Digital strategy is not simply about marketing. It is about a better engagement with potential and existing customers. It is about the perception of the brand created with customers though close interaction via social media and close communication leading to a value proposition that can better serve their actual and future needs.
As with any business strategy, the enterprise architecture discipline is there to support the business transformation to success with a design strategy. It is useful here to remind everyone that enterprise architecture is not just another name for an enterprise wide view of the IT Architecture and the underlying infrastructure architecture.
The term 'Enterprise' in Enterprise Architecture refers to the greater scope of the organisation which includes the Customers, contacts, stakeholders in the wider market environment which is addressed by the Digital Strategy.
Enterprise Architecture will help organisations to drive innovations and new business capabilities across their entire value chain and to better understand the digital environment in which they will be operating.
Joe Tucci, Chairman and CEO, EMC Corp.– 'To stay relevant in this new, always-connected digital universe, businesses in virtually every industry are reinventing their business models for unprecedented customer access, interaction, speed, and scale.'
Using Enterprise Architecture to provide a blueprint for digital strategy
Enterprise architecture consists of the following primary architecture domains.
- Performance Architecture
- Business Architecture
- Information/Data Architecture
- Service/Application Architecture
- Infrastructure/Technical Architecture
- Business Transformation/ EA Roadmap
In addition to these usual enterprise architecture domains, I propose that further Architecture Domains are required for supporting a Digital Strategy.
|Additional Architecture Domains|| |
|Customer Architecture |
|Modelling the Customers’ own Environment, their processes, usage scenarios, customer journeys. Includes the communication channels used for communications directly to the customers and other external stakeholders.|
|Market Architecture||Modelling the outside-in view of what is happening outside the organisation boundaries in the Environment in which the enterprise does business, Social media, Competitors, Competitors Value propositions.|
|Brand Architecture |
|The branding, value proposition, projected identity that provides value to the customers for the lifecycle of the business. Includes generic communication to the customer and market, advertising the brand and value propositions.|
Figure 1 Enterprise Architecture for Digital Strategy
Obtain clarity on the goals, objectives and principles guiding your digital strategy Business strategy /Digital strategy
- Business motivation model
- Business Model
- Goals and objectives
Identify the environmental, industry and internal factors that are influencing the digital strategy.
- Market environment
- Modelling what the competition is doing
- Competitors and their activities
- Who else is in your space?
- How do you differentiate?
- Market trends
- Threats and opportunities
- Blue ocean
- Search topics
As usual this means developing Business Scenarios and Customers Journeys, but also modelling the customers (potential and actual) own business processes.
These models will help to understand the customer touch points with the organisation and their desired brand and product experiences.
The Customer Architecture will also include a Connection Model to understand the relationships with customers, communities, to better understand the customers own information and process flows.
A current state Connection Model will capture the Communities, External online nodes, web sites, collaboration social networks (Facebook, Twitter), mobile platforms (IOS, Android) and cloud platforms (Evernote, Google Drive, DropBox, OneDrive) where content exists and customers will go to visit. This Connections model will also include Search sites (Google), multimedia sites (Flickr), advertising (Ad-Words), entertainment and gaming sites eCommerce sites (Amazon, eBay ), Mobile applications (from Apple Store, Google Play), Smart TV applications etc.
This is similar to a Context Diagram showing interaction between the Organisation and its Stakeholders, but in this case the organisation is not in the centre of the diagram and may not be shown at all in a current state (as-is) Connection Model. The organisation will however be shown in a target state Connection Model.
In a target state Connection model, it will be important to model how the organisations internal models will be coordinated and aligned to the Customers connection Model.
- Outside-in perspectives
- Obtain clarity on who the customer, consumer, partners are, their roles and their values.
- Business Scenarios
- Customers journeys
- Wardley Models
- Customers own processes
- Understand the customer touch points and the desired brand and product experiences
- Connect relationships with customers to better understand them over time
- Customers own information and process flow
- External online nodes, web sites, networks, platforms where content exists and customers visit
- Obtain clarity on how the organisation means to listen and respond to consumers.
- Multi-channel / Omni channel communications
- Communications flows both ways via whatever channel the customer is comfortable with
- Customers’ ideas
- Many channels and many messages
- Understanding and analysis of those messages
- Gaining customers’ attention
- Earning their trust
- Customers motivation
- How customers share content
A brand’s look and feel and tone of voice is as important as its identity, experiences and value proposition.
- Creating brand experiences
- Brand story
- Brand Strategy – Developing a creative brand strategy that is fit for purpose, up to date and distinctive is key to establishing all marketing communications.
- Who engages with your brand?
- Selling the Experience
- Understand the customer touch points and the intended brand and product experiences
- Insights about Customers – observations that trigger innovations
- Blue ocean strategies
The internal mode of the organisations Brand will need to be part of the Value Proposition model and show where the Brand messages will be projected.
- Modelling what the customers will love to buy
- Modelling how customers interact via social media
- Causal loop model (system dynamics)
- Modelling what customers are interested in
- Mapping to the value proposition
- Minimum viable concept
- Behaviour change model
- Value and truth about the value propositions offered
- Value propositions
- Business Services
Business model canvas
Create the structure required to understand the business model required to realise your digital strategy.
Create transparency and traceability across the market model, products and business services model, and the target operating model.
Business capability model
- Create a view of the organisational capabilities across people, process, information and technology required to deliver the brand and product experiences
- Capability assessment against goals and objectives
- Business Capability based Requirements
- Improve the way you manage your digital requirements
- Business Capabilities can be informed by the user needs identified by using Wardley models
Manage information from data architecture and information security through to delivering key messages to the market environment.
- Content management
- Understand the content management approach and how it is enabled.
- Value of each bit of content.
- Relationship of content to value proposition
- System dynamics model (stocks and flows / cause and effect)
- System thinking
Provide clarity over decision making across the digital architecture.
Business Transformation / EA roadmap
Create an understanding of the extent at which your current capabilities are able to support your digital strategy.
Create clarity of the EA roadmap required to support the digital strategy.
Obtain consensus, commitment and support for your digital strategy and roadmap which we believe are critical to the success of your strategy.
Obtain clarity on your measures of success and identify plans to measure and monitor them
- Investment case
- Programme/Project Portfolio management
- Delivery plan
As usual if you don’t measure, then you can’t manage. However, it is surprising just how many enterprises fail to measure anything at all, including what they have done and what they plan to do.
- Define Metrics and create measures
- Critical Success factors
- Capability Maturity models
Credit to the author : Adrian Campbell
Infrography credit : created by Rob Armes from Noun Project