There is no question that the most successful businesses are those that provide the best customer experience. This fundamental truth supersedes industry divisions, company size, and product specifications. In an interview by James Henderson of Computerworld New Zealand, Russell Gordon of UXC Eclipse argued that BPM is proving to be a powerful way for organizations to provide customer satisfaction in an increasingly competitive marketplace. There is no question that the most successful businesses are those that provide the best customer experience. Business process management (BPM) is traditionally thought of as discipline that aims to improve business processes. BPM tools are used to ensure that processes run smoothly and that process improvement is brought to the forefront. Yet, rarely is BPM envisioned first and foremost as a way to improve the customer experience. Gordon outlined the four ways in which BPM returns the customer to the center of the equation
- Improved product, service quality, and delivery timelines—BPM improves overall quality by considering the process from the customer’s point of view. In the same way, BPM puts the customer’s needs first when discussing process improvement.
- Increased personalization—Traditional organizational frameworks divide people into departments. Apart from the potential downsides this division might have on business operations, considering an organization as comprised of departments instead of people destroys the customer experience. BPM helps to unify customer touch-points, which leads to the type of personalization that results in increased customer satisfaction.
- Customer-centric decision making—While many organizations make decisions solely in view of how it affects their bottom line, BPM brings the focus back to the people that comprise the organization. This allows a company to envision the impact of a particular decision from a customer’s point of view, which provides a fuller picture of the ramifications of a choice than financial considerations alone could provide.
- Lower Cost of Operation—BPM lowers costs by streamlining processes across an organization so that they can be easily understood and managed, and so that risks can be mitigated and waste can be reduced. These savings can then be passed on to customers in the form of reduced prices.
According to UXC Eclipse’s Russel Gordon, 2015 will be the turning point for BPM. Once, an overlooked practice designed to manage and map internal processes, BPM is set to transform the business world by providing yet another way to put the focus back on customer experience.
Do you find that BPM improves customer experience? Does your organization use BPM tools to drive customer satisfaction?