Optimizing Business Processes to Enhance Customer Experience

An organization's success today lies in the kind of customer experience it offers. Higher the number of customer touch points or interaction, better is the revenue gain for enterprises and greater will be the customer loyalty. Today companies are increasingly focusing on optimizing processes, particularly back-end operations, to bring those more in tune with customer needs. This is helping companies build better ties with customers; acquire new ones while retaining existing ones.

Companies are bringing their back-end processes in sync with customer experience by leveraging more on Business Process Management (BPM). While this trend has picked up in a few industries, it is noticeable only in pockets in others. The potential of optimizing BPM to enhance customer experience is huge. As more and more organizations start to look at BPM as a way to improve Customer Experience, BPM initiatives need to be looked at differently. At the same time, we need to look at how organizations are trying to boost customer experience through efficiency in their processes and take business advantage to the next level.

Traditionally, companies looked at BPM to simply optimize operational efficiency and ensure delivery excellence. The scope and possibilities offered by BPM have changed considerably today. Organizations are aiming at improved customer service and operational factors such as delivery and processes that are considered as key elements in ensuring enhanced customer experience. Therefore, today BPM is focused on not just improving operations but aligning every aspect of a business with delivering the maximum customer satisfaction.

BPM today is more focused on developing processes to optimize operational efficiency by ensuring delivery excellence, advisory and process transformation (see figure below).

Optimizing Business Processes to Enhance Customer Experience

Few industries, like aviation and e-commerce, are already making use of BPM in enhancing their customer experience, while others such as utilities, healthcare and insurance are optimizing these processes in parts. For example, a lot of airline companies are partnering with online retailers to provide customers with the ease of buying things on-the-go. Not only that, in case of any cancellations or rescheduling of flights, travelers who booked with these online retailers are getting intimated along with others who made direct bookings with the airline because the retailers have back-end associations with airlines to ensure seamless customer service. In the banking space, several banks are providing its users the benefits of banking on-the-move. The banking applications allows users to open fixed or recurring deposit, order a cheque book, stop a cheque payment, and upgrade debit card, along with other non-financial activities like viewing account summary and credit card details.

Advantages of implementing BPM in organizations are considerable. These range from the obvious such as greater customer satisfaction and reduced churn, smooth flow of accurate and complete information, to the gradual, such as effective sales by automating inventory and promotions planning, better monitoring of vendors and compliance systems, ensuring timely deliveries of goods, and consolidation of disparate channels of reaching out to customers. However, the actual long-term success will depend on how well organizations synchronize enterprise-wide social media monetization strategies, with the agility of their internal business processes and human interaction management.

About the Author

Ritesh Jain heads the BPM practice for various products with Wipro. His responsibility includes go-to-market strategy, delivery of projects, competency development across products. His practice provides end-to-end services to customers in the BPM space, right from strategy to post production support with key offerings like BPM COE setup, implementation and support, product evaluation, process analysis and roadmap definition.

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