Developing A Customer Experience Architecture

Only 15% of CX initiatives are very or extremely effective. Research implies, and client interviews acknowledge, that CX initiatives could be defined and executed better.

Currently, CX enterprise architects don't have a framework, reference architecture, or competency to translate the intent of CX strategies into actionable CX execution. Many firms therefore bypass EA altogether or use EA purely in solution design to improve existing interactions with customers. The result is that existing solutions, such as CRM, become the de facto solution and only solve part of the puzzle.

CX enterprise architects must adopt maturing CX methods, practices, and tools to influence CX executives and contribute to cost-effective delivery of value to customers. If they don't, CX enterprise architects will remain reactive servants to CX executives and CX initiatives will remain high costs that often fail to deliver the true vision of the CX executives.

Agenda:

• State Of Customer Experience
• What Is The Role Of The Architect?
• Tools Of The Customer Experience Architect
• Putting It All Together

Key takeaways:

• To support CX strategies, enterprise architects must learn new skills and gain new competencies.
• Tactical touchpoint improvements are not effective for customer experience.
• CX strategies should be driven by capability, not technology.