What are systems of engagement?

Where the term 'systems of engagement' comes from

The concept was first outlined by Geoffrey Moore in his 2011 white paper titled "Systems of Engagement and the Future of Enterprise IT: A Sea Change in Enterprise IT." In the paper, Moore called systems of engagement the next step in the evolution of IT-enabled consumer experience in the global marketplace. He said it requires "empowering the middle of the enterprise to communicate and collaborate across business boundaries, global time zones, and language and culture barriers, using next-generation IT applications and infrastructure adapted from the consumer space."

Moore stated that systems of engagement need communication technology that enables real-time connections and lets people interoperate both synchronously and asynchronously. These technologies could include wikis, real-time chat capabilities, crowdsourcing, web conferencing, video streams and video conferencing, Moore wrote.

What's the difference between a system of engagement and a system of record?

A system of engagement supports communication between people such as employees, customers and external partners. It complements a system of record by facilitating interaction, from in-house social media communication to user experience systems that enhance customer experience. Systems of engagement can be found in a broad range of domains, from in-house networks to the cloud to mobile devices.

A system of record manages data and other digital assets that are central to the operation of the enterprise -- in other words, data sources and data management systems. These include data and content in each business area, from financial to operations to human resources. Examples include enterprise software suites like customer relationship management (CRM) systems, enterprise resource planning (ERP) systems and accounting systems. These systems exist to provide visibility into the business. For example, CRM systems provide front-office business functions, whereas ERP systems support back-office functions.

When systems of record and systems of engagement are well synchronized, operations are optimized, partnerships are strengthened, and customer interaction is improved.

Requirements for implementing a system of engagement

In the implementation of a system of engagement, disconnected systems such as supply chains, vendor ecosystems and business operations must be integrated to operate as a unified whole. To achieve this integration, organizations often deploy cloud-based platform technologies to enhance collaboration. These changes to content management systems also likely require new processes for securing, storing and deleting records. The overall goal is to layer systems of engagement on top of systems of record to enhance the functionality of both.

The following important requirements must be met to achieve a successful system-of-engagement implementation:

• C-suite buy-in. Implementing a system of engagement isn't a simple software install; it involves the integration of operations and communications in tangible ways, potentially requiring considerable effort and institutional change. This can't be accomplished without strong executive support.
• Broad participation in planning. Implementing a system of engagement meaningfully requires representation from every area of the business that will be affected. When every perspective is represented, the odds of successful integration with systems of record improve considerably.
• Change management. The institutional change necessary for successful implementation requires strong communication to the workforce supplemented by effective, well-planned training. This must be built into the implementation agenda early on.
• Testing and metrics. Is the implementation a success? The best way to know for sure is to measure it by establishing metrics and key performance indicators that provide visibility into effectiveness and quantity changes in performance. This, too, requires extensive front-end planning.

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