Top down virtualization and re-usable business processes

Top-down IT Transformation

Focusing on specific business processes to provide quicker results with less risk and impact on the overall IT architecture.

IT Transformation can often represent multi-year projects, high budgets or high-risk of failure and, many times, dodgy benefits and business blockages. Nevertheless, it is critical for businesses to continue evolving and adapting to changing environments and dynamic ecosystems.

A Top-down Approach is driven by business challenges which can include, for example: the full replacement of a specific channel’s front-end (sales application, partners support, contact centre); supporting a new business need that is currently not covered (mobile-fixed convergence without common backend systems); a set of meaningful business processes (like a fully automated customer registration process).

The fundamental concept is that once a specific business need is addressed through virtualization and integration services, it becomes “isolated” from the current legacy systems, data, products and business logic.

The Celfocus’ Customer Centric IT Architecture approach includes a concept called virtualization - allowing for an almost complete abstraction of customer data, products and business logic. It is supported by a specific software component called Product Mapper and a supporting integration strategy directed towards virtualization.

We are able to separate front-end processes, products and data from back-end systems for a different IT transformation approach - driven by front-end applications instead of backend systems.

  • Transforming a business by changing processes and usability; decreasing usage costs (AHT); allowing for multi-channel processes; access to products and product rules and providing an omnichannel framework that is fundamental to support tomorrow’s business;
  • Enabling smaller bottom-up transformation programs by isolating and standardising existing legacy systems;
  • Driving the creation of a SOA architecture;
  • Consolidating and creating a centralized product catalogue strategy for all channels;
  • Enforcing the creation of best practices for customer data management.

Learn more about Celfocus Customer Centric IT Architecture here.

Top-down transformation Roadmap

By focusing on specific business processes, this approach is surgical and provides quicker results with less risk and impact on the overall IT architecture. However, it is important to note that the top-down transformation strategy will not be able to change the charging system from batch to real-time, as only a charging transformation program can do.

However, it enables the organization to choose the best moment to transform or upgrade, with less risk, less cost and a faster time-to-market, while keeping the new platform closer to the standard product and giving it more flexibility and ability to integrate with all channels.


Phase 1 Omnichannel for stores:

Selects specific stores as the target for the first release, thus all in-store business processes are considered in scope. The most important business criterium is that this deployment should cover “full functions” for specific employees to avoid “alt+tabbing” between applications. The first phase also deploys all the main components for the architecture, including omnichannel server, virtualized integration layer, product mapper and catalogue.



Phase 2 Omnichannel for contact centre:

Further increases the number of services provided by the new virtualized architecture and drastically increases the business logic transfer into reusable contact centre business processes. At this stage, it is possible to have processes starting at the shop and finishing at the contact centre and vice-versa. This is the fundamental step that “switches” the architecture from legacy to virtualize.



Phase 3 Omnichannel for all assisted channels:

Due to process reusability, this is mostly about making sure that partners have access restrictions for processes and products, performance for low bandwidth connections, training, etc. At this stage, the possibility of having processes started in dealers and then handled by any other channels becomes available.



Phase 4 Full omnichannel:

This phase extends processes, catalogue and business logic to all channels. For self-service, it allows processes to be started by the customer and handed-over to dealers or sales for assisted selling, as well as the final conversion of non-online channels (IVR, SMS,) into the virtualised architecture.




By introducing new shorter phases into this cycle of business driven top-down transformation it ends-up “wrapping” existing legacy systems with a virtualized business layer that: componentizes individual legacy platforms, isolates them from specific business logic (less customization), provides flexible ways to define new products, uses standard legacy APIs to “normalize” legacy interfacing and combines them in novel ways to build new business functions and products.

  • Service-oriented architecture that abstracts legacy systems;
  • Centralized and abstract product catalogue solution;
  • Order management engine.