Tag: Software AG UAE

WebMethods ESB

Enterprise Service Bus (ESB)


Api Management webMethods

webMethods has a long history of providing innovative, industry-leading integration solutions to organizations, both public and private, across the globe.

API Management

webMethods API Gateway

webMethods API Gateway enables you to securely expose your APIs to third-party developers, partners, and other consumers for use in web, mobile and Internet of Things (IoT) applications.  With webMethods API Gateway you can easily create APIs, define Service Level Agreement (SLA) policies, and seamlessly publish your APIs to webMethods Developer Portal.

Key benefits

  • Secure your APIs from malicious external attacks
  • Eliminate threats from specific IP addresses and mobile devices
  • Reduce or eliminate the need for unnecessary holes in your firewall
  • Ensure API access is limited to authorized and authenticated consumers
  • Change protocols, message formats or service locations without impacting consumer-provider relationships
  • Make the same underlying services available to new applications or APIs over a different protocol or security standard—without costly recoding
  • Collect API usage data for monetization and external billing solutions
  • Provide the same quality of service to external and internal developers and consumers
  • Improve customer experience across channels and touchpoints.


Secure APIs – webMethods API Gateway provides DMZ-level protection from malicious attacks initiated by external client applications. With API Gateway you can secure traffic between API consumer requests and the execution of services on API Gateway with Denial of Service (DoS) attacks based on IP address and specific mobile devices as well as message volume. API Gateway also provides virus scanner integration as well as helps avoid additional inbound firewall holes using reverse invoke, or inside-out, service invocations.

Mediation – webMethods API Gateway provides complete runtime governance of APIs published to external destinations. API Gateway enforces access token and operational policies, such as security policies for runtime requests between consumers and native services. API providers can enforce security, traffic management, monitoring and SLA management policies, transform requests and responses into expected formats, can perform routing and load balancing of requests, and can collect events metrics on API consumption and policy evaluation.

Monetization features – webMethods API Gateway provides API monetization features, including defining and managing API plans and packages, for easily supporting API subscriptions and charge-back services.

Dedicated, web-based user interface – webMethods API Gateway provides a single, web-based UI to perform all the administration and API-related tasks from the API creation, policy definition and activation to the creation of consumer applications and API consumption, as well as administrative activities.

Built-in dashboarding and usage analytics – webMethods API Gateway provides information about API Gateway events and API-specific events, as well as details about which APIs are more popular than others. This information is available in interactive dashboards so that API providers can understand how their APIs are being used, which in turn can help identify ways to improve their users’ experience and increase API adoption.

Support for SOAP and REST APIs – webMethods API Gateway supports both SOAP-based APIs as well as REST-based APIs. This support enables organizations to leverage their current investments in SOAP based APIs while they adopt REST for new APIs.

Developer Portal integration – webMethods API Gateway is integrated with webMethods Developer Portal to provide a complete API management solution. APIs created in API Gateway can be synchronized with webMethods Developer Portal for API discovery and access control, as well as for providing API user documentation and testing.

Message transformation, pre-processing and post-processing – webMethods API Gateway lets you configure an API and transform the request and response messages to suit your requirements. To do this, you can specify an XSLT file to transform messages during the mediation process. You can also configure an API to invoke webMethods Integration Server services to pre-process or post process the request or response messages.

Developers’ engagement – APIs can be published to Developer Portal from API Gateway for developers to discover them. Organizations can group APIs and define policy enforcements on them as a single unit, which can then be subscribed by the developers.

Clustering support – Multiple instances of API Gateway can be clustered together to provide scalability. API Gateways can easily allow a load balancer to be placed in front of the clustered API Gateway instance to properly distribute request messages.

DevOPS (CI/CD) – The solution fully supports automated CI/CD with support for automated deployment using both a scriptable deployment tool and thru APIs.

API-Enabled – All capabilities of the API-Gateway are available thru APIs which can be used for different purposes such as: deployment automation, activate/deactivate APIs, extract monitoring data and audit logs, etc.

Flexible and Distributed Deployment – The solution can be deployed: On-premises, In the DMZ, On private cloud infrastructures (e.g. AWS, Azure, Google) and as a PaaS (webMethods API Cloud). The Gateway is also available as a Docker container which provides an easy way of deploying the Gateway on to new environments.

Secure Deployment – When having API-Gateway both on-premises and in DMZ the solutions supports a unique concept called “Reverse Invoke” which makes firewall administration and security easier to manage since you don’t need to allow any incoming traffic from DMZ to the Intranet. The communication channel between the two gateways will be established inside out (from the Intranet to the DMZ).

webMethods Developer Portal

The API economy

Application Programming Interfaces (APIs) enable the efficient sharing of information and data across real-time, distributed cloud and mobile applications. Through that sharing, APIs can connect products or services to massive new communities, driving growth across a wide range of industries. This “API economy” broadens a company’s reach beyond direct sales, OEMs, and distributors to include virtually any developer interested in incorporating a company’s features and services into new social and mobile applications—driving up revenue opportunities.

For the developer community to find, read about, discuss, and test your APIs, you need webMethods Developer Portal. Developer Portal provides a consumer-centric UI for the discovery of APIs.

The portal exposes API documentation to third-party developers, manages the developer on-boarding process, and allows these developers to use the exposed APIs for creative new uses. When developers leverage your APIs with new mashups and apps or to support new devices, your reach is extended, and new channels are opened to your corporate assets. If you want to get on board the new API economy to reach new customers and unlock the business value of your corporate assets, you must make your APIs easily accessible to developers.

Key benefits

  • Single solution for both external and internal developers
  • Analytics at the portal to better understand your users
  • Intuitive user interface
  • Highly customizable look and feel
  • API security is ensured using API keys and OAuth2 credentials support
  • Seamless integration with other webMethods components


Branding – Customize and brand the portal in accordance with your company’s corporate identity (i.e., logos, skins and corporate colors). Add additional pages. Make it entirely your own!

Easy discovery and testing of APIs – webMethods API Gateway provides full text search capabilities that helps developers quickly find APIs of interest. API descriptions and additional documentation, usage examples, and information about policies enforced at the API level provide more details to help developers decide whether to use a particular API. Developers can use the code samples and expected error and return codes to try out APIs they are interested in, directly from within the Developer Portal.

Documentation – Rich descriptions of the APIs, examples of how to use the APIs, file attachments for additional documentation and information about policies enforced on the API level are all available on the portal.

Community Support – A collaborative community environment allows users to rate APIs and contribute to open discussions with other developers. Create groups for collaboration on single or multiple APIs. Administrators can announce administrative events and moderate discussions, as can coordinators who are defined during group creation.

API support – Designed for REST APIs, webMethods Developer Portal also fully supports traditional SOAP based APIs. This allows you to leverage your current investments in SOAP-based APIs while adopting REST for new APIs – Integrated API testing Developers can easily try out APIs directly within webMethods Developer Portal to see first-hand how the API behaves. Code samples and expected error/return codes with descriptions are provided. Try test invocations with different input parameters and quickly see the results.

Built-in usage analytics – Understand where your visitors are coming from, what pages gather most interest, which APIs are popular, and which are not. API providers can use this information to gain valuable API insights, improve the portal’s customer experience and increase API adoption by developers. This is especially useful to line-of-business and marketing executives to determine what is working and what is not, so that immediate corrective actions can be implemented. In addition, the Google Analytics™ plug-in can be used for additional insight on visitor traffic and how your marketing programs are performing.

Search – Developers can quickly find the APIs they need with full text search capabilities.

Design – Count on responsive design for both desktop and mobile access. Use the Web-based administration interface to manage users, groups, and permissions.

API grouping – Group APIs using definable criteria help developers discover APIs in larger API catalogs, such as free vs. paid, business domains, or public vs. B2B partner. Also, you can group APIs based on configurable maturity level, for example, beta APIs vs. final APIs.

Multiple deployment options – Deploy behind the firewall, in the DMZ, in your private cloud or in the public cloud. The choice is yours.

Built-in workflows – Use an approval process workflow to manage API access requests. Access tokens are automatically provisioned to the gateway infrastructure. Use an on-boarding workflow to allow users to sign up as a developer on the Developer Portal.

Track specific APIs – Sign up to track the APIs you are interested in and automatically receive notices of changes to them.

webMethods Micro-gateway

Along with distributed microservices architectures comes the challenge of managing microservices security.  Designed to sit closer to business logic and protect it, webMethods Microgateway is your solution.  This independent gateway—lightweight, agile and fast—works with webMethods API Gateway or as a stand-alone solution to secure your microservices in a distributed environment.  Highly efficient, the gateway uses a very small footprint and is fast to deploy.

Microservices and Micro-gateways go hand in hand

IT needs better and faster ways to scale infrastructures to meet dynamic business demands. That’s why microservices architectures are trending. Small, independently deployable services built around business capabilities are ideal for rapid development and continuous delivery. With a distributed architecture, you need to be able to scale up and down quickly while serving many more systems and gateways you don’t want to overload.

webMethods Microgateway answers this requirement perfectly. With a “micro” footprint, you can:

  • Manage API access to your microservices across a distributed architecture
  • Prevent main gateways from overloading
  • Reduce the impact from routing and traffic through a single gateway while supporting east-west traffic

Key Benefits

  • Secure and mediate API access to microservices
  • Apply routing policies and throttling to manage consumer-provider connectivity
  • Optionally federate Micro-gateways with API Gateway for centralized management and monitoring
  • Deploy in multiple form factors to support different scalability and management goals
  • Easily provision and scale across microservices architecture
  • Very low runtime footprint
  • Fast spin up

Manage API access to microservices with webMethods Microgateway

Multiple form factors

Provision webMethods Microgateway as a Java® instance or as a Docker® container with a micro-Linux® host. As a self-contained Java app, the Microgateway is a “headless” implementation that’s independent, lightweight and agile. In a “Dockerized” configuration, the Microgateway includes a micro-Linux host and is scalable and lean.

Flexible deployment patterns

Microservices architectures need different levels of granularity and control—so webMethods Microgateway gives you options. In a stand-alone deployment, the Microgateway can run independently from the microservice. When the microservice dies, the Microgateway continues to function. This option is preferable when the Microgateway is hosting multiple APIs and needs to be scaled independently. In a sidecar deployment, the Microgateway runs close to the business logic. It scales together with the microservice but likely only contains policies for a single microservice. This option leaves no network gaps and eliminates potential latency issues.

Seamless failover with service registry support

In a microservice landscape, service registries maintain information about service instances and their endpoints. If a microservice becomes unavailable in the cloud, a service registry will enable you to automatically failover to another running instance. If you choose a service registry, the Microgateway sends a request to the service registry to discover the IP address and port where the service is running. Improve service availability in the cloud by configuring a registry for endpoint management.

Traffic monitoring and control

Throttle traffic with policies to manage the load on provider services. Apply limits to service invocations during a specific time interval for identified clients. Log all traffic requests and responses for analysis.


The webMethods API Management Platform provides a powerful solution for API monetization, helping you manage the entire API life cycle more easily and expose APIs to external developers and other consumers.

With webMethods, you can:

  • Manage the process of designing, developing, deploying, versioning, and retiring APIs and services
  • Securely provision APIs, providing authentication, mediation, payload transformation and API monetization
  • Analyze usage of APIs, collecting metrics for performance dashboards, SLA violations and invoicing for API monetization
  • Gain real-time visibility into the status of service transactions as they flow across heterogeneous architecture
  • Get notification of events and alerts so you can take immediate action to address problems
  • Enable process automation and automatically create API documentation and provision policies
  • Integrate easily with back-end systems and applications
  • The rapidly expanding use of Application Programming Interfaces (APIs) is creating a virtual API economy, where APIs are the new distribution channel for products and services. With ever-increasing user demand for apps, companies are exploiting the new API economy by not only developing APIs internally but exposing APIs to thousands of third-party developers through API portal technology. APIs are enabling companies to reach new customers, target new sources of revenue and connect cloud applications to back-end services.
  • But even with growing user demand, turning APIs into profits is no simple feat. API monetization requires an API management solution that not only handles the development and implementation of APIs but streamlines authorization, billing and payment for API usage.

API Packages, Plans & Subscription Module

webMethods API Management provides a rich set of features and tools that let you participate more easily and profitably in the API economy. With webMethods, you can:

  • Ensure standards and best practices are met as APIs move through their life cycle
  • Enable developers to easily find, read about, discuss and test your APIs
  • Accelerate adoption by cataloguing your APIs for discovery, re-use and life-cycle management
  • Browse and search for APIs using built-in or custom taxonomies or powerful keyword search capabilities
  • Receive change notifications when any event impacts your APIs
  • Secure and mediate your APIs, monitoring API traffic to collect metrics for monetization
  • Gain real-time visibility into service transaction to easily find root-cause location of SLA violations

With API Gateway, you can define and manage API plans and packages to easily support API subscriptions. API monetization lets you create groups of APIs and offer them together as a subscription offering. You can even create different plans that support higher or lower numbers of transactions or customer support levels.

Fees Module & Payment Gateways

API Portal ships with default gateways that will help to configure your subscription module to respected gateway so that real-time metering can be achieved. It also possible to send these metrics to external source via REST API.

Enabling payment gateways (WorldPay or Stripe) from plug-in section.

Once the appropriate configurations are done consumer can add their credits while their registration.

Secure API Gateway

webMethods API Gateway is the security and policy enforcer for APIs and their internal applications and systems. The gateway provides a robust API runtime security that only welcomes authorized consumers by using reverse invoke or inside-out service invocations. This protective technique reduces the need to open holes in your firewall.

More specifically, webMethods API Gateway protects you from security threats with DMZlevel protection. You can securely expose your APIs to third-party developers, RAQMIYATs and other consumers with peace of mind. Secure the traffic between API requests and the runtime execution of your services in the gateway. Get protection from malicious attacks such as Denial of Service (DoS) based on IP address, specific mobile devices and even message volume.

Additionally, webMethods API Gateway also provides virus scanner integration, eliminating the need for additional inbound firewall holes using Software AG’s reverse invoke, or inside-out, service invocation technology. As a baseline measurement, webMethods API Gateway provides complete protection against the Top 10 API Security Risks identified by the Open

Web Application Security Project (OWASP).

OWASP’s top 10 API security risks as mitigated by webMethods API Gateway:

  1. Broken Object Level Access Control
  2. Broken Authentication
  3. Improper Data Filtering
  4. Lack of Resources & Rate Limiting
  5. Missing Function/Resource Level Access Control
  6. Mass Assignment
  7. Security Misconfiguration
  8. Injection Flaws
  9. Improper Assets Management
  10. Insufficient Logging & Monitoring

webMethods Integration Server

webMethods Integration Server is the enterprise-class foundation for service-based integration of applications and Web services and is the foundation of the webMethods Integration Platform. The webMethods Integration Platform will allow organisations to break free from the costly constraints of point-to-point integrations and siloed systems. With webMethods you can easily integrate your disconnected IT assets to streamline information exchange.

Our Integration Platform is standards-based and offers the most complete application integration infrastructure available. It “speaks” any technology so all your Web services, JMS messaging, packaged and custom apps and legacy systems – just about anything you might use to run your business – can communicate efficiently.  You can service-enable any technology from any vendor. That means you can extend existing IT assets and innovate quickly and cost effectively to meet new business needs. Plus, because webMethods Integration Server is at the core of the webMethods suite, you can build on your investment by adding additional capabilities and technologies, such as BPM, all of which are designed to work together.

Software AG’s Integration Platform Benefits

  • Connect application silos: Custom, packaged and mainframe applications and databases can all interoperate and exchange information easily.
  • Reduce maintenance costs: Reduce time and cost to integrate new applications by eliminating complex point-to-point connections.
  • Improve time to market for applications: Re-use existing assets and build new applications faster without jeopardizing quality.
  • Address big data: Maintain an authoritative database in-memory that combines data from multiple sources while ensuring its currency.
  • Enable enterprise mobile apps: Provision back-end data and capabilities to power enterprise mobile apps in a secure and well-managed fashion.
  • Improve partner relations: On-board partners faster and improve partner collaboration.
  • Unlock business value of unique data: Expose APIs to third-party developers to build new cloud, web, and mobile apps to reach new customers and opening new revenue streams.
  • Ensure enterprise data quality: Ensure a single version of reference

Terracotta BigMemory

Software AG’s Terracotta In-Memory Data Management Platform is the first-choice platform for distributed in-memory data management with extremely low, predictable latency at any scale.

Terracotta technology has been deeply integrated into the webMethods suite to provide API result caching that can be used to cache any kind of data in a local or distributed cache on commodity hardware without running into java garbage collection pauses or out-of-memory errors.

Key Benefits

  • Data access: in-memory real-time access to information
  • Broad applicability: real-time access to data from multiple client platforms
  • Predictable latency at extreme scale: ability to scale to even higher data limits—up to 100s of terabytes while providing greater fault tolerance
  • Lower TCO and operational flexibility: simple to use on commodity hardware
  • Continuous uptime: continuous availability of data with zero downtime across different deployment topologies


  • Cost-effective scaling: 10-100x more data on a single server (versus classic P2P In-Memory grids like Oracle® Coherence) delivers cost-effective scaling—1,000x faster than disk
  • Support for extended hybrid storage: leverages SSD® & Flash® technologies in addition to DRAM® in order to scale to high TB data levels predictably and economically
  • BigMemory SQL: support for SQL to query in memory data
  • Cross-language client support: access to BigMemory data from multiple client platforms (Java®, .NET/C# and C++)
  • High availability: Full fault-tolerance and Fast Restartable Store technology delivers 99.999 percent uptime
  • Multi-data center support: WAN data replication to keep data in sync across regions while offering support for disaster recovery
  • Management: Terracotta Management Console provides a customizable Web dashboard for advanced monitoring and administration of Terracotta deployments
  • Other features include:
    • Configurable consistency keeps data in sync across your array
    • Ehcache interface (Java’s de facto get/put API) means no need to rip up code
    • Additional platform certifications.

With an integrated infrastructure from Software AG, you can manage the entire lifecycle of your APIs. API Management powered by webMethods allows you to securely expose your APIs to external developers and partners.

Forrester Research named Software AG a Leader in The Forrester Wave™: Hybrid Integration for Enterprises, Q4 2016.

In this highly valued report, you’ll learn the results of “The Forrester Wave™: Hybrid Integration for Enterprises, Q4 2016” extensive research of the top Hybrid Integration Solutions, including each product’s overall ranking, specific capabilities and strengths and weaknesses

webMethods (BPMS)

The webMethods BPMS

The solution delivers everything you need to improve process speed, visibility, consistency, and agility. Capabilities include:

Process execution that let you run perfectly orchestrated processes in a transparent and efficient process landscape

Business rules management that enables you to define and change rules at any time without requiring the help of developers

Closed-loop analytics that let you take actions based on alerts from milestones, goals, and SLAs

A customizable inbox that lets you view, act on and collaborate on assigned tasks

A recommendation engine that guides you to complete tasks faster and more effectively

Task and team management to improve how people interact with your processes

Business activity monitoring to catch process problems in real time and prevent them from impacting customers or revenue.

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ALFABET EA Design and Management

Increase return on IT Investment and decrease IT complixity

Accelerate your IT transformation with Alfabet

Digital transformation is pushing IT to do more. You’re tasked with mastering new tech, collaborating with the business on digital strategies, and recommending strategic investments for the future. How can you do more with confidence? Go with the leader in enterprise architecture management, IT portfolio management and IT planning tools—Alfabet.

We offer unique EA practice by assesing the fitness of application portflio against Business and technical requirements, utilising best practices such as TIME by Gartner.

Industry-analyst-recognized Alfabet helps you invest in IT wisely by managing your current IT portfolio and collaboratively planning for the future.

ALFABET and Enterprise Architecture

Palmira helps you build your Enterprise Architecture including Business Layer (Strategy ManagementBusiness Processes, Performance Management, Service Management), Application Layer, Infrastructure layer (manage your IT portfolio), and Data Layer. On top of your EA, we provide a comprehensive Governance model to manage your internal audit management and Risk Management.

“Enterprise architecture (EA) is a discipline for proactively and holistically leading enterprise responses to disruptive forces by identifying and analysing the execution of change toward desired business vision and outcomes. EA delivers value by presenting business and IT leaders with signature-ready recommendations for adjusting policies and projects to achieve target business outcomes that capitalise on relevant business disruptions. EA is used to steer decision making toward the evolution of the future state architecture”

Gartner “Enterprise Architecture (EA)” in IT Glossary at gartner.com.

Palmira enables organisations to manage their enterprise architecture containing four layers, called the business perspective, the application perspective, the information perspective, and the technology perspective:

  • The business perspective defines the processes and standards by which the business operates on a day-to-day basis.
  • The application perspective defines the interactions among the processes and standards used by the organisation.
  • The information perspective defines and classifies the raw data (such as document files, databases, images, presentations, and spreadsheets) that the organisation requires in order to efficiently operate.
  • The technology perspective defines the hardware, operating systems, programming, and networking solutions used by the organisation.

EA Benefits:

EA has proven benefits and advantages to organisations that include improved decision making, improved adaptability to changing demands or market conditions, elimination of inefficient and redundant processes, optimization of the use of organisational assets, and minimization of employee turnover.

Improve Agility, Increase Productivity, Enhance Transparency, Enforce Culture, Remove Gaps, and Reduce Cost.

In today’s digital and interconnected world, business as usual is not enough anymore!

Organisations should be agile and responsive to the new market requirements, regulation changes, and market trends. Palmira helps you be more agile, responsive, and reduce cost through smart, yet innovative solutions and implementation expertise. Our successful platforms and implementation expertise empowers you with a clear vision for your strategic objectives, keeping your KPIs more aligned towards success and excellence. Our solutions help you grow faster, more agile, and responsive in this ever-changing digital world. It also encourages planning, innovation, and creativity.

Application portfolio management:

The Application Portfolio Management Solution allows admin users to unify on-premises and SaaS applications to eliminate redundant systems and improve organisation and efficiency. Providing a console for mapping an organisation’s application landscape. Helping users standardise technologies, rationalise use cases, and align service level agreements. Understanding the application lifecycle and the impact on other artefacts.

Integrating data from applications in use to help IT managers identify an application’s value, reduce technology overlap, and mitigate risks. The solution presents the landscape in a workflow or mapping model, which allows users to group technologies by use or department and visualise their entire company’s software and service stack

Palmira delivered successful projects throughout the EMEA  region including KSA, UAE, Jordan, and Europe.

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ARIS “Business Process Analysis”


Software AG’s ARIS Business Modelling Platform is ideal for organisations that want to document, analyse, standardise and improve their processes.

Palmira is named as special innovation partner of Sofwtare AG, and proud to innovate 12 solutions in top of ARIS. You may visit ARIS Hub to see more details of those solutions.

With better processes across business, IT and SAP systems, your organisation can respond faster to changing mission and business. Use the ARIS Business Process Analysis (BPA) Platform to document and design your strategy, processes and architectures. It’s ideal for analysing, simulating and optimising your business processes with our mapping software. 

With ARIS Business Process Analysis, you can leverage the wisdom-of-the-crowd to support continuous process improvements and benefit from governance to keep processes under control. You also can build an effective enterprise management system while keeping customer experience management a priority. All these capabilities are key to your survival in the digital world.



Define, design and document agency wide architectures

  • Support for all industry standard frameworks (e.g. DoDAF, TOGAF, ArchiMate, etc.) and custom frameworks
  • Align mission and IT strategy with operational processes and IT architecture by combining ARIS Business Process Analysis and Alfabet capabilities
  • Analyse costs to improve process efficiency and cost effectiveness
  • Document business processes and dependencies between organisation, processes, data and IT-applications


  • Identify bottlenecks and run “what if” analyses
  • Provide version control and change history documentation
  • Govern process management to support change management and continuous improvement programs


  • Evaluate process use and quality, and then use KPIs to drive process optimization
  • Share process information with a flexible, role-based process portal
  • Create a common understanding of your business



  • ARIS offers an easy-to-use tool for enterprise-wide business process design. You can create models quickly and present them so they are easy to understand:
  • Create, analyse, manage and administer your process architecture
  • Document and align your corporate strategy with business processes and IT
  • Describe the resources needed for the processes and environment in which they operate


Analyse process information, such as time and costs, using standard or customised analysis and queries:


  • Manage process assets in the extensible method-based and multi-language ARIS repository:
  • Keep track of version control and change history
  • Create a “single truth” for process information
  • Collaborate and report without misunderstandings
  • Make process information a re-usable corporate asset


  • Share process information with a flexible and customizable role-based process portal:
  • Publish process information quickly, flexibly, reliably
  • Create easy and intuitive views of process models
  • Improve acceptability through business-oriented presentation


  • Unlock the power of collaborative process improvement:
  • Engage anyone, anywhere, anytime
  • Design, publish and create dashboards all in one tool
  • Link people, processes and IT


Evaluate processes in terms of quality and usage using KPIs:

  • Understand and increase the business value of processes
  • Identify optimization potential using proven analysis
  • Implement best-practice processes and procedures


Analyse business processes to improve process efficiency and cost effectiveness:

  • Identify your best processes
  • Understand and increase the business value of processes
  • Determine best use of resources


Align ARIS process blueprints with execution in webMethods BPMS:

  • Easily collaborate and align processes
  • Implement changes quickly
  • Automate processes successfully


Re-use defined business processes and design test cases graphically or automatically to:

  • Improve process quality in later project phases
  • Save time by re-using existing data and processes
  • Reduce risks of incomplete testing


  • Manage the process of process management:
  • Implement processes in a lightweight, model-driven way
  • Make changes without IT’s involvement
  • Reduce implementation efforts by 50 percent


A good process is no longer good enough; it’s the customer experience reflected in your processes that really matters. By designing and analysing customer journeys from the outside-in perspective, you get a chance to enhance their customer experience in order to differentiate from competition in terms of customer satisfaction and to reflect on your own processes from another point of view. But in fact, the Business Process Analysis (BPA) world missed developing a CXM solution that delivers the capabilities and the methods to design and analyse processes from an “outside-in” perspective. 

To close this gap, Palmira utilises ARIS to enable clients to improve their customer experience by designing customer journeys.

By taking customer emotions and expectations into account and using techniques such as customer journey mapping, customer touch-points analysis and identifying the critical Moments of Truth (MoT), your organisation can deliver a better customer experience. Using such approaches to improve customer satisfaction helps you:

  • Ensure better customer interactions, enhance customer satisfaction
  • Stay tuned to customers and recognize new ways to satisfy customer needs
  • Enhance customer loyalty, increase sales and revenue
  • Enhance measures and KPIs, reduce brand risk
  • Preserve business agility
  • Identify gaps and issues, recognize opportunities
  • Take advantage of new innovations

Customer Journey is essential for any industry and heavily utilised by the Government, Banking, Oil and Gas and Telecommunication sector.


Palmira keeps a simple business process methodology. We apply APQC. Starting with identifying Core, Support and Management Processes, we then define the value chain diagram in 2nd level. Then the 3rd level consists of processes names for the ease of navigation. While in 4th level, we document the process workflow. Capturing events and activities in the process, we link each activity to all related organisational context including: Services, Roles, Forms, Risk,… . The implementation promotes agility and responsiveness of the organisation, empowering governing and procedures related to the ecosystem.

Additionally, all our projects go through the 3M (Man, Method, Machine) practice:

Method: Designing the procedures according to global standards.      

Machine: Installing and configuring the solution according to the applied method.

Man: Knowledge transfer to empower human capital to run the solution with the right methodology.

Palmira delivers  pioneer Business Process Management services to several reputable names in Government, Banking and Telecommunication sectors. We delivered Business process Management projects that serve great initiatives. From Digital government to Open Finance and from paperless government initiatives to Open Banking. Opening the opportunity for businesses to re-engineer their processes, improve their operation and compliance. Helping our clients to design their Digital Future.

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Customer Experience

Improving Customer Experience

Customer Service Management, or CXM, is critical to the success of your company. Any business that neglects to nurture and strengthen ties with its consumer base, and ensure their satisfaction, will ultimately lose business. We design customer journeys with ARIS , helping you map their journey, identify key touchpoints, and retain clients.

End-to-end Customer Journey Management 

Today there are just three types of companies: Those that actually operate a digital business, those that are transforming into a digital business and finally those that might never become a digital business and fail as a consequence. So, it’s not a question if your business should become digital. It really must be to survive or it just might disappear.

Establish a Digital Business

One of the mandatory drivers of a successful digital business is effective customer experience management (CXM). CXM helps you understand what customers want and how customers want to interact with your business and underlying business processes. A good process is no longer good enough; it’s the customer experience reflected in your processes that really matters. By designing and analysing customer journeys from the outside-in perspective, you get a chance to enhance their customer experience in order to differentiate from competition in terms of customer satisfaction and to reflect on your own processes from another point of view. But in fact, the Business Process Analysis (BPA) world missed developing a CXM solution that delivers the capabilities and the methods to design and analyse processes from an “outside-in” perspective. To close this gap, Palmira utilises ARIS to release the world’s first BPA software that enables companies to improve their customer experience by designing customer journeys. In this article, we are trying to illustrate the strategic mindset and the methodical competencies needed to design and analyse customer-centric processes with ARIS. By taking customer emotions and expectations into account and using techniques such as customer journey mapping, customer touchpoint analysis and identifying the critical Moments of Truth (MoT), your organisation can deliver a better customer experience. Using such approaches to improve customer satisfaction helps you:

  • Ensure better customer interactions, enhance customer satisfaction
  • Stay tuned to customers and recognize new ways to satisfy customer needs
  • Enhance customer loyalty, increase sales and revenue
  • Enhance measures and KPIs, reduce brand risk
  • Preserve business agility
  • Identify gaps and issues, recognize opportunities
  • Take advantage of new innovations

”Customers remember the service a lot longer than they remember the price “Lauren freedman president of the e-tailing group”

With the advent of the Internet, the knowledge-based economy and decreases in protective trade regulations, competitors have virtually moved together closer and closer. In this highly connected global environment, most organisations can no longer differentiate their business on price—unless they are Walmart®—or quality—unless they are a small high-end manufacturer—when there might always be an organisation that is a bit cheaper or has a feature more in the pocket. For the gross of organisations, there remains just one key differentiator left: customer satisfaction.

Furthermore, there is a more paradigmatic change. For decades, businessmen and women shared the single dominant idea that the purpose of strategy is to achieve a sustainable competitive advantage. This idea is strategy’s most fundamental concept and every company’s Holy Grail. But in the digital world of volatile and uncertain environments, omni-channel communications, technological advances and economical hyper-competition, this idea is no longer relevant for the most successful companies.

“78% of customers won’t purchase again after a poor service “American survey,2011”

There are upcoming technologies that provide completely new communications and accelerate processes. The Internet of Things connects formerly analog things to several clouds and melds personalised technologies with daily routines. Organisations have reached a never-known speed of innovations and release cycles. Customer support services are getting faster and better. They offer custom-tailored and personalised services in order to maximise satisfying customer needs.

From an economical point of view, the borders between industries become blurred by companies connecting strategy, innovation and organisational changes. They conquer new market fields and arenas—for example, when Apple® will start providing a payment system—in which innovative business models provoke entire industries and industries compete with each other. New disruptive startups come onto the scene, identifying customer pain points and offering alternative solutions to make a bit of money. They are establishing themselves, motivated to take a little piece of the cake and, then suddenly, these little startups stand their ground against business titans.

“88% of customers have been influenced by an online customer service review when making a buying decision “Dimensional research”

As a consequence, companies face a new entity of sophisticated customers, demanding the use of newest technologies and omni-channel distribution. They are accustomed to best-in-class service and cross-industry benchmarks. But most importantly, they know about their market power. Today, customers expect to get what they want and how they want it. And if they don´t get what they want, they increasingly jump the store to buy somewhere else. For instance, 25 years ago, a customer could buy a blouse via three or maybe four different customer journeys. The customer went to the store or bought it at a catalogue. Due to multi- and omni-channel orchestration, the number of possible journeys has exponentially increased. By providing more alternatives at each phase of the buying process, there are about 1,000 opportunities to buy the same blouse in 2016 (see Figure 1). Customers demand to use or to change the communication channel just as they wish at every point and moment of the buying process. To remain competitive, a retailer has to offer as much of these variations as possible.

In this highly dynamic competitive environment, stability is the most dangerous situation. It creates the conditions of organisational rigidity and it allows people to fall into routines. But first of all, the attempt to maintain stability inhibits innovations and makes companies blind to the changing needs of their customers and markets.

To challenge the digital business, companies have to learn how to exploit short-lived opportunities to surf on the waves of innovations. Therefore, the recognition of opportunities has become one of the core skills that decides success and failure. To identify opportunities and to catch a new wave, companies have to understand the needs, the expectations and deepest desires of their customers.

Putting customers first

80% of companies say they deliver “superior” customer service 8% of their customers think the same. “Lee Resources”

Well, almost every business and organisation will claim that it puts its customers first and that improving customer services is one of its key objectives. Nevertheless, many businesses still continue to use very outdated tools to build very internally focused processes that fail to properly consider the experience customers have when they interact with the business. They lose track of handling their customer touchpoints because they forget one simple fact: For business, the engagement with the customer is composed of several processes and sub-processes that will be executed by numerous departments. But for customers, it is just one!

Furthermore, there is an important difference between business processes and customer journeys in regards to applied logic. A business process will be designed and specified from the responsible management and executed as intended by employees. But customers can quit the journey, whenever they want. That’s why a customer’s journey describes an anticipated process that is designed by the organisation. However, it will be executed by customers at their discretion. The journey might start before the customer interacts with the business and keep going after the transaction with the business is completed and only if seen as successful when completed in its entirety. As a consequence, a customer journey has to provide a number of degrees of freedom to listen and respond to the customer.

it takes 12 positive experiences to make up for one unresolved negative experience. “understanding customers by ruby newell-legner”

Therefore, successful businesses are those that see customer satisfaction as their key differentiator and enabler for success. They truly live these values rather than just going through the motions. They will take an outside-in approach when designing business processes to look at how their customers want to interact with them and build the processes around these customer interactions. So they match the outside-in with the inside-out to incorporate the requirements of both perspectives into their processes. Well-designed customer touchpoints that align business processes and customer journeys lead to customer satisfaction, and customer satisfaction leads to a higher company’s revenue and profits.

Listen to the right voices

86% of buyers will pay more for a better customer experience “forbes Leadership”

In every engagement of an organisation with a customer, there are some key characteristics that affect the customer’s experience. Simple questions that should always be answered affirmatively:

  • How easy was it to contact the organisation?
  • Could the customer use the communication channel he wanted?
  • Was it easy to order a product or request a service?
  • Was it delivered when the customer wanted it?
  • Did the customer get what he ordered?
  • Did it work or was the service effective?
  • Was the bill correct?
  • Could the customer pay using the method he wanted?
  • Was good help and support provided?
  • If the customer had a problem, was it dealt with satisfactorily?

All of these are important to the customer, although the comparative importance of the individual elements will vary from customer to customer and for different products, services and industries. What is common to all of them is that they are determined by the business processes and the business strategies. Process and strategy are interdependent. Of course, employing good people who are well trained is vital. But people can only deliver good service, day after day, if they operate within effective and efficient processes. But an efficient process can’t be designed without a clear and constructive strategy.

Loyal customers are worth up to 10 times as much as their first purchase. “white House office of consumer affairs”

Along with these specific points, good customer experience depends on the effectiveness of the complete journey the customers travel on their way to receiving goods or services, using them and giving a review about the experience to others. The effectiveness of the journey is partly determined by the levels of service the customers have come to expect (e.g., online ordering, personal shoppers, next-day delivery) and also by the way the customers have been conditioned by the experience provided by the best-in-class companies, such as Amazon® and DELL™, for instance.

So as well as thinking just about the needs of the business, it is also important to think about the needs of customers and trends in the market. These three areas can be thought of in terms of “voices” that need to be heard:

  • The voice of the customer—the customer’s needs, expectations and feelings
  • The voice of the business—the business objectives and constraints
  • The voice of the market—current trends and what competitors are doing

Orchestrating all those voices to one symphony of processes will show how the process has to perform. This increases both the customer’s satisfaction and as a consequence the organisation’s value. In the accelerating competition of the digital world, customer satisfaction and shareholder value will grow together more and more. Corporate strategies based solely on the internal process perspective will not be able to succeed in the customer-centric digital world. Every employee should be aware how he or she contributes and influences to the customer experience to finally increase the company’s value. Combining internal procedures with the sensitivity of ensuring that all critical customer touchpoints are served with the required attention will ensure internal smooth operations and result in an overall better customer experience. What is considered to be the best experience will change over time as customer expectations change, technology changes and best-in-class businesses set higher goals. To formulate an appropriate strategy, you need to embrace all of those voices.

Listen to the right voices

In every engagement of an organization with a customer, there are some key characteristics that affect the customer’s experience. Simple questions that should always be answered affirmatively:

How easy was it to contact the organization?

Could the customer use the communication channel he wanted?

Was it easy to order a product or request a service?

Was it delivered when the customer wanted it?

Did the customer get what he ordered?

Did it work or was the service effective?

Was the bill correct?

Could the customer pay using the method he wanted?

Was good help and support provided?

If the customer had a problem, was it dealt with satisfactorily?

All of these are important to the customer, although the comparative importance of the individual elements will vary from customer to customer and for different products, services and industries. What is common to all of them is that they are determined by the business processes and the business strategies. Process and strategy are interdependent. Of course, employing good people who are well trained is vital. But people can only deliver good service, day after day, if they operate within effective and efficient processes. But efficient process can’t be designed without a clear and constructive strategy.

Along with these specific points, good customer experience depends on the effectiveness of the complete journey the customers travel on their way to receiving goods or services, using them and giving a review about the experience to others. The effectiveness of the journey is partly determined by the levels of service the customers have come to expect (e.g., online ordering, personal shoppers, next-day delivery) and also by the way the customers have been conditioned by the experience provided by the best-in-class companies, such as Amazon® and DELL™, for instance.

So as well as thinking just about the needs of the business, it is also important to think about the needs of customers and trends in the market. These three areas can be thought of in terms of “voices” that need to be heard:

The voice of the customer—the customer’s needs, expectations and feelings

The voice of the business—the business objectives and constraints

The voice of the market—current trends and what competitors are doing

Orchestrating all those voices to one symphony of processes will show how the process has to perform. This increases both the customer’s satisfaction and as a consequence the organization’s value. In the accelerating competition of the digital world, customer´s satisfaction and shareholder value will grow together more and more. Corporate strategies based solely on the internal process perspective will not be able to succeed in the customer-centric digital world. Every employee should be aware how he or she contributes and influences to the customer experience to finally increase the company’s value. Combining internal procedures with the sensitivity of ensuring that all critical customer touchpoints are served with the required attention will ensure internal smooth operations and result in an overall better customer experience. What is considered to be the best experience will change over time as customer expectations change, technology changes and best-in-class businesses set higher goals. To formulate an appropriate strategy, you need to embrace all of those voices.

A good customer journey requires good processes

Although your customers won’t love you if you give bad service, your competitors will. “Kate Zabriske”

After defining an appropriate customer experience strategy, the processes have to be aligned with that strategy. In general, designing a good process means identifying the sequence of tasks to deliver business objectives. It’s about looking at the resources and the infrastructures that are required for execution, the environment in which the process operates and the important decisions that have to be made. In practice, there are several paths the process can take and it’s unlikely a design will show every possible decision and path. But a good process design should identify all of those that have a significant effect on the customer or the business. To design a good customer journey additionally means to draw a smooth flow of activities and interactions which the customers undertake to achieve their goals. The challenge of a successful customer experience management is designing most comfortable customer journeys that are executable as business processes indeed.

Draft your customer journey

80% of Americans agree that smaller companies place a greater emphasis on customer service than large business “American Express survey,2011” In practice, a customer journey will be created in several steps that keep on repeating again and again to reach and ensure a best practice. It starts drafting a flow of activities customers will undertake to achieve their goals (for instance, how would they order, pay and receive a product). This first draft describes a process instance that shows the decision points and various paths (and maybe loops) that the journey may take in several business scenarios. Defining all these important potential “scenarios” (i.e., the routes through the journey) is a key early step to take care that the design is as complete as possible and enable later testing to ensure all the different scenarios are effectively catered to. Specific scenarios may be triggered in response to customer needs (e.g., ordering a product) or business needs (e.g., compiling a monthly sales report). 

In the past, processes were mostly developed to meet business needs, usually described by a set of “requirements” defined in collaboration with key stakeholders from many parts of the business. However, in order to deliver best-in-class customer service, it is important to put much more emphasis on customer needs, to make the customers the most important stakeholders. Therefore, designers have to anticipate those needs, take the expectations and feelings into account, and build the processes around them. It is important to involve a wide range of business stakeholders in the modelling: sales, marketing, customer experience teams and process designers. Bring in customers to ensure the model is representative. To understand and later define those customers’ needs, user stories can be employed to improve the understanding of the customers. User stories are expressed in the form of a statement that identifies the activity the customer wants to perform and the reason for doing it (e.g., “I want to register with a website … so that I can order products in future without having to re-enter all my details”). These user stories are compiled by the business, often by the marketing and sales departments, and in conjunction with the customer using focus groups or agile development methods. Using the “I want … so that I can …” format makes the story easy to understand and focuses attention on why the customer wants to do something, ensuring the process achieves what was desired rather than just providing a specific functionality. Scenarios are mostly used for testing processes while user stories and requirements are applied when specifying and designing the process. Stories can be defined at varying levels of detail, and a high-level user story can be decomposed into a number of lower-level user stories. User stories are similar to, but not exactly the same as, “use cases” used by software developers who may use the user stories to define their use cases.

Specify the customer journey:

“A bad service reaches more than twice as many ears as praise for good service “White house office of consumer affairs”
By gathering information (such as demography, behaviour and context of the customers), organisations receive valuable insights about potential customers indeed, but often fail to consider their frustration and experience. To specify the customer journey, user stories and business processes are put together to create a first draft of the customer journey map, a technique that is used to design and analyse customer journeys from end-to-end. It shapes the collected data into a story that makes the experience concrete and comprehensible. 

Even though it is not possible to know the exact journey customers follow in practice, the customer journey map describes the key activities and the key interactions they will have with the business to accomplish their goals. Generally, a journey map is a common approach to highlight the steps a customer archetype goes through during a journey. It doesn’t replace the internal business models, but it rather amend them by considering the business through the eyes of the customer. Customer journey maps are often used to describe a visionary representation of how the business imagines how the customer wants to interact with the business. These types will normally be prepared by the marketing department or customer experience specialists. They will employ colourful infographics designed to appeal to customers and salespeople. While they are valuable for expressing the vision and setting the direction for transformation projects and IT development, they are not sufficient by themselves for ensuring a good customer experience. In order to ensure both the business processes and IT systems actually deliver the required process respectively customer experience, it is necessary to develop evident journey maps that show the customer journey steps and touchpoints with the details of the business processes in an integrated repository-based software. While the customer journey steps illustrate the temporal component and build the physical framework of the journey map, the customer touchpoints explain the interactions between customer and the business. They depict the perception of the experience the customer will have at each step and are specified by additional useful objectives. By characterising and emphasising the customer touchpoints, the customer journey map enables different stakeholders to easily oversee the engagement with several customer segments to investigate bottlenecks and take advantage of how to design the journey more comfortably. Just as there are various scenarios for business processes, there are also various routes that customers can take on their journey depending on their needs and their method of interaction. It is important to consider all the most important routes and channels in the customer journey map. Not all customers are alike; different types of people will have different approaches and objectives. By defining different customer journey maps for several customer type groups or “persona” (e.g., small business owner, techie, homeworker or retired person), companies can reflect how different types of people want to interact with the business. As a result, organisations can model flexible respectively multiple journeys to enable several customers achieving their goals ad libitum. Because a customer journey may involve interactions with several processes that the business has designed as separate processes (e.g., order handling, billing and fault handling), it is important to look at the complete end-to-end experience of the customer—not just that of a single process or small number of interactions. By designing customer journeys from the customer’s point of view, the business gets the chance to oversee the pure experience, without those process steps that are running in the back-end. Customer journey mapping gives a much more realistic view of what the customer experiences than the analysis of individual processes that are executed by diverse departments. It helps negotiate organisational silos by ensuring that the several processes and sub-processes a customer walks through can be dubbed to each other. In general, a smooth and comfortable performance flow is what really counts for the customer.

Identify and define customer touchpoints:

95% of companies fail to exceed the expectations of their customers. “American Experss, 2014”

After the customer touchpoints have been identified and assigned to the corresponding customer journey steps, they are specified by additional dimensions that help define and analyse the journey. Through the customer touchpoint, an interaction or contact point between business and customers is characterised and described in detail. Customer touchpoints essentially determine the customer experience in a cognitive and an emotional way. The customer’s perception of the journey does not solely depend on objective judgments about the effectiveness and efficiency, but also on much softer issues around what the customer is feeling and expecting. It’s also about how the brand embraces the customer personally. To ensure best customer experience, the customer journey has to deliver best-in-class service at each touchpoint in both cognitive and emotional dimension.

Customer Journey

From a methodological perspective, the customer touchpoint represents the analytical linchpin and sets both the internal and external perspective in relation. Touchpoints describe how interactions take place and what customers feel, expect and desire during these interactions. By responding each touchpoint to specific business objectives, such as risks and initiatives, ownership, communication channel and KPIs, designers can specify and analyse them according to importance, impact and as an opportunity for Customers who may have many touchpoints with the business, and some of these will have particular significance for the customer, or the business, or both. There are three special touchpoints that are emphasised as a predicate in this context: 

Moments of Truth, pain points and best practices. Best practice distinguishes a well-designed touchpoint as good and proven practice. Those touchpoints require at least for the present no update or special attention. But as mentioned, best practices change over time just as technology and expectations transform best-in-class services. A pain point is a customer touchpoint, where the business fails delivering a good experience. It’s a (conceptual) problem in the customer journey, whether real or perceived. But more than this, a pain point is an opportunity. It’s the starting point for every innovation and for the most disruptive startups building their entire business model on the solution of one or more specific pain points. It might be that special problem whose solution might create a new market or whose solution revolutionises an entire industry. A successful customer experience management identifies pain points and transforms them into something new that delivers a good experience—for instance, car sharing as a concept to satisfy people who don’t need a car as much as they want to buy or rent one. A Moment of Truth (MoT) is when the business can make or break its relationship with the customer, when an important decision has to be made or when a result is critical. Getting the customer experience wrong at an MoT can have a very detrimental effect on the customer’s perception of the business (and its brand), which can often lead to customers deserting the brand. Otherwise, providing a good experience can create huge loyalty to the brand that can persist even in the face of future problems. Modelling the MoTs on the customer journey maps enables the business to clearly see where it should focus process improvement efforts. Depending on the author, there several philosophies how an MoT has to be defined, but there are four critical Moments of Truth.

95% of dissatisfied customers tell others about their bad experience. “ Dimensional reseasch”

The Zero Moment of Truth is linked to the first touchpoint a prospect has with a brand, product or it´s the moment when the prospect discovers the brand and starts considering whether there is a need or not.

The First Moment of Truth refers to the touchpoint when a prospect has a look at the product or reads about it. It describes the impressions he/ she forms by considering and comparing the product or service. It’s the moment when the prospect makes the decision to become a customer or not.

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The Second Moment of Truth describes the customer’s judgement of a brand according to the usage of the product, or what people feel and think as they experience a product over time. It’s also how a company supports them during the engagement.
The Ultimate Moment of Truth represents the company’s most important endgame with the customer, the end of the line. It’s the moment when the customer proclaims his/her personal judgement of the company to others. By recommending the brand, a satisfied customer will probably influence others to engage in a new customer life cycle. On the other hand, a dissatisfied customer will deny making a recommendation and discourage other potential prospects from engaging with the brand. While the other MoTs just apply to the relationship between the customer and the brand, the ultimate MoT has public and social implications for a company. That’s why a company must never let a customer go dissatisfied; a customer must always leave the current life cycle as happy as possible.
MoTs may not all be interactions that both the customer and the business recognize, but events that are only recognized by one of the parties. An important MoT for the business might be when it receives payment or recognizes a good review from a customer. MoTs and also customer touchpoints, of course, can be unilateral or multilateral.

Customer Journey Mapping:
Customer journey mapping can be developed using a range of bespoke tools or standard graphical drawing packages. Nicely drawn infographics with images of people and products can be very appealing to customers, the marketing department and senior executives. While visionary customer journey models are valuable and presentation is important, it is vital that the detailed customer journey maps are not seen as something separate and distinct from the processes. If they become disconnected from the details of the underlying process, they are no longer representative of what is really happening in the business and the customer’s actual experience. For this reason, we extended its capabilities for business and IT transformation and introduced Customer Experience Management (CXM) with ARIS.
Organisations can now create detailed customer journey maps in the same database as the process models sharing the same repository of information. To simplify the launch of CXM with ARIS, there are new methods and capabilities, such as new model types, new object types, symbols, a set of CXM specific attributes as well as a new template and new CXM conventions. ARIS users can choose whether they want to begin bottom-up identifying their customer touchpoints within existing business processes or start top-down with a blank page. They are easy to use for non- experienced ARIS users and are accessible by default and out of the box. In addition, there are no method conflicts so that ARIS users can easily add the predefined CXM conventions to start their project directly. The new CXM assets across the many ARIS notations are reusable as well.

Customer Journey Landscape:

Successful customer experience management begins with the definition of the customer lifecycle within the customer journey landscape. The customer lifecycle is building the framework of the customer journeys. It can be thought of as the length, arc and nature of a customer’s relationship with a brand or company and describes the engagement in different stages: from the awareness, consideration, purchase and usage to the maintenance of the loyalty to the brand. From the company’s perspective this means getting prospects’ attention, teaching them what is offered, turning them into paying customers, and then keeping them as loyal customers whose satisfaction with the brand makes them to recommend others to start their own lifecycle. As mentioned in the context of MoTs, the recommendation is the highest goal of any customer experience initiative. As the purchase confirms the price and quality of any product or service, the recommendation verifies the quality of the delivered customer experience.

customer experience.

After the definition of the customer lifecycle, the customer journeys can be clustered to the corresponding lifecycle stages. So the stakeholders will receive a clear overview about the journeys. On a detailed level a designer can define customer journey owners, business drivers and their impact on transformation or specify journeys by softer issues as overall customer experience. The new CXM template additionally supports the distinctiveness by emphasising customer journeys’ necessity for redesign of internal business processes and IT capabilities by showing the corresponding traffic lights for each attribute value. So stakeholders can easily reflect and prioritise the journeys on a higher detail level before they are going to specify them in the customer journey map.

The customer journey landscape is an intermediate model notation that provides keeping the customer journey maps short and clear. It segments the overall journey into small coherent and analyzable end-to-end journeys, and the organisation can easily differentiate between diverse customer segments or communication channels, for instance. By that the customer journey landscape is the central model type to provide omni-channel orchestration and customer segment differentiation. By assigning a customer journey with different customer journey maps designed for using diverse communication channels or customer groups, the organisation can distinguish between different alternatives. So, every channel or customer segment specific journey can be analysed and improved by itself.

Customer Journey Map

The customer journey map gives a clear and analytical overview of the journey from end-to-end and describes it by representing the different touchpoints with the company in detail. The matrix-based model type is simply to design by mainly using a pre-structured framework for drag-and-drop and pre-defined relationships—except for those between several customer journey steps that have to be defined by the designer. Each group of objects gets its own line in the horizontal dimension. In the vertical dimension, on the other hand, the customer journey steps build the temporary flow of activities showing step-by-step what happens from the customer’s point of view. To prevent logical misunderstandings, each matrix field in the first line is restricted to contain solely one customer journey step object. Each customer step can be defined in more detail by adding descriptions and responsibilities, as well as new attributes that determine the overall customer experience, the business driver, and the business driver impact on transformation in order to receive customer focused information.

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The central elements of the customer journey map are the customer touchpoints in the second line describing the interactions between customers and your business. Customer touchpoints are related to responsible ownerships, likely risks and appropriate initiatives to prevent them, required input and output data, valuable KPIs as well as channels that identify the communication medium. While all objects in one column relate to the particular customer touchpoint, the touchpoint itself relates to the corresponding customer journey step above.

To keep the journey as simple as possible, it is recommended to model just one touchpoint to one customer journey step. If there is more than one touchpoint assigned to a customer journey step, all objects in the particular column below are related to the customer touchpoint matrix field. This would be necessary, if the designer wants to illustrate omni-channel orchestration in one single customer journey map, for example. Then there would be different touch points related to a journey step the customer could decide between.

On a detailed level, customer touchpoints are exemplified by the ordinary attributes, such as descriptions, remarks, responsibility or document links and so on, but they also include customer feelings, customer expectations and customer goals for a customer-centric consideration. The customer touchpoint can be detailed as an MoT, pain point or best practice via bool attribute, which can be additionally specified by corresponding descriptions. Further the CXM template increases the distinctiveness of the ARIS customer journey map. As there are traffic lights that mark the journey’s necessity for redesign in the customer journey landscape, customer journey steps can be accented with similar traffic lights as well. Besides the template advertises symbols under the touchpoint:

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The heart represents an MoT, the prohibit sign indicates a pain point and the star stands for a best practice. These icons give stakeholders a clear overview of which customer journey steps and touchpoints within the journey map require a special attention and which are irrelevant at the moment.

Customer journey map in ARIS describes a customer-centred process, that assigns business objectives to those customer touchpoints and journey steps that happen from the customer’s point of view. Customer touchpoints that are unilaterally considered from the business perspective are turned off. Those stakeholders can see how the customer interacts in the journey and which objectives are required to deliver the demanded experience.

Customer Touchpoint Allocation Diagram

To specify a certain customer touchpoint, there is the customer touchpoint allocation diagram. Just like the allocation diagrams in ARIS, it shows all objects and summons all important information according to one specific touchpoint. Usually, a customer touchpoint allocation diagram is simply used to overlook or maintain a touchpoint. For example, if an organisation starts a bottom-up CXM initiative from an as-is process modelled in an Event-driven Process Chain (EPC), the touchpoint allocation diagram can be created or even generated to analyse the touchpoint separately with all related objects. Depending on touchpoint and importance for the end-to-end journey, it is advisable to use customer reviews and customer surveys to evaluate the touchpoint. The customer touchpoint allocation diagram defines the touchpoint by corresponding communication channels, risks and initiatives, KPIs and touchpoint ownership. Furthermore, there may be output or input data that are important by executing the process.

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On the other hand, a touchpoint might be related to different customer journey steps in diverse customer journey maps. By automatically generating a customer touchpoint allocation diagram, all connected customer journey steps are shown in one model. That might be valuable if an analysis should investigate the potential and impact of some improvement for several journeys, for instance. As mentioned, the customer journey map can define more than one customer touchpoint to one customer journey step in the same column. In this case, the other objects such as risks, ownerships and so on relate to those customer touchpoints in equal measure. Differentiating on an object level between those touchpoints isn’t possible yet. Hence, there is an appropriate approach to define those touchpoints in the customer touchpoint allocation diagram while the column of the journey map remains empty in the lines below. By assigning each customer touchpoint to its corresponding allocation diagram, all information and objectives of the touchpoint persists separately analyzable.

Customer Touchpoint Map

Sometimes you may need to analyse several customer touchpoints. For this reason, ARIS provides a customer touchpoint map. While a journey map reveals rather a process-driven approach to consider the customer interactions, the customer touchpoint map clusters the touchpoints from a strategy-driven point of view. It defines relations to particular ownerships or channels, to risks and initiatives as well as KPIs and shows it in a matrix-based model. All touchpoints that belong to a cluster object are arranged in the column below the cluster.

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Figure 4: Customer Touchpoint Allocation Diagram.

So the customer touchpoint map is used as the starting point of a CXM project to identify and mind map the interactions a business will have with its customers. This enables you to prioritise those touchpoints and journeys that are more important than others at the beginning.

In addition, a business can maintain its touchpoint map to arrange, administrate and oversee the several touchpoints. With the CXM template, important MoTs, pain points and best practices are easy to see and can easily be kept in mind by the ARIS users.

Align Both Perspectives

A customer journey map is a tool that helps to understand, describe, analyse and even conceptualise customer behaviour during an engagement with the business. In fact, the insights that are won through journey mapping are “for the birds” if they cannot be merged into daily business practice. At the end of the day, customers don’t interact with a journey map, but with business processes that link to employees of an organisation, that are compliant with strategic guidelines and that are measured by KPIs. To design a process with a good customer experience, it is necessary to design, model, simulate and test the associated process, in addition to designing, modelling, simulating and testing the customer journey map. These should not be done independently; they are integrally related.

customer journey

Figure 6: A New Approach

ARIS closes this gap by providing methodical perspectives that are set into relation by the customer touchpoint. They are stored in the same repository even if using different model types to describe the same level of detail. A value-added chain diagram and customer journey landscape similarly represent the higher levels of description. On the other hand, the EPC model and the customer journey map describe the same end-to-end process in detail from their particular point of view.

Thus, both the inside-out and the outside-in perspective have to be matched in order to compare the as-is situation of the business process and the to-be experience the customer will have.

Consequently, an EPC model can use the customer touchpoint object with the CXM method extension as well. Just as the customer touchpoint is related to a customer journey step in the journey map, it is related to a function type within an EPC. In practice, that means a CXM initiative can be run on the basis of two approaches.

Design Bottom-Up Versus Top-Down

The bottom-up approach starts from the inside-out by identifying customer touchpoints into the current business processes as well as obtaining precise information about the as-is situation of the process respectively the customer experiences the process delivers. Deriving a customer journey map from the business process makes the journey analyzable and helps to specify the touchpoints. Alternatively, the touchpoints can be specified by a customer touchpoint allocation diagram before they are put together in a customer journey map. By testing the journey and considering how the customer wants to interact with the business subsequently, an organisation can investigate MoTs, pain points and best practices. As a result, the involved stakeholders receive the insights to compare the as-is journey with the to-be experience. Based on these insights, there can be derived measures to update and enhance the business processes by the methods of the familiar ARIS platform.

According to customers, service Agents failed to answer questions 50% of the time “Harris interactive”The top-down approach, on the other hand, will start from the outside-in perspective by evolving the customer journey as mentioned and deriving the business processes from the insights of the several journey maps. In detail, this approach begins with the definition of the customer experience strategy and a breakdown of this strategy into business objectives. Then the customer journeys and customer touchpoints are clustered in a customer journey landscape respectively customer touchpoint map. Avoid large numbers of customer journey maps to prioritise the most important journeys and to concentrate on a few key areas at the beginning.

Digital Experiance

In the next stage the most important customer journey maps are created step-by-step. The sequence of customer journey steps are drafted as well as the customer touchpoints will be identified and specified by diverse objects and attributes. From those journey maps, there will be derived business processes that are the backbone of the customer experience.

Evaluate the Experience

No matter if the customer journey maps and business processes are developed bottom-up or top-down, once drafted they have to be evaluated. It is important to ensure that the customer journey maps are realistic and don’t pretend that things happen instantaneously or perfectly. The fact that things don’t work like this, in reality, is the cause of much customer dissatisfaction. A good example is online ordering via the Internet. This has become more popular, and drastic improvements in technology and efficiency have allowed retailers to offer next-day or even same-day delivery.

While at first sight, this seems to be an indicator of business success, it doesn’t always guarantee high levels of customer satisfaction. One reason for this is that many of the people who use online ordering are, in fact, at work all day. Next-day delivery is not very useful if there is no one at home to receive the goods. Failed deliveries often result in the customer having to wait until the weekend to collect the goods and, in some cases, having to travel long distances to a parcel pick-up location. This means the customer’s delivery MoT is not the next day but several days later.

to win new customers is 6-7 times more expensive than to keep a current one. “white house of consumer affairs”

To overcome these problems, many retailers have introduced “click and collect” schemes where customers can opt to collect their packages from one of the retail stores, a local shop or post office. This means that the original process (which at first looked very effective) has had to be re-designed and expanded to restore the hoped- for high level of customer service. A very internally focused business process design that defines the process as complete once the goods are dispatched wouldn’t pick up these issues. It is only by analysing the complete customer journey and considering the customer’s MoT that can be achieved top-class customer service.

Digital Experiance

This example shows how it is very easy for businesses to set KPIs they believe are good measures of the process but which bear no resemblance to the customer’s perception. Queries and reports can be created to highlight the difference between the customer’s and the business’s viewpoints. They extract the important customer journey steps and touchpoints as well as MoTs, pain points and best practices from the customer journeys and present them as tables and graphical overviews. So the particular stakeholders can oversee and maintain their processes and or customer journey maps as well as the corresponding object and attribute specific information.

Customer Experiance CXM

Testing the Customer Experience

The customer journey maps and the touchpoint analysis can be used to test how the business processes perform and what the customer’s experience of them will be. Even for many mature process organisations, testing the customer experience is an unfamiliar activity. Organisations may be used in defining a customer experience vision, evaluating processes and doing customer satisfaction surveys after a new product or process is launched. But ensuring that the customer will have a good experience before launch is much more valuable. Early failures and poor customer experience can have a significant and long-term detrimental effect on customer perception and loyalty.

Ideally, the business measures of process effectiveness (the voice of the business) should be the same as the customer’s measures (the voice of the customer), albeit the customer’s measures are informal measures. As mentioned, customers will have perceptions about how well their journeys went as well as judge the experiences based on the outcomes. The voice of the customer should include perception measures as well as outcome and process measures, although it is important to be aware that perceptions do not always correlate with the actual facts.

Because it is not possible to have direct insight into the customer’s process, other ways are needed to get feedback from customers. This might be using customer surveys or more direct routes, such as detecting when customers first activate the product or when the carrier delivers the item. It is important to make the effort to obtain these customer-focused measures because only then is it possible to truly understand the customer journey and be able to assess the customer’s satisfaction.

It is important to make all of the information and insight gained from customer journey maps, MoTs and touchpoint analysis diagrams available to the business. A good approach is to create performance dashboards that use a summary of the models and MoTs along with important business KPIs. This brings customer experience to life for key executives.

CXM with ARIS in a Nutshell

Whether a government entity, retailer, a bank or a utility provider, a taxi service or a hotelier, in the 21st century the internally focused and poor-service business is close to extinction.

Conventional business strategies are challenged by emerging companies, designed solely as digital businesses. These agile companies have created new markets by solving familiar pain points and are annoying industry titans. At the same time, customers have become more demanding and set new service standards, much different from those of 20 years ago. Sadly, many companies that haven’t recognized this development have vanished. Make sure yours isn’t one of them.

Delivering a good customer experience to differentiate from the competitors is not only simple, it’s also an effective way to bind customers to a brand. By starting to evolve your business into a customer-centric digital business using ARIS, you are at the cutting edge, using a mature BPA tool to align business processes and customer experience strategies with an agile and scalable software architecture.

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Enterprise Architecture

Enterprise Architecture (EA)


Launch your business to the next level by mapping all the interdependencies between assets, and drawing a clear path towards a successful future. Together with our clients, we design a smart IT portfolio and roadmap for a better digital future for your organisation.


    Enterprise Architecture (EA) is the process of translating your business strategy into enterprise change by identifying, communicating, planning for and enabling your organisation’s evolution to the desired future state.

    Our EA professional services empower organisations to:

    • Reduce IT Complexity
    • Increase return on IT investment
    • Clear IT Portfolio planning
  • enterprise architecture

    EA enterprise architecture

Federated enterprise architecture

Properly executed, EA bridges the gap between business and IT and enables leaders to make better-informed decisions. With a strong EA function, organisations clearly identify assets, understand the interdependencies, and map them to a business architecture to realise better resource optimization through business process improvements or other initiatives that rapidly fill the gaps to achieve an organisation’s objectives.

The role of the EA in the project is to ensure cooperation between the business process owners and the project organisation. It needs to be reviewed in different phases of the project as defined in the Project Model. The projects shape and give input to Enterprise Architecture ensuring that it supports the on-going business changes.  The aim is to keep EA holistic and on the driver’s seat of what comes to the development of business concepts, processes and solutions.

Therefore, a good practice is to proactively give input to concepts and projects before too many decisions are made. In addition, it is essential to systematically maintain and communicate the target state with visual views  to all relevant stakeholders.

Palmira helps you explore the benefits and use of Enterprise Architecture and offer practical guidance on the steps required to begin implementing a plan for your organisation’s evolution.

We apply the latest framework designed for better Enterprise Architecture implementation like TOGAF and implement its relation with other known frameworks such as COBIT, ITIL and PMBOK to deliver to you an integration between these frameworks; and where they start and end

enterprise architecture

Palmira provides full-fledged Portfolios Governance, including but not limited to Application Portfolio Governance, Information Portfolio Governance, Technology Portfolio Governance, Service Portfolio Governance, that would lead to a better Architecture Evaluation & Roadmapping.

We adopt Gartner’s application fitness review processes to assess the overall quality and fitness of the applications and products to move the health of the portfolio forward and providing input for a decision process, roadmap development or strategy development to effect meaningful change in the application portfolio.
The overall process of the Application Portfolio Business and Technical Fitness Assessment is described in the following figure 

Enterprise Architecture EA Gartner

The main steps are:
1. PREPARE: Define the purpose and scope of the assessment. Assemble a joint business and IT team.
2. ASSESS BUSINESS FITNESS and quality of applications and products: Collect and assess information for application and products, and
determine the rating for business fitness, quality, and cost profile indicators.
3. ASSESS TECHNICAL FITNESS and Risk of Technical Stacks and Platforms: Collect and assess information for technical stacks and platforms and
determine the rating for technical fitness and risk indicators.
4. ANALYZE: Combine and analyze business and technical fitness to identify and prioritize opportunities for improvement. Use the results to explain in simple terms the risks and opportunities in the current portfolio during discussions about the application strategy, roadmap, and prioritization.
5. DECIDE AND IMPROVE: These steps are not part of the assessment process, but important for next steps to point out.


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