Toward an Object-Oriented Customer Experience Architecture (Part 3)
Customer experience has become a strategic focus for most organisations who position it as a competitive differentiator. However, the actual implementation of customer experience initiatives remains complex and difficult to accomplish.
Part one of this series created a context for CEM and highlighted the challenges associated with operationalising it. We have defined customer experience as firstly, a customer’s perception that is formed through an interaction with a brand, and secondly, a sum-totality of these perceptions over the length of the customer’s relationship with a brand. A concept of customer experience moment was introduced and defined as an instant through which a customer experience perception towards a brand is created in the customer’s mind. Through the customer experience moment concept, we can analyse and understand how specific customer experience perceptions are created and identify variables that we can manage in order to consistently deliver unique and differentiated customer experiences.
Part two provided a motivation for why object orientation should be adopted in addressing challenges associated with operationalising CEM and introduced the concept of an “enterprise interface” borrowed from object-oriented programming. The enterprise interface defines all the operations that an organisation can have with the outside world as well as the respective behaviour for these operations. We can use the enterprise interface concept to manage all touchpoints and interactions that customers have with an organisation.
Part three of this series introduces the Enterprise Design Framework and discusses how it can be used to manage different aspects of an organisation. This framework is used to define and design different aspects of the organisation that result in touchpoints and interactions with customers.
The Enterprise Design Framework
The Enterprise Design Framework is a set of 20 interrelated aspects relevant to strategic design work, bringing together different levels of thinking with conceptual and applied elements of the design process. These 20 aspects are grouped into 5 categories of big picture, anatomy, frames, design space and rendering as shown in the figure below.
The Enterprise Design Framework
The first category is Big Picture which is made up of 3 aspects namely identity, architecture and experience, these define the essence of the organization and why it exists.
The second category is Anatomy which is made up of four aspects namely actors, touchpoints, services and content, these form interrelated building blocks of the organisation.
The third category is Frames which is made up of four aspects namely business, people, function and structure, these define the multiple perspectives of the organisation and envisions its target state of transformation.
The fourth category is Design Space which is made up of six aspects namely communication, information, interaction, operation, organisation and technology, these aspects are where design decisions are made.
The final category is Rendering which is made up of three aspects namely signs, things and places, these aspects bring the organisation to life.
This framework presents a useful lens for examining the different aspects of an organisation and discussing the application of object-oriented concepts.
Aspects of particular interest in this regard are experience, actors, touchpoints, services, content, people, structure, communication, information, interaction, signs, things and places. Object-oriented concepts can be applied to these aspects of organisations with the objective of creating an object-oriented customer experience architecture.
The next part of this series will demonstrate how object-orientation can be applied to these organisational aspects.
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About the author:
Victor MusiwaVictor is a business process management and information systems professional with over
10 years of experience covering industries such as transportation, mining and financial
services. Victor was chosen to speak at the APQC 2015 Process Conference where he
presented a paper on “Business Process Management in Financial Services: a Critical
Foundation for Customer-Centric Initiatives”. Victor is currently head of customer experience management at Bank Windhoek Holdings.
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