We're the first, and maybe still the only, analyst/consulting firm that has made a strong connection between customer experience and SOA. Since 1994, we've been writing and consulting about "making it easy for customers to do business with you," and since 1989, we've been writing and consulting about distributed objects, networked computing, and their evolution into the SOA model. We were the first to jump on the Web Services band wagon. Our Quality of Customer ExperienceSM methodology and our Customer Scenario® Mapping tool have included services discovery and definition since its inception 15 years ago.
What's the connection we see between delivering a good customer experience and having a services-oriented architecture for the products and services you deliver? The best way to design your business to be agile and customer adaptive is to migrate quickly to a services-oriented model. You find out what customers are trying to do, you help them design their ideal processes for achieving their goals, and you support those Customer Scenarios® with key services.
No matter what path a customer chooses to take in executing his or her processes, you've enabled the services that will spring to life, in context, communicate with one another, and help the customer get what he needs and wants. By reusing the same consistent services over and over again, you deliver a consistent and rich customer experience. It's a way to brand the experience you offer. A great example of this customer experience as brand delivered as a service is, of course, iTunes. Another good example is National Semiconductor's WEBENCHTM design service, which underlies most of National's Web site experience.
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