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EA Trends In The Age Of The Customer

EA Trends In The Age Of The Customer. Максим Тамбиев Региональный директор , Россия. Agenda. The state of EA in 2014 EA in the age of the customer How enterprise architects engage with four business imperatives New EA roles and practices Is “Data-Driven” good enough?. Agenda.

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EA Trends In The Age Of The Customer

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  1. EA Trends In The Age Of The Customer Максим Тамбиев Региональный директор, Россия

  2. Agenda • The state of EA in 2014 • EA in the age of the customer • How enterprise architects engage with four business imperatives • New EA roles and practices • Is “Data-Driven” good enough?

  3. Agenda • The state of EA in 2014 • EA in the age of the customer • How EAs engage with four business imperatives • New EA roles and practices • Is “Data-Driven” good enough?

  4. Key business themes drive enterprise architecture Driving maturity Increasing demand Changing approach Data-driven Source: Q3 2014 Global State Of Strategic Planning, Enterprise Architecture And PMO Online Survey

  5. Priorities have shifted — sometimes the wrong way Base: Enterprise architecture professionals; Source: September 2009 Global State Of Enterprise Architecture Online Survey; September 2010 Global State Of Enterprise Architecture Online Survey; September 2011 Global State Of Enterprise Architecture Online Survey; Q3 2012 Global State Of Enterprise Architecture Online Survey; Q3 2013 Global State Of Enterprise Architecture Online Survey; and Q3 2014 Global State Of Strategic Planning, Enterprise Architecture And PMO Online Survey

  6. EA remains in a technology management box Source: Q3 2014 Global State Of Strategic Planning, Enterprise Architecture And PMO Online Survey

  7. Agenda • The state of EA in 2014 • EA in the age of the customer • How enterprise architects engage with four business imperatives • New EA roles and practices • Is “Data-Driven” good enough?

  8. Your business priorities are shifting

  9. EA’s focus must shift from “boxes” to the customer life cycle Growth and retention strategies Customer insights DISCOVER Technology decisions ENGAGE EXPLORE ASK BUY USE

  10. Agenda • The state of EA in 2014 • EA in the age of the customer • How enterprise architects engage with four business imperatives • New EA roles and practices • Is “Data-Driven” good enough?

  11. Enterprise architects are a key resource for the age of customer Transform the customer experience. Embrace the mobile mind shift. • Customer-facing business processes • Outside-in architecture practices • SoE architecture • Digital platform strategy Age of the customer Turn big data into business insights. Become a digital disruptor. • Data governance 2.0 • Systems of insight • Renewed integration architecture • Innovation • Ecosystem orientation • EA operating model

  12. Dynamic ecosystems of value require architectural investments Customers Partners Systems of engagement Systems of design Systems of insight Sensors Systems of record Systems of operations/automation Regulators

  13. Agenda • The state of EA in 2014 • EA in the age of the customer • How enterprise architects engage with four business imperatives • New EA roles and practices • Is “Data-Driven” good enough?

  14. Digital business will lead to the rise of two new architect roles

  15. Digital customer experience architects bridge worlds Source: November 14, 2014, “Predictions 2015: Customer Experience And Digital Business Rise In EA’s Agenda” Forrester report

  16. EA leaders will struggle to meet new business demands with the same old approach to EA Yesterday’s EA High-performance EA Inside-out approach Outside-in approach Business-oriented Technology-focused Stakeholder (customers) satisfaction Artifact production Strategy-driven Project-driven Innovation Standardization Business agility Cost Value Align business impact of technology decisions, and enable focus on business strategy to execution. Value Support project execution

  17. Some EA programs break out of the box . . . “Driving Innovation with Enterprise Architecture” “Our Customers and our Digital Future” “Shifting Dell from hardware to solutions” “Business Capability Management” “Re-chartering EA for business outcomes” “Delivering Remarkable Customer Experience with Enterprise Architecture”

  18. Agenda • The state of EA in 2014 • EA in the age of the customer • How enterprise architects engage with four business imperatives • New EA roles and practices • Is “Data-driven” good enough?

  19. ¾ EAs aspire to make their enterprise “data-driven”

  20. Pitfalls of the “data-driven” approach Most data-driven initiatives fail to address important insight-to-execution requirements • How to test insights for value against the most important outcomes • How to deploy insights into the software your customer and employees use • How to ensure that you're continuously learning and refining your insights

  21. An insight-driven approach focuses your attention in the right place • Begin with the end in mind — effective action • Discuss potential insights • Ask, "How will we know what worked?" and "How will we learn?" • Identify and prioritize the right data and analytics problems

  22. Maxim Tambiev Country Manager, Russia Forrester Research mtambiev@forrester.com +7 903 743-3842

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