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 business processes.
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. Business applications and case management systems must be ready to handle the ever-changing landscape.
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 and streamline workflows.
Handling customer complaints – While the service requests are resolved in the allotted time frame, most of that time is not spent in solving the problem but in getting the complaint to the right person. The standardized processes at times become too rigid to allow for collaboration and faster resolution of cases in real-time.
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, they are the stakeholder’s worst fear. Product recalls can also lead to a tremendous loss of customer goodwill. The question is does the inability to involve the 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 user 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 into 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 the efficiency and functionality of their case management tools. Businesses today have a set of both structured and unstructured processes and business rules. As a result, organizations are struggling to find the right balance between these two types of processes and the customer support they want to provide.
A Case Management Platform solution based on a business process management (BPM) platform addresses the human element via digital and gives businesses the agility and flexibility to manage dynamic case management processes. It delivers businesses the right mix of automation and human intervention to manage emergent scenarios and unique ad-hoc use cases. 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 a Case Management software solution on a low-code platform can facilitate your journey towards customer-centricity through our newsletter, featuring Gartner Magic Quadrant for BPM-Platform-Based Case Management Frameworks.
