Getting Customer Experience Right is Becoming a Make-or-Break for Many Businesses. And Best-in-class Digital Transformation Must be Underpinned by Enterprise, Business, and IT Roadmaps that is, by Enterprise Architecture.
As for Google Trends data below, it is clear that in 2015 the digital transformation has reached a sweet spot. The last CXO, Digital Director or Chief conversion, which is seen as the path to nirvana of a successful customer-focused digital business, able to turn to meet customer needs immediately (or at least very quickly Managed ).
The ideal digital business is quiet, sensitive, and anticipates what customers want. Lift the hood and find these smooth operators are based on a very active and agile digital business strategy (and his team of enterprise architecture but more on that later).
Inefficient infrastructure and poorly planned digital customer experience (CX) can mean millions of lost revenue due to lost sales, customer defections, efficient supply chains and strategic decisions uninformed.
So can companies, especially those with a great heritage of the digital process a bit cumbersome become a customer oriented "transformed" agile? And what best-in-class digital strategy CX think?The backbone of a strong function CX is the team that manages the digital infrastructure often architects or professional IT companies and their employees throughout the company.
This infrastructure is based on business and IT roadmap that is continuously updated and optimized with new information on market forces, KPI, costs, requirements and information of partners and suppliers. The team can monitor these systems to ensure they are resistant to business objectives and hitting.
An effective strategy CX Digital makes these five things well:
1: Model:-First, the company needs a model of collaboration that gathers data from across the enterprise. Enterprise architects, experts and executives who need to monitor and manage systems that impact CX and return to the internal architecture of IT and business. This model should be easily updated from multiple data sources, such as CMDB, ERP and SharePoint (so it is continually "current") and is designed to provide a "bridge" between the CX and IT metrics and business systems behind them. The customer can then travel back to business architecture, business skills and services continues.
2: Analyze:-Companies that constantly analyze and improve CX improve performance and achieve operational excellence.
What kind of tests are most useful?Metrics must be specific and industry, readily available and consistent channel. They must be directed to appropriate organizational level. For the first line, the response time is important. For senior executives, the perception of the brand is on the agenda. (You can find a useful guide to the CX metrics here)
Select the analysis that enable groups throughout the company to adopt a data-driven planning strategies CX approach. Again, these also should be very easy to keep up (through an API or web-based portal) or automated. All it requires "swivel chair integration" is fragile and will be abandoned too easily.
3: Adapt:-Customer trends change, stakes and move to a customer-oriented company, the analysis should be a daily habit. Business strategy and business planning tools must be able to constantly change the way the model. For enterprise architects this means having the ability to adapt and create their own hybrid frameworks and meta-models, tailored to the needs of businesses.
Ex BIZBOK TOGAF or BMM + + + UML P3O. Then the heads of CX can control their digital ecosystem to ensure that customers, they and business goals are aligned.
4: Plan:-Anticipate customer needs and the reactions require data, and planning. Teams need to track multiple scenarios: architecture design, architecture transition and target architectures, the weight that they are the best option against the CX KPI. This sophisticated approach, known as "road maps" is the key to staying one step ahead of customers, competitors (and perhaps your boss).
5: Present:-Communication is the most important to ensure the long-term commitment to the IT-business, as always CX success. Do not skimp on the time and the tools you need to explain a variety of complex business information levels, including C-level computer, and marketing.
Start early communication on a project, and make sure that you can do well and often. Reports and presentations are likely to be the cornerstone of their efforts. But to make sure you get everything you need efficiently, intelligence must be accessible in the cloud and mobile devices. The purpose of providing key relationships with self-service access to data in real time, including the ability to perform ad hoc queries and analysis on themselves.
Digital transformation is impossible without the ability to understand and model the digital ecosystem including business skills and technology. After selecting the appropriate metrics, running the scenario analysis, a report on the results and, above all, to adapt quickly to customer needs is the domain of the signature of the architect. The two must go hand in hand.
