EA Trends In The Age Of The Customer

EA Trends In The Age Of The Customer Максим Тамбиев Региональный директор, Россия

Agenda › The state of EA in 2014 › EA in the age of the customer › How enterprise architects engage with four business imperatives › New EA roles and practices › Is “Data-Driven” good enough? © 2015 Forrester Research, Inc. Reproduction Prohibited 2

Agenda › The state of EA in 2014 › EA in the age of the customer › How EAs engage with four business imperatives › New EA roles and practices › Is “Data-Driven” good enough? © 2015 Forrester Research, Inc. Reproduction Prohibited 3

Key business themes drive enterprise architecture d ch an oa ity m r pr de atu ap g en ng riv sin gm a d gi in taan cre riv D In Ch Da Source: Q 3 2014 Global State Of Strategic Planning, Enterprise Architecture And PMO Online Survey © 2015 Forrester Research, Inc. Reproduction Prohibited 4

Priorities have shifted — sometimes the wrong way Base: Enterprise architecture professionals; Source: September 2009 Global State Of Enterprise Architecture Online Survey; September 2010 Global State Of Enterprise Architecture Online Survey; September 2011 Global State Of Enterprise Architecture Online Survey; Q 3 2012 Global State Of Enterprise Architecture Online Survey; Q 3 2013 Global State Of Enterprise Architecture Online Survey; and Q 3 2014 Global State Of Strategic Planning, Enterprise Architecture And PMO Online Survey © 2015 Forrester Research, Inc. Reproduction Prohibited 5

EA remains in a technology management box Source: Q 3 2014 Global State Of Strategic Planning, Enterprise Architecture And PMO Online Survey © 2015 Forrester Research, Inc. Reproduction Prohibited 6

Agenda › The state of EA in 2014 › EA in the age of the customer › How enterprise architects engage with four business imperatives › New EA roles and practices › Is “Data-Driven” good enough? © 2015 Forrester Research, Inc. Reproduction Prohibited 7

Your business priorities are shifting © 2015 Forrester Research, Inc. Reproduction Prohibited

EA’s focus must shift from “boxes” to the customer life cycle Growth and retention strategies Customer insights Technology decisions DISCOVER ENGAGE EXPLORE ASK BUY USE © 2015 Forrester Research, Inc. Reproduction Prohibited 9

Agenda › The state of EA in 2014 › EA in the age of the customer › How enterprise architects engage with four business imperatives › New EA roles and practices › Is “Data-Driven” good enough? © 2015 Forrester Research, Inc. Reproduction Prohibited 10

Enterprise architects are a key resource for the age of customer Transform the customer experience. Embrace the mobile mind shift. › Customer-facing › So. E architecture › Digital platform business processes › Outside-in architecture practices Turn big data into business insights. › Data governance 2. 0 › Systems of insight › Renewed integration architecture © 2015 Forrester Research, Inc. Reproduction Prohibited strategy Age of the customer Become a digital disruptor. › Innovation › Ecosystem orientation › EA operating model 11

Dynamic ecosystems of value require architectural investments Customers Partners Systems of design Systems of insight Sensors Systems of operations/ automation © 2015 Forrester Research, Inc. Reproduction Prohibited Systems of engagement Systems of record Regulators 12

Agenda › The state of EA in 2014 › EA in the age of the customer › How enterprise architects engage with four business imperatives › New EA roles and practices › Is “Data-Driven” good enough? © 2015 Forrester Research, Inc. Reproduction Prohibited 13

Digital business will lead to the rise of two new architect roles © 2015 Forrester Research, Inc. Reproduction Prohibited 14

Digital customer experience architects bridge worlds Source: November 14, 2014, “Predictions 2015: Customer Experience And Digital Business Rise In EA’s Agenda” Forrester report © 2015 Forrester Research, Inc. Reproduction Prohibited 15

EA leaders will struggle to meet new business demands with the same old approach to EA Yesterday’s EA High-performance EA Inside-out approach Outside-in approach Technology-focused Business-oriented Artifact production Project-driven Stakeholder (customers) satisfaction Strategy-driven Innovation Standardization Business agility Cost Value Support project execution © 2015 Forrester Research, Inc. Reproduction Prohibited Value Align business impact of technology decisions, and enable focus on business strategy to execution. 16

Some EA programs break out of the box. . . “Driving Innovation with Enterprise Architecture” “Our Customers and our Digital Future” “Shifting Dell from hardware to solutions” “Business Capability Management” “Re-chartering EA for business outcomes” “Delivering Remarkable Customer Experience with Enterprise Architecture” © 2015 Forrester Research, Inc. Reproduction Prohibited 17

Agenda › The state of EA in 2014 › EA in the age of the customer › How enterprise architects engage with four business imperatives › New EA roles and practices › Is “Data-driven” good enough? © 2015 Forrester Research, Inc. Reproduction Prohibited 18

¾ EAs aspire to make their enterprise “data-driven” © 2015 Forrester Research, Inc. Reproduction Prohibited 19

Pitfalls of the “data-driven” approach Most data-driven initiatives fail to address important insight-to-execution requirements › › › How to test insights for value against the most important outcomes How to deploy insights into the software your customer and employees use How to ensure that you're continuously learning and refining your insights © 2015 Forrester Research, Inc. Reproduction Prohibited 20

An insight-driven approach focuses your attention in the right place › Begin with the end in mind — effective action › Discuss potential insights › Ask, "How will we know what worked? " and "How will we › learn? " Identify and prioritize the right data and analytics problems © 2015 Forrester Research, Inc. Reproduction Prohibited 21

Thank you Maxim Tambiev Country Manager, Russia Forrester Research mtambiev@forrester. com +7 903 743 -3842