To provide customers with a sophisticated set of digital tools for interaction across all its channels, companies must carefully design their technology infrastructure. This would lead to seamless customer experience.

1. Architecting the New Customer Experience
October 2015 | Copyright © 2015 Tata Consultancy Services Limited

2. Companies must
carefully design their IT
infrastructure to engage
customers across
channels.
Flexible IT architecture
that is aligned with
customer experience
initiatives allows
companies to capitalize
on new technology.
This presentation
considers the design for
three types of customer
experience:
omnichannel, systems
of engagement, and
Salesforce.com.
Architecting New Experience, 2015
Introduction: New Customer Experience

3. Why Companies Need a Technology Blueprint to Make a
Cross–Channel Experience Excel
Jaisinh S. Dhembre, Deputy Head – Business & IT Architecture, Global Consulting Practice, TCS
Margo V. Coleman, Senior Enterprise Architect – Business & IT Architecture, Global Consulting
Practice, TCS
The Omnichannel Architecture

4. Many companies see an
omnichannel customer
experience as the
future.
Business functions and
IT must be aligned to
deliver a seamless
cross-channel
experience. This can be
very complex.
A reference architecture
serving as a blueprint
will show how the
pieces of the customer
experience fit together.
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Omnichannel Experience

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Reference architecture should clearly depict key technology components and
explain how they relate to one another.
Reference Architecture to the Rescue

6. Reference architecture
enables companies to
continually troubleshoot
and upgrade their
technology.
By defining the core
capability of
technologies and
systems, businesses
can utilize their
resources to improve
customer experience.
Companies can end
duplication of spending,
and reduce complexity
and the time to market.
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Blueprint for Success

7. To Create a Great Customer Experience, Systems Must be
Designed to Engage with Customers
John Propper, Head – Business Evolution Technology and Architecture
Global Consulting Practice, TCS
Architecting Technology That Customers Embrace

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Customers have 24/7
online access to
information about a
myriad of products and
services.
Competing at the
moment of customer
engagement is crucial.
Companies must build
systems of engagement
that constantly sense
and respond to
customers’ needs.
Design for Engagement

9. With the advent of Big
Data technologies,
companies can discern
patterns of customer
behavior.
Internet-born
companies that
pioneered Big Data
tools have built a clear
competitive advantage.
Pre-internet companies
can also benefit if they
weave structured
legacy data with newer
unstructured data.
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Customer Profiling

10. To sense and respond
to a customer at the
moment of
engagement,
companies must employ
the right data analytics
tools and techniques.
Companies must first
identify the data that is
tied to their specific
business goals.
They can then use
descriptive, predictive,
and prescriptive
analytics to scrutinize
the data.
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Making Sense of Customer Data

11. Companies increasingly rely on external software services and applications
when they design systems of engagement.
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Logical Architecture For Systems of Engagement

12. Companies Need an IT Architecture That Lets Them Engage
Not Only with Customers but Also the Products They Buy
Kenneth N. Shipman, Director – Customer Experience Center of Excellence, Enterprise Solutions,
TCS
Lisa Hager, Global Head – Salesforce.com, Enterprise Solutions, TCS
Using Machines to Connect to Customers

13. It is crucial to connect
to customers through
the products they use.
Wireless and satellite
connections enable this
with data flowing
through Machine to
Machine (M2M)
interfaces and
integration gateways.
Companies can store
this data in customer
relationship
management systems
such as those offered
by Salesforce.com.
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Connecting to Customers

14. Companies must incorporate customer information collected through M2M
interfaces and determine how to combine this new data with existing data.
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M2M Interfaces

15. Fitbit, a wearable
technology
manufacturer, created
wristbands that
monitored its
customers’ physical
activity and other
statistics in real time.
This data let the
company target
marketing campaigns
precisely and track
product performance.
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Case Study: Engaging Customers

16. M2M interfaces have
implications for
infrastructure design.
Security is a major
concern. System design
should take privacy,
regulatory compliance,
and process governance
into account.
Scalability, integration
standards, standard
platforms, and
integration challenges
should also be
considered.
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How M2M Affects Core Systems

17. Companies need IT
architecture that
accommodates rapid
expansion and allows
frequent upgrades.
That architecture is the
framework within which
companies can make
improvements in mobile
apps, websites,
customer support
centers, distribution
points, and other
channels of the future.
Technology is the
foundation stone of
customer experience.
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Conclusion: Flexible Architecture

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