BCS 2013 - Designing the business around the experience
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Transcript of BCS 2013 - Designing the business around the experience
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EQUTY DERIVATIVES GROUP
Designing the business around the experience Bringing the customer and the business together as one
Mike Clark, Business Designer
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EQUTY DERIVATIVES GROUP
Something to Consider
Evolution of customer service
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EQUTY DERIVATIVES GROUP
Historically it was almost impossible to reach organisations but things changed and broke this invisible wall down
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EQUTY DERIVATIVES GROUP
The customer is now almost part of the organisation, they have the power to make or break an organisation
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EQUTY DERIVATIVES GROUP
A need to understand and deliver the right things to our customers
A need for a common language across all business areas, including the customer
A need for a view of our business and the customer to understand impacts of change
A greater need for an adaptive operating model
A need for a single view of our customer
A need to consistently deliver innovative offerings which meet the needs of customer
The challenge
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EQUTY DERIVATIVES GROUP
Customer and their needs?
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EQUTY DERIVATIVES GROUP
The reason customers use our offerings, is to get jobs done in their lives. Without these needs, we would have no customers.
Work Needs Personal Needs
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EQUTY DERIVATIVES GROUP
Customer as a person
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EQUTY DERIVATIVES GROUP
Customers use a set of metrics (performance measure) to judge how well a need is being fulfilled and a how an offering performs
Customer and their metrics
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EQUTY DERIVATIVES GROUP
Customer interactions
Customers are able to interact with the organisation through a variety of channels.
In some cases the customer feels part of the organisation due to the vast amount of information now available.
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EQUTY DERIVATIVES GROUP
Customer and their Brand Perceptions
Customers now have so much choice, the brand message and customers perception of the organisation become more crucial
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EQUTY DERIVATIVES GROUP
How has Architecture responded?
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EQUTY DERIVATIVES GROUP
Build a bridge between all business areas
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EQUTY DERIVATIVES GROUP
Strategy
Business
Information & Data
Applications & Services
Technology Infrastructure
PRM
BRM
DRM
SRM
TRM
Integrating theFederal EAFramework
and ReferenceModels
Common Operating Environment
Secu
rity P
rofil
e
Security Architecture
LOB & OA Mission
“Verticals”
Departmental Crosscuts
e.g. DATA
ENTERPRISE ARCHITECTURE - A FRAMEWORK
Builder
SCOPE(CONTEXTUAL)
MODEL(CONCEPTUAL)
ENTERPRISE
Designer
SYSTEMMODEL(LOGICAL)
TECHNOLOGYMODEL(PHYSICAL)
DETAILEDREPRESEN- TATIONS(OUT-OF- CONTEXT)
Sub-Contractor
FUNCTIONINGENTERPRISE
DATA FUNCTION NETWORK
e.g. Data Definition
Ent = FieldReln = Address
e.g. Physical Data Model
Ent = Segment/Table/etc.Reln = Pointer/Key/etc.
e.g. Logical Data Model
Ent = Data EntityReln = Data Relationship
e.g. Semantic Model
Ent = Business EntityReln = Business Relationship
List of Things Importantto the Business
ENTITY = Class ofBusiness Thing
List of Processes theBusiness Performs
Function = Class ofBusiness Process
e.g. Application Architecture
I/O = User ViewsProc .= Application Function
e.g. System Design
I/O = Data Elements/SetsProc.= Computer Function
e.g. Program
I/O = Control BlockProc.= Language Stmt
e.g. FUNCTION
e.g. Business Process Model
Proc. = Business ProcessI/O = Business Resources
List of Locations in which the Business Operates
Node = Major BusinessLocation
e.g. Business Logistics System
Node = Business LocationLink = Business Linkage
e.g. Distributed System
Node = I/S Function(Processor, Storage, etc)Link = Line Characteristics
e.g. Technology Architecture
Node = Hardware/SystemSoftware
Link = Line Specifications
e.g. Network Architecture
Node = AddressesLink = Protocols
e.g. NETWORK
Architecture
Planner
Owner
Builder
ENTERPRISEMODEL
(CONCEPTUAL)
Designer
SYSTEMMODEL
(LOGICAL)
TECHNOLOGYMODEL
(PHYSICAL)
DETAILEDREPRESEN-
TATIONS (OUT-OF
CONTEXT)
Sub-Contractor
FUNCTIONING
MOTIVATIONTIMEPEOPLE
e.g. Rule Specification
End = Sub-conditionMeans = Step
e.g. Rule Design
End = ConditionMeans = Action
e.g., Business Rule Model
End = Structural AssertionMeans =Action Assertion
End = Business ObjectiveMeans = Business Strategy
List of Business Goals/Strat
Ends/Means=Major Bus. Goal/Critical Success Factor
List of Events Significant
Time = Major Business Event
e.g. Processing Structure
Cycle = Processing CycleTime = System Event
e.g. Control Structure
Cycle = Component CycleTime = Execute
e.g. Timing Definition
Cycle = Machine CycleTime = Interrupt
e.g. SCHEDULE
e.g. Master Schedule
Time = Business EventCycle = Business Cycle
List of Organizations
People = Major Organizations
e.g. Work Flow Model
People = Organization UnitWork = Work Product
e.g. Human Interface
People = RoleWork = Deliverable
e.g. Presentation Architecture
People = UserWork = Screen Formate.g. Security Architecture
People = IdentityWork = Job
e.g. ORGANIZATION
Planner
Owner
to the BusinessImportant to the Business
What How Where Who When Why
John A. Zachman, Zachman International (810) 231-0531
SCOPE(CONTEXTUAL)
Architecture
e.g. STRATEGYENTERPRISE
e.g. Business Plan
TM
Operational
Systems
Technical
Operational
Systems
Technical
Operational
Systems
Technical
Operational
Systems
Technical
Operational
Systems
Technical
Operational
Systems
Technical
Operational
Systems
Technical
Adopted a variety of frameworks
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EQUTY DERIVATIVES GROUP
Developed a toolbox of standards, methods and competencies
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EQUTY DERIVATIVES GROUP
Capabilities Process
Offerings
Locations
Built out the stock room of the business, which enables reuse, traceability and common language
Customer
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EQUTY DERIVATIVES GROUP
Used the stock room to create integrated viewpoints
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EQUTY DERIVATIVES GROUP
q Enabling business planning teams & executive teams to build strategies with a clear view of horizontal business impacts
q Enabling the business to prioritise business and IT transformation programmes
q Enabling rapid impact analysis, providing transparency into complex business challenges that cross business units boundaries.
q Providing a common language across the wider organisation.
Enabled the organisation to build holistic views
Milan Guenther / Intersection
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EQUTY DERIVATIVES GROUP
Organisation and the customer aligned?
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EQUTY DERIVATIVES GROUP
Have we solved the customer challenges?
Through all the efforts of architecture and standardisation, why do customers still feel frustrated?
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EQUTY DERIVATIVES GROUP
The Gap
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EQUTY DERIVATIVES GROUP
Thinking differently
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EQUTY DERIVATIVES GROUP
Bringing Design into Architecture
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EQUTY DERIVATIVES GROUP
Incorporating Design with architecture enables us to focus on the experience of the customer with an alignment to
business delivery.
By designing the business around the experience (instead of the experience around the business) you create a more
customer focused organisation.
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EQUTY DERIVATIVES GROUP
The customer is brought into architecture
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EQUTY DERIVATIVES GROUP
A gap will be filled
Full outside in and inside out alignment
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EQUTY DERIVATIVES GROUP
We start to understand what channels customers use across their lifecycle and what the impacts of a change would be
Achieve Full Impact Analysis
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EQUTY DERIVATIVES GROUP
Creation of a new approach
Mike Clark 2013
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EQUTY DERIVATIVES GROUP
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EQUTY DERIVATIVES GROUP
We create a standard view of customer
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EQUTY DERIVATIVES GROUP
The New Model
Mike Clark & Nick Malik 2013
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EQUTY DERIVATIVES GROUP
New Viewpoints
Mike Clark & Milan Guenther 2013
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EQUTY DERIVATIVES GROUP
We adopt a new approach to change
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EQUTY DERIVATIVES GROUP
We start to focus on the needs the business serves, and how they serve them
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EQUTY DERIVATIVES GROUP
We can then think about the ends and means (products, pricing and channels) and how they effect the offerings
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EQUTY DERIVATIVES GROUP
Then consider how the business builds its offerings (capabilities product bundling and including regulatory aspects)
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EQUTY DERIVATIVES GROUP
Finally consider how the business will grow (focus on the end in mind)
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EQUTY DERIVATIVES GROUP
The benefits
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EQUTY DERIVATIVES GROUP
Customer needs consistently aligned to the delivery
By understanding the tasks our customer performs we are able to align these to the various offerings and capabilities the business requires to put in place
to enable the customer needs
Needs/design
Deliver/Manage
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EQUTY DERIVATIVES GROUP
The business is designed around the experience
Being able to align the customer needs with the business delivery ensures that customers get what they want
Milan Guenther / Intersection
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EQUTY DERIVATIVES GROUP
Create a 360 view of the organisation
Architecture rigor to customer design
Focused marketing, targeting the right customers, through the right channels
Architecture aligned to the experience ensures the business model is designed around the customer.
Business change focused on the customer experience and service delivery
Creates a solid brand message, enhancing the sale of existing and new offerings
Focusing on the customers need identifies gaps in our capability delivery
Drive offerings driven strategies, which are centered around the need of people
What else is in it for you?
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EQUTY DERIVATIVES GROUP
Thank you
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EQUTY DERIVATIVES GROUP
Mike Clark
Business Designer Independent Consultant
@mclark497
uk.linkedin.com/in/michaelclark01
http://bridging-the-gap.me