THE DIGITAL AGE demands new skills: companies that want to be successful in their industries and the emerging ecosystems must get their functions and processes in shape for the new era.
What do successful digital companies have in common? They all base their products and processes strictly on the needs of the customer, which is why this chapter on the development of the business architecture starts with the customer experience. We describe how a shopping or service experience can be orchestrated across numerous channels, we identify the opportunities of automated pricing, and we dive into the world of social media, which has revolutionized marketing.
We then move on to the product and its value proposition. In keeping with the new digital philosophy, products are no longer launched in perfect condition, but come to market in their basic configuration, and are then rigorously further developed. Real-time customer reactions are incorporated into the ongoing development, and the products and services approach perfection in iterative loops.
The value chain also faces sweeping changes as the Internet of Things, robots, and artificial intelligence revolutionize production, the supply chain, and administration. To link robots, machines in production, and the supply chain, connectivity is needed as well as technical platforms that interact with sensors and actuators.