ELCA Forum 2014 An architecture for building successful Omni-channel IT systems Philipp Oser, Lead Architect Niall Sweeney, Solution Architect September 2014
SPEAKER Philipp Oser Philipp is a Lead Architect at ELCA. He has 15 years of experience designing challenging software systems and architectures. Niall Sweeney Niall is a Solution Architect at ELCA. He has 20 years of experience designing, implementing and integrating customer solutions. 11.09.2014 2
AGENDA 1. What is Omni-channel? 2. Why Omni-channel? 3. Reference architecture 4. Next Steps 5. Questions 11.09.2014 3
WHAT IS OMNI-CHANNEL? Seamless customer experience over all channels 11.09.2014 4
WHY OMNI-CHANNEL? Survey of US & European decision-makers: What are the drivers behind your omni-channel initiatives? Our customers are expecting it Many of our competitors are already doing it 55% 62% Customer Satisfaction For better customer satisfaction 36% To gain competitive edge over online pure plays (e.g. Amazon) The omni-channel customer has a higher lifetime value 36% 35% Bottom-Line 0% 10% 20% 30% 40% 50% 60% 70% Series1 Source: 256 US and European retail and manufacturing decision-makers, Forrester Consulting, November 2013 11.09.2014 5
SEAMLESS CUSTOMER EXPERIENCE OVER ALL CHANNELS Challenges Isolated channels instead of Omni-channel Slower than users expect Maintenance downtime New features are expensive ELCA has derived a reference architecture to meet these challenges Based on hundreds of projects Based on good practices that work 11.09.2014 6
REFERENCE: TICKET SOLUTION SECUTIX Cutting-edge cloud solution (SaaS) Omni-channel tickets / year (thousands) Proven scalability and peak handling 30'000'000 25'000'000 20'000'000 30 Millions Tickets / Year 15'000'000 10'000'000 5'000'000 0 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 etc. 11.09.2014 7
REFERENCE ARCHITECTURE DELIVERY CHANNELS OPTIMIZED FOR USABILITY EXTERNAL CONTENT DELIVERY NETWORK PEAK LOAD PROTECTION WEB ANALYTICS EXTRANET / INTRANET PORTAL(S) MOBILE DEVICES POINT OF SALE CONTACT CENTER PUBLISHED SERVICES SOCIAL NETWORK INTEGRATION SERVICE MEDIATION (non-blocking services) FRONT-END SERVICES OPTIMIZED FOR LATENCY PREPARED REFERENCE DATA (optimized for publication) FRONT-END SERVICES (deliver services and data that are streamlined for the delivery channels) INTEGRATION / ORCHESTRATION (mostly message-based) BPM / ORCHESTRATION RULES ROUTING TRANSFOR- MATION PROTOCOL MEDIATION MESSAGING CORE SERVICES OPTIMIZED FOR THROUGHPUT MASTER DATA (e.g. customers, products) CORE SERVICES (support core business capabilites as efficiently as possible) INTERNAL / EXTERNAL INTEGRATION BACK-END SERVICES (internal or external) OPTIMIZED FOR CONSISTENCY ERP REPORTING DOCUMENT MGMT STRUCTURED CONTENT DAMS EXTERNAL THIRD PARTY SYSTEM THIRD PARTY SYSTEM 11.09.2014 8
MANAGE CHANNELS Web Analytics Extranet / Intranet Portal(s) Mobile Devices Point of Sale Contact Center Published Services External Social Network Integration Peak Load Protection Content Delivery Network Channel Management Web Content Management Security Watch Social Network Management Mobile Devices Management Store Management Brand Monitoring 11.09.2014 9
DON T KEEP USERS WAITING +0.5 seconds -20% traffic +200 milliseconds -revenue +1 second -3% revenue 11.09.2014 10
KNOW WHERE IT MATTERS! Channels read 26% Frontend Core read / write 7% Backend 11.09.2014 11
BUILD A RESPONSIVE SYSTEM Extranet / Intranet Portal(s) Mobile Devices Point of Sale Contact Center Published Services Channels Non-blocking Services Reference Data Front-End Services Front-End Services Denormalize & Cache Data Core Services + Back-End Back-End Systems 11.09.2014 12
BUILD A RESPONSIVE SYSTEM Extranet / Intranet Portal(s) Mobile Devices Point of Sale Contact Center Published Services 180 000 requests per Channels hour Non-blocking Services Reference Data Front-End Services Front-End Services Denormalize & Cache Data Core Services + Back-End Back-End Systems 11.09.2014 13
INTEGRATE AND OPERATE SEAMLESSLY Extranet / Intranet Portal(s) Mobile Devices Point of Sale Contact Center Published Services Service Mediation (non-blocking services) Front-End Services Integration / Orchestration (message based) BPM RULES ROUTING TRANSFOR- MATION MESSAGING Core Services Internal / External Integration ERP Reporting Document Management Structured Content DAMS 11.09.2014 14
INTEGRATE AND OPERATE SEAMLESSLY Extranet / Intranet Portal(s) Mobile Devices Service Mediation (non-blocking services) Point of Sale Contact Center Published Services 24x7 99.9% availability Front-End Services Integration / Orchestration (message based) BPM RULES ROUTING TRANSFOR- MATION MESSAGING Core Services Internal / External Integration ERP Reporting Document Management Structured Content DAMS 11.09.2014 15
DEPLOY NEW RELEASES EVERY DAY Extranet / Intranet Portal(s) Mobile Devices Point of Sale Contact Center Published Services Service Mediation Service A, adapter Service A Business Logic Front-End Services 11.09.2014 16
DEPLOY NEW RELEASES EVERY DAY Extranet / Intranet Portal(s) Mobile Devices Point of Sale Contact Center Published Services Service Mediation Service A, V1.0 adapter Service A, V1.1 adapter Service A V1.0 V1.1 Business Logic Front-End Services 11.09.2014 17
DEPLOY NEW RELEASES EVERY DAY Extranet / Intranet Portal(s) Mobile Devices Point of Sale Contact Center Published Services Service Mediation 150 releases per year Service A, V1.0 adapter Service A, V1.1 adapter Service A V1.0 V1.1 Business Logic Front-End Services 11.09.2014 18
INTEGRATE DATA EASILY? CRM ERP 11.09.2014 19
INTEGRATE DATA EASILY Real-time synchronization sync tasks CRM Process tasks using mapping sync tasks ERP Weekly cross-check 11.09.2014 20
TAKE AWAY Why Omni-channel? Increase users satisfaction & your bottom-line Why ELCA Omni-channel architecture? Profit from good practices Proven Patterns ELCA can support you to Deliver a seamless, responsive user experience Implement services once for all channels Be available 24x7 Integrate easily with your back-end 11.09.2014 21
5 STEPS TO OMNI-CHANNEL 1 2 3 4 5 Determine your Omni-Channel strategy Analyse your existing systems for gaps Build layer 2 and implement data sync Version your services Move to continuous delivery and operation Business Consulting Architecture Review and Design Development Business Consulting & Development 11.09.2014 22
QUESTIONS 11.09.2014 23
Thank you. Contact Philipp Oser Lead Architect philipp.oser@elca.ch +41 44 456 32 77 Niall Sweeney Solution Architect niall.sweeney@elca.ch +41 44 456 32 53 ELCA Informatique SA Lausanne 021 613 21 11 Genève 022 307 15 11 ELCA Informatik AG Zürich 044 456 32 11 Bern 031 556 63 11 www.elca.ch ELCA 11.09.2014 24