digital ea transfer of knowledge kementerian / agensi...
TRANSCRIPT
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DIGITAL EA TRANSFER OF KNOWLEDGE Kementerian / Agensi (SESI 1)
1Government Enterprise Architecture
Presented By:Hasan Ganny bin Hanif Francis / Mohamad Fazli Abd Azis
Enterprise Architecture ConsultantATD Solution
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Agenda08.00 – 08.30 : Pendaftaran
09.00 – 09.15 : Sesi Ice Breaking
09.15 – 09.45 : Taklimat Pelaksanaan Pemindahan Teknologi (TOK) Kementerian/Agensi
09.45 – 10.30 : Pengenalan Life-Event dan Customer Jouney
10.30 – 11.00 : Rehat
11.00 – 11.30 : Mengenalpasti Bisnes dan Value Proposition
11.30 – 12.00 : Mengenalpasti Fasa Utama dalam Customer Journey
12.00 – 12.30 : Menerangkan Key Customer journey
12.30 – 13.00 : Menerangkan Persona
13.00 – 14.00 : Rehat
14.00 – 15.30 : Melakar Customer Journey Map
15.30 – 15.45 : Rehat
15.45 – 16.00 : Melakar Customer Journey Map (Sambungan)
16.00 – 17.00 : Pembentangan Customer Journey Map
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ICE-BREAKING
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TAKLIMAT PELAKSANAAN PEMINDAHAN TEKNOLOGI (TOK) KEMENTERIAN/AGENSI
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TUJUAN
Mengenalpasti business case danperkhidmatan end-to-end menggunakanradas analisa bisnes
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Mengaplikasikan metodologi1GovEA2
Menggunakan template Repositori1GovEA3
25 KEMENTERIAN
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5 AGENSI BARISAN HADAPAN7 AGENSI PUSAT
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Hala Tuju
Perkhidmatan Digital Bersepadu dan
Terangkum
PENDIGITALAN PENYAMPAIAN PERKHIDMATAN KERAJAAN
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Pengukuhan gerbang tunggal perkhidmatan digital
Sektor Awam berteraskan Life-Events
Peluasan perkhidmatan digital secara end-to-end
Pewujudan ID digital untuk memudahkan akses oleh
rakyat
Mengenal pasti keperluan dan ekspektasi rakyat merentasi
keseluruhan spektrum perkhidmatan yang BERTERASKAN
LIFE-EVENTS
Memantapkan gerbang tunggal perkhidmatan digital MELALUI
PORTAL MYGOVERNMENT sebagai laluan utama
perkhidmatan end-to-end berteraskan life-events
Merasionalisasi dan mengkonsolidasikan aplikasi
perkhidmatan agensi bagi MENINGKATKAN
INTEROPERABILITI dan kebolehcapaian kandungan
PERKHIDMATAN KERAJAAN DIGITAL BERFOKUSKANRAKYAT DAN SELAMAT
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Sesi PEMINDAHAN TEKNOLOGI
12 APRIL – 10 MEI
9 TREK (2 group parallel)
DOMAIN PERKHIDMATAN
4 SESI SETIAP TREK
4 HARI
FOKUS : BUSINESS DOMAIN
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PERKHIDMATAN KERAJAAN
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PERKHIDMATAN KERAJAAN MENGIKUT SEKTOR DAN KLUSTER
6 Clusters in Economic Sector
1. Agriculture / Pertanian
2. Commerce and Industry/ Perdagangan dan Industri
3. Transport / Pengangkutan
4. Energy & Public Utilities / Tenaga dan Utiliti Awam
5. Research and Development / Penyelidikan dan
Pembangunan
6. Communications / Komunikasi
7 Clusters in Social Sector
1. Health / Kesihatans
2. Education dan Training / Pendidikan dan Latihan
3. Culture, Youth and Sports / Kebudayaan, Belia dan Sukan
4. Housing / Perumahan
5. Local Authorities and Welfare Development / Kerajaan
Tempatan dan Pembangunan Kesejahteraan
6. Information and Broadcasting / Maklumat dan Penyiaran
7. Village and Community Development / Pembangunan
Komuniti dan Desa
3 Clusters in General Admin Sector
1. Financial Management / Pengurusan Kewangan
2. Human Resource Management/ Pengurusan Sumber Manusia
3. General Services / Perkhidmatan Am @ Pentadbiran Am
2 Clusters in Security Sector
1. Internal Security / Keselamatan Dalam Negara
2. Defence/ Pertahanan
Source: Malaysian Public Sector EA Reference Model 2016 & Information Architecture MAMPU 2010
GOVERNMENT ONLINE SERVICE GATEWAY
FOKUS:
1. PERNIAGAAN
2. PENDIDIKAN
3. KESIHATAN
4. KEBAJIKAN
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TOK KEMENTERIAN/AGENSI
9 TRACKS IN 2 PARALLEL GROUPS
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TREK 03 (Sosial)
(Infrastruktur & Spatial) 1. Kem. Dalam Negeri
2. Kem. Luar Negeri
3. Kem. Pertahanan
4. Jabatan Imigresen Malaysia
TREK 06 (Keselamatan)
1. Biro Pengaduan Awam
2. Jabatan Perkhidmatan Awam
3. Institut Tadbiran Awam Negara
TREK 07 (Sokongan Kerajaan)
1. Jabatan Perangkaan Malaysia
2. MAMPU
3. Jabatan Audit Negara
TREK 08 (Sokongan Kerajaan)
1. Kem. Kewangan
2. Unit Perancangan Ekonomi
3. Unit Penyelarasan Pelaksanaan
4. Jabatan Akauntan Negara
Prestasi dan Pengurusan Projek
1. Kem. Sumber Asli Dan Alam Sekitar
2. Kem. Komunikasi Dan Multimedia
3. Kem. Tenaga, Teknologi Hijau Dan Air
4. Kem. Sains, Teknologi Dan Inovasi
5. Kem. Kesejahteraan Bandar, Perumahan
dan Kerajaan Tempatan
1. Kem. Pendidikan
2. Kem. Pengajian Tinggi
3. Kementerian Sumber Manusia
4. Kem. Pembangunan Wanita, Keluarga
Dan Masyarakat
TREK 04 (Sosial)
(Pendidikan & Kebajikan)
TREK 09 (Pengurusan Sumber Kerajaan)
1. Kem. Pertanian Dan Industri Asas Tani
2. Kem. Perdagangan Dalam Negeri, Koperasi
Dan Penggunaan
3. Kem. Perdagangan Antarabangsa Dan Industri
4. Kem. Perusahaan Perladangan Dan Komoditi
5. Jabatan Insolvensi Malaysia
6. Kem. Pelancongan Dan Kebudayaan
7. Jabatan Kastam Diraja Malaysia
TREK 01 (Ekonomi)
(Pertanian & Perdagangan)
1. Kem. Pengangkutan
2. Kem. Kerja Raya
3. Kem. Wilayah Persekutuan
4. Jabatan Pengangkutan Jalan
5. Lembaga Lebuh Raya
TREK 02 (Ekonomi)
1. Kem. Kesihatan
2. Kem. Belia Dan Sukan
3. Kem. Kemajuan Luar Bandar Dan Wilayah
4. Jabatan Pendaftaran Negara
5. Kem. Kesejahteraan Bandar, Perumahan dan
Kerajaan Tempatan
TREK 05 (Kesihatan & Sukan)
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THINK SECTORIAL, THINK PUBLIC SECTOR
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Your role throughout the workshops as the sectorial lead for the Public Sector of Malaysian Government
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Overview of the Four (4) TOK Kementerian/Agensi
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Customer Journey Map
Capability Map
Consolidated Opportunity and Gap
Landscape Map (Strategic Level Architecture As-Is)
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Overview of TOK Session Description
Session Main Topic Description Outcome
Sesi 1 Introduction & Customer Journey Map
Chose a business scope of the sectorial cluster based on customer live-event and map the customer journey
Defined cross agency Customer Journey Maps for public sector clusters
Sesi 2 Capability Map Identify all the capabilities needed throughout the customer journey, categorized by people, information and application/systems
Defined cross agency Capability Map for public sector clusters
Sesi 3 Consolidated Opportunity and Gap
Identify opportunities and gaps for cross agency Capability Map, and prioritize the initiatives based on value and risk dimension
Defined cross agency prioritized Opportunities and Gaps of the Capability Map in serving Customers throughout their interaction journey with the public sector clusters
Sesi 4 Landscape Map (Strategic Level Architecture As-Is)
Identify the linkages between the realization of the Customer Journey through the value chain across agencies based on their services and application components
Defined Landscape Map views for the public sector and will be used as the basis for Phase 2 implementation of 1GovEA roadmap
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LIFE-EVENT AND CUSTOMER JOURNEY
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Life Events
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Life events are significant events which occur throughout an individuals life, these can be the birth of a child, marriage or getting a new job to even losing a close family member.
~ cite this page: https://psychologydictionary.org/life-events/ (accessed April 10, 2018).
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Grouping Life Event for Government Online Service Gateway (GOSG)
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Contoh Life Events – ekosistem Menjalankan perniagaan
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CONCERN FOR HEALTH
& FOOD SAFETY
DEMAND FOR
CONVENIENCE – BUSY
LIFE, ( IN-HOME DINING
PRODUCTS )
CONCERN FOR
ENVIRONMENTAL
SUSTAINABILITY
INCREASED
WILLINGNESS TO
EMBRACE EXOTIC FOOD
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AgricultureMenjalankan perniagaan
Ekosistem menjalankan perniagaan merupakan suatu Customer Journey bagipelanggan yang menerima perkhidmatan end-to-end daripada kerajaan
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Customer Journey
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The customer journey spans a variety of touchpoints by which the customer moves from awareness to engagement and purchase.
~ cite this page: https://www.forrester.com/Customer-Journey (accessed April 10, 2018).
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BUSINESS AND VALUE PROPOSITION
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Business Model CanvasBusiness Model Canvas is a strategic management and lean startup template for developing new or documenting existing business models.
~ cite this page: https://en.wikipedia.org/wiki/Business_Model_Canvas (accessed April 10, 2018).
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Customer Value Created Through…
Newness Performance CustomizationGetting the
job done
Design Brand/Status PriceCost
Reduction
Risk Reduction
Accessibility Convenience Usability
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Value Proposition CanvasValue Proposition Canvas is a simple way to create the value your customers want by understanding your customers needs, and design products and services they want.
~ cite this page: https://strategyzer.com/canvas/value-proposition-canvas (accessed April 10, 2018).
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Value Proposition Canvas
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Value Proposition Canvas
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Customer Job(s)
Describe what a specific customer segment is trying to get done. It could be the tasks they are trying to perform and complete, the problems they are trying to solve, or the needs they are trying to satisfy.
Gains Describe the benefits your customer expects, desires or would be surprised by. This includes functional utility, social gains, positive emotions, and cost savings.
Pains Describe negative emotions, undesired costs and situations, and risks that your customer experiences or could experiencebefore, during, and after getting the job done.
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Value Proposition Canvas
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Products & Services
List all the products and services your value proposition is built around.
Gain Creators
Describe how your products and services create customer gains. How do they create benefits your customer expects, desires or would be surprised by, including functional utility, social gains, positive emotions, and cost savings?
Pain Relievers
Describe how your products and services alleviate customer pains. How do they eliminate or reduce negative emotions, undesired costs and situations, and risks your customer experiences or could experience before, during, and after getting the job done?
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Workshop 1.0 - Value Proposition Canvas
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Discussion your group to select a particulate product /services that is provided to your customer/persona and fill out the components in the value proposition canvas
But FIRST, we need to look at particular PERSONA for this exercise
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Personas
• The main characters that illustrate the needs, goals, thoughts, feelings, opinions, expectations, and pain points of the user;
• The personas created should reflect the current key customer demographic or your targeted customer base
• Provides a human face for the persons represented by the demographics
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PERSONA PELANGGAN
Fokus Persona Rakyat:
KATEGORI PELANGGAN KERAJAAN
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Persona
Goals and ChallengesAge:
Gender:
Salary:
Home location
Education:
Family:
NameJob Title
Where she WorksDetails about her role
Values and Fears Marketing Message
Product/ Services owned
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Workshop 1.0 - Value Proposition Canvas
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Discussion your group to select a particulate product /services that is provided to your customer/persona and fill out the components in the value proposition canvas
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FASA UTAMA DALAM CUSTOMER JOURNEY
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What is a Customer Journey Map?Customer Journey map visually illustrates customers’ processes, needs, & perceptions throughout their interaction and relationship with an organization (the government)
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When Can Journey Mapping Be Used?
• Understanding & diagnosing experiences
• Designing experiences (redesign existing, create new)
• Implementing (as blue prints)
• Communicating (align, train, orient)
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Customer Journey Example (1/4)
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15
16
17
18
19
20
2
4
3Store Location
and Appearance
Car Park
Indoor Decoration
DIY Shoping Tools
The Round Tour
Product Quality
Price
Display Setting
Product Trial
Labels and Signage
Self Service
Kids Playfield
Canteen
Toilet
Search Stock
Pick Stock
Checkout
Delivery Arrangement
Installation Arrangement
Ice Cream and Hotdogs8
Unacceptable Level
Gratify
Satisfy
Neutral
Bad
Horrible
Customer Journey Map (2/4)
Retailer focuses on certain areas to enhance customer experience and save resources in others
Pleasure Peaks
Pain Peaks
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• Ali, 27 years old
• Male, Single
• IT Consultant
• Owns a Galaxy S7 & tablet
• >1 year using MyTelco Postpaid
CUSTOMER JOURNEY – BILL PAYMENT (3/4)
Learned about MyTelco app through friends during event
No issues downloading the app with fast Wi-Fi
connection
Straightforward registration, minimal step. Except for
many retries of a suitable password due to the
password rules
Received SMS that bill is ready for viewing
Well directed to view account details. However, no further details when I want to know
more about outstanding amount.
Need to log-in again on MyTelcoApp to pay my bill. Successfully payed bill but there is no way to
save my favorite payment details
Receive SMS notification as confirmation of bill payment
This is so troublesome! I need to log into my
email to see the breakdown in e-bill
Journey focus• Payment via MyTelco App
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Customer Journey Example (4/4)
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What do you put in a Customer Journey Map?
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Personas helps the teams develop empathy for the customer
demographic
empathy:- understanding and sharing the feelings of others
Empathy Maps are normally used to identify what the persona:
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Timeline
• Describes the phases in a customer journey or an amount of time• Is industry specific• Can be done at multiple levels
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Timeline
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TouchpointsWHAT the customer is doing her actions and interactions with the organization.
Pay Monthly Subscriptions
Subscribe/Buy
Use
Inquire
Compare
Extend Service
Browse
Search Online
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ChannelsWhere interaction takes place and the context of use. This is the WHERE they are interacting.
• Customers want to interact with you in different ways depending on where they are in the journey.
• Omni channel means being able to carry out the continuous conversation with the customer across multiple touchpoints.
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1
5
6
7
9
10
11
12
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14
15
16
17
18
19
20
2
4
3Store Location
and Appearance
Car Park
Indoor Decoration
DIY Shoping Tools
The Round Tour
Product Quality
Price
Display Setting
Product Trial
Labels and Signage
Self Service
Kids Playfield
Canteen
Toilet
Search Stock
Pick Stock
Checkout
Delivery Arrangement
Installation Arrangement
Ice Cream and Hotdogs8
Unacceptable Level
Gratify
Satisfy
Neutral
Bad
Horrible
Emotions
What the customer is thinking and feeling at a Touchpoint
Retail Store focuses on certain areas to enhance customer experience and save resources in others
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KEY CUSTOMER JOURNEY
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GOES TO INITIAL DOCTOR
RIDES TO HOSPIT’L
CHECKS IN
WALKS TO MRI ROOM
SEES MRI MACHINE
CRIES & RESISTS
SEES DOCTOR ENTER
GETS DRUGGED
GOES THROUGH
MRI
………
AM I REALLY SICK?
THAT LOOKS SCARY!
WILL IT HURT ME?!
MOM CAN’T HELP?
NO! NO! PLEASE
NO!
I’M REALLY
NERVOUS
WISH I WAS AT SCHOOL
TECH. WRITER
SYSTEM ADMIN.
HOSPIT’L BLDG MGR
DOUGPATIENT SAFETY TEAM
IMAGING TECH
STAFF PAGING SYSTEM
PATIENT RECORD SYSTEM
RESERV. SYSTEM
IMAGING RECORD SYSTEM
DRUG ROOM
Journey Steps (Timeline)
EMOTION
Onsite channel
Digital channelTOU
CH
PO
INT
SERVICES
PRODUCTPR
OD
UC
T A
ND
SE
RV
ICES
Select a specific customer persona to map
DOCTOR MOMCHECKIN NURSE
IMAGING TECH
MOMDOCTOR ANESTH.
IMAGING TECH
MRI MACHINE
DESK & COMPUT.
CHARTCARTAKE-HOME
PACKET
MRI MACHINE
PRESCRIPTION
NURSE
MEDICAL RECORD
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How To Map a Customer’s Journey
1. Select a specificcustomer to map
2. Map a customer’sstep-by-step experience – refer customer job(s)
6. Assess customer emotion
5. Identify product and services that support interaction touch point
4. Map touch points interaction based on channel
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3. Define Channels
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WORKSHOP 2.0
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Workshop 2.0 - Describe your key Customer Journey Map
• Each customer journey must relate to one persona
• Choose one journey to develop further
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TEMPLATE
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Value Proposition Canvas
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Persona
Goals and ChallengesAge:
Gender:
Salary:
Home location
Education:
Family:
NameJob Title
Where she WorksDetails about her role
Values and Fears Marketing Message
Product/ Services owned
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Empathy Map
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Customer Journey Map
Persona
Journey Steps Awareness Consideration Acquisition Service Loyalty
Touchpoints
Counter <<Doing>>
Website
etc.
Emotion
Product/Services
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Ch
ann
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Journey Steps
Customer Journey Map
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Touchpoints
Counter <<Doing>>
Website
etc.
Emotion (1 – 5 rating)
Product / Services
Ch
ann
el
Awareness Consideration ServiceAcquisition Loyalty
KPKT Counter inquiry
Visit UTC
Persona Ahamd, 23 age, working , seeking to purchase a house
Visit PRIMA
Website5
3
1
RegistrationServices
SistemIdaman
5 3 1
Bank Officer
5
SeeParents
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GROUP PRESENTATION
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ARCHIMATE 3.0 – CUSTOMER JOURNEY MAP
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Customer Journey Map using ArchiMate 3.0
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WORKSHOP 3.0 (HOMEWORK)
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Workshop 3.0 - ArchiMate your key Customer Journeys Map
• Using the ArchiMate 3.0 stensil provided, draw up the Customer Journey Map
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Customer Journey Map using ArchiMate 3.0
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1. Select a specificPersona to map
2. Map a Journey step-by-step experience – refer customer job(s)
6. Assess customer emotion
5. Identify product and services that support interaction touch point
4. Map touch points interaction based on channel
3. Define Channels
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THANK YOU
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