Instead of thinking of the IT environment as being divided into apps, middleware, data, servers, or other IT-centric concepts, the entire enterprise must think about customer journeys and how the various customer interactions (‘moments’ in the vernacular) string together to provide the customer experience each customer desires.
The end result, of course, is maximizing the business key performance indicators, including profitability, revenue per customer, and the lifetime value of each customer. We just arrived at these goals by a different path than we’re used to.