Enabling a Channel Shift in Enterprise User experience..
By 2025, 70% -80% of user interactions in an Enterprise will shift from web to alternate channels. How well are you planning to address this shift. The blog discusses the current scenario in Enterprises and the architecture shift required to enable this change..
In this concluding blog of our multi-part series on the paradigm shifts that are impacting Service delivery, we look at the shift in User Experience. Enterprises will now focus on getting a Unified User experience where all services are available as catalogs from a Unified layer of consumption, that will be accessed by users thru any channel — mobile, voice, chat, Wearables etc., and delivered across any platform.
Web has been the primary channel for Enterprise services in the pre-digital age. However in the last several years, we are facing a ‘channel shift’ towards more preferred choices such as mobile, voice, chat etc., Consumer world has already made this shift . Nearly all of your day to day consumer services — be it ordering a cab, watching your calories burnt or banking transactions are all all thru hand held devices, chat or voice. Users are demanding a similar experience in Enterprises as well.
However, in reality, with the current architecture and integration mechanisms, Enterprises have a long way to go. Much of this is due to the silos existing within an Enterprise. Most applications / functions are operating in their own silos with web being a preferred option. Mobile adoption has increased for critical business applications alone thanks to ‘digital business initiatives’. Voice/ chat adoption is still very low and restricted to a few standalone SaaS apps.
Most Digital business initiatives of today for omni-channel enablement are incremental band-aid solutions. User Experience continues to remain fractured leaving users multiple touchpoints for getting their services done and prevents them from using their preferred channel / device of their choice.
Enterprises need an Architectural shift and Delivery model shift to enable Consumer grade experience . Digital Service model enables this thru 3 major changes.
a. Catalogized back-end :
In digital world, Catalog is the center of Service Delivery Universe
Highly productized delivery where every service need is a catalog maintained in an App-store or Service Exchange. Services are productized and packaged for user consumption and offered as user facing catalogs. (Eg: SAP access, Java develoment environment, Software installation in your desktop etc.,). At the backend, it is a is a blueprint or a piece of code All technical specifications for delivering service are maintained in this blueprint.
b. Service Exchange :
Service Exchange provides a unified layer where on one side you can connect your channels and the other side you can connect your applications. The layer will provide a seamless integration between the channels and the services. This is very similar to what Enterprise Service bus does in an App. Integration world. The layer eliminates the need for a point-to-point connection between your apps and channels
c. Integrated and Automation and Orchestration layer:
Enterprise automation ecosystem is highly fractured with multiple tools catering to different niches. Also Enterprises will continue to remain in a hybrid mode of legacy and digital services in the near to medium term. In order to deliver a seamless experience for users, Enterprises need an integrated automation or orchestration layer that sits above their eco system and enables seamless interconnections and outcome based services spanning multiple tools and platforms.
The whole model should be simple and enable plug-n-play operation to accelerate digitization
The benefits of the UX model shift are as follows
a. Faster adoption of omni-channels across Enterprise, much better than the current Digital transformation initiatives.
b. Scalable model that embraces newer channels not explored so far
c. Minimal cost investment from businesses for embracing Channel shift
Businesses can rest be assured that omni-channel adoption is a norm across Enterprises and not a luxury or investment.
How well are your organizations gearing up for this shift. Please chime in with your views on the same..
