Industry-Leading Genpact Company, ‘Rightpoint’ Helping Transform Cadillac to an Entirely New Level of Luxury

For three-years in a row, Genpact (NYSE: G), has received an award for one of the World’s Most Ethical Companies, presented by Ethisphere Institute. This year’s award, which is one of only four honorees in the consulting services category for 2021, was awarded to the global professional services firm, which is focused on delivering digital transformation, separates it out from many in the industry, who unfortunately due to the COVID-19 pandemic have continued to struggle. The Institute is considered to be a global leader in defining and advancing the standards of ethical business practices.

Ethisphere’s CEO Timothy Erblich described the Institute’s commitment to ethics and integrity. “While addressing the tough challenges of 2020, we saw companies lead - above all other institutions - on earning the trust of stakeholders through resilience and a commitment to ethics and integrity.”

This year alone, Ethisphere Institute recognized 135 honorees spanning 22 countries and 47 industries, including, but not limited to the U.S., Ireland, UK, Mexico, Sweden, India, Spain, Italy, Japan, Switzerland, Brazil, Finland, Greece, Poland, France, Ecuador, Australia, and Hong Kong.

In addition to Genpact, nationally recognized companies like AARP (US), Accenture (NYSE: ACN), Afflac (NYSW: AFL), Avon (NYSE: NTCO B3: NTCO3), AT&T (NYSE: T), Best Buy (BBY), Covenant Health (Canada), Canon (NYSE: CAJ), CBRE (NYSE: CBRE), Cleveland Clinic (US), Dell Technologies (NYSE: DELL), Frontera Energy (TSX: FEC TO), Grupo Bimbo (BMV: BIMBOA), Hasbro (NYSE: HAS), Hewlett Packard Enterprises (NYSE: HPE), IBM (NYSE: IBM), L’OREAL (EURONEXT Paris: OR), LinkedIn (NYSE: LNKD), Microsoft (NYSE: MSFT), Nokia (NYSE: NOK), SONY (NYSE: SNE), among others. The consulting firm has more than 96,000 global employees and annual revenues of $3.52 billion .

Back in 2019, Genpact acquired Chicago-based experience consultancy, Rightpoint, serving as the company’s 700-strong experience division. In October 2020, the New York-based digital transformation consulting firm also acquired Something Digital, a New York-based e-commerce agency, which Genpact rolled into its Rightpoint portfolio. Something Digital is an interactive agency which has been around since as early as 1999, specializing in e-commerce, website design, digital marketing, and user experience, with over 100 employees located in offices in New York, Los Angeles, and West Palm Beach, Florida.

"The shift from offline to online is impacting companies across every industry in a variety of ways, large and small," said Katie Stein, chief strategy officer and global business leader for enterprise services, Genpact. "Bringing together Rightpoint's tremendous experience expertise with Something Digital's commerce resources create a step change in our ability to help clients connect their enterprise front to back to finally be able to solve for experience-led, end-to-end digital commerce."

It is the belief of Ross Freedman, CEO of Rightpoint, the experience economy rewards organizations that can connect people, process, and technology effectively to deliver the right experience at the right time. “It leaves behind those that cannot,” Freedman continues. “Only by connecting front-end commerce to back-end processes, can organizations create the customer experience that consumers increasingly demand.”

Rightpoint’s most recent collaboration is in the automotive industry, specifically Cadillac. The auto leader has continued to push the boundaries of in-vehicle user experience for decades, now inviting innovative companies like Rightpoint to help transform the user interface experience throughout the industry.

“In designing the user interface for Cadillac, we started with a vision but recognized that we were going to need a fresh perspective and new ways of thinking to turn it into a reality,” said Bill Thompson, GM senior manager, User Interface Design in an interview with Tires and Parts . “That’s where Rightpoint and Territory Studio came into the picture. Both teams are incredibly talented and brought a new perspective that enabled us to design a personalized and elegant user-focused experience.”

Specifically, these teams help energize Cadillac’s all-new vehicle displays. And with Cadillac’s recently unveiled LYRIQ show car, this certainly embodies the digital transformation the Genpact company is nationally recognized for.

Car enthusiasts unfamiliar with the new Cadillac LYRIQ, prepare yourselves for the luxury brands’ first all-electric SUV, which thanks to Rightpoint and Territory Point, features a massive 33-inch diagonal advanced LED display. Its new user interface design, courtesy of the Genpact company, is designed to provide that high-end user experience, tailored to fit the driver’s mood and personality.

Territory Studio, who has its roots deeply embedded in strategy, design, and technology when we talk about film, games, and brands. The company worked directly with Cadillac to help bring its vision for the future of cars to life.

“Powered by technology new to the automotive industry, we had an opportunity to reimagine the user experience of the Cadillac brand and redefine what luxury is in a digitally enabled world,” said Gabriel Bridger, executive creative director, Rightpoint. “It started with a simple question: Why can’t things work better? With that as our mantra, we created an experience that at once feels intuitive, as well as entirely fresh. The finished product could only exist with tight collaboration with the Cadillac team and a willingness to challenge the expected.”

The biggest opportunity, according to Rightpoint CEO Ross Freedman, in the auto industry is to take inspiration from adjacent industries. “A vehicle’s user experience is quickly becoming one of the most important and differentiating parts of the overall experience. In fact, many automotive insiders believe that software will make up 90% of automotive innovation by the end of the decade.”

Ironically, the onset of the COVID-19 pandemic allowed for Rightpoint to partner with its parent company, Genpact, to design and develop a new virtual world, “Oasis.”

“One of our first hires as a company was ahead of People Potential, because our culture and team have always been my first priority,” Freedman says. “When COVID-19 first hit, we immediately started weekly all-company Town Halls to both listen to our employees for what they needed from us to help navigate the change, and to make sure they received frequent and relevant company updates.”

Freedman concluded by emphasizing the importance of Genpact’s involvement. “Having a partner in Genpact has been vital in accelerating our growth and carving out our future, but Rightpoint in and of itself has been able to scale in a smart way. I believe any impact long-term comes from thinking creatively, building strategic partnerships focused on the end-user experience, and ensuring true value for our clients.”