The segmentation perspective represents the client relationship views of an organization,
often called client-facing activities. Here, the client is the focus of marketing strategies and
182 Ch. 9 Business Architecture Contextual Perspectives
ESB
Service A
Consumer A Consumer B
Intermediary
Protocol
Conversion
Intermediary
Data
Transformation
Activities
Service B
EXHIBIT 9.5 INFRASTRUCTURE AND MIDDLEWARE ARCHITECTURE
special promotional activities. Thus, the segmentation perspective must be supported by technical
architectures that typically facilitate marketing research efforts and classify customer preferences.
Tracking purchasing behaviors and recording consumer habits are also substantial contributions
of segmentation supporting technical architectures. These architectures offer easier client access
to organizations??™ customer-support facilities and help to maintain customer profiles, portfolios,
and client household information.
To increase customer satisfaction, organizations typically automate their customer-support
affiliated products driven by advanced technical architectures and technologies. These enabling
facilities focus on collecting valuable customer information to enhance future offerings and
improve marketing efforts. This includes customer portals, user community frameworks for special
interest groups, bill payment facilities, and money transfer capabilities.
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