Multi Channel Retailing - Putting the Customer First - Part 5 - Business Architecture.....The afterthought

Structuring the operational model around the new architectures and solutions is often left as a last minute consideration in delivering any new system. Organisational structure and associated processes are vital in order to deliver the most customer focussed experience and service possible. Every aspect of the operational model needs to be visited and assessed to determine the value it actually delivers to the customer and ensure that the priority and focus is aligned to this strategy.

This is where the thinking around the use of SOA needs to break out of the IT box and permeate through the business functions and respective processes. This is where the hard questions can often be found and where the structure of business functions needs to be most challenged. However, the balance of dividing business functions amongst the selected channels as opposed to maintaining a centralised operational model is a real tightrope and one that can only be managed on a case by case basis.

Creating a business architecture by applying SOA principles is not an exact science in some respects is still in its infancy. Even considering the business and operational model as an “Architecture” is a step too far for some organisations. But, those that have embraced this philosophy have broken out of the traditional business models and created cross functional working units geared to providing services to their customers, whether internal or external. This approach not only is geared towards a value added customer experience but leverages the experience and expertise of the people within an organisation.