Architecting Better Customer Experiences: The Nexus of EA and CX

Date: Wednesday, March 26, 2014

Time: 11:00 am EDT / 4:00 pm CET (check local time)

What You Will Learn

“While most enterprise architects and business architects, if not all, have heard the term ‘customer experience,’ very few understand the mindset and essential concepts required to drive customer experience transformation” – Clay Richardson, Forrester Research, Inc., Design Thinking Reshapes EA For Dynamic Business, September 11, 2013

Find out how to put Enterprise Architecture (EA) in the driver’s seat of Customer Experience (CX) initiatives by upgrading your business process and EA practices to focus engagement, desired outcomes and user empathy. Join Dr. Ulrich Kalex, VP at Software AG, and guest speaker, independent research analyst Clay Richardson, Forrester Research, Inc. to learn how BPM and EA can help your company succeed in the “The Age of the Customer.”

Key topics

Learn how to:

  • Understand how BPM and EA professionals can best re-shape their practices to meet the challenges of designing and managing CX
  • Converge BPM and EA during the CX design process and what the key integration points are


Clay-Richardson-PR_ForresterClay Richardson
Principal Analyst
Forrester Research, Inc.

Clay serves enterprise architecture professionals and is a leading expert on BPM software, services and methodologies. Clay delivers strategic guidance to professionals seeking to improve collaborative and operational business processes. Clay specifically helps enterprises: establish BPM strategies, governance standards and BPM centers of excellence; identify Agile and Lean methodologies best suited for BPM projects; and establish vendors and technologies that help automate and optimize mission-critical business processes.


Dr. Ulrich Kalex
VP, Product Marketing and Management
Software AG

Ulrich is VP of product marketing and management at Software AG, responsible for product strategy and roadmap as well as strategic marketing for the Alfabet product line. Prior to joining Software AG (previously Alfabet AG) in April 2005, he held several positions at i2 Technologies between 1998 and 2005, the most recent as Product Manager Downstream Oil and Gas developing solutions for supply chain management in the oil industry. Before serving as a consultant and developer for various companies, including Numetrix and Monsanto. From 1994 to 1998, Ulrich lectured in information technology and mathematics at the Bauhaus University in Weimar, Germany. Having studied in Jena, London and Turin, he completed his doctorate in mathematics at the Dresden Technical University.

Who Should Attend?

Enterprise architects, business process analysts, IT strategists, business architects

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