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IRM UK | Digital Process Analysis/Design: Optimizing Customer Experience thru Digital Innovation
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This course will address what degree of process work is required for today’s organizations striving to establish digital business capabilities to optimize the end to end customer journey and leverage resources in the most effective manner. It will emphasize the customer aspects of the challenge given that customers are no longer recipients of what we do but are key actors with us in doing it.

6/6/2019 to 6/7/2019
When: 6 - 7 June 2019
Thursday and Friday
Where: etc.venues Marble Arch
Garfield House
86 Edgware Rd
London W2 2EA
United Kingdom
Presenter: Roger Burlton
Contact: +44 (0)20 8866 8366

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 IRM UK               

Digital Process Analysis and Design:
Optimizing the Customer Experience through Digital Innovation

Use code AEA10 to receive AEA member 10% discount when registering!!

Register On-line:
6 - 7 June 2019
, London

Course Fee 
£1,295 + VAT (£259) = £1,554


Whether private or public sector, the demand is skyrocketing for organizations to provide digitalized services for their customers. Well-designed solutions appear seamless and are in tune with customer expectations for the right service delivered through a simple, intuitive interface whenever and wherever they want. Going digital, however, cannot be the sole objective. Digital technology alone will not solve a business problem. Comprehensive digitalized capability must be tackled in the context of an omni-channel world that can involve human and robotic agents, machine learning and cyber-based intelligent support interchangeably in a comprehensive process. Digitalizing requires professional analysis and design of the end to end experience. Due to interconnectivity of all the actions required and the absolute need for 100% data integrity it is even more important to connect all the dots between our customers and our business operations in the front office and the back. This is not a problem that Lean techniques will solve nor will ‘Agile’ development be able to handle by itself. To be done well, we have to apply disciplined approaches including large parts of marketplace understanding, business architecture and integrated design of many solution domains required for the processes to work. Business architects and business designers must still follow a sound set of repeatable practices using renewed methods of process analysis and design adapted for opportunities in a digital world.

This course will address what degree of process work is required for today’s organizations striving to establish digital business capabilities to optimize the end to end customer journey and leverage resources in the most effective manner. It will emphasize the customer aspects of the challenge given that customers are no longer recipients of what we do but are key actors with us in doing it. They are a part of newly conceived business processes in partnership with us. We have to design shared processes with them in mind.

This class deals with the development of digitalized processes and services. It does not address digital strategies or digital architecture directly.

Learning Objectives

  • Build a customer journey and find moments of truth
  • Segment customer types and define personas
  • Understand existing customer bottlenecks and constraints and opportunities to remove them
  • Identify potentially useful digital technologies
  • Design end to end value stream processes that start and end with the customer process
  • Reconceptualise the customer interaction with our processes
  • Recognize genuine design constraints from other outside stakeholders
  • Deal with behavioral and cultural change
  • Define the change program

Course Outline

The Digital Challenge

  • Drivers and Trends of Digitalization
  • Digital Strategy
  • Digital vs Digitalization
  • Some definitions and truths

     Examples: Uber, AirBnB and other usual suspects

Process Methodology Response 

  • Traditional approaches
  • Process Analysis and Design for the digital world
  • The Concept Model as home base
  • The Burlton Capability Hexagon

     Case study Workshop: Developing your concept model

Understand: Stakeholders, Vision and Scope

  • Value Chain and the scope of your included processes
  • External Stakeholders classification
  • Segmentation and Personalization
  • The use of Personas
  • Customer needs and value proposition
  • Customer experience
  • The North Star for your design

     Example: Ordering of customized confectionery 

     Case study Workshop: Analyzing the Stakeholders

     Case study Workshop: Defining the North Star

Analysis: Modelling and Analyzing the Process

  • How much current analysis and modeling is needed
  • Analysis and Modeling options
  • Dealing with the data

     Case study Workshop: Analysing the current capability

Customer Process Experience Baseline

  • A typical Customer Experience pattern
  • Finding Moments of Truth
  • The Customer Journey map
  • Attributes of a great customer experience

     Case study Workshop: Developing the Customer Journey

Digital Inspirations

  • Digital Solution Patters and Benchmarks
  • Omni-Channel characteristics
  • Mobile characteristics
  • RPA (Robotic Process Automation) characteristics
  • AI and Cognitive characteristics
  • Automating Decisions and Business Rules
  • Additional Technology potential

     Example: Mortgage Decisioning Redesign

Design the Process and Capabilities

  • Small Change vs Substantive change
  • Design principles
  • Creative workshops to leverage the inspiration
  • The new digital process
  • Designing measurement and feedback
  • Detailed mapping
  • The required capabilities and resources

     Example: Justice System peer to peer case resolution

     Case study Workshop: Designing the digitalized process workflow

     Case study Workshop: Validating with the process scenarios

     Case study Workshop: Defining the digitalized process capabilities and resources

Culture and Behavioural Change

  • Developing the competencies: the core skills needed
  • Specifying the group behaviour as a set of requirements
  • Overcoming internal stakeholder concerns
  • Communication: what to say and when
  • Sustaining the journey: measuring, monitoring and coaching

     Example: Board of Directors Digitalization

Implementation Options

  • Digital Base Capabilities
  • The role of iBPMS, Decision and Rules engines
  • Standards and Protocols
  • Technical Foundation

Wrap up  

Special Features of this class:

  • Modernizes process analysis and design work to optimize digital processes
  • Deals with customer-in-command processes and business solutions: Journeys and Experiences
  • Minimizes Process Analysis for Digital Process to only enough of what you really need?
  • Brings a wealth of opportunities for Process Innovation
  • Features several examples of digitalized processes
  • Involves a series of hands on progressive exercises in designing a digital process solution

Who It's For

This course will be of benefit to professionals and managers of all types involved with designing and developing digitalized business processes.

  • Process Analysts and Designers
  • Business Analysts
  • Business Leaders
  • Agilists
  • Business Architects
  • Anyone else concerned with designing and sustaining an agile business


President, Process Renewal Group

Roger Burlton is the President of Process Renewal Group and co-founder of BPTrends Associates. He is the author of the pioneering book ‘Business Process Management: Profiting from Process’ and the standard ‘Business Process Manifesto’, now available in 14 languages. His Business Architecture column in is available to over twenty thousand readers. He developed and delivered the first Business Process and Business Architecture management classes in the world in 1991, certified today by universities in North America, Europe, Australia and South America and registered with IIBA as an official training source. He is is recognized as a world leader in transforming companies from traditional hierarchical organisations to process managed ones based on a Business Architecture model. He has led numerous initiatives to implement new business models, governance frameworks and process management capabilities for global corporations and government agencies. He continues to chair the most prominent business process conferences around the world which he has done on over forty occasions. Roger also contributed to the BABOK version 3 in the area of business process improvement. Follow Roger on Twitter @RogerBurlton.

Course Fee 
£1,295 + VAT (£259) = £1,554

Register On-line:
6 - 7 June 2019
, London

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