THE NEW CHALLENGES OF DIGITAL
3 PENDING ASPECTS OF COMPLEXITY
THE BRAND BEHAVIOUR (BRAND JOURNEY)
According to Forrester, the main demand of marketeers is the ability to personalize according to the customer context.
MEMENTO - The memory of each customer's context
In complex companies, customer experience is the outcome of overlapping journeys in disconnected systems.
Memento is the brand memory: customer experience can be adapted to each one’s context.
The digital ecosystem grows every day richer in available capacities to include in the value proposition. The new challenge is to be able to test, dismiss or include them in the supply chain with speed, and keeping a coherent CX overall.
The challenge of “Composite Architectures” arise when composing elements is a need. These are frequent cases:
- when including external services in a product
- when making an internationally repeatable architecture, coping gracefully with the local needs
- when aiming at a true omnichannel CX.
Back-end upgrade usually entails a migration, a long and risky project, usually involving huge investments in resources and time.
This approach is about recovering the “legacies”, functionally fit, with an architecture supplying the missing features in processes and channels.
Such projects, much shorter, do not compromise the very core aspects of the business.
A NEW APPROACH TO TACKLE A NEW PROBLEM
Migrating components is not the issue: complexity is about the relationships among them.
A MANAGEABLE STRUCTURE
Any complex system can be studied from its different levels: an on-boarding process includes direct marketing, documents management, back-end contract opening…
And yet, the aggregate behaviour is not reducible to the sum of its components.
A NEW DESIGN FOR HIGH VARIETY PROCESSES
Artifact-Centric is the evolution to manage high variety process, such as Objet Oriented changed the way of coding.
It is the “secret sauce”: without this new technology, everything falls back to traditional.
AN ORCHESTRATED ARCHITECTURE
Exchanges are centralized in a specialist component, but it is not only a conector. It is the place where shared context are stored to be able to decide over them.
They are processes, as they have a time dimension. And they are High Variety ones.
THERE ARE SUCCESS CASES ALREADY
Gartner, company specialist in research and market analysis, has awarded us in the category of Business Process Management Excellence Awards in Europe, Middle East and Africa (EMEA) 2013.
“In ING Direct we are very satisfied with the quality level that we have reached in the processes with Léelo. But, most of all, we are delighted with the set-up. Every change takes with it efforts and risks. Léelo took the initiative and, proactively and with continuous improvement proposals, really came along during the transition until we had a stable service. The result has been a record time outsourcing, with no problems.”
“We are a company selling services to on-line customers. Not only Leelo manages the customer-facing processes but, in fact, it brings all the commercial platform and they provide all the operations support. Their technology is spectacular: I had never before the chance to follow and manage so tightly the customer experience and I had never this immediate action capacity over it.”
“From Leelo, I want to mention the implication and proactivity, with the main objective of helping us deliver on promises to our external and internal customers. During our collaboration, I can say that they consistently transmitted that our customers are their customers. Balandra, the technology, brings the flexibility and adaptivity that a business like ours requires.”
“Balandra manages the marketing campaigns across channels, taking into account the customer’s history and the behaviour of its devices, making the most of the digital dialog.”
“Thanks to Balandra we have a tremendous flexibility to adapt to different customers’ types. The customer behaviour changes permanently, as his needs. Balandra allows us to adapt almost immediately and at nearly no cost.”