Things have got to change
Customers are becoming increasingly critical. They want the best
and they want it now. If an organization cannot provide, a
competitor is easily found. The quality of service has to be high.
All the time.
But it does not stop there. Customer contact is also becoming
more complex. A customer can ask a question through a website, for
instance. But what happens if he rings afterwards anyway? Customer
processes are getting more and more intricate and that drives up
costs. Costs that organizations could well do without, as increased
competition has already squeezed their profit margins.
The challenge
Businesses are in a corner. Customers are demanding,
customer satisfaction is under pressure. But continuity must not
end up paying the price for this. A different approach is required
to meet today's expectations; a dual approach. One is deploying
smart software. Using this software can harness the cost. The other
is putting customer processes centre stage. Proper settlement has a
direct effect on customer satisfaction and therefore customer
loyalty.
Focus on customer processes
To achieve the optimum processing of customer contacts and
the resulting customer processes, we have to take a few matters
into account. First of all, their dynamic character. What suffices
today, is out of date tomorrow. This means that customer processes
must be simple to modify. In addition, the availability of relevant
customer information is important. However, this information is
often distributed across various systems. Still, staff should have
easy and real-time access to it. Not just to consult it, but also
to supplement it and to initiate workflows.
Platform for Customer Process Management
The approach described can be summarized as: Customer
Process Management. Morphis has developed a platform to apply CPM
in practice. This platform is called ProcessRunner. ProcessRunner
was developed with a single objective in mind: assisting
organizations in putting their customer processes centre stage.
Transforming current developments from threats into
opportunities.