Digital Strategy and Customer Experience

 

THE SERVICES

• Business Transformation Strategy expertise
• Customer Experience, Journey Strategy and Consulting
• Business Process and use case mapping expertise
• Technical Architecture Design and Review expertise
• Provision of subject matter expertise and consulting services in the e-commerce, retail and finance space

THE APPLICATIONS 

• Solution Architecture Assessment
• Omni-channel Architecture Assessment

 

THE BUSINESS

Sydney Airport Holdings Pty Ltd is an ASX listed corporation responsible for Sydney Airport. Its circa $800m in annual revenue is made up of Aviation, Retail, Property and Car rentals, as well as Parking and Ground Transport.

The Objectives

Sydney Airport developed a 3-year strategy to transform the digital and retail experiences for the following stakeholder groups:

  • Airport passengers

  • Sydney Airport staff

  • Retail businesses

The General Manager - Customer Strategy and Digital had been tasked with developing a business case, a solution options analysis, and indicative implementation plan that would underpin the strategy. The GM sought the services of it works to provide the following initial services:

  • Discovery of Business

  • Customer Experience Assessment

  • Review of existing and proposed enterprise architecture

  • Identification of scope of future solution

The expertise provided by it works:

  • Conduct extensive workshopping with the SYD Airports senior executive team

  • Assess proposed business strategy and objectives and associated business case/feasibility study

  • Assess proposed timings and key milestones (if available)

  • Assess key risks, constraints and assumptions associated with programme

  • Understand required business functions and critical capabilities within each

  • Identify customer personas

  • Identify and map out aspirational High Level (HL) Customer Experiences

  • Document Customer Journeys associated with each experience

  • Document user cases for each customer journey

  • Understand current systems architecture

  • Compare and contrast current Application Architecture with desired future state to identify gaps

  • Compare and contrast against Customer Journeys to identify gaps

  • Populate future state Application Architecture that allows Customer Journeys to be delivered

  • Identify HL business processes required and/or changes to existing processes

  • Identify future state system and people capability requirements

  • Development of a transformation roadmap that delivers both tactically (short term) and strategically (medium term)

The Outcome

Over the course of 8 weeks, it works was able to deliver a thoroughly documented transformation roadmap, that would form part of the corporations wider 3-year strategic plan specifically in the context of delivering better digital and retail experiences across its revenue channels.