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WEBINAR Developing A Customer Experience Architecture

WEBINAR Developing A Customer Experience Architecture. Gordon Barnett Ph.D., Principal Analyst. April 16, 2015. Call in at 10:55 a.m. Eastern time. Agenda. State of customer experience Role of the enterprise architect Tools of the CX-focused enterprise architect Putting it all together.

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WEBINAR Developing A Customer Experience Architecture

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  1. WEBINARDeveloping A Customer Experience Architecture Gordon Barnett Ph.D., Principal Analyst April 16, 2015. Call in at 10:55 a.m. Eastern time

  2. Agenda • State of customer experience • Role of the enterprise architect • Tools of the CX-focused enterprise architect • Putting it all together

  3. Customer insights Business environment Ecosystem Personas and journey maps Performance Drivers Direction Strategic goals, objective, and priorities Change Impact Business model canvas Service proposition canvas Value proposition canvas Implementation People Process Application Information Platforms Partners Leadership Capability Governance Organization

  4. What impacts CX effectiveness • Clarity of CX strategy definition • Depth of CX strategy communication • Depth of CX competencies • EA and CX professionals have different priorities.

  5. Agenda • State of customer experience • Role of the enterprise architect • Tools of the CX-focused enterprise architect • Putting it all together

  6. Enterprise architects capture the big picture • Supplement CX tools with BA tools • Value chains, jobs to be done, and value streams • Add clarity to CX strategy definitions • Align with product/service and operational strategies • Enhance performance management • Guide CX solutions

  7. Agenda • State of customer experience • Role of the enterprise architect • Key tools of the CX-focused enterprise architect • Putting it all together

  8. PEST analysis, understand drivers Business ecosystem — market architecture

  9. PEST constraints and influences Modified business model canvas Business capabilities Services and products Value proposition

  10. Service proposition canvas Lens Inside-out Outside-in Capabilities Persona Customer objectives Journeys Processes Efficiency Value/outcomes Risk reduction Experiences Information/ applications/ technologies Contexts Offering People Touchpoints

  11. Agenda • State of customer experience • Role of the enterprise architect • Key tools of the CX-focused enterprise architect • Putting it all together

  12. A process for EA to guide CX initiatives

  13. Improving this business capability could be a quick win for the organization, as the complexity is relatively low. Improving this business capability’s maturity would require significant investment due to its complexity. Impact on drivers and strategy

  14. Gordon Barnett Ph.D. +1 617.613.8919 gbarnett@forrester.com

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