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.
Digitalization is enabling a channel shift in Enterprises. From web to voice, mobile, chat, etc.
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 users will access through 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 have been 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 through handheld 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 silos with the 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 preventing them from using their preferred channel/device of their choice.
Enterprises need an Architectural shift and Delivery model shift to enable Consumer-grade experience. The Digital Service model enables this through 3 major changes.
In the digital world, the Catalog is the center of the 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 development environment, Software installation on your desktop, etc.,). At the backend, it is a blueprint or a piece of code All technical specifications for delivering service are maintained in this blueprint.
Service Exchange provides a unified layer where on one side you can connect your channels and on 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
The enterprise automation ecosystem bursts with activity, featuring 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. To deliver a seamless experience for users, Enterprises need an integrated automation or orchestration layer that sits above their ecosystem 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:
Businesses can rest assured that omnichannel 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.
