Architecting Customer Experience

Typically, customer experience (CX) transformation programs are driven by business leaders in marketing and sales. Their objective is to create a more sustainable future for the enterprise by elevating the experience delivered and creating a cadre of customer advocates. But these change agents struggle to scale these programs across the enterprise. This report explores the key questions that business architects (BAs) and others in enterprise architecture (EA) will use to help shape the initiative and highlights the methods and techniques necessary for success. This is the fourth report in our EA and CX series.