Customer Experience and BPM – From Efficiency to Engagement
- by Ajay Khanna
Over the last few years, focus of BPM has been mainly to improve the businesses efficiency. To create more efficient processes, to remove bottlenecks, to automate processes. That still holds true and why not? Isn’t BPM all about continuous improvement?
BPM facilitates and requires business and IT collaboration. But business also requires working with customer. Do we not want to get close to and collaborate with our customers? This is where Social BPM takes BPM a step further. It not only allows people within an organization to collaborate to design exceptional processes, not only lets them collaborate on resolving a case but also let them engage with the customers.
Engaging with customer means, first of all, connecting with them on their terms and turf. Take a new account opening process. Can a customer call you and initiate the process? Can a customer email you, or go to the website and initiate the process? Can they tweet you and initiate the process? Can they check the status of process via any channel they like? Can they take a picture of damaged package delivery and kick-off a returns process from their mobile device, with GIS data?
Yes, these are various aspects to consider during process design if the goal is better customer experience and engagement. Of course, we want to be efficient and agile, but the focus here needs to be the customer.
Now when the customer is tweeting about your products, posting on Facebook and Yelp about their experience with your company (and your process), you need to seek out that information. You need to gather and analyze the customer’s feedback on the social media and use that information to improve the processes and products. This is an excellent source of product and process ideation.
So BPM is no longer only about improving back-office process efficiency, it is moving into a new and exciting phase of improving frontline customer facing processes, customer experience and engagement.
Let me know how you think BPM can enhance customer experience.
