毕马威：2024人工智能时代价值流的重要性报告 The importance of value streams in the age of AI

TheimportanceofvaluestreamsintheageofAI

KPMG.MaketheDifference.

KPMGInternational|

Contents

04

Whatarevalue

streams?

08

Theroleofbusiness

supportservices

09

Creatingvalue-driven,

customer-centric

experiences

12

Designingfor

value-driven

customer-centricity

14

HowKPMG

canhelp

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Inarapidlyevolvingbusinessenvironment,organizationsshouldcontinuallyseekwaystoenhancevaluecreation,improvecompetitiveness,anddrivecostefficiency.Theadvanceinartificialintelligence(AI)hasthepotentialtorapidlyacceleratevaluecreationthrough

AI-poweredvaluestreamanalysisandAI-enabledcontinuousimprovement.

Byfocusingonvaluestreamsandtheservicesthatsupportthem,organizationscanachieveoperationalexcellence,deliversuperiorcustomerexperiences,anddrivesustainablegrowth.

Valuestreamsprovideastructuredframeworkfor

deliveringcoreproductsandservicesefficiently.The

conceptofvaluesteamsisrootedinLean,SixSigma

andAgilemethodologiesandistheseriesofsteps

involvedindeliveringproductsorservicestocustomers.

AIcansignificantlyacceleratethecost,timeandqualitybenefitsderivedfromvaluestreamsbyenhancingdataintegrationandanalysis,enablingreal-timemonitoringandinsights,andautomatingandoptimizingprocesses.

AIisalsoprovingtobeacatalystforcustomer-centrictransformation,revolutionizingthewayorganizationscreatevalueforcustomers.AIcanalsobethestimulusfortransformingbusinessmodelsandcreatingnew

industrialecosystems.Frompredictiveanalyticstopersonalizedrecommendations,AI-poweredtechsolutionshavethepotentialtoreshapeeveryaspectofthevaluecreationprocess.

Organizationsneedtoanswer

somefundamentalquestions.Whatdoyourcustomerswant?Whatdoesyourbrandstandfor?Andhowdo

youdelivervalueforyourcustomers?

TheexecutionofAI-enabled

transformationcan’tjusthappen.Itmustbefocused,considered,

understood,andthenstreamlinedrightthroughthebusiness.

JennyRoche

Partner,DigitalTransformationLeadKPMGAustralia

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Whatarevalue

streams?

Valuestreamsrepresenttheend-to-endprocessesthatdelivervaluetocustomersandtheorganization.Theyencompasstheactivitiesrequiredtotransforminputsintovaluableoutputs.Whetherit’sdevelopingaproduct,providingaservice,ordeliveringatech

solutionoperationalvaluestreamsmapouttheflowofworkfromtriggertodelivery.

Howanorganizationcreates

valueforitselfanditscustomershasbecomeapreoccupationforC-suitemembers.Inasurveyof160companiesinsixcountriesthatarefocusingonvalue

streams

80%

ofC-suiteexecutivessaidtheyhadidentifiedvaluestreamsforkeyproductsandservices.Yetonly35percenthavedevelopedstrategiesforincorporatingAIintovaluestreams.1

1KPMGInternationalsurveyonApril2024of160C-levelexecutivesfromAustralia,Canada,Germany,India,US,andtheUKacrossthebanking,insuranceandhealthcaresectorsinvolvedwithkeydecisionsregardingtheircompany‘svaluestreams.

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Valuestreamsarepresentineverybusiness.Forexample,infinancialservicesthevaluestreamsforaloanmaylooklikethis:

70%

Loan

repaymentwith

interest

Completeapplication

Attractcustomer

Loan

needed

Awardloan

Repayloan

Underwrite

Valuestreamscutacrossdepartmentsandfunctions,and

eachcontainsthestepsnecessarytoconvertthetriggertothedeliveryofvalue.Fortheloanexampletheywouldinclude:

ofC-suiteexecutivesstatethat

valuestreammappinghaspositively

impactedorganizationaleffectiveness.2

intervention.Byquicklyidentifyingpatternsandinsights

withinthedata,AIenablesorganizationstomakedata-drivenunderwritingdecisionsmorerapidly,leadingtoimproved

customeroutcomes.Byleveragingpredictiveanalytics,

organizationscandetectpotentialfraudoranticipatepotentialissuesoropportunitiesandtakeproactiveaction.

AIalgorithmscancontinuouslymonitorandanalyze

performancemetricswithinvaluestreamstoidentifyareasforimprovement.Byprovidingreal-timefeedbackandinsights,

AIenablesorganizationstoiterateandoptimizetheirloan

processesmoreeffectively,leadingtoongoingenhancementsinprocessefficiencyandcustomerexperiencequality.

WhenAIisaddedtothemixithasthepotentialtosuperchargetheloan“engine”.AIcanautomaterepetitivetaskswithinvaluestreams,allowingforfasterprocessingandreducedhuman

•Thepeoplewhoperformthesesteps,forexamplethe

marketingteamsthatpromotetheproductorthefinance

teamthatevaluatesthesuitabilityofthecustomerforaloan.

•TheAI-enabledtechnologysolutionstheyuse,forexamplethesystemsthatshowwhattypeofloancanbeprovidedorwhatinterestcanbereturned.

•Theflowofinformationandmaterialsthatarenecessary,forexampletheloantypeandhowitwillbepaidback.

StreamliningtheseprocesseswithAIcanhelptoeliminate

waste,reducesleadtimes,andenhancesoverallefficiency.It’slikefine-tuningtheengineofawell-oiledmachine,ensuringthateverycogandgearworksseamlesslytogethertodrivesuccess.

2KPMGInternationalsurveyonApril2024of160C-levelexecutivesfromAustralia,Canada,Germany,India,US,andtheUKacross

thebanking,insuranceandhealthcaresectorsinvolvedwithkeydecisionsregardingtheircompany’svaluestreams.

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Casestudy

AI-poweredvaluestreams

Oneoftheworld’slargestpaymentprovidersisutilizing

AI-poweredvaluestreams,tappingintoahostofdata

fromacrossitscustomerecosystem,encompassingendusersofcreditcardsthroughtomerchantsandbanking

partners.Everysingletimeacardisusedaroundtheworld,itusesamachine-learning-poweredfrauddetectionmodeltomonitortransactionsinrealtime,generatingafraud

decisioninmilliseconds.3

UsersalsobenefitedfromAI-drivenoffers,personalizedopportunitiestosavemoneyonpurchases,anddata

scientistsusedAItodevelopalgorithmsthatdeterminedinmicrosecondsthemostrelevantofferstoputinfrontofacustomer.TheproviderestimatesthatcustomerssavedoverUS$7millioninitsfirstyearofoperation.

3

/uk/en/home/services/consulting/customer-consulting/customer-experience-excellence.html

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WhatarethesourcesoforganizationalvaluewithAI?

Valueiscreatedthroughinnovation,technology,operationalexcellenceandanengagedworkforce,forexample:

Deliveringhigh-qualityAI-enabledproductsorservicesthatarereliable,consistent,andmeetorexceedindustrystandards.

Innovatinganddevelopingnewproducts,servicesorprocessesthataddressunmetneedsorimproveexistingsolutions.

ReducingcycletimewithAI,gettingproductstomarketquicklyandefficiently.

ProvidingexceptionalcustomerexperienceswithAI,thatmeetorexceedcustomerexpectations.

Reshapingtheworkforceofthefuture.Augmentingrolesthroughacombinationofautomation,skillevolution,andtheneedtocollaborateeffectivelywithAItools.

ImprovingoperationalefficiencywithAIreducingcosts,improvingproductivity,andoptimizingsupplychainmanagementtoenhanceprofitability.

ManagingcomplianceandriskusingAI,ensuringtheorganizationactsresponsiblyandethically.

Formanyorganizationsidentifyinganddefiningtheiroperationalunderlyingvaluestreamscanbeproblematic.AIcanhelpheretoo.AIcanidentifypatternsandrelationshipswithintheorganization’sdatathatindicatevaluestreams.AImodelscanbuildontechniquessuchasclustering,classification,regression,orprocessminingtosurfaceandrevealcriticalvaluestreams.

Itisimportanttofocusonvalueandtobevalue-driven.Thisstarts

withdefiningwhatvalueisand

whereandhowvalueiscreatedin

thebusiness.Organizationsneed

tograpplewithdata,analytics,

automation,workflows,aligningtheworkforceandensuringtheyhavetherightskillstocollaborateeffectively.Focusingfirstonoperationalvalue

streamsandtheirsupporting

capabilitiesprovidesastructuredapproachtocreatinganddeliveringvalueacrossalloftheseareas.

AdrianClamp

GlobalHeadofConnectedEnterpriseKPMGInternational

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Theroleofbusinesssupportservices

Whileoperationalvaluestreamsfocusondelivering

coreproductsorservices,businesssupportservices,

enhancedwithAI,canprovidethenecessarysupportandinfrastructuretofacilitatevaluecreation.Theseservicesincludeexampleslikeordertocash,procuretopay,targettoleadandinvoicegenerationandpaymentcollection.

Whenservicesareoptimizedandalignedwithoperationalvaluestreams,theycanbecomecatalystsforvalue

creation.Byinvestinginautomation,standardization,

andcontinuousimprovementwithinsupportservices,

organizationscanminimizebottlenecks,reduceoverheadcosts,andenhanceoverallagility.

Usingvaluestreamstooptimizecosts

Valuestreammappingallowsorganizationstoidentifyandcategorizevarioustypesofwastewithintheirprocesses.ItcanalsoprioritizeAIinvestmentsthatreducecosts

associatedwithidlecapacity,underutilizedresources,andunnecessaryexpenditures.Ithelpsorganizationsidentifybottlenecks,delays,andnon-value-addedactivities.

Byremovingunnecessarysteps,organizationscanreducecycletimesandincreaseproductivity.

Byexaminingthevaluestreammapsorganizationscancreate“BenefitsHypotheses”.Thesearepotentialareas

wherecostcanberemoved.Bylaunchingaminimumviableproduct(MVP),organizationscandualrun

processesandvalidatewhetherinfactthenewwayofworkingisdeliveringthecostbenefitenvisaged.

However,valuestreammappingisnotaone-timeexercise;it’sanongoingprocessofcontinuousimprovement.

Byregularlyreviewingandrefiningvaluestreams,

organizationscanidentifynewopportunitiesforcost

optimizationanddrivesustainablecostsavingsovertime.

84%

ofC-suiteexecutivesbelievethatmanagingvaluestreamshasdrivencostefficienciesacrosstheorganization.4

4KPMGInternationalsurveyonApril2024of160C-levelexecutivesfromAustralia,Canada,Germany,India,US,andtheUKacrossthebanking,insuranceandhealthcaresectorsinvolvedwithkeydecisionsregardingtheircompany’svaluestreams.

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Creating

value-driven,customer-centric

experiences

Customerjourneyswithinthevaluestreamrecordthesentimentofthecustomerastheyexperiencetouchpointsatdifferentstagesenablingthe

identificationofpainpointsandblockages.

Valuestreamsandcustomerjourneysaretherefore

closelylinked,andvaluestreamsdefinethesteps

requiredtodelivervaluetocustomers,whilecustomerjourneysprovideinsightintohowcustomers

experiencethosesteps.Employeejourneysalsohavearoletoplayinaligningtherightskillsandcompetencestoeachtouchpoint.Employeesexecutetasksand

activitiesthatdirectlycontributetocreatingthevaluepromisedtocustomers.

Bymappingemployeejourneysintobothvaluestreamsandcustomerjourneysorganizationscanunderstand

howAIcanhelpimproveemployeeexperiences,andAI-driveninsightsandAI-orchestratedactionscan

contributetodeliveringvalueandenhancingtheoverallcustomerexperience.

Collectivelyvaluestreams,employeejourneysand

customerjourneyswhenalignedtogether,ensurethattheorganizationismeetingtheneedsandexpectationsoftheiremployeesandtheircustomers,improving

productivity,efficiency,effectiveness,andultimately,customersatisfaction.

81%

ofexecutivesstatethatfocusingonvaluestreamshaspositivelyimpactedcustomersatisfaction.5

5KPMGInternationalsurveyonApril2024of160C-levelexecutivesfromAustralia,Canada,Germany,India,US,andtheUKacrossthebanking,insuranceandhealthcaresectorsinvolvedwithkeydecisionsregardingtheircompany’svaluestreams.

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Casestudy

Organizationalalignmentalongvaluestreams

Aglobalautomotivebusinesshaddevolvedovertimeintoaseriesoffunctionalminibusinesses,andeachhadbecomeasiloleadingtoafragmentedviewofthecustomerand

theirneeds.

Theorganizationstarteditstransformationbyimplementingaleanfour-stepproblem-solvingprocesstounderstand

howaleansupplychainaffectstheproductqualityand

cost.Valuestreammappingwasthenusedtoidentifythe

value-added(VA)andnon-value-added(NVA)activitiesas

wellastheirimpactonleadtimeinthesupplychainfromtheunloadingoftherawmaterialstotheshipmentofthefinal

vehicle.Theresultwasshorterleadtimes,higherquality,andlowercost.

Datawascentraltotheirvaluestreamtransformation;

supplychaindata,vehicledata,lifestyledataandusagedatawereallneededtodelivervalueforthecustomerandthe

organization.Thismeantthisbusinessneededtoconnectacrosssilosandhavea360-customerview.

Achievingthisrequiredacleardefinitionofthevaluestreamsthatspannedthelifecycleandthecreationofenterprise-

widecapabilitiesindependentoffunctionsandsupportingtechnologythatprovidedasingleversionofthetruth.6

6

AIandtheorchestratedcustomerexperience—KPMGGlobal

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TheimportanceofvaluestreamsintheageofAI|10

Modulartechnologiesareimprovingvaluestreamsandacceleratingspeedtovalue

NewtechnologieslikeAIareincreasingtheflexibilityoforganizationsbyprovidingthetoolsandplatformsnecessaryformodularization,automation,andrapidintegration.Infact,leadinganalystscontendthattheorganizationoftheverynearfuturewill

be“composable”comprisedofasetofinterchangeablecomponentsthatcanbereconfiguredtomeetevolvingbusinessneedsandmarketdynamics.

ThemovetothecloudandwidespreadadoptionofmicroservicesisbreakingdownmonolithicITapplicationsintosmall,independentlydeployableservicesthatcan

berapidlydevelopedandscaled.Thisarchitecturepromotesmodularityandallowsbusinessestoquicklyassembleandreassembleapplicationstomeetchanging

requirements.

Theseorganizationshavelearnedthatastheymodularizetheirtechnology

infrastructure,theycanalsomodularizetheirvaluestreams,breakingdownvaluestreamsintosmaller,moremanageablecomponentsorstages,eachwithclear

inputs,outputs,andresponsibilities.Thesecanthenbereconfiguredquicklywhennewopportunitiesarise,orcustomerneedschange.

Contentstreamingorganizationsexemplifyanewtypeofbusiness,onewherethe

front,middleandback-officeoperationsareconnectedthroughvaluestreamsthatinturnarebuiltonamodularITarchitecture,whichwhencoupledwithAIallowsthemtodeliverhighlypersonalizedexperiencestousers.

Suchorganizationshavebeenearlyadoptersofthisrevolutionarymicroservices

architecture.Eachoftheseservicesoperatesindependentlyandcommunicates

witheachotherthroughinterfaceAPIscreatingasymphonyofsmall,independent

servicesallworkingtogether.Updatesandchangesareeasiertoimplement,andnewapplicationscanbedevelopedinrecordtimethroughreusingexistingmicroservices,leadingtomuchmoreadaptiveandresponsiveorganizations.

79%

ofexecutivesstatethatsilosgetinthe

wayofdeliveringvaluetocustomersand77percentareactivelybreakingdownsilostodelivergreatervaluetocustomers.7

7KPMGInternationalsurveyonApril2024of160C-levelexecutivesfromAustralia,Canada,Germany,India,US,andtheUKacrossthebanking,insuranceandhealthcaresectorsinvolvedwithkeydecisionsregardingtheir

company’svaluestreams.

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Designingfor

value-drivencustomer-centricity

Whenlookingatvaluecreationandcustomer-centricityitishelpfultodosoatthreelevels:

Enterpriselevel

Operationallevel

Technologylevel

Atthislevelvaluestreamsarethekeyenabler.Therewillbemultiplevaluestreamssupportingtheportfolioofproductsandservicesthatwhendefinedandoptimized,willenabletherapidflowofvaluethroughtheorganization.

Atthislevelitisaboutbuildingandconnectingcapabilitiesinawaythatenablesthesmoothfunctioningoftheoperationalvaluestreamsandthecustomerjourneys.Thefocusisonremovingpainpointsbyoptimizingandenhancingcapabilities.

Itisvitaltoidentifyandthenimplementtherighttechnologysolutionsfordigitizingtheorganization;thisshouldspandataandanalytics,operationalsystems,customerengagementsystemsandback-endenterprisesupportsystems.Afocuswillbe

requiredoncybercrime,riskmanagementandcontrols.

Organizationshavelimitedtime,resourcesandcapital;noteverythingcanbechangedatonce,soprioritization

decisionsneedtobemade.Itmakessensetofocusonthoseareasthatleadtogreatestvaluefortheorganizationandthecustomer.

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Organizationsthatdiligentlycultivatealleightcapabilitiestypicallyyieldtwicethevaluecomparedtothosethatneglectthem.

Improvingtheflowofvalueacrosstheend-to-endvaluestream

Insight-drivenstrategiesandactions:

Harnessdata,advancedanalyticsandactionableAI-driveninsightswithreal-timeunderstandingofthecustomerandthebusinesstoshapeintegratedbusinessdecisions.

Responsiveoperationsandsupplychains:

Operatethebusinesswithefficiencyandagility,usingAItofulfilthecustomerpromiseinaconsistentandprofitableway.

Tofullyharnesstheadvantagesofoperationalvalue

andisolatedcapabilitiescansignificantlyimpedevaluedeliveryandhinderorganizationalagility.

Establishingthesecrucialconnectionsentailslinking

valuestreamsandbusinesssupportservicestocore

businesscapabilities.Previousresearchconducted

jointlybyKPMGandForresterhasoutlinedeight

capabilitiesthatdelineatetheoperationalframeworkformodernorganizations.8Thesecapabilitiesencapsulatetherequisiteskills,knowledge,processes,architectureandresourcesnecessaryforexecutingstrategic

objectivesanddeliveringvaluetocustomers.

ofexecutives

statethatthey

knowwherevalueiscreatedandlostintheircustomerjourneys.9

73%

streamsandbusinesssupportservices,organizationsshouldprioritizeintegrationandcollaborationacrossallfunctions.Siloedfunctions,disjointedprocesses

Innovativeproductsandservices:

Integratedpartnerandallianceecosystem:

Developcompellingcustomervaluepropositionsonprice,

Engage,integrateandmanagethirdpartiesthroughAI

productsandservicesusingAItoengagethemostattractive

orchestrationtoincreasespeedtomarket,reducecosts,mitigate

customersanddriveprofitablegrowth.

riskandclosecapabilitygapstodeliverthecustomerpromise.

Experiencecentricitybydesign:

Alignedandempoweredworkforce:

Designseamless,intentionalAI-orchestratedexperiencesfor

Buildacustomer-centricorganizationandculturethatinspires

customers,colleaguesandpartners,supportingthecustomer

peopletodeliveronthecustomerpromiseanddriveupbusiness

valuepropositionsanddeliveringbusinessobjectives.

performanceusingAI.

Seamlessinteractionsandcommerce:

Digitallyenabledtechnologyarchitecture:

Interactandtransactwithcustomersandprospectsacross

Createintelligentandagileservices,technologiesandAI

marketing,salesandservicesusingAIinawaythatachieves

platforms,enablingthecustomeragendawithsolutionsthatare

measurableresults.

secure,scalableandcosteffective.

Thisconcertedeffortleadstoenhancedautomation,advancedutilizationofdataandanalytics,andtheidentificationofkeyareaswhereAIanddigitizationcangeneratethemostsignificantvalue.

8AcommissionedstudyconductedbyForresterConsultingonbehalfofKPMG,September2018.Base:1,299professionalsinvolvedwithcustomer-centricstrategydecisions.

9KPMGInternationalsurveyonApril2024of160C-levelexecutivesfromAustralia,Canada,Germany,India,US,andtheUKacrossthebanking,insuranceandhealthcaresectorsinvolvedwithkeydecisionsregardingtheircompany’svaluestreams.

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HowKPMG

canhelp

Continualinnovationandcustomer-focused

valuecreationare

essentialintoday’s

competitivebusiness

environmentKPMG

professionalsstriveto

leaveourclientswith

thetoolstoalwaysstaymarketrelevantwitha

maturecapabilityaroundorganizationalagility.

AIiskeytounlockingexcitingnewopportunitiesandnewrevenuestreamstodrivesustainablegrowth.AtKPMGwebelievethatAIwillbetransformative,generatingnewbusinessmodels,transformingindustriesandreshapingtheworkplaceofthefuture.Wearecommittedtohelpingorganizationsnavigatetheopportunities,challengesandlong-termimpactofAIandrealizeitsvalue.

Bycombiningourdeepindustryandfunctionalexpertisewiththeright

RickRose

AmericasRegionConnectedEnterpriseLeadand

Commercial,Principal,AdvisoryKPMGintheUS

technology,wecanhelpyouprioritizewheretounlockbusinessvalueandharnessthepowerandpotentialofAIwithspeed,agility,andconfidence.

Identifyingsourcesofvalue,mappingvaluestreams,customerjourneys,

andemployeeexperiencesrequiresanintegratedapproachonethat

enableslineofsightbetweentheaspirationaldirectionsetbythebusinessstrategyandhowvalueiscreated,andenabledbyAI,daytoday,interactionbyinteraction.

Managedservicescanalsoplayacrucialroleinhelpingvaluecreation

accelerationandenablingorganizationstoharnessthefullpotentialofAI.

Byprovidingdomainexperienceandafocusoncontinuousimprovement,

managedservicescanhelpAImodelstoremaineffectiveanddeliverongoingvalue,empoweringorganizationstooptimizevaluestreamsthroughdata-driveninsights,automationofrepetitivetasks,andpredictivemaintenance.

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Transformingforafutureofvalue

KPMG’sdigitaltransformationsuiteisdesignedtohelpclientsgettoamoreproductiveandsustainablefuture.Thesolutionsaredesignedtoaddressdifferentclientchallengesand

differentpartsofabusinessoranoperatingmodel.Eachonecontainsrichinsightsandisunderpinnedbyourleadingtransformationmethodology.

Thesesolutionsinclude:

“Futureof”:AtthestrategiclevelKPMGpublishes“Futureof”reportsforindividualsectors.

Thesehighlightkeytrends,value-creationopportunitiesandpotent