Every company strives to optimize the execution of its business
processes. Among these processes, customer processes occupy a
unique position. The reason for this is that these processes have a
direct impact on customer satisfaction. On the other hand, these
are processes which are very dynamic in nature. Customer processes
must allow for rapid adjustments to changing circumstances.
Customer Process Management is a booming field.
Focusing on business processes
For many companies, the execution of business processes
is a hot topic. The advanced level of automation is one of the
reasons for this. More and more process steps are performed
automatically. Cost reduction and increased quality demands serve
to propel this development. Additionally, from the CRM point of
view, organizations aim to provide their customers with the best
possible service. The application of intelligent systems has become
indispensable in this. Finally, technological innovations create
ever more possibilities.
Defining processes
The increased level of automation forces companies to standardize
processes more often. While in a manual process you still have room
to maneuver, the (partially) automated counterpart will allow no
room for variation or interpretation. The exact way a process
occurs must be defined for each situation. The defining of the
process therefore plays an important role; it must be determinative
and complete. Additionally, the process embedded in the system must
support every possible situation. If all of the variations have not
been defined, the organization will get bogged down. All occurring
events must therefore be charted in advance, according to the Six
Sigma philosophy, for example.
BPM and organization development
As processes increasingly become the central issue, they
also become determinative for the structure of the organization.
People and resources are organized around processes. This is not
new, yet it is very defining for the way organizations develop.
While in the past companies were built around functional domains,
in the future they will be subdivided more frequently based on a
logical clustering of processes, the so-called process domains.
Differences in dynamics
Process domains within a company can vary in nature. This is a
direct function of the dynamics required by each of the underlying
processes. In general, you could say that a purchasing process, for
example, is less dynamic than a customer process. In other words,
the frequency and the speed with which a customer process changes
will be higher. This also implies that the required controllability
differs per domain. This controllability in turn influences the
required support.
The controllability of processes
The controllability of processes is determined mainly by the
degree of flexibility with which supporting ICT systems and
employees can be deployed. If a process is highly dynamic, then it
should be possible to easily add or modify process steps. The same
goes for business rules that are used within processes. Assigning
the process tasks to different departments or processors must also
occur with ease.
The allocation of resources
Consequently, a process is only as flexible as the allocation of
its resources. These resources are responsible for the performance
of the process and are therefore determinative for the dynamics. If
they cannot be deployed flexibly, then the implementation of
changes becomes difficult. This is true both for employees and for
supporting systems.
Customer processes, a special process
domain
Customer processes occupy a special position within the total
business processes. Customer processes place high demands on
controllability for example. In other words, these processes are
directly visible to the customers and therefore impact customer
satisfaction and the company chances of being successful. It is
therefore very important that these processes can be modified
rapidly. And this means that it is mandatory that the supporting
systems may also be modified easily and rapidly; preferably
directly by the business, without the intervention of ICT
personnel.
The Focus of Customer Process Management
More and more organizations focus on the execution of customer
processes. On the one hand, because customer satisfaction and
loyalty are directly affected by it, whereas on the other, because
it often involves labor-intensive and therefore expensive
processes.
What is a customer
process?
A customer process usually results from interaction. This can
be inbound or outbound, contact by telephone, e-mail, 'snail mail',
or other communication medium. This interaction can be seen as the
intake phase of the customer process. During intake, it is
determined which customer process must be started in order to then
collect the data required to execute the process First Time Right.
Tasks involved in the process - such as making decisions, writing
letters and e-mails, and recording changes - can occur both
manually and automatically.
As mentioned before, it is of crucial importance for customer
processes to be able to be modified rapidly. The business (and
thus, without the intervention of ICT personnel) must be able to
easily redirect workflows, add standard letters, generate root
causes, modify business rules, etc.
Customer Process Management Software
Customer Process Management software supports
organizations in optimizing the execution of their customer
processes. In addition to its contribution to the intake phase of
customer contact - such as those tasks also supported by Customer
Interaction Management tools - the software contributes to the
subsequent setup of the customer process. CPM software for example
supports communication with customers through letters and e-mail.
Additionally, it ensures that employees always have up-to-date
information on the customer's situation, that the number of pending
tasks must also be clear, as well as the status of service levels.
Finally, CPM software ensures that the adjustment of processes
becomes a task of the business. Supported by software, adjustments
can be implemented quickly and in advance.
Optimal customer service? Customer Process Management!