Digital Customer Engagement

  • 16 Nov 2016
  • 5:30 PM - 8:00 PM
  • TWO LOCATIONS: LiquidHub 500 E. Swedesford Road, Ste. 300, Wayne PA 19087 / Independence Blue Cross, 1901 Market Street, Philadelphia, PA (19th St entrance)
  • 13


  • You will be attending at the Independence Blue Cross location
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  • You will be attending at the Independence Blue Cross location

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IIBA Presentation 11 11 16_vFINAL.pdf


Digital Customer Engagement (DCE) is a new (and emerging) marketing, sales and service model that deploys SMAC (social, mobile, analytics and cloud) technologies to achieve both "customer intimacy" and scale - involving, in some cases, millions of customer interactions across numerous touch points. Companies from small to large, across all industries, must learn to understand and lead digital customers and markets - simply to stay relevant.

Many of the activities and techniques (such as persona development, customer journey mapping, and interaction design) involved in ensuring that a company's DCE strategy and execution are effective fall under the broader umbrella of Business Analysis. This presentation provides an overview of DCE, relevant case studies in industries such as banking, payer insurance, and wealth management; and concludes with a Q&A session covering how Business Analysts will be impacted by DCE and how Business Analysts can play a key role in ensuring that their companies' DCE initiatives are successful. 


5:30 - 6:10 PM - Registration, Refreshments, Networking
6:10 - 6:15 PM - Welcome and Introductions
6:15 - 7:25 PM - Presentation
7:25 - 7:55 PM - Questions and Answers
7:55 - 8:00 PM - Wrap-up

Presented by:

Peter Classon
Partner, Liquid Hub


Mr. Classon is a Partner in LiquidHub’s Advisory Services Practice. He is focused on assisting clients with their strategic IT needs and utilizes LiquidHub’s EA focused methodologies to ensure solutions are enterprise-wide, business oriented, actionable, and valuable to both IT and the business. His specific areas of expertise include IT & Digital Strategies, Enterprise Architecture, Application Portfolio Rationalization/Management, Enterprise Legacy Modernization, solution/vendor evaluation/negotiations, as well as leading large scale software development programs.

He has over 20 years of experience in both industry and consulting. Mr. Classon has successfully delivered solutions to clients in the Financial Services, Insurance, Life Sciences, Publishing, Professional Services, Wholesale Distribution, and non-profit sectors. Recent strategy project accomplishments include:

• Creation of digital banking strategy for a super-regional bank seeking to target millennial banking customers outside their physical branch footprint. Customer journey maps and mobile reference architectures were created in support of a business case presented to the Board of Directors. Investment plan, resource modeling, and shared service costs were also prepared in support of the decision making process.

• Formation of an Architectural Program Management Office (APMO) for one of the world’s largest banks in support of corporate strategies to combine the retail banking business units into one organization. Work included the definition an EA Framework and detailed processes for definition of Solution and Target State architectures.

• Business case and rationale for the international expansion for a high net-worth personal lines insurance carrier (analysis also include an architectural assessment of in-house platforms compared to market leading COTS solutions).

• Application Portfolio Rationalization for a leading healthcare payer that analyzed 150+ applications and identified over $20M in savings potential via consolidations, retirements, and replacements [analysis tied to overall business architecture and TCO model allowed for the allocation of 85% of IT budget to specific applications]

• Development of a global application convergence strategy for the Claims function of a top-10 P&C insurance carrier [resulted in a reduction from 40+ platforms to 3 core platforms].

• An application portfolio assessment for a top-10 global P&C carrier aimed at identifying those platforms not suitable for scaling the business 3-5x (based on a heavy M&A strategy being set by the Board). 100 applications were analyze in 90 days with disposition statuses developed and functional sub-strategies set for areas like Underwriting, Billing, Claims, Finance, Reporting, etc.

Mr. Classon was formerly the Chief Information Officer of Affiliated Distributors, North America’s largest buying group, where he implemented IT strategies, instituted PMO and SDLC processes, and reorganized the IT department based on support of enterprise ‘capabilities.’ During Mr. Classon’s tenure, IT costs were significantly reduced while quality of service and customer service metrics improved. Additionally, he oversaw the acquisition of another buying group and was the senior executive in charge of the enterprise-wide integration project.

Prior to his role at Affiliated Distributors, Mr. Classon was a Director with LiquidHub, where he led the Application Integration practice. Earlier in his career, Mr. Classon worked for Accenture and KPMG leading large scale ERP implementations. Mr. Classon also was one of the original employees of a B2B start-up that built a horizontal on-line exchange with nearly 3M SKUs in the electronic catalog. He also was the product manager for the company’s reverse auction platform.

A well respected IT thought leader and a trusted advisor to his client, Mr. Classon is the author of several whitepapers, book chapters, and blogs on IT trends and strategies. He received his Bachelor of Science degree from Boston College with concentrations in Finance and Marketing where he graduated Magna Cum Laude.

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