In the old days (as in pre-smartphones), customer retention was driven by brand loyalty; a smiling face behind a counter or in a branch or a friendly voice on a phone. Waiting a few days or even weeks for feedback was expected and acceptable.
In today’s app-driven economy, customers demand instant gratification. The words “brand loyalty” have been removed from the everyday vocabulary. Why would you put up with average service when you can shop around online, anywhere, any time for a different service provider?
I am sure you can all relate to the last-minute online search for a new insurance provider, medical provider, real estate agent or even airline. I recently changed my vehicle insurance provider after being with them for 3 years, not because of bad service but simply because they had not taken the time to analyse my needs and re-value my vehicles. They sent me an over-inflated bill, based on ageing data and expected me to pay it. A quick online search solved the problem and I switched.
With the above story in mind I would like to challenge you to think about what happens in your organisation when your customers or employees perform the following actions:
Typical answers include:
The reality is that process happens in every organisation, every day, whether we manage it or not. If there are no systems then the process is driven by Excel, paper, email and humans. Bad processes lead to bad customer service.
“Almost every part of a successful business transaction relies on having the right information available to the right person at the right time, whether that person is an employee or a customer.” – Improving CX with Agile Process for Dummies.
Information flow is often hindered by paper, siloed information and lack of visibility.
Low-code Business Process Applications offer the best combination of Electronic Forms, Workflow, Data and Reporting that are customised to meet the unique business needs of each department and process delivered using the best-of-breed low-code platforms.
Business Process Applications provide the business with the ability to design and implement pre-emptive business strategies and processes to guarantee customer retention.
Let’s take a closer look at a Business Process Application and highlight a few topics to consider to drive customer and employee adoption.
Most of you would have taken care of your customer-facing forms and employed a User Experience specialist to create modern apps and web-based interfaces, but what happens after this? Do you revert to PDF, email, and Excel to manage the workflow and tasks?
To improve the end-to-end customer experience, consider how transforming your backend tools from paper and email to electronic forms-driven solutions with workflow can help eliminate bottlenecks and provide the data needed to drive effective processes and improved customer experience.
Electronic forms, in combination with workflow, can help with decision support, master data management and visual dashboards to track and collate data.
Here are four items to consider about forms:
Data is a critical element to delivering a successful Business Process Application and driving the customer experience.
Here are a few items to consider about data:
Placing employees first results in happy customers according to Richard Branson of Virgin. He is famous for the quote below.
“It should go without saying, if the person who works at your company is 100 per cent proud of the brand and you give them the tools to do a good job and they are treated well, they’re going to be happy,” – Richard Branson
An electronic form without a workflow process behind it, is as useless as a piece of paper stacked on a desk. Workflow is required to deliver the right work to the right individual at the right time.
However, not all workflow tools are created equal and workflow quickly gets complex.
Reports provide insight into process data to help identify bottlenecks and optimise processes over time.
Consider how to process data and how business data can be combined to provided business insights.
Business Intelligence platforms can provide data visualisation to help analyse your business.
Ask your BI team for help. You will be blown away by the possibilities.
Most organisations have processes in place (albeit human-driven) to handle the critical business aspects, e.g. the sales process, new orders etc.
When it comes to customer service, dealing with the unexpected or undefined is where companies often drop the ball.
It hard to put processes in place to deal with these scenarios. This is where ad-hoc workflow and tasking can play a role.
Keep it simple to start with. Processes get complex quickly and can have a big change management impact, as you are trying to fundamentally change the way people work.
After a quick search for a new insurance provider, I found one that offered me a better best price so I signed up by completing the online form. My application was accepted and processed quickly and efficiently. I received text messages notifying me of my successful application. This is all standard and would be expected as a minimum level of service.
However, there was one more hurdle. I needed to supply proof of my no-claim status. Normally this is the painful part of the process, however in this case technology and process came to the rescue.
I received a text message with a link to an online form. I was then able to take a photo of my proof of status, attach it to the form and hit submit. My document was automatically attached to my policy in the back-end system and I received a follow-up text notifying me that the process was complete.
Halleluiah, that was a fantastic experience. Well done my new Insurance company!
I have 15 years of experience helping organisations address process inefficiency. I am passionate about helping companies shape their digital strategy by unlocking the value their business processes, reducing paper, improving decision making through data, reducing risk, driving down the cost and time in building custom applications and providing mobile solutions across all devices. In 15 years, I have never seen two workflow processes that look the same. Every organisation and every process are different.
I have spent the last 15 years working with the K2 platform, simply because I believe in the product and the vision.
To immerse yourself in the possibilities of process efficiency (Forms, Work, Data, and Reports) look at http://playwithk2.com.au