The long-held view that “the customer is always right” is not something that Architects have typically treated as a cornerstone of their practice. The customer has always featured as a contributing element to architecture methodologies rather than as a driver of them. Now, as customer journey mapping is gaining traction and becoming more mainstream, many architects are starting to explore the connection between the multiple journeys going on within their organisations.

Capsifi sees value streams as journeys of value. Understanding how value is delivered to customers is key to understanding the implications of a customer journey. With Jalapeno, aligning customer journeys and value streams provides extraordinary insights right through the business operating model that shifts customer journey impacts from the domain of UX squarely into the domain of business architecture.