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.

1. The Customer Journey,
Digital Transformation,
and You
Jason Bloomberg
President
jason@intellyx.com
@theebizwizard
Copyright © 2016, Intellyx, LLC

2. About Jason Bloomberg
• President of
industry analyst
firm Intellyx
• Latest
book The Agile
Architecture
Revolution
• Recently published the Agile Digital
Transformation Roadmap poster
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3. What is Digital?
Customer preferences & behavior
drive technology choices
Range of technology touchpoints is exploding
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PhotoCredit:RevolWebhttps://www.flickr.com/photos/revolweb/

4. What about
Transformation?
Internal organizational change is necessary
to maintain focus on the customer in today’s
digital world
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PhotoCredit:Pascalhttps://www.flickr.com/photos/pasukaru76/

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
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PhotoCredit:LouisK.https://www.flickr.com/photos/bonaparty/

6. Digital Transformation
What are you transforming?
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Digital Transformation =
Business Transformation
Customer
Experience
Technology
Internal
Organization
All of the
Above

7. The Customer Experience
Context
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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
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PhotoCredit:KatieLipshttps://www.flickr.com/photos/katielips/

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?
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PhotoCredit:MaurizioCostanzohttps://www.flickr.com/photos/maurizio_costanzo/

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
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PhotoCredit:DanielIversenhttps://www.flickr.com/photos/daniel_iversen/

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
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PhotoCredit:NECCorporationofAmericahttps://www.flickr.com/photos/neccorp/

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
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PhotoCredit:StateFarmhttps://www.flickr.com/photos/statefarm/
Customer service is part of
omnichannel experience

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
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PhotoCredit:MichaelCoghlanhttps://www.flickr.com/photos/mikecogh/

14. Three Dimensions of
Digital Diversity
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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. Customer Needs Begin
with the Device
• Enterprises must connect devices to back-end
technology
• Must perform every time, in real-time
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Everything is in flux
PhotoCredit:WilliamMurphyhttps://www.flickr.com/photos/infomatique/

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
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The Old Days Today

17. Individualization
• Personalization
– User-driven user
experience
elements
• Segmentation
– Grouping users by
demographic
criteria
• Individualization
– Segmentation &
personalization with
segments of one
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PhotoCredit:sanoophttps://www.flickr.com/photos/57642812@N03/

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
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PhotoCredit:RobBixbyhttps://www.flickr.com/photos/scubabix/

19. Rethinking Business
Processes
• Treating the
customer journey
as a business
process
– Moment-driven
– Unique to each
individual
– Context-sensitive
– Inherently dynamic
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PhotoCredit:medea_materialhttps://www.flickr.com/photos/medea_material/

20. Rise of Self-Service IT
• Rise of the
‘citizen’
– Citizen integrator
– Citizen data
analyst
– Citizen developer
• IT empowering
self-service across
the board
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‘Employee journey’ as customer
journey
PhotoCredit:SalimVirjihttps://www.flickr.com/photos/salim/

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
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‘No-Code’: ‘Citizen Developers’ build
enterprise apps with little or no IT support
PhotoCredit:RandenPedersonhttps://www.flickr.com/photos/chefranden/

22. Raising ‘Requirements’ &
‘Processes’ Up a Level
• Requirements for
flexibility & customer
centricity
• Processes for
changing processes
• Enterprise
architecture focusing
on agility
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PhotoCredit:Jeshttps://www.flickr.com/photos/mugley/

23. 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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PhotoCredit:SteveJurvetsonhttps://www.flickr.com/photos/jurvetson/

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
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PhotoCredit:woodleywonderworkshttps://www.flickr.com/photos/wwworks/

25. The Core Business Goal
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Agile
Digital
Transformation

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