In the modern Digital world, Customer Experience is a critical factor for success in BPM. Organizations can apply Design Thinking framework to map the right emotional innovation factors and succeed in the BPM transformation.
Amplifying BPM with Customer Experience and Design Thinking
Let’s begin with a simple example of what most of us have experienced at least on one occasion. You arrive at the grocery store checkout area and see almost equal number of people in line at each checkout counter? You carefully join the line which appears to be the shortest. But it is your line that moves the slowest, causing you to question your judgmental abilities. In frustration you silently scream “Why can’t they just have one common waiting queue to be fair to all?” The millions of dollars the store pumped in to state-of-the-art process automation and modern point of sale (POS) devices for faster checkout, misses the purpose of making the customer satisfied.
Undoubtedly Customer Experience is important. A carefully optimized process and generously funded BPM initiative would still fall short of business impact if the entire customer journey is not considered. With the growing relevance of BPM in the Enterprise’s Digital strategy and the Social Strategy, there is a compelling need to look beyond traditional Process Maps and Case models to more Customer focused constructs like Customer Journey Maps.
There are multiple tools and constructs that are relevant and let us understand the essentials of a few critical ones: Process Maps, Case Maps and Customer Journey maps. Process Maps are usually a representation of the tasks participants, and the business logic that helps to achieve a set of business outputs. Case Management is also a widely popular method. It provides a good top-level view of the business transactions itself and analyzes the work as it moves through stages or milestones. Case and Process are inter-related, where ‘Case’ is the business transaction on “What” we want to accomplish and Process is the view of “How” to do it.
A Customer Journey Map is a tool that helps organizations look through the lens of the Customer and provide an “outside-in” perspective. It maps the customer’s journey through the various touch points or lifecycle stages, identifies the experience, and provides insights on where the experience can be improved. It helps to discover the softer aspects of business transactions like impressions, emotions and feelings at the various stages.
Why are Customer Experience and Journey maps important in BPM?
What is Design Thinking and how can it help?
A positive customer experience is unarguably a vital differentiator for the Business. Multiple studies have shown that more than 80 % of the customers would pay more for a product or service for a better customer experience (1) . For Internal customers or users the experience is equally important to ensure that they efficiently resolve work, achieve productivity and in turn impact end -customer satisfaction.
Design Thinking (DT) is a framework that fosters innovation with a human centric approach. In this framework, the source for innovation is through direct observation of people’s experience, likes, dislikes, feelings and emotions in their day-to-day life. The Design Thinking starts by putting customer in middle of everything, empathizing with them, encouraging diversity of viewpoints and background, and describing their journeys. DT helps bring to the forefront the core emotional innovation aspects related to Customer Experience and later on, applies the filters of feasibility (technical) and viability (profitability).
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