the customer journey, digital transformation, and you
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The Customer Journey, Digital Transformation,
and You
Jason BloombergPresident
jason@intellyx.com
@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
Copyright © 2016, Intellyx, LLC3
What is Digital?
Customer preferences & behaviordrive technology choices
Range of technology touchpoints is exploding
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Copyright © 2016, Intellyx, LLC4
What about Transformation?
Internal organizational change is necessary to maintain focus on the customer in today’s
digital world
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Copyright © 2016, Intellyx, LLC5
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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Copyright © 2016, Intellyx, LLC6
Digital Transformation
What are you transforming?
Digital Transformation = Business Transformation
Customer Experience
TechnologyInternal
Organization
All of the Above
Copyright © 2016, Intellyx, LLC7
The Customer Experience Context
Copyright © 2016, Intellyx, LLC8
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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Copyright © 2016, Intellyx, LLC9
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? Phot
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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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Copyright © 2016, Intellyx, LLC11
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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Copyright © 2016, Intellyx, LLC12
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
Copyright © 2016, Intellyx, LLC13
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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Copyright © 2016, Intellyx, LLC14
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
Copyright © 2016, Intellyx, LLC15
Customer Needs Begin with the Device
• Enterprises must connect devices to back-end technology
• Must perform every time, in real-time
Everything is in flux Phot
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Copyright © 2016, Intellyx, LLC16
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
Copyright © 2016, Intellyx, LLC17
Individualization
• Personalization– User-driven user
experience elements
• Segmentation– Grouping users by
demographic criteria
• Individualization– Segmentation &
personalization with segments of one
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Copyright © 2016, Intellyx, LLC18
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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Copyright © 2016, Intellyx, LLC19
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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Copyright © 2016, Intellyx, LLC20
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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Copyright © 2016, Intellyx, LLC21
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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Copyright © 2016, Intellyx, LLC22
Raising ‘Requirements’ & ‘Processes’ Up a Level
• Requirements for flexibility & customer centricity
• Processes for changing processes
• Enterprise architecture focusing on agility
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Copyright © 2016, Intellyx, LLC23
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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Copyright © 2016, Intellyx, LLC24
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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Copyright © 2016, Intellyx, LLC25
The Core Business Goal
AgileDigital
Transformation
Jason BloombergPresident, Intellyx
jason@intellyx.com
@theebizwizard
Send email NOW to journey@intellyx.com to download this presentation
Thank You!
Copyright © 2016, Intellyx, LLC
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