1. The Customer Journey,
Digital Transformation,
and You
Jason Bloomberg
President
jason@intellyx.com
@theebizwizard
Copyright © 2016, Intellyx, LLC

2. About Jason Bloomberg
• President of
industry analyst
firm Intellyx
• Latest
book The Agile
Architecture
Revolution
• Recently published the Agile Digital
Transformation Roadmap poster
Copyright © 2016, Intellyx, LLC2

3. What is Digital?
Customer preferences & behavior
drive technology choices
Range of technology touchpoints is exploding
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PhotoCredit:RevolWebhttps://www.flickr.com/photos/revolweb/

4. What about
Transformation?
Internal organizational change is necessary
to maintain focus on the customer in today’s
digital world
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PhotoCredit:Pascalhttps://www.flickr.com/photos/pasukaru76/

5. What is Digital
Transformation?
• Customer pressures
driving technological and
organizational change in
companies
• Enterprises rethinking:
– How they serve
customers
– The role IT plays
– How they build & manage
teams
– How they innovate
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PhotoCredit:LouisK.https://www.flickr.com/photos/bonaparty/

6. Digital Transformation
What are you transforming?
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Digital Transformation =
Business Transformation
Customer
Experience
Technology
Internal
Organization
All of the
Above

7. The Customer Experience
Context
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8. The Customer Journey
• Pre-sale: navigating
the funnel
• The conversion
• Post-sale
– Customer support
– Warranty support
– Cross-sell and upsell
• End of life
– Future owners
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PhotoCredit:KatieLipshttps://www.flickr.com/photos/katielips/

9. Mobile ‘Moments’
• People interact with
devices when and
where they have a
need
• Devices & apps must
be context-sensitive
– Where is user in
customer journey?
– Physical location of user?
– Environmental context of
user?
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PhotoCredit:MaurizioCostanzohttps://www.flickr.com/photos/maurizio_costanzo/

10. Omnichannel
• NOT the same as Multichannel
– Interact via different channels at different times
• From user perspective, single channel with
multiple touchpoints
– Bringing phones into stores
– Social media while watching TV
– Ubiquitous mobile
payments
– Many other
examples
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PhotoCredit:DanielIversenhttps://www.flickr.com/photos/daniel_iversen/

11. Omnichannel Beyond
Retail
• Healthcare
– Patient journey
leads to
patient-centered
care
• Human resources
– Employee journey
from recruiting to
onboarding to
employee support
• E-Government
– Citizen-centered digital initiatives
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PhotoCredit:NECCorporationofAmericahttps://www.flickr.com/photos/neccorp/

12. Raising the Bar on
Customer Service
• Customer service now
integral to journey
– Not a silo
• Empower reps to solve
problems
• Give reps access to all
information they need
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PhotoCredit:StateFarmhttps://www.flickr.com/photos/statefarm/
Customer service is part of
omnichannel experience

13. Where is the ‘app’?
• Mobile app only
one element in
customer journey
• Customer
interactions cross
touchpoints,
change over time
• The ‘app’ must
encompass all of
these
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PhotoCredit:MichaelCoghlanhttps://www.flickr.com/photos/mikecogh/

14. Three Dimensions of
Digital Diversity
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PhotoCredit:AlexM.https://www.flickr.com/photos/outsider434/
• Front to back
– End-to-end from the
customer to the systems
of record
• Breadth of interaction
– Diversity of customer
touchpoints and form
factors
• Depth of community
– Broad ecosystems of
vendors and services

15. Customer Needs Begin
with the Device
• Enterprises must connect devices to back-end
technology
• Must perform every time, in real-time
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Everything is in flux
PhotoCredit:WilliamMurphyhttps://www.flickr.com/photos/infomatique/

16. Digital Fragmentation
Few, well-understood
user interfaces
Centralized
middleware
IT governed &
managed apps
Service interfaces
from SOA effort
Explosion of types of
touchpoints
Hybrid, cloud-centric
integration
Rogue IT & mobile app
explosion
The API economy
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The Old Days Today

17. Individualization
• Personalization
– User-driven user
experience
elements
• Segmentation
– Grouping users by
demographic
criteria
• Individualization
– Segmentation &
personalization with
segments of one
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PhotoCredit:sanoophttps://www.flickr.com/photos/57642812@N03/

18. Customer
‘Requirements’?
• From screen
requirements to use
cases to customer
stories
• Today’s customer
stories cover the entire
customer journey
• Customer preferences
& behavior
– Always in flux
– Varies from person to
person
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PhotoCredit:RobBixbyhttps://www.flickr.com/photos/scubabix/

19. Rethinking Business
Processes
• Treating the
customer journey
as a business
process
– Moment-driven
– Unique to each
individual
– Context-sensitive
– Inherently dynamic
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PhotoCredit:medea_materialhttps://www.flickr.com/photos/medea_material/

20. Rise of Self-Service IT
• Rise of the
‘citizen’
– Citizen integrator
– Citizen data
analyst
– Citizen developer
• IT empowering
self-service across
the board
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‘Employee journey’ as customer
journey
PhotoCredit:SalimVirjihttps://www.flickr.com/photos/salim/

21. The Dual Role of ‘No-
Code’ Platforms
• Citizen developers as business
users
– What are requirements for citizen
development?
– What are citizen development
processes?
• Citizen developers building apps for
business users
– Challenges of governance &
compliance
– How to avoid shadow IT issues
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‘No-Code’: ‘Citizen Developers’ build
enterprise apps with little or no IT support
PhotoCredit:RandenPedersonhttps://www.flickr.com/photos/chefranden/

22. Raising ‘Requirements’ &
‘Processes’ Up a Level
• Requirements for
flexibility & customer
centricity
• Processes for
changing processes
• Enterprise
architecture focusing
on agility
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PhotoCredit:Jeshttps://www.flickr.com/photos/mugley/

23. Become a Software-
Driven Organization
• Customer-driven,
software-
empowered
• We must
sufficiently abstract
the technology to
support changing
customer demands
& other market
pressures
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PhotoCredit:SteveJurvetsonhttps://www.flickr.com/photos/jurvetson/

24. Make Change a Core
Competency
• Digital Transformation
doesn’t have a
“final state”
• Business agility is
the goal
– Better able to deal
with change overall
• Requires:
– Customer focus
– Agile organization
– Abstracted infrastructure
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PhotoCredit:woodleywonderworkshttps://www.flickr.com/photos/wwworks/

25. The Core Business Goal
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Agile
Digital
Transformation

26. Jason Bloomberg
President, Intellyx
jason@intellyx.com
@theebizwizard
Send email NOW to journey@intellyx.com to
download this presentation
Thank You!
Copyright © 2016, Intellyx, LLC