Professional Development Summit 2020
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    • 2023 Session One >
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    • 2019 Program >
      • Opening Address - Chris Crowell
      • Mike Lipkin - Keynote
      • 2019 Session One >
        • Precious Williams
        • 2019 Robert Newcombe
        • Martin Davis
        • Women in IT Mini-Panel
        • Dawson Mossman
      • 2019 Session Two >
        • 2019 Susan Power
        • Doug Denny
        • Karla Pooley
        • Blockchain Mini Panel
        • Thomas Ley
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        • Tracy Zwicker-Forbes
        • James Slupsky
        • Kim Scaravelli
        • Nachiket Parab
        • Chris Mitchell
    • 2018 Program >
      • Jim Harris Morning Keynote Speaker
      • Jim Harris Lunch Keynote Speaker
      • 2018 Session One >
        • Jean-Claude Beaudry
        • John Robertson
        • Chris Fullerton
        • Bill Carroll
        • Ian Ghent
      • 2018 Session Two >
        • Danielle Comeau
        • Stephen Smith
        • Martha Wenc
        • Andrew Pery
        • Mini-panel - Evolution of Technology
      • 2018 Session Three >
        • Charles Villanyi Bokor
        • Melanie Gallant
        • Mini-panel PM Stories
        • Tim Dickinson
        • James Slupsky
      • 2018 Session Four >
        • Perry McLeod
        • John Buckley
        • Emad Rizkalla
        • Michelle Murray
    • 2017 Program >
      • Ted Graham Keynote Speaker
      • 2017 Executive Panel >
        • Fawn Annan - Moderator
        • Peter Burns
        • Sandra Cascadden
        • Roman Coba
        • Spiro Bokolas
        • Jeremy Wubs
      • 2017 Session One >
        • Dianne Gaudet
        • Kevin Schwenker
        • Brenda Fay
        • Matthew Leach
        • Jeremy McCurdy
      • 2017 Session Two >
        • Katalin Allen
        • Victor Zhu
        • Gary Cox
        • Robin Veinotte
        • Nathan Dennison
      • 2017 Session Three >
        • Ian MacNeil and Carrie Forbes
        • John Trites
        • Teri Fearn
        • Brian Fanning
        • Anas Aman
      • 2017 Session Four >
        • Victoria Mcintosh
        • John Robertson
        • Emily Hemlow
        • Jordan Kyriakidis
        • Patrick Rogers
    • 2016 Program >
      • 2016 Keynotes >
        • Jennifer Gillivan - Opening Keynote
        • Perry Monaco - Lunch Keynote
      • 2016 Session One >
        • Ian MacVicar
        • Natalie Doyle Oldfield
        • Victor Zhu
        • Grant Sullivan and Greg Foran
      • 2016 Session Two >
        • Livia Botyanszki Boss
        • Ron RIchard
        • Patricia Uptegrove
        • Dale Kehler and Lynn Clark
      • 2016 Session Three >
        • Catherine Vardy
        • Devin Cameron and Melissa Reid
        • Steve Caseley
        • Victoria McIntosh 2016
      • 2016 Session Four >
        • Louise Harris
        • Mike Frenette
        • Stephen Doiron
        • Tim Pratt
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      • 2015 Session Four
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Matthew Leach
Your Customer is Changing

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Presentation Synopsis:
A shift towards digital technologies is empowering external customers to execute transactions independently. Loan applications, insurance claims, and purchases that use to require intervention now need to be self-service, available from your smart phone. This changing landscape means that customer service representatives, claims adjusters, and loan officers (among others) are no longer the focus of solution development activities and therefore are no longer primary stakeholders. In a customer-centric business models, your external customer is the primary stakeholder, subject matter expert, and focus of business analysis activities.
But do you know your customers? Less than 15% of business analysts actually have a direct connection to their organization’s end customer. To understand the business needs and define the solutions that are going to deliver value tomorrow, business analysts need to understand their customer and the friction or challenges that this customer experiences when conducting a transaction.
This presentation will introduce the concept of customer friction and how by understanding the customer friction that exists today, business analysts can define the solutions that are going to drive digital business transformation.
Traditionally, organizations have been product or services focused. The idea was to build the best and the customers will come. Today, products and services are table stakes, easily copied commodities. Tomorrow’s successful organizations will need to differentiate on customer experience by redesigning themselves to transact business directly with the customer, reducing customer friction and increasing satisfaction.
Key Takeaways
1. Impact of digital business transformation on the role of the business analyst
2. Strategies for understanding your customer and their requirements
3. How to lead your organization towards a customer-centric future
 
Speaker’s Bio:
On his first day as an engineer, someone decided that Matt Leach should write requirements. He soon discovered that project success is not just about technology, but a holistic solution that solves the right problem. Since then, he has helped organizations better understand their business and their customers while delivering solutions that delight both. Currently, Mr. Leach is a Senior Director in NTT DATA’s Application and Information Management Practice where he leads the Business Analysis Practice in North America. Matt is a recognized leader in the business analysis profession and contributing author to Version 3 of the Business Analysis Body of Knowledge.


 Partner Associations Include:
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2023
  • Home
  • Registration
  • Program
    • 2023 Session One >
      • Employer Panel
      • Juliet Turpin
      • Ross Saunders
      • Chris Keevill
      • Natalie Ripp
    • 2023 Session Two >
      • Women in Technology Panel
      • Susan Power
      • Robert Newcombe
      • Greg Kirczenow
      • Zafar Muhammad
    • 2023 Session Three >
      • Agile Panel
      • Carlo Carandang
      • Graham MacDougall
      • Jessica Reid
      • Angela Arsenault
  • Keynote - Shawn Kanungo
  • Sponsor
  • About Us
    • About Us
    • Contact Us
    • PDS Committee
  • Previous Events
    • 2019 Program >
      • Opening Address - Chris Crowell
      • Mike Lipkin - Keynote
      • 2019 Session One >
        • Precious Williams
        • 2019 Robert Newcombe
        • Martin Davis
        • Women in IT Mini-Panel
        • Dawson Mossman
      • 2019 Session Two >
        • 2019 Susan Power
        • Doug Denny
        • Karla Pooley
        • Blockchain Mini Panel
        • Thomas Ley
      • 2019 Session Three >
        • Tracy Zwicker-Forbes
        • James Slupsky
        • Kim Scaravelli
        • Nachiket Parab
        • Chris Mitchell
    • 2018 Program >
      • Jim Harris Morning Keynote Speaker
      • Jim Harris Lunch Keynote Speaker
      • 2018 Session One >
        • Jean-Claude Beaudry
        • John Robertson
        • Chris Fullerton
        • Bill Carroll
        • Ian Ghent
      • 2018 Session Two >
        • Danielle Comeau
        • Stephen Smith
        • Martha Wenc
        • Andrew Pery
        • Mini-panel - Evolution of Technology
      • 2018 Session Three >
        • Charles Villanyi Bokor
        • Melanie Gallant
        • Mini-panel PM Stories
        • Tim Dickinson
        • James Slupsky
      • 2018 Session Four >
        • Perry McLeod
        • John Buckley
        • Emad Rizkalla
        • Michelle Murray
    • 2017 Program >
      • Ted Graham Keynote Speaker
      • 2017 Executive Panel >
        • Fawn Annan - Moderator
        • Peter Burns
        • Sandra Cascadden
        • Roman Coba
        • Spiro Bokolas
        • Jeremy Wubs
      • 2017 Session One >
        • Dianne Gaudet
        • Kevin Schwenker
        • Brenda Fay
        • Matthew Leach
        • Jeremy McCurdy
      • 2017 Session Two >
        • Katalin Allen
        • Victor Zhu
        • Gary Cox
        • Robin Veinotte
        • Nathan Dennison
      • 2017 Session Three >
        • Ian MacNeil and Carrie Forbes
        • John Trites
        • Teri Fearn
        • Brian Fanning
        • Anas Aman
      • 2017 Session Four >
        • Victoria Mcintosh
        • John Robertson
        • Emily Hemlow
        • Jordan Kyriakidis
        • Patrick Rogers
    • 2016 Program >
      • 2016 Keynotes >
        • Jennifer Gillivan - Opening Keynote
        • Perry Monaco - Lunch Keynote
      • 2016 Session One >
        • Ian MacVicar
        • Natalie Doyle Oldfield
        • Victor Zhu
        • Grant Sullivan and Greg Foran
      • 2016 Session Two >
        • Livia Botyanszki Boss
        • Ron RIchard
        • Patricia Uptegrove
        • Dale Kehler and Lynn Clark
      • 2016 Session Three >
        • Catherine Vardy
        • Devin Cameron and Melissa Reid
        • Steve Caseley
        • Victoria McIntosh 2016
      • 2016 Session Four >
        • Louise Harris
        • Mike Frenette
        • Stephen Doiron
        • Tim Pratt
    • 2015 Program >
      • 2015 Session One
      • 2015 Session Two
      • 2015 Session Three
      • 2015 Session Four
    • 2014 Presentations
    • 2013 Presentations
    • 2013 Workshops
    • 2012 Presentations
    • 2012 Workshops
    • 2011 Presentations