the customer journey, digital transformation, and you

The Customer Journey, Digital Transformation,

and You

Jason BloombergPresident

[email protected]

@theebizwizard

Copyright © 2016, Intellyx, LLC

Copyright © 2016, Intellyx, LLC2

About Jason Bloomberg

• President of industry analyst firm Intellyx

• Latest book The Agile Architecture Revolution

• Recently published the Agile Digital Transformation Roadmap poster


What is Digital?

Customer preferences & behaviordrive technology choices

Range of technology touchpoints is exploding

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What about Transformation?

Internal organizational change is necessary to maintain focus on the customer in today’s

digital world

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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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Digital Transformation

What are you transforming?

Digital Transformation = Business Transformation

Customer Experience

TechnologyInternal

Organization

All of the Above


The Customer Experience Context


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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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

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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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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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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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Customer service is part of omnichannel experience


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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Three Dimensions of Digital Diversity

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• 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


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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Digital Fragmentation

Few, well-understood user interfaces

Centralized middleware

IT governed & managed apps

Service interfaces from SOA effort

Explosion of types of touchpointsHybrid, cloud-centric integrationRogue IT & mobile app explosionThe API economy

The Old Days Today


Individualization

• Personalization– User-driven user

experience elements

• Segmentation– Grouping users by

demographic criteria

• Individualization– Segmentation &

personalization with segments of one

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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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Rethinking Business Processes

• Treating the customer journey as a business process– Moment-driven– Unique to each

individual– Context-sensitive– Inherently dynamic Ph

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Rise of Self-Service IT

• Rise of the ‘citizen’– Citizen integrator– Citizen data

analyst– Citizen developer

• IT empowering self-service across the board

‘Employee journey’ as customer journey

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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

‘No-Code’: ‘Citizen Developers’ build enterprise apps with little or no IT support

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Raising ‘Requirements’ & ‘Processes’ Up a Level

• Requirements for flexibility & customer centricity

• Processes for changing processes

• Enterprise architecture focusing on agility

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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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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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The Core Business Goal

AgileDigital

Transformation