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Ask not what you can do for your Enterprise Architecture, ask what it can do for your customers. Steve Melville, Director of Support Delivery Architecture at Oracle, says that businesses today need to align processes, strategies and systems to be customer-focused and "outside-in" driven. In this Profit through Process podcast, Melville descibes how the new model of putting the customer at the heart of operations is turning traditional BPM on its head and describes the impact it's having on Enterprise Architecture.