The art of merging Products, Business Services and Enterprise Architecture


At the heart of any successful business are two essential pillars: the effective management of its products and services, and a solid enterprise architecture. These components, although often approached in isolation, are in fact deeply interconnected, and their harmonious integration is crucial to an organisation's overall success.

The management of products and services is often isolated from the other strategic components of the organisation, such as the management of execution capabilities, processes, the responsibilities of the various departments, suppliers, as well as the digital media involved in the production or execution of these products and services.

The knowledge of these components throughout the company, as well as their integration into the production of goods and services, and the understanding of the interactions between these elements, are fundamental to the success of what the company provides to its customers and expects from its employees and suppliers.  

This knowledge is known as enterprise architecture. But what is this architecture made up of, and above all, how can it be understood, used and make the various components of the organisation more effective? 

Enterprise Architecture: mapping and dynamic tool

Imagine the company as a complex jigsaw puzzle, with each piece representing an important aspect of its operation. At the centre of this jigsaw is the enterprise architecture, a detailed, interconnected representation of all the elements that make it up.  

Various elements need to be documented, along with their interactions. These are the business capabilities, the processes that support these capabilities, the internal and external organisation, the information, objects, tools and business machines used, the functions, the digital support and its infrastructure. By linking these components, we can map the company's products and services. 

But enterprise architecture is much more than just a static map of the organisation. It is a dynamic tool that enables us to understand the interactions between the various components, to forecast future needs and to optimise current operations. It's a holistic vision of the business that transcends traditional silos and encourages collaboration between departments and teams. 

Integrating products, services and Enterprise Architecture 

From this perspective, product and service management becomes a key element of enterprise architecture. By documenting and mapping these elements, companies can better understand how they fit into the organisation as a whole. This enables more informed decision-making, process optimisation and continuous improvement in the quality of the products and services offered. 

Take the customer journey, for example. By understanding each stage of this journey, from prospecting to customer retention, companies can identify friction points and opportunities for improvement.   

This is where Bizliner by Contraste's Customer Journey Modeling Language (CJML) comes in, a powerful methodological framework for documenting and analysing the customer journey. Using this tool, companies can clearly visualise the interactions between customers and the different products and services on offer, enabling them to better target their efforts and deliver an exceptional customer experience. 

Using this knowledge and disseminating it to all levels of the business, it then becomes possible for products and services to undertake informed missions of strategy, opportunity discovery, optimisation, product and service implementation and delivery. 

Strategy, analysis and optimisation of market segmentation are also part of building knowledge of the organisation through enterprise architecture. The customer journey is fundamental to understanding prospecting and the customer base. In a service company, the customer journey can also be translated into ‘citizen journey’, ‘patient journey’, ‘employee journey’, etc. 

Read too : Domain Oriented Architecture" : Unleashing the power of co-creation in modern enterprise architecture | Contraste Europe "Domain Oriented Architecture" : Unleashing the power of co-creation in modern enterprise architecture

Creating a culture of integration 

For this approach to be effective, it needs to be embedded in the company's culture. This means that everyone in the organisation, from senior managers to front-line employees, must understand the importance of enterprise architecture and be trained in its use. It also requires an ongoing commitment from senior management to support and promote this integrated approach. 

In conclusion, product and service management, combined with a solid enterprise architecture, is an essential element of entrepreneurial success. By integrating these components coherently and fostering a culture of collaboration and innovation, businesses can maximise their performance and deliver exceptional value to their customers. 

Would you like to find out more about our Enterprise Architecture services? Then get in touch!