modern architectures building a sustainable roadmap

thomas j. cozzolino principal architect evangelist

@tcozz in/tcozz

tcozzolino@salesforce.com

 sanjay savani  enterprise architect  ssavani@salesforce.com  @sjsavani  

 chris bosch  master enterprise architect  cbosch@salesforce.com  @ChrsBosch  

salesforce briefing

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 modern architectures • what?

• why?

• roadmaps

 roadmaps in action •  sanjay

•  chris

 lessons learned  now what? q & a

agenda

United Artists

modern architectures

enterprise architecture is being rebooted

modern architectures: trends + reality

•  ivory tower = kaput •  business won’t wait for

diagrams (or data) to be perfect

•  outcomes and verbs rule

•  hybrid •  true agile •  metadata, model-driven,

elastic •  pull-focused à event-

driven

model: fabrics

governance

devops

portfolio

 business strategy •  current state

•  operating model

•  business events

•  disruption

capabilities

•  pmo level

•  roi, tco

•  visibility

 portfolio

•  proj and pgm alignment

•  sunsetting

•  new tech

critical roadmap inputs

case 1

Mobile Solution

Order Management Apps

Alerts Promotions

SMS

Financial Info Customer Data

Email/SMS  

CRM    

Docs  Common  Data  

Work  Orders  

Field Systems

Persistence Management

Midrange              

Sales  History  

Data  Warehouse  

Contact Center Solutions

Communication Interaction Layer

Behind the Scenes

CTI

Call Recording

Financials

Capacity Planning

OMS

Mainframe

Field  Mobile  

Survey  

Website

Claim Proc.

Integration Services

Layer Client Systems

Customer Service

Consumer Mobile App

current state: customer engagement

Salesforce Cloud

Heroku Cloud

Email, SMS, Mobile Push Communications

Claim Processing

Customer Issue Management

Customer Surveys

Online Chat Channel

Technician Assignment & Route Planning

Customer Engagement Console & Knowledge

CRM System of Record

Master Data Management

Customer Analytics

Field Content Management

Employee Collaboration & Employee Apps

Client Self Service Capabilities

Provider Network Capabilities

Consumer Mobile Backend

Client Portal CSR

Engagement Console

Field Technician

Apps Consumer

Mobile App

Heroku Connect

Customer Engagement

Layer

Core Systems Layer

Integration Layer OMS Data

Warehouse

Call Recording

Phone Systems

Financials Website

API Lightning Connect

AWS Customer

Docs

Client Systems Capacity

Planning

Employee Collaboration

App

future state: customer engagement

Initiatives: ü  CRM Master Data

Management Architecture & Implementation

ü Customer Communications Framework

ü Issue Management Foundation

ü Employee Collaboration

Phase I Phase II

Initiatives: ü Field Service and Consumer

Mobile Architecture and Design ü Field Service Mobile Beta- Field

Service Mobile App- Pilot Market

ü Replace Consumer Mobile App ü Customer Touchpoints/Analytics

Pilot ü Client Portal Pilot

Phase III

Initiatives: ü Field Service App Rollouts

Complete ü Analytics Across all Customer

and Client Touchpoints ü Client Portal Rollout

preliminary implementation roadmap focus on the execution

maturity curve

TECHNOLOGY ENABLEMENT

phase I phase II phase III

CRM foundation

consumer mobile &

field service design

integrated agent

experience

client and self service

BUSI

NES

S IM

PAC

T &

VALU

E

customer communications

& addnl. channels

field tech & customer apps

deployed

complete omni channel and

analytics

consumer & field tech experience

analytics foundation

mapping roadmap items to measurable value Ini$a$ve   Phase   Capabili$es   Measure   Technology  Mapping  

Employee Intranet Crawl

•  Replace Intranet Functionality •  Time Tracking App •  SSO Experience

é  Employee Retention •  Chatter •  Partner Community •  Employee communities

Customer Loyalty App

Walk/Run

•  Find Nearby Locations •  Manage Issues •  Shop for Products •  Schedule Appointments •  Rewards Program Management •  Knowledge •  Community Discussions •  Push notifications

é Customer Loyalty é Customer Lifetime Value

•  Heroku (for mobile App, ecommerce, scheduling app)

•  Heroku Connect (customer data integration)

•  Loyalty Rewards Management •  SOS •  Customer Community •  MC Mobile Push

Employee Performance Management

Crawl

•  Onboarding •  Work.com Goals, Badging, etc. •  Mentoring Program (custom) •  Executive Dashboards

ê  Employee Turnover

•  Work.com •  Chatter •  Taleo •  Force.com (mentoring and other apps)

Cross-Sell Upsell Management

Walk

•  Route Opptys from Operations to Store Associates for Followup

é  Sales Revenue •  Partner Community •  Service Cloud

Customer Self Service Walk/Run

•  Customer FAQ, eCommerce, etc Customer Issues

•  Local Community Events (volunteer, etc.)

é  Customer Satisfaction •  Customer Community •  Service Cloud

Supply Chain Process Optimization Walk

•  Eliminate spreadsheet-based fulfillment processes •  Force.com

Employee In-store Sales Process App Walk/Run •  Sales enablement for employees

é Customer Satisfaction é Employee Productivity •  Force.com/Sales Cloud

•  use the language of the business

•  avoid using rigid timelines (esp. if no agreed-upon estimates exist)

•  identify planning steps for more complex projects

•  include measuring impact across all phases

•  establish guiding principles for roadmap development

•  get stakeholder’s fingerprints on the roadmaps

•  create an initiative à capabilities à measures à business impact deliverable

lessons learned

case 2

customer engagement

retail context: omni-channel customer engagement  empowering stores to enable ecommerce strategy

customer insight

sell

serve

stores

head office

corporate

franchises

customers

small business

consumers

Store Enablement

reward

support & operate

store relationship

supply

market

corporate

government

marketing and social

sales

customer service

ecommerce

retail operations &

support

consistent, personalised sales and service across channels

differentiated store capabilities

customer perspective store perspective internal perspective

strategy map: retail context

store perspective

customer perspective

financial perspective

internal perspective

seamless ecommerce –

Store transition

best-value products and

services

simple and efficient to deal

with know me

grow revenue increase wallet share

improve operational efficiency

improve customer

experience

delivering ecommerce

understand customer context

and history

customer insight sell serve market

execute on digital offers

generate leads & up-sell/cross sell

help resolve customer issues

store relationship reward support &

operate supply

clarity on profile, products and services

easy to source products

compensate for eommerce

streamline store operation

Customer Engagement Store Enablement

improve service efficiency through

digitisation

differentiate store services and capabilities

increase store self-service

personalisation across physical

and digital

reward stores to drive ecommerce

empower stores to sell new services

Personalised Offers / Recommendations

Journey Management

retail customer engagement: future state capabilities

! ! customer

insight sell serve

Interaction History

Customer Profile

Product Holdings

Lead & opportunity management

customer case management

NPS surveys & follow-up onboarding

proximity services & mobile push Customer Hierarchies

up-sell / cross-sell

needs analysis track & trace / redirection

configure, price quote

Local Area Marketing

offer fulfillment

market !

Lead Generation

Revenue / Share of Wallet knowledge / FAQs

common capabilities

ease of use personalisation mobile reporting collaboration workflow security integration

finance & payments

collections

identity & document svcs

relationship sales

sending

travel

merchandising

packaging

insurance

transactional sales transactional service relationship service

existing point of sale capability

point of sale

existing in-house salesforce capability

contact centre / service sales marketing

retail: future state architecture

Customer Engagement

Customer Insight

Marketing Sales (Relationship)

Store Enablement

Store Relationship Mgmt Supply

Support and Operate

Customers Products & Pricing

Payment Gateways Orders Events ....

Sales (Transactional)

Reward Service (Relationship)

Point of Service Concierge / Mobile Self-Service Terminal Kiosk

POS and Retail Systems Salesforce

Data Warehouse Fulfillment

Billing and Revenue management

Payment and Collection

Product and Price Mgmt

Billing and Invoicing

Financial Mgmt

Event Management

Customers Stores

Retail Support

Customer Information

Relationship Sales

Relationship Service Marketing

Store Information

Contract Management

Compensation Management

Transactional Sales Fulfilment

Store Operations

Transactional Service

Transactions

Delivery Mechanisms

Business Capabilities

Enabling Front Office Applications

Integration

Supporting Back Office Applications

Service (Transactional)

roadmap: customer engagement

Customer Insight

Market

Sell

Serve

Phase 1 – Foundation (0-4 Mths)

•  Customer Identification through Search •  Customer Profile and Segmentation •  Interaction History

•  Knowledge / FAQ’s •  Track and Trace •  Case History

•  Customer Identification through scan (Membership card)

•  Product Holdings •  Revenue / Share of Wallet

•  Customer Identification through proximity (e.g. iBeacon)

•  Needs Analysis •  Up-Sell / Cross-Sell

•  Opportunity Management •  Onboarding •  Configure / Price Quote

•  Case Management •  Customer Survey Follow-up •  Redirection

•  NPS Surveys •  Mobile Push Notifications

•  Lead Generation •  Offer Fulfillment

•  Journey Management •  Personalized Offers / Recommendations •  Local Area Marketing

Phase 2 – Enhance (4-8 Mths)

Phase 3 – Extend (8-12 Mths)

Strategic Value •  CUSTOMER EXPERIENCE •  CUSTOMER EXPERIENCE •  REVENUE & SHARE OF WALLET •  OPERATIONAL EFFICIENCY

•  CUSTOMER EXPERIENCE •  REVENUE & SHARE OF WALLET

Risk Mitigation

Delivery Mechanism

•  Tablet Based App •  Tablet Based App •  Web Browser

•  Tablet Based App •  Web Browser

•  Customer Data Quality – Align with existing initiatives for Single View of Customer.

•  Change Management – Target limited Stores with high potential for adoption

•  Change management – include internal Sales and Service users for process handoffs

•  Align with mobile apps roadmap for capabilities like proximity Identification and Mobile Push Notifications

Ø  Each phase will contain multiple sprints & iterative releases

Ø  Deployment will be to limited Stores then grow / scale

•  N/A

•  N/A

transition to future state architecture: POS and mobile clienteling

Salesforce POS

• Txn Sales • Txn Service

• Customer Insight • Relationship Service Salesforce POS

• Txn Sales • Txn Service

Enterprise Systems

Phase 1

Salesforce New Retail

& POS System

• Txn Sales • Txn Service • Customer Insight • Relationship Service

• Relationship Sales • Marketing

Enterprise Systems

FOUNDATION Phase 2-3 ENHANCE & EXTEND

NEW RETAIL SYSTEM / POINT OF SERVICE

• Customer Insight • Relationship Service • Relationship Sales • Marketing

•  Salesforce Deployed through Mobile Clienteling App

•  Enhance Customer Service with no dependency on POS

•  Add Salesforce Browser UI to Web POS UI

•  Extend Customer Engagement Functions to ‘Behind the Counter’

•  Potential longer term replacement of Retail Point of Service

•  Assumed to be capable of broad range of Customer Engagement capabilities

•  Leverage capabilities developed in Phase1-3 either directly or indirectly

•  New POS becomes tightly integrated with Salesforce both via back-end and UI integration to create a seamless customer and user experience

Long Term Target

Customers Marketing

Sales Service

Txns

• Selective Salesforce capabilities as required (e.g. Knowledge, Digital Forms, Collaboration etc.)

Enterprise Systems

•  link roadmap to business outcomes à line of sight from strategy to execution

•  use business capability models as basis for roadmap; facilitate prioritization and business / IT communication

•  leverage and extend current capabilities to gain early benefits

•  adopt multiple sprints within phases à start small and keep momentum

•  deliver measurable business outcomes in each phase

•  define transition state architectures aligned to technology roadmap à future-proof

lessons learned

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