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The Customer Journey,
Digital Transformation,
and You
Jason Bloomberg
President
jason@intellyx.com
@theebizwizard
Copyrigh...
About Jason Bloomberg
• President of
industry analyst
firm Intellyx
• Latest
book The Agile
Architecture
Revolution
• Rece...
What is Digital?
Customer preferences & behavior
drive technology choices
Range of technology touchpoints is exploding
Cop...
What about
Transformation?
Internal organizational change is necessary
to maintain focus on the customer in today’s
digita...
What is Digital
Transformation?
• Customer pressures
driving technological and
organizational change in
companies
• Enterp...
Digital Transformation
What are you transforming?
Copyright © 2016, Intellyx, LLC6
Digital Transformation =
Business Trans...
The Customer Experience
Context
Copyright © 2016, Intellyx, LLC7
The Customer Journey
• Pre-sale: navigating
the funnel
• The conversion
• Post-sale
– Customer support
– Warranty support
...
Mobile ‘Moments’
• People interact with
devices when and
where they have a
need
• Devices & apps must
be context-sensitive...
Omnichannel
• NOT the same as Multichannel
– Interact via different channels at different times
• From user perspective, s...
Omnichannel Beyond
Retail
• Healthcare
– Patient journey
leads to
patient-centered
care
• Human resources
– Employee journ...
Raising the Bar on
Customer Service
• Customer service now
integral to journey
– Not a silo
• Empower reps to solve
proble...
Where is the ‘app’?
• Mobile app only
one element in
customer journey
• Customer
interactions cross
touchpoints,
change ov...
Three Dimensions of
Digital Diversity
Copyright © 2016, Intellyx, LLC14
PhotoCredit:AlexM.https://www.flickr.com/photos/ou...
Customer Needs Begin
with the Device
• Enterprises must connect devices to back-end
technology
• Must perform every time, ...
Digital Fragmentation
Few, well-understood
user interfaces
Centralized
middleware
IT governed &
managed apps
Service inter...
Individualization
• Personalization
– User-driven user
experience
elements
• Segmentation
– Grouping users by
demographic
...
Customer
‘Requirements’?
• From screen
requirements to use
cases to customer
stories
• Today’s customer
stories cover the ...
Rethinking Business
Processes
• Treating the
customer journey
as a business
process
– Moment-driven
– Unique to each
indiv...
Rise of Self-Service IT
• Rise of the
‘citizen’
– Citizen integrator
– Citizen data
analyst
– Citizen developer
• IT empow...
The Dual Role of ‘No-
Code’ Platforms
• Citizen developers as business
users
– What are requirements for citizen
developme...
Raising ‘Requirements’ &
‘Processes’ Up a Level
• Requirements for
flexibility & customer
centricity
• Processes for
chang...
Become a Software-
Driven Organization
• Customer-driven,
software-
empowered
• We must
sufficiently abstract
the technolo...
Make Change a Core
Competency
• Digital Transformation
doesn’t have a
“final state”
• Business agility is
the goal
– Bette...
The Core Business Goal
Copyright © 2016, Intellyx, LLC25
Agile
Digital
Transformation
Jason Bloomberg
President, Intellyx
jason@intellyx.com
@theebizwizard
Send email NOW to journey@intellyx.com to
download t...
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The customer journey, digital transformation, and you

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Digital marketers focus on the customer journey -- all the interactions a customer has with a company, from anonymous prospect to new customer to existing customer. As companies become software-driven organizations, these interactions increasingly become digital moments, as customers interact with companies via technology touchpoints.

From the perspective of the business analyst or business process specialist, this laser focus on the customer journey changes the game for understanding customer requirements, as customers are more interested in experiences than applications, digital moments over software-based capabilities.

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The customer journey, digital transformation, and you

  1. 1. The Customer Journey, Digital Transformation, and You Jason Bloomberg President jason@intellyx.com @theebizwizard Copyright © 2016, Intellyx, LLC
  2. 2. 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, LLC2
  3. 3. What is Digital? Customer preferences & behavior drive technology choices Range of technology touchpoints is exploding Copyright © 2016, Intellyx, LLC3 PhotoCredit:RevolWebhttps://www.flickr.com/photos/revolweb/
  4. 4. What about Transformation? Internal organizational change is necessary to maintain focus on the customer in today’s digital world Copyright © 2016, Intellyx, LLC4 PhotoCredit:Pascalhttps://www.flickr.com/photos/pasukaru76/
  5. 5. 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 Copyright © 2016, Intellyx, LLC5 PhotoCredit:LouisK.https://www.flickr.com/photos/bonaparty/
  6. 6. Digital Transformation What are you transforming? Copyright © 2016, Intellyx, LLC6 Digital Transformation = Business Transformation Customer Experience Technology Internal Organization All of the Above
  7. 7. The Customer Experience Context Copyright © 2016, Intellyx, LLC7
  8. 8. 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 Copyright © 2016, Intellyx, LLC8 PhotoCredit:KatieLipshttps://www.flickr.com/photos/katielips/
  9. 9. 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? Copyright © 2016, Intellyx, LLC9 PhotoCredit:MaurizioCostanzohttps://www.flickr.com/photos/maurizio_costanzo/
  10. 10. 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 Copyright © 2016, Intellyx, LLC10 PhotoCredit:DanielIversenhttps://www.flickr.com/photos/daniel_iversen/
  11. 11. 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 Copyright © 2016, Intellyx, LLC11 PhotoCredit:NECCorporationofAmericahttps://www.flickr.com/photos/neccorp/
  12. 12. 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 Copyright © 2016, Intellyx, LLC12 PhotoCredit:StateFarmhttps://www.flickr.com/photos/statefarm/ Customer service is part of omnichannel experience
  13. 13. 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 Copyright © 2016, Intellyx, LLC13 PhotoCredit:MichaelCoghlanhttps://www.flickr.com/photos/mikecogh/
  14. 14. Three Dimensions of Digital Diversity Copyright © 2016, Intellyx, LLC14 PhotoCredit:AlexM.https://www.flickr.com/photos/outsider434/ • 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
  15. 15. Customer Needs Begin with the Device • Enterprises must connect devices to back-end technology • Must perform every time, in real-time Copyright © 2016, Intellyx, LLC15 Everything is in flux PhotoCredit:WilliamMurphyhttps://www.flickr.com/photos/infomatique/
  16. 16. Digital Fragmentation Few, well-understood user interfaces Centralized middleware IT governed & managed apps Service interfaces from SOA effort Explosion of types of touchpoints Hybrid, cloud-centric integration Rogue IT & mobile app explosion The API economy Copyright © 2016, Intellyx, LLC16 The Old Days Today
  17. 17. Individualization • Personalization – User-driven user experience elements • Segmentation – Grouping users by demographic criteria • Individualization – Segmentation & personalization with segments of one Copyright © 2016, Intellyx, LLC17 PhotoCredit:sanoophttps://www.flickr.com/photos/57642812@N03/
  18. 18. 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 Copyright © 2016, Intellyx, LLC18 PhotoCredit:RobBixbyhttps://www.flickr.com/photos/scubabix/
  19. 19. Rethinking Business Processes • Treating the customer journey as a business process – Moment-driven – Unique to each individual – Context-sensitive – Inherently dynamic Copyright © 2016, Intellyx, LLC19 PhotoCredit:medea_materialhttps://www.flickr.com/photos/medea_material/
  20. 20. Rise of Self-Service IT • Rise of the ‘citizen’ – Citizen integrator – Citizen data analyst – Citizen developer • IT empowering self-service across the board Copyright © 2016, Intellyx, LLC20 ‘Employee journey’ as customer journey PhotoCredit:SalimVirjihttps://www.flickr.com/photos/salim/
  21. 21. 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 Copyright © 2016, Intellyx, LLC21 ‘No-Code’: ‘Citizen Developers’ build enterprise apps with little or no IT support PhotoCredit:RandenPedersonhttps://www.flickr.com/photos/chefranden/
  22. 22. Raising ‘Requirements’ & ‘Processes’ Up a Level • Requirements for flexibility & customer centricity • Processes for changing processes • Enterprise architecture focusing on agility Copyright © 2016, Intellyx, LLC22 PhotoCredit:Jeshttps://www.flickr.com/photos/mugley/
  23. 23. Become a Software- Driven Organization • Customer-driven, software- empowered • We must sufficiently abstract the technology to support changing customer demands & other market pressures Copyright © 2016, Intellyx, LLC23 PhotoCredit:SteveJurvetsonhttps://www.flickr.com/photos/jurvetson/
  24. 24. 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 Copyright © 2016, Intellyx, LLC24 PhotoCredit:woodleywonderworkshttps://www.flickr.com/photos/wwworks/
  25. 25. The Core Business Goal Copyright © 2016, Intellyx, LLC25 Agile Digital Transformation
  26. 26. Jason Bloomberg President, 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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