Tuesday Aug 12, 2014

Designing for the Experience-Driven Enterprise

Guest blog post series this week by Geoffrey Bock

How Oracle WebCenter Customers Build Digital Businesses:

Designing for the Experience-Driven Enterprise

Geoffrey Bock, Principal, Bock & Company

Making the Transition from Analog to Digital

In my last blog post on contending with digital disruption, I described how several Oracle customers decided to refresh, modernize, and mobilize their enterprise application infrastructure. Web-enabling an existing application, once necessary, is no longer sufficient.

But what does it take to mobilize key business tasks and drive digital capabilities deeply into an application infrastructure? Many of the WebCenter customers I spoke to emphasize both the business value of their applications and the quality of end user experiences. They are now rebuilding their core applications, making the transition from analog to digital business practices, by designing for an experience-driven enterprise. 

The Flow of Design Activities

As I see it, customers are focusing on a sequence of five interrelated activities, summarized in Illustration 1. There is an inherent flow to application evolution.

Customers leverage their current platforms to innovate

Illustration 1. As they design their digital businesses, customers leverage their current platforms in order to deliver innovative experiences.

Here’s a description of how customers are building their digital businesses, and embracing the necessity of change along the way.

  • To begin with, there are baseline functions based on existing activities. While modernizing their core applications and the underlying back-end infrastructure, IT and business leaders emphasize that they “cannot loose anything” from their current platform. What needs to change is still up for redesign.

  • At the same time, leaders need to enhance the value of ad hoc communications. They are turning to social and mobile channels to improve overall employee productivity as well as strengthen relationships with customers and partners. New ways to communicate information become a lever for innovation.

  • There is also a business purpose for investing in social and mobile channels. Leaders expect to substantially improve service and support, when customers, partners, and employees have easy access to relevant information. There is added power through easy sharing.

  • To ensure quality service and support, it is essential to manage reusable content for a consistent experience. Organizations expect to create content once, organize it around business tasks, and distribute it across multiple channels. It helps to structure content for consistent distribution.

  • As a result, there are opportunities to launch innovative (and potentially breakthrough) digital business activities, by exploiting on the capabilities of the redesigned application environment. It’s not so much a matter of “loosing” baseline functions as embedding the flexibility to ensure that they can evolve.

From my perspective, this new application environment supports digital business initiatives by mobilizing the moments of engagement. These moments encompass the end user experiences where work gets done and value is created.

Optimizing for Agility

Companies are introducing various customer-, partner-, and employee-facing applications that run on the rebuilt enterprise platform. Leaders in these firms are designing applications from the “outside-in” by optimizing the ways in which end users access information and perform tasks. Significantly, leaders are relying on the agility and flexibility of the new platform to support an innovative collaborative environment.

As I spoke to WebCenter customers, I was struck by how their target users value the convenience of simple experiences. Designing for the experience-driven enterprise entails aggregating information from multiple sources, organizing it by business tasks, and then presenting it through intuitive applications that are seamlessly integrated with back-end services.


Download the free White Paper Today


Wednesday Jul 02, 2014

How Oracle WebCenter Customers Build Digital Businesses: Contending with Digital Disruption

Evernote Export

Guest Blog Post by: Geoffrey Bock, Principal, Bock & Company

Customer Conversations
What are Oracle WebCenter customers doing to exploit innovative digital technologies and develop new sources of value? How are they mobilizing their enterprise applications and leveraging opportunities of the digital business revolution?

To better understand the landscape for digitally powered businesses, I talked to several Oracle WebCenter customers and systems integrators across a range of industries -- including hospitality, manufacturing, life sciences, and the public sector. Through in depth conversations with IT and business leaders, I collected a set of stories about their mobile journeys -- how they are developing next-generation enterprise applications that weave digital technologies into their ongoing operations.

In this and two subsequent blogs, I will highlight several important points from my overall roadmap for developing digital businesses.

Beyond an Aging Infrastructure
As a first step, successful customers are contending with digital disruption, and leveraging their inherent strengths to transform operations. Today they are web-aware, if not already web-savvy. Most organizations launched their initial sites more than fifteen years ago. They have steadily added web-based applications to support targeted initiatives.

Yet the customers I interviewed are now at a crossroads. They realize that they need to refresh, modernize, and mobilize their enterprise application infrastructure to build successful digital businesses.
  • One IT leader describes how her firm implemented a cutting-edge enterprise portal ten years ago. Designed for order processing and resources management, the portal now runs outdated technologies and is unable to support needed employee-facing applications.
  • Another business leader has a similar story. The company still relies on a custom designed web-based application. The technology is obsolete and the people knowledgeable about maintaining the application are difficult to find.
  • A third IT leader describes how her organization collects information through several Cold Fusion sites, and needs to replace them in order to deliver more flexible self-service applications.
From my perspective, these leaders are recognizing the power of digital disruption. To create new value, they must deliver seamless customer-, partner-, and employee-facing experiences. They are confronting the limitations of their current application infrastructure and are turning to Oracle for long-term solutions.

Rather than simply enhance what they have, leaders are opting for modernization. They need to develop and deploy native digital experiences. Web-based applications that are bolted onto an aging infrastructure are no longer sufficient.

Change and Continuity
Yet there is also continuity around integrating the end-to-end experiences. Let’s take the case of a large manufacturing firm now mobilizing its digital business around Oracle WebCenter. The business leaders identified the multiple steps in the buying process – the information customers and partners need to have to assess alternatives and make purchasing decisions.

The firm had developed multiple web sites to publish product information, offer design advice, and schedule follow-up meetings. But the end result was a fragmented and disconnected set of activities, relying first on information from one system, then from another, and lacking an end-to-end view for measuring results.

The leaders realized that they needed to connect the dots and deliver a seamless experience. In the case of this manufacturing firm, a key step blends online with real-time – helping customers schedule appointments with designers who advise them about design alternatives and product options. (From the manufacturer’s perspective, designers are channel partners who sell the finished goods and deliver support services.)

The breakthrough that accelerates the buying process focuses on these customer/designer interactions -- assembling all of the necessary information into a seamless experience, and making it easy for customers to engage with designers to finalize designs and place orders. As a result, this manufacturing firm mitigates the threat of digital disruption by mobilizing resources to complete a high-value task.

The firm empowers its partner channel by reinventing a key business process for the digital age. This becomes a win-win opportunity that increases customer satisfaction while also improving sales opportunities.


On Demand Webcast: Delivering Moments of Engagement Across the Enterprise

About

Oracle WebCenter is the center of engagement for business—powering exceptional experiences for customers, partners, and employees. It connects people, process, and information with the most complete portfolio of portal, Web experience management, content, imaging and collaboration technologies.

Search

Archives
« April 2015
SunMonTueWedThuFriSat
   
1
2
3
4
5
7
8
9
10
11
12
14
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
  
       
Today