Five Operating models Weil-Ross-Robertson

2

Delta’s Unification Operating Model

Source: Adapted from Delta Air Lines documents. Used with permission.

BusinessReflexes

Employee  RelationshipManagement

Delta  Nervous  SystemElectronic  Events

Nine  Core  Databases

Location Maint.ScheduleFlight

Equip. Employee Aircraft Customer Ticket

Clean/ServiceAircraft

UnloadAircraft

FlightArrival  andCloseout

MonitorFlight

FlightDepartureand  Closeout

Load  Aircraft

Prepare  for  FlightDeparture

AllocateResources

BaggageInflightBoardingCrownRoom

TicketCounterSkycapTravel

AgentReservationsSkymilesSkylinks

Personalization Digital  Relationships Loyalty  Programs

Customer Experience

Operational Pipeline

Reservation Systems

PDAs

ScannersLaptops

EVENTS

PROFILE

Desktops

Cell Phones

Video

Voice

Pagers Gate Readers Kiosks Hand Helds

3

• Strong marketing and customer focus • Ownership of unique business processes• Product and service innovation and delivery

GBS Shared Solutions

250 Brands

• Catalogue of services—some mandatory, some optional

• Marketing approach to build “brand” awareness and loyalty to GBS services

• Ownership of shared solution business processes

• Unit price management with guaranteed reductions over time

• Scorecard of GBS performance with variable compensation

• Architecture interconnecting the different solutions to be building blocks for innovation

• New product development group to add new solutions

• Management of outsourcing partners

P&G's Diversification Operating Model

Source: MIT CISR Briefing by Peter Weill, Christina Soh, and Siew Kien.

4

Business InitiativesTravel Management Loyalty Hotel Distribution CRM

Customer Requirements

Presentation

Application

Secu

rity

IT R

esili

ence

Middleware

Data Object

Platform

Network

Enterprise Portal

Data Trust

Com

mon

Infr

astr

uctu

reB

usin

ess

Proc

ess

Carlson’s Diversification Operating Model

Source: Carlson Company. Used with permission.

5

MetLife’s Coordination Operating Model

Source: Adapted from MetLife documents. Used with permission.

Sign-On

Navigation

Search

SessionsSales Office

Party Management

Underwriter

Underwriting& Issue

Business Rules

Service Recording

Producer

Customer

Partner Portals

ACORD XML

Security & Entitlements

ACORD JLife

Rates & Calcs

Licensing SuitabilityForms &

Requirements

Events Workflow

Product Admin

Operational Data Store

IntegrationHub

Application Presentation Tier Application Business Logic and Data Tier

Screen Entry & Validation

Call Center

ServiceProvider

Portal: Presentation Integration

Illustrations

Order Entry

Service

Claims

Marketing

Eligibility

Billing/Payment

Underwriting

6

ING DIRECT’s Replication Operating Model

Source: “ING DIRECT: The IT Challenge (B),” D. Robertson, IMD-3-1345, 2003. Used with permission.

External Services

ReportsLocal/HQ/Tax

ProspectFulfillment

StatementFulfillment Payments Checks

Customer Relationship Services

ContactHistory

ProductInfo

CIF CRM

Common Business Services

ServicesTransactions Customers Products

Core Banking Services

BankingEngine

CreditScore

MutualFunds Brokerage

Channel Services

GatewayServer

IVR/CTIServer

ImagingServer

E-mailServer

WebServer

Customer Contact:Call Center, IVR, E-mail,

Direct Mail

Self-Service:Internet, MinTel, ATM,

WAP, (WebTV)