCC report highlights India’s immense potential with over 1600+ GCCs and a talent pool exceeding 1.6+million.
Initially established to harness India’s cost efficiency and vast talent pool, GCCs have now emerged as dynamic hubs of delivery excellence. Today, they are strategic epicenters driving digital transformation initiatives for their parent organizations globally.
However, with this remarkable growth comes a pertinent question: How can these GCCs ensure the continuity of their upward trajectory while evolving beyond their traditional roles?
Evolving from functional hubs to innovation centers
The transformation of GCCs from functional hubs to innovation centers in India has been remarkable. However, as these centers broadened their scope, a predominant reliance on Engineering for driving growth posed a challenge: How to seamlessly link engineering efforts with the ongoing development of the end product.
The SPEED collaboration model: Unifying strategy, product, engineering, experience, data and AI
Amidst the evolution of GCCs, the SPEED Collaboration model emerged as a beacon of innovation. An acronym and an idea, SPEED represents the integration of Strategy, Product, Experience, Engineering, and Data & AI capabilities that are integrated to drive innovation and excellence.
In the SPEED model, collaboration is key. It brings together capabilities to Strategize an approach and a roadmap to a business problem, Product thinking to build outcome-oriented solutions, Experience design thinking to craft frictionless customer journeys, Engineering expertise to build performant and efficient applications to the product specifications, and Data capabilities to understand how the product is performing vs the business KPIs and create a virtuous feedback loop of continuous improvement. Collectively, these capabilities create a space for endless idea-sharing and innovation.
Let’s understand some of the differentiating factors for GCC success
- Collaborative Synergy
While many GCCs have adopted Agile models, when it comes to adopting a product-driven approach, successful GCCs distinguish themselves not just by adopting Agile models but by integrating a product mindset into a culture focused on data-driven decision-making.
One approach that has gained traction is the Scaled Agile (SAFe) model. However, the key lies in refining these methodologies to focus on the business outcomes and to ensure optimal Return on Investment (ROI). By blending Agile methodologies with a strong product mindset with a data-driven culture, GCCs can not only foster collaboration but also ensure that their initiatives drive the desired impact.
- Precision in problem formulation
At the core of the SPEED model lies a keen understanding of the problem. Towards this, capabilities in Strategy, Product, and Experience capabilities work together to break down the challenges into clear concise problem statements which can be consumed by engineering and data teams. Creating clear and specific problem statements allows GCCs to focus on the key issues that will ultimately provide business results. These statements act like guiding lights, showing the way to innovative solutions.
Understanding what customers need, how they behave, and what’s new in the market helps GCCs create problem statements that connect with users. This way, the products they develop aren’t just fixes – they become essential experiences.
- Depth of industry knowledge
In the contemporary business landscape, industry expertise is invaluable, offering crucial context to Strategy, Product, and Experience teams. This knowledge aids in crafting problem statements that are both accurate and forward-looking. By leveraging insights from experts who possess a profound understanding of specific sectors, GCCs stand to gain a competitive edge. In honing their ability to anticipate industry shifts, GCCs will be better positioned to develop products that exceed market expectations.
Maximizing product talent in GCCs
India stands as a prominent center for specialized talent, fuelling innovation and cultivating operational brilliance. For GCCs, sourcing top-tier talent is a crucial factor for their success. In this regard, let’s delve into a roadmap for maximizing product talent within GCCs, highlighting the best ways and places to source the top minds in India.
- Nurturing future leaders: Collaborating with top-tier business schools offers GCCs a unique opportunity to access a fresh pool of strategic thinkers. This partnership creates pathways for internships, research collaborations, and mentorship programs. These initiatives not only enrich the talent pipeline but also inject innovative perspectives into product development, positioning GCCs at the forefront of evolving market dynamics.
- Enabling the leaders: GCCs must provide platforms for the talent to be further groomed in the industries and functions they are aligned to, by helping them participate in global leadership programs within their organizations, and providing global job rotations helping the talent work closely with end clients, and thereby helping them gain new perspectives and integrating them back within GCCs.
- Tapping into specialized knowledge: Integrating subject matter experts from specialized educational programs, especially in domains like Oil and Natural Gas, grants GCCs invaluable access to profound industry insights and tailored expertise. This inclusion of specialists strengthens product capabilities, aligning them precisely with the specific demands of respective industries, enhancing GCCs’ competitive edge and market adaptability.
- Diverse perspectives: Embracing diversity across gender, backgrounds, and expertise cultivates teams with enriched perspectives. This proactive approach broadens the talent pool, fostering an environment where diverse viewpoints converge. This convergence fuels innovative ideas, enabling businesses to cater to global needs.
- Fostering innovation: India has a vibrant product-driven startup ecosystem. By engaging closely with them will aid in GCCs identifying emerging talents and infusing an entrepreneurial spirit within their teams, which further helps foster a culture of innovation and risk-taking. This proactive approach not only propels GCCs towards cutting-edge technology adoption but will also help them amplify their capacity to elevate their products to the next level of excellence.
- Cultivating a metrics-driven culture: In the age of data, metrics reign supreme. Embracing a metrics-driven culture, where data informs decisions and strategy, will not only gauge the efficacy of initiatives but also serve as a path toward continuous improvement. Leveraging data-driven insights will let GCCs refine their approaches, optimize processes, and enhance the impact of their innovations.
A roadmap to innovation and excellence
In the dynamic world of business, Global Capability Centers (GCCs) in India play a crucial role in driving innovation. As India embraces its position as an innovation powerhouse, GCCs stand as pivotal players harnessing the nation’s rich tapestry of talent. These centers leverage India’s vast talent pool, with the SPEED model serving as their guiding light. As GCCs navigate this intricate landscape, their journey isn’t just about evolving strategies; it’s a narrative of their persistent drive to shape and lead the transformation of the global business landscape.
Pradeep Ganesha, Vice President, Product Delivery, Publicis Sapient
Sudhir Shenoy, Senior Director, Product Delivery, Publicis Sapient
Saurabh Bahri, Director, Product Delivery, Publicis Sapient
