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A coherent enterprise capability must be designed in, and enterprise architecture, when intelligently applied, provides the means to do this.


  • Digital is an opportunity for a complete rethink of the business, not a tweak.
  • Adaptive enterprise architecture addresses the challenge of persistent customer relevance.
  • Prioritize customer engagement to accelerate customer-adaptive digital business transformation.

Features and Benefits

  • Examines what adaptive enterprise architecture is and how to apply it.
  • Shows enterprises that to successfully transform digitally, they must center transformation on the customer.
  • Highlights examples of the advantages to be gained by digital transformation.

Key questions answered

  • What role can enterprise architecture play in digital transformation?
  • What is different about adaptive enterprise architecture, and why is it more relevant than established approaches like TOGAF?

Table of contents


  • Catalyst
  • Ovum view
  • Key messages


  • Recommendations for enterprises
  • Recommendations for vendors
  • Recommendations for digital service providers

Digital is an opportunity for a complete rethink of the business, not a tweak

  • CEOs must become digitally literate and think differently
  • Financial advantages
  • Customer experience advantages
  • Employee experience advantages
  • Persistent customer relevance
  • Bringing it all together into a coherent living and adaptive system of value co-creation and delivery

Adaptive enterprise architecture addresses the challenge of persistent customer relevance

  • Adaptive enterprise architecture – the eighth attribute of the customer-adaptive enterprise
  • Adaptive enterprise architecture is purposeful and built on six supporting ways of thinking
  • The Gill Framework: Adaptive enterprise service system follows an iterative process

Adaptive practices and organization fuel customer-adaptive enterprise transformation

  • Ditch the annual planning cycle
  • Emulate Spotify to scale agility and learning
  • ING adopted the Spotify approach with positive results

Prioritize customer engagement to accelerate customer-adaptive digital business transformation

  • Digital transformation progress is glacially slow
  • Omnichannel customer engagement must be the priority, and technology is evolving to help
  • Cloud infrastructure and integration layer
  • Unified customer data management layer
  • Security and compliance layer
  • Interaction intelligence tools and process automation layer
  • Functional support layer
  • Real-time customer engagement orchestration and outcome management layer
  • Customer engagement across the value chain is a major step toward a customer-adaptive enterprise


  • Methodology
  • Further reading
  • Author

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