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4.2. REENGINEERING DESIGN LEVELSIn reengineering, design occurs at three levels: enterprise, project, and component. Design at the enterprise level is abstract and broad-scoped, focusing on determining the core businesses/industries and markets and customers to be served. Outcomes are the enterprise mission, vision, objectives, programs, and strategies that are described in terms of markets, customers, and products. The outcomes from the enterprise level are used to guide the decomposition and scoping at the conceptual, project level in identifying customer needs, determining business requirements and constraints, and creating a conceptual design that describes the major aspects of each component in the future business system. The outcomes from the project level are used at the detailed, component level to drive the construction of an implementable, testable detailed design. Given this reengineering methodology, design artifacts at each level can be tested for correctness and completeness, as well as repeating and deepening the design process at each level until the outcomes are satisfactory. There is a design focus and outcome at each level of decomposition from the broad and abstract to the specific and operationalizable:
Establishing and/or validating the business strategy is a necessary first step; otherwise, the wrong customers, their needs, and related products and services may be selected for redesign. Part of the business strategy consists of identifying promising future markets, customer groups, and their needs that the enterprise can meet. The selection of market segments and the determination of current and future customer needs will determine what components of the business system need to be redesigned. Different customer groups will have differing needs, values, perceptions, and expectations. These varied and sometimes conflicting interests must be balanced, weighed, and negotiated. Once resolved, the bundle of needs can be translated into a set of consistent requirements and constraints. As indicated in the business system schematic, products and services exist to meet customer needs. In turn, processes are the primary mechanism for producing and delivering products and services. Therefore, initial redesign efforts should focus on the product, service, and process. However, choices for component redesign should be dependent on the relative size of gaps between current and ideal future states, and their ease of realization, specified in terms of business requirements. Reengineering projects typically redesign of all three of these components -- a new product may also require customization and superior service, and both of these redesigns will require large changes in how the process is designed. In turn, large changes in the process will necessitate changes to most or all of the infrastructure elements. 4.3. SOURCES OF DESIGN IDEASExternal sources of design ideas include:
Internal sources of design ideas include:
4.4. CUSTOMER ANALYSIS PROCESSThe author has defined a customer analysis process that begins with identification of customers and ends with the translation of customer needs into business requirements and constraints:
4.5. TYPES OF CUSTOMERS
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