We have long been hearing about customer delight, customer experience and customer centricity. And, organizations are going all out to address all the 3 C’s by adopting digital.

In today’s digital era, customer experience is no more a differentiating factor but a fundamental expectation. Businesses are treating each customer interaction as a unique case which, needs to be mapped to ensure the right message and action at the right time. Now, while enterprises are moving towards customer centricity, the gaps in processes are more pronounced now than ever before.

Bridging the process gaps

Customer centricity can come in many forms and may be driven from various directions. To drive customer centricity there is a need to bridge the gaps in the existing processes.

Handling customer complaints – While the incidents are resolved in the stipulated time, most of the time is not spent in solving the problem but, in reaching the complaint to the right person. The standardized processes at times become too rigid to allow for collaboration and faster resolution of cases.

Managing employee grievance – With increasing competition, employees have visibility to opportunities outside and if their concerns are not timely heard or not directed to the right authorities with flexibility in processes, a minor grievance can lead to undesirable results. Bringing the same level of customer centricity for your internal customers is equally critical.

Preventing product recall

–Product recalls are expensive and with various monetary losses, it also leads to a tremendous loss of customer goodwill. The question is does the inability to involve right authorities and experts at the right time lead to a process fault?

The missing element

Digital in its sense and by interpretation means driven by technology. However, organizations in the process of going digital have overlooked the human element. Customers today want a personalized experience and need to be remembered, however, not through their customer id but with their name.

So, how do organizations bring the human element back in their processes?

Case Management – Road to Customer Centricity

Changing business dynamics and evolving customer needs are forcing organizations to find better ways to achieve customer-centric outcomes and look beyond efficiency. Businesses today have a set of both structured and unstructured processes. As a result, organizations are struggling to find the right balance between these two types of processes.

Case Management solution based on a BPM platform addresses the human element in digital and gives businesses with agility and flexibility to manage dynamic processes. It gives businesses the right mix of automation and human intervention to manage emergent scenarios. It empowers knowledge workers to manage an employee grievance, allows for handling complaints in context, and executes smarter processes in case of a recall.

Gain more insights on how Case Management can facilitate your journey towards customer centricity through our newsletter, featuring Gartner Magic Quadrant for BPM-Platform-Based Case Management Frameworks.