In today’s business landscape, almost every company is facing the challenge to move from organisation centric to customer centric, putting the customer at the heart of all activities. In this blog, I explain some of the key changes that I see happening today.

Looking from the outside: start from ‘real’ customer needs

Understanding your customers’ needs and desires and how they interact with your business is key in building long-lasting customer relationships. The major mind shift here is to start from what the customer really needs, instead of what you ‘think’ the customer needs.

As an enterprise architect, I ask myself continuously the question how I can contribute to the creation of business value for the enterprise. How can we design or improve structures that enable the enterprise to create more value?

The basic model

If we look at an enterprise from a very high level, the basic model of an enterprise is to turn the money of investors in business value for customers, in collaboration with partners in the supply chain.

If we want to take the word ‘enterprise’ in our job titles seriously, I believe we should change our mental model from an inside-out oriented perspective to an outside-in oriented perspective. How can we connect the investment value chain with the operational value chain to create more value for the customer?