Why a BPM Strategy will deliver an Unparalleled Customer Experience

by Ed Reiter 2. September 2010 07:11

At first glance Business Process Management (BPM) and Customer Experience seem unrelated disciplines. Nothing could be further from the truth.

To achieve an unparalleled Customer Experience, an organization must consistently deliver superior customer service. To do that, the organization must have detailed, documented processes in place that allow their employees to deliver this service the same way, every time there is interaction with a customer. This is where BPM comes into play.

A well defined BPM Strategy brings transparency to Customer Service as well as defining the processes that lead to consistent, superior service and customer interactions. This starts with documenting the customer interaction processes. It brings to light things that may not have been known before.

For example, in a call center the representatives may not have been empowered to provide the customer with a patch that corrected a bug in the software they were supporting without first getting management approval. This need for management approval slowed the process down considerably. During the documentation process this glitch was discovered and the process was approved to eliminate the required extra step, which made the process more efficient. This is a simplified example, but you get the idea.

Business Process Management Suites (BPMS) should also provide, or integrate with, Customer Relationship Management (CRM) systems that accompany a superior Customer Experience. Customer Relationship Management is another driving force of a good BPM Strategy that provides the information necessary to stay ahead of the curve when providing superior customer service.

Effective CRM systems do not come from software, but by well-developed processes. Customer Relationship Management software is a valuable tool, but without the processes to make customer interactions efficient and positive they will not result in the desired customer experiences.

Processes like sales management, shipping and error handling require planned efforts between different departments. The question is how to get everyone to do their part in the process? The answer is to use BPM and CRM software. This is a combination that gives the ability to deliver an unparalleled customer experience.

Today organizations have come to realize that processes are as important an asset as their employees. They see Continuous Process Improvement (CPI) as a way to improve efficiency, transparency and a way to deliver highest level of service. In so doing, they reap a greater return on investment and profits.

Next time we will discuss “How does BPM make effective Customer Relationship Management?”

For more information, visit us at www.caaspre.com.


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BPM | AuraPortal | Customer Experience

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