Journey Centric Delivery
Software applications suffer from three major organizational challenges:
- There is almost always a set of legacy applications to replace/extend/enhance or work with. While older software applications become obsolete, new systems are written, and company mergers introduce duplicate systems. You live with an ever changing architectural landscape.
- Many of your processes are structured around departments rather than customers. For example, “Sales”, “Account Opening”, “Account Servicing”, “Collections” and so you’re your systems are often written for these departments, which creates silos within your business.
- Applications are often built around channels rather than customers. For example, many companies have independent Contact Center and web or social teams and processes, meaning that your customer has a very different experience depending on how they choose to contact you.
Needless to say, your Customer doesn’t care about the root causes – they care about the Journey they have to experience with you to solve their problem. Being passed between departments is frustrating at best and a reason to go elsewhere at worst.
In response, you may initiate a project or program to begin tackling these challenges. What ends up frequently is that these projects may solve a specific problem, but they compound the larger problem by creating an ever more complex architecture that is even harder to change the next time. This ends up with a spiralling IT budget with an ever greater proportion dedicated to keeping the lights on, and a slower and slower pace of business change just as it needs to be faster and faster.
So how do you break this cycle of complexity? How can you tackle a large problem in a series of small steps and move towards your goals of speed, flexibility and great customer experiences?
Pega’s answer is Journey Centric Delivery. This focuses on delivering Journeys that cut across departmental and channels boundaries. Build a process once, then deploy the same process across multiple channels (Contact Center, web, mobile etc.) with Pega managing the technical complexities. Journeys are deployed to live either singly or in small groups.
Delivery typically works by:
- Selecting the pre-configured Pega application that addresses the majority of your needs right out of the box.
- Determine the most important capability you need to drive significant value, either in terms of an opportunity or cost savings. It is important to focus on designing one journey at a time to drive immediate value, then build capabilities to scale quickly and reuse.
- Make whatever configuration changes are needed for your specific business needs.
- Go live with the journey across multiple channels rapidly, then repeat for the next journey.
Think of Journeys as the set of interactions your customers have with your company when making a purchase or receiving services. The ultimate goal is to release versions of a journey rapidly and then iterate. Rather than attempting to do everything at the start, focus on a selected few customer journeys. Work with a small number of your staff who understand your business to single out the handful of journeys that matter most to the key segments.
This approach is unique to Pega as the Journey acts as an insulator between your ideal customer experience and processes, and your legacy systems. That means you are not limited by what currently exists when building the best customer journeys, and you have a simple path to rapid delivery, one journey at a time.
Published May 7, 2018 — Updated June 28, 2018