Phaize Travel

High Level Requirements – directly from case study

AS IS
Domestic operation
F2F Sales and/or Telesales
Separate flight & hotel bookings
Single call centre in Paris
Single IT support centre in Paris
High staff satisfaction levels
500 staff
TO BE
Expand into USA via acquisition
Expand delivery channels to online and mobile
Expand and add rental car booking
Add 350 staff via Toga Tours
Add holiday insurance
Expand into business sales
Upgrade h/w and telephony
Add loyalty scheme
Upgrade web site
Become #1 regional agency
Upgraded management information
Integrated information systems
Transparent end to end sales booking system

Business – f2f, telesales, online and mobile capability

Business – International Marketing and Promotions Capability

Business – New Product Development/Catalogue

Business – Multi Lingual capability

Business – Multi Currency capability

Business – complete end to end process defined for bookings

Business – web based self service for customer information

Business – new commission process for staff and agencies

Business – staff recruitment and retention capability

Business – staff training and skill development

Business – customer service and complaint handling

Business – invoicing/refunds for customers and suppliers

Business – new services such as holiday insurance and car rental

Business – expand into business sales Government & Commercial

Business – add loyalty scheme

Business – standardised business processes

Business – Management Information & Analytics

Business - Rebranding

Technology – upgraded hardware and infrastructure

Technology – 24x7 availability and support/call centre

Application – integrated web based systems

Application – Upgraded front end web site

Application/Technology – common system access from multiple devices

Application – CRM

All – Security Architecture, Policies, Guidelines, Legal Framework

Data – single source of data with central data warehouse

Stakeholders

Phaize & Toga founders

Senior Management Teams – Sales, Marketing, Operations, Finance

Information Technology

HR

General Staff

Unions

Regulators

Suppliers – Airlines, hotels, travel guides, car rental, insurance providers, cruise/bus/train companies

Customers – business

Infrastructure/service providers

Architecture Principles

Business – Standard Business Processes

Utilise standard business processes wherever possible. Promotes consistency for user experience,
minimises training, simplifies operations, promotes understanding.
Rationale – having standard business processes will simplify the environment and promote reuse
wherever possible. This will reduce training and lead in time and also will promote a better
customer experience by providing a common and consistent way by which we engage with our
customers. Reusing business processes wherever possible will also promote a simpler view of the
system, reducing complication which will have multiple benefits on overall agility, cost and time for
future change.

Implications – not all processes may be suitable to adapt into a standard format. Modifying them
may mean that functionality is lost or compromised in the process. Each process will need to be
analysed and judged on its merits to understand the value of any nuances

Data – No data duplication

Data is captured once at source and electronically distributed as necessary

Rationale – avoid rekeying wherever possible unless cost is a major factor. Single source of data
implies at a single location possibly including cloud options unless there are overwhelming security
reasons why this is undesirable

Implications – A central data store/warehouse must offer all functionality to the applications
needing to access data without becoming a bottleneck.

Application – rent before buy before build

COTS should be selected on their basis of their fit to the required functionality, including NFR’s.
Bespoke should be kept to an absolute minimum.

Rationale – COTS will be cheaper than building wherever there is significant fit with required
functionality. 80% fit with required functionality is suggested as a guide when making this decision.

Implications – Some COTS may be less amenable to change as a result of future requirements. Some
COTS may require differing degrees of modification to satisfy integration requirements.

Security – Security is critical

All systems must take into account critical security requirements

Rationale – safeguarding of company and customer data is paramount in order to be compliant with
current laws and company policy and standards.

Implications – an updated security policy and procedures needs to be maintained. A governance

process needs to include security reviews and compliance of designs.

Technology – Use tried and trusted

The company is not an early adopter of technology and will only deploy technology which has been
tried and tested and can provide reference sites. Any pioneering technology will only be used when
there are strong overriding business drivers, eg for competitive advantage.
Rationale – early adoption of technology can bring risk that the technology will fail to deliver and
added risk to other areas of technology.

Implications – technology selection should be made on the basis of delivery of business benefits.