Digitalisation is everywhere! Your customers, your channels, your competitors become more and more digital. Your products, your insights, your employees and your operations become more and more digital. Companies can no longer imagine to do business without deep integration in the digital world. Needless to say that both customer centricity and digitalisation will have a considerable impact on the way we conduct our business and as a consequence on the enterprise structures (process, applications, information, technology). We need to create value today and tomorrow. In this AE foyer we shared our vision on the key elements of a digital enterprise architecture.

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Prepareforthe
Digital Enterprise
Frombusiness outcomedriven
Enterprise architecturetothe
correspondingtechnicalreferencearchitecture
01/10
Johan Merckx
PrincipalConsultant –Enterprise Architecture

2. aenv/sa
Interleuvenlaan27b, B-3001 Heverlee
T +32 16 39 30 60 -F +32 16 39 30 70
www.ae.be
Building the Digital Enterprise forthe Age of the Customer
Johan Merckx, Enterprise Architect & Director Innovation, johan.merckx@ae.be
Yourpartner fordigital transformation

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Agenda
We live in the age of the customer
The executive challenge (Testaankoopcase)
The outside in approach (Testaankoopcase)
Where are we today? (Testaankoopcase)

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Digitalization
Enterprise
Personal
Web
Consumer
Information and technology is owned by big companies
Individuals create and process information themselves
Individuals and companies connect to exchange and share information
Needs of individuals can be fulfilled, anywhere, anytime and in a very personal way
Business Moments
Blurring of digital and physical worlds

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Customer Experience
Enterprise
Innovation
Digital customers
Co-creation
Enterprises monopolize industries by mastering manufacturing, distribution networks and business information
Innovative companies deliver new customer experiences crossing traditional industry boundaries
Powerful digitally enabled customers with high expectations and access to information anywhere, anytime
Customers are becoming producers of information and services, co- creating with companies

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We live in the age of the customer
Forrester2014
“Why do companies fail? Because they are missing the future”
Larry Page, CEO Google
“Ifdecisionmakers decidenottochange becauseitwouldcannibalizeexistingbusiness, youcanbesuresomeoneelsewill.”
Rudi Maelbrancke, Acerta
“Yournext competitormightbe a 27 year old with a hoodie.”
Peter Hinssen
The value created by technology has migrated out of the back office, into the front office, and straight into the hands of customers, citizens and employees.
Gartner, 2014
Geert Noels
“De internetgebruikeris nu eenmondigegesprekspartnerennietde passieveinkomstenbronuithet tijdperkvan web 1.0. Succesvolleondernemingenkerenzichbinnenstebuiten.”

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Looking for a new career?

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The secure Facebook of Healthcare

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InvoiceOne, “Whenyouhave toberight” basedon True Customer Experience

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From paper to digital
Fromorganisationcentrictoconsumercentric

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Agenda
We live in the age of the customer
The executive challenge (Testaankoopcase)
The outside in approach (Testaankoopcase)
Where are we today? (Testaankoopcase)

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Fact sheet
Members
> 1.6 million
Employees
> 1200
Active in
5 countries(BE, BR, ES, IT, PT)
Provides
consumer servicesforelectro, hightech, houses, energy, cars& bikes, money, health, food, family & private, complaints, ...

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Strategy as Starting Point

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“We need to change to a consumer centric business model.”

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“We have toinnovateourservice model.”

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“We have to exploit better our digital channel.”

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How do I realizethisin a pragmaticway?
Balancinglong term visionandshort term results?
Balancingcurrentvaluepropositions/customer segmentsandnew ones?
Workwith business and IT executives tobuildthe digital enterpriseforthe ageof the customer!

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Agenda
We live in the age of the customer
The executive challenge (Testaankoopcase)
The outside in approach (Testaankoopcase)
Where are we today? (Testaankoopcase)

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Take an OUTside in perspective
Start from the consumer journey
Identify high value business moments
Design the customer experience
Engineer your digital customer engagement platform
Implement customer solutions & processes
Nail down your analytics results to optimize outcomes
The OutsideIn Approach

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The Outside In Approach
Start from the customer journey
Take an outside in perspective
Design the customer experience
Identify high value business moments
Implement customer solutions & processes
Nail down your analytics results to optimize outcomes
Engineer your digital engagement platform

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Our Company
Processes
Applications
Technology
Information
Vision & Strategy
‘Traditional’ Enterprise View

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Market Ecosystem
Customers
Our Company
Partners
Take an Outside In Perspective
Technology
Information
On Premise or in the Cloud
Processes
value

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Create Outside In Company Culture

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The Outside In Approach
Start from the customer journey
Take an outside in perspective
Design the customer experience
Identify high value business moments
Implement customer solutions & processes
Nail down your analytics results to optimize outcomes
Engineer your digital engagement platform

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Think and Act as a Customer
AE Blog @ blog.ae.be

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Start from the Customer Journey
Customers
Our Company
Customer Journey
Customer Engagement
Needs, emotions, ethics, behavior
Friends, competitors, communities, social media, ...
Market Ecosystem
Partners
Partner Collaboration

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Customer Journey Canvas

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The Outside In Approach
Start from the customer journey
Take an outside in perspective
Design the customer experience
Identify high value business moments
Implement customer solutions & processes
Nail down your analytics results to optimize outcomes
Engineer your digital engagement platform

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IdentifyHigh Value Business Moments
Customers
Our Company
Customer Journey
Customer Engagement
Market Ecosystem
Partners
Partner Collaboration
Moments
of truth
Moments
of truth
Moments
of truth
(Digital) Services

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Think Customer Value
Start looking for the job to be done
Think about pains & gains (pain=!gain)
Fill in the gaps in your product/service offering
Iterate & Improve!
Finding Value is a Team Effort!

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Identify High Value Business Moments
Value for you
Extend to enhance
Just do it
Avoid for now
Redesign or reconsider
Value for the customer
Know when to play and when to pass!

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Example High Value Service Matrix

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The Outside In Approach
Start from the customer journey
Take an outside in perspective
Design the customer experience
Identify high value business moments
Implement customer solutions & processes
Nail down your analytics results to optimize outcomes
Engineer your digital engagement platform

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Design the Customer Experience
Customers
Our Company
Customer Journey
Customer Engagement
Market Ecosystem
Partners
Partner Collaboration
(Digital) Services
Moments
of truth

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Design
It’s not just what it looks like & feels
Designis how it works
Steve Jobs
“

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Enjoyable
Easy
Meets Needs
Source: Outside In, The Power of putting customers at the center of your business, ISBN 987-0-547-91398-8
“I accomplished my goal.”
“I didn’t have to work hard.”
“I felt good about that.”
The Customer Experience Pyramid

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The Design Process
Source: Double Diamond Design Process Model, Design CouncelUK 2005
Research
Analyze
Ideate
Prototype
Test

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Design Techniques

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The Outside In Approach
Start from the customer journey
Take an outside in perspective
Design the customer experience
Identify high value business moments
Implement customer solutions & processes
Nail down your analytics results to optimize outcomes
Engineer your digital engagement platform

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Engineer your (Digital) Engagement Platform
Customers
Our Company
Customer Journey
Customer Engagement
Market Ecosystem
Partners
Partner Collaboration
(Digital) Services
Technology
Information
On Premise or in the Cloud
Processes
Engagement Platform

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Engineer Platforms
Think of yourengagement architectureas a platform, a (virtual) place where customers and companies meet to exploitnetworkeffects for value creation
Companies expose their insides via well-defined and well-securedservices
Customers interact via multiple channels and devices
Partners participate in the value chain by using your servicesand exposing their partner platforms
New functionality should be released on a day by day basis to engage with customers
Also thingswill be integrated more and more in yourdigital platforms

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CX Requirementsare Different
Intuitive, to support enjoyablecustomer experiences
Task-Oriented, based on what’s needed in the moment
Within customer’s context, personalised based on needs and behavior
Flex and scale to the spikes in demand of customer’s schedule and expectations

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AE Reference Architecture (LogicalView)

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AE Reference Architecture (LogicalView)
TaskOrientedCustomer Services

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The 4-Tier Architecture
Yesterday: 3-Tier
Client Tier
Application Tier
Services Tier
Today: 4-Tier
Client Tier
Interaction Tier
Engagement Tier
Systems of Record Tier

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AE Reference Architecture (Technical View)

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StartingPoint -Last Year

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Step ByStep Progress

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As Is –September 2014

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Bi-Modal Approach –Where Existingmeets New•Existingback-office applications•Existingback-office operational data & databases
•Designed & build for employees
•Designed & build to support and optimize internal processes
•Focus on stability, robustness of functionality •Newways of customer interaction•Newtypes of data to be captured, managed and analyzed
•Designed & build for the customer
•Designed and build to give the customer an optimal experience (intuitive, task oriented, within context, Flex& scaletocustomer’sschedule& expectations)
•Focus on agility, robustness and customer experienceSystems of RecordCustomer Engagement

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Bi-ModalApproach
Source: Gartner Bimodal Approach 2014Systems of RecordCustomer Engagement
Goal
Reliability
Agility
Value
Price for performance
Revenue, brand, customer experience
Approach
Waterfall, V-model, high-ceremony methods
Agile, Kanban, low-ceremony methods
Governance
Plan-driven, approval-based
Empirical,continuous, process-based
Sourcing
Enterprise suppliers, long-term deals
Small, new vendors; short-term deals
Talent
Good for conventional processes and projects
Good for new and uncertain projects
Culture
IT-centric, removed from customer
Business-centric, close to customer
Cycletimes
Long (months)
Short (days, weeks)

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Become Digitally Agile without Making a Mess
-Separate architectures
-Separate teams
-Separate business goals
-Clear interfaces

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The Outside In Approach
Start from the customer journey
Take an outside in perspective
Design the customer experience
Identify high value business moments
Implement customer solutions & processes
Nail down your analytics results to optimize outcomes
Engineer your digital engagement platform

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Implement Customer Solutions & Processes
Customers
Our Company
Customer Journey
Customer Engagement
Market Ecosystem
Partners
Partner Collaboration
(Digital) Services
Technology
Information
On Premise or in the Cloud
Processes
Engagement Platform
Customer
Solutions & Processes

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Mobile Solutions
Platform Components
Customer Engagement Team
Platform Partners
Digital Channel
Contact Center
Customers
Business Partners
Enterprise Architecture
Backoffice Integration
Multi-disciplinaryteams, withdigital competences

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The Outside In Approach
Start from the customer journey
Take an outside in perspective
Design the customer experience
Identify high value business moments
Implement customer solutions & processes
Nail down your analytics results to optimize outcomes
Engineer your digital engagement platform

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Data Capture
Instrument yoursolutions and platform to capture “who/what/when/where” data
Collect data on real business outcomes
Collect data on the customer experience
Notas anafterthought, but bydesign

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Measuring
Value for you
Extend to enhance
Just do it
Avoid for now
Redesign or reconsider
Value for the customer
Start to measure customer experience
Enjoyable
Easy
Meets Needs
Integrate with enterprise performance management

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Engage data scientists for predictiveanalytics
Self Organizing Map Segments
Segments with targeted customers
Data
Data Scientists
Business Experts
+
Interactive Segmentation
ACTIONABLE

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Agenda
We live in the age of the customer
The executive challenge (Testaankoopcase)
The outside in approach (Testaankoopcase)
Where are we today? (Testaankoopcase)

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Where we are today?
Innovativedigital solutions
Consumer Centric Strategy
InitialDigital Architecture
CX & UX Awareness
Setup software factory
Top 10 journeys
Target (Digital) Consumer Engagement Architecture
CX as a strategicdiscipline
Workwiththe consumer
First digital solutions
Cross channelsolutions
Journeys“alwayson”
Mixed teams
Measurement& analytics
TimeToMarketnew customer services
Customer Experience
Digitalization

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NO
ESCAPE

71. Yourpartner fordigital transformation

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More info & registration
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Front-end engineering
Beyond User Interface
How businessesbenefit from
applyingthistechnicalskill
26/11
Ralf Geenen
CTO
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