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Architecting the New Customer Experience

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To provide customers with a sophisticated set of digital tools for interaction across all its channels, companies must carefully design their technology infrastructure. This would lead to seamless customer experience.

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Architecting the New Customer Experience

  1. 1. Architecting the New Customer Experience October 2015 | Copyright © 2015 Tata Consultancy Services Limited
  2. 2. Companies must carefully design their IT infrastructure to engage customers across channels. Flexible IT architecture that is aligned with customer experience initiatives allows companies to capitalize on new technology. This presentation considers the design for three types of customer experience: omnichannel, systems of engagement, and Salesforce.com. Architecting New Experience, 2015 Introduction: New Customer Experience
  3. 3. Why Companies Need a Technology Blueprint to Make a Cross–Channel Experience Excel Jaisinh S. Dhembre, Deputy Head – Business & IT Architecture, Global Consulting Practice, TCS Margo V. Coleman, Senior Enterprise Architect – Business & IT Architecture, Global Consulting Practice, TCS The Omnichannel Architecture
  4. 4. Many companies see an omnichannel customer experience as the future. Business functions and IT must be aligned to deliver a seamless cross-channel experience. This can be very complex. A reference architecture serving as a blueprint will show how the pieces of the customer experience fit together. Tweet thisRead MoreArchitecting New Experience, 2015 Omnichannel Experience
  5. 5. Tweet thisRead MoreArchitecting New Experience, 2015 Reference architecture should clearly depict key technology components and explain how they relate to one another. Reference Architecture to the Rescue
  6. 6. Reference architecture enables companies to continually troubleshoot and upgrade their technology. By defining the core capability of technologies and systems, businesses can utilize their resources to improve customer experience. Companies can end duplication of spending, and reduce complexity and the time to market. Tweet thisRead MoreArchitecting New Experience, 2015 Blueprint for Success
  7. 7. To Create a Great Customer Experience, Systems Must be Designed to Engage with Customers John Propper, Head – Business Evolution Technology and Architecture Global Consulting Practice, TCS Architecting Technology That Customers Embrace
  8. 8. Tweet thisRead MoreArchitecting New Experience, 2015 Customers have 24/7 online access to information about a myriad of products and services. Competing at the moment of customer engagement is crucial. Companies must build systems of engagement that constantly sense and respond to customers’ needs. Design for Engagement
  9. 9. With the advent of Big Data technologies, companies can discern patterns of customer behavior. Internet-born companies that pioneered Big Data tools have built a clear competitive advantage. Pre-internet companies can also benefit if they weave structured legacy data with newer unstructured data. Tweet thisRead MoreArchitecting New Experience, 2015 Customer Profiling
  10. 10. To sense and respond to a customer at the moment of engagement, companies must employ the right data analytics tools and techniques. Companies must first identify the data that is tied to their specific business goals. They can then use descriptive, predictive, and prescriptive analytics to scrutinize the data. Tweet thisRead MoreArchitecting New Experience, 2015 Making Sense of Customer Data
  11. 11. Companies increasingly rely on external software services and applications when they design systems of engagement. Tweet thisRead MoreArchitecting New Experience, 2015 Logical Architecture For Systems of Engagement
  12. 12. Companies Need an IT Architecture That Lets Them Engage Not Only with Customers but Also the Products They Buy Kenneth N. Shipman, Director – Customer Experience Center of Excellence, Enterprise Solutions, TCS Lisa Hager, Global Head – Salesforce.com, Enterprise Solutions, TCS Using Machines to Connect to Customers
  13. 13. It is crucial to connect to customers through the products they use. Wireless and satellite connections enable this with data flowing through Machine to Machine (M2M) interfaces and integration gateways. Companies can store this data in customer relationship management systems such as those offered by Salesforce.com. Tweet thisRead MoreArchitecting New Experience, 2015 Connecting to Customers
  14. 14. Companies must incorporate customer information collected through M2M interfaces and determine how to combine this new data with existing data. Tweet thisRead MoreArchitecting New Experience, 2015 M2M Interfaces
  15. 15. Fitbit, a wearable technology manufacturer, created wristbands that monitored its customers’ physical activity and other statistics in real time. This data let the company target marketing campaigns precisely and track product performance. Tweet thisRead MoreArchitecting New Experience, 2015 Case Study: Engaging Customers
  16. 16. M2M interfaces have implications for infrastructure design. Security is a major concern. System design should take privacy, regulatory compliance, and process governance into account. Scalability, integration standards, standard platforms, and integration challenges should also be considered. Tweet thisRead MoreArchitecting New Experience, 2015 How M2M Affects Core Systems
  17. 17. Companies need IT architecture that accommodates rapid expansion and allows frequent upgrades. That architecture is the framework within which companies can make improvements in mobile apps, websites, customer support centers, distribution points, and other channels of the future. Technology is the foundation stone of customer experience. Tweet thisRead MoreArchitecting New Experience, 2015 Conclusion: Flexible Architecture
  18. 18. IT Services Business Solutions Consulting Architecting the New Customer Experience Contact a ConsultantRead More
  • JennyBrodin

    Sep. 2, 2021
  • safibaig

    Jul. 13, 2019
  • EduardoGarca10

    Jul. 7, 2016
  • gajendrasingh18

    Oct. 29, 2015

To provide customers with a sophisticated set of digital tools for interaction across all its channels, companies must carefully design their technology infrastructure. This would lead to seamless customer experience.

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