Knowledge is power, and customers have more knowledge than ever
Competitiveness based solely on product /service price or features is increasingly unsustainable. Competing effectively means considering broader customer experience issues.
In the past, customers had to come to you in ways you specified, because you had the information that could help them get what they wanted. Now, information is everywhere. Customers don't have to engage with you in ways that you specify, and they don't want to.
You have to go where customers want to be, and you have to engage with them in ways that make sense to them.
There’s a “hierarchy of needs” to fulfil to deliver for customer experience excellence
The foundation of delivering a great customer experience is to deliver consistency and continuity of service – across brands, venues, channels and so on.
The second piece, which builds on the foundation of consistency, is to make it easy for customers to work with you.
The third level of our hierarchy of needs is about “going the extra mile” – which is about being prepared to not only integrate and pull capabilities to the front edge of your organisation where they can be presented to customers; but to actually make customers part of your processes – to open up key processes to customers in selected ways that allow them to act as peers to internal people and systems.
BPM is the foundational ingredient you’ll need to bring everything together
BPM is a central enabler of great customer experiences – it acts as the engine for addressing all three of those levels in our “hierarchy of needs”.
Effective BPM combines process improvement techniques with business process automation technology to create ‘systems of co-ordination’ that manage and improve knowledge about ‘what works in work’; and apply this knowledge to directly co-ordinate and measure work in dayto-day business operations.
In this paper by Neil Ward-Dutton, MWD Advisors, see what you should be considering to give your customers a seamless interaction from start to finish.