Thank you to all the attendees at our May 12th webinar: Top 5 Strategies for Digital Process Agility. A second thank you to our fantastic speakers Jan Marek, BPM Leader at Generali, and Jorge Garcia, Principal Analyst at Technology Evaluation Centre (TEC).
During the webinar we launched three polls to gleam some insight into the hearts and minds of today’s senior executive. Here are the highlights:
1. What is your primary driver for adopting a process management and automation platform?
“Whilst operational cost is usually the primary driver, it is an interesting result to see that customer experience is becoming a serious driver. Customer satisfaction gains terrain every day and that’s the way it’s going to be in the next few years. Organizations priorities are shifting.”
“Customer satisfaction is the most important priority for us, if our customers are not satisfied, they will vote with their feet and we will lose them forever. This is why the policy binding process was so important to us as it had a positive impact to the overall customer experience and therefore satisfaction to our customer.”
There are many differing factors that initiate the need to adopt BPM. Of late we have seen the rise of digitally born competitors where the landscape of what your customer looks like, how it behaves has dramatically changed the way customer satisfaction is perceived. To one organization this could be as simple as having the means to quickly correspond with unhappy customers via Twitter. To another it might mean simplifying the holiday booking process. How you touch your customers and deliver personalized experiences are the keys to delivering customer satisfaction.
2. To what degree does your organization consider the customer experience when designing operational processes?
“I don’t find this result surprising, at Generali it is crucial to care about the customer experience during the policy lifecycle process, BPM programmes that we run are positively responding to the demand of improving our customer experience which ultimately increases revenue.”
At a recent trade show we attended, an esteemed Executive gave a great analogy, when you make a sandwich, what is your first step? You might think that the first step is to butter the bread, but is it? In fact, you must open the bag, take a few slices of bread out, put them on a plate, find a knife to butter the bread with etc. There are many more steps involved in that process than you initially thought, and this analogy applies to how you design your process. Where does your customer start? What do they see? Which button do they press? What form fields will they fill out? Customers are emotionally connected to the process demanding a quick and intuitive experience. If you start the process with this in mind, you truly step into the shoes of your customer.
3. What is the most important capability a BPM platform should have to deliver digital process efficiency & automation improvement?
“It’s clear for all that ease of use is one of the most important principles to follow for a customer-centric strategy.
How many times have you logged onto a website on your mobile device and noticed the page doesn’t render appropriately, naturally you end up closing the page?
From a business perspective this is devastating, your one (and potentially only) interaction with this customer has ultimately ended up in losing that customer. In today’s digital era approximately 50% of eCommerce traffic comes from cell phones. By not enabling a seamless tablet and mobile experience that slice of revenue will never be seen on your bottom line.