There is much more in common between BPM and Customer Experience than we may initially realize.
Revisiting the concept of BPM, or Business Process Management, it is a discipline aimed at increasing the efficiency and effectiveness of an organization’s processes and operations.
This is achieved through the mapping, standardization, improvement, and optimization of processes, which must be applied continuously. A process is simply a sequence of activities carried out to achieve a specific business objective.
As we discussed in a previous article, everything requires processes. Financial area processes, for example, guide activities such as purchasing raw materials, making payments to suppliers and employees, conducting credit analysis for banks or insurance companies, among many others.
However, we often overlook the fact that these processes also serve to guide the overall operation of the company and directly impact the experience perceived by our customers, whether through products, services, or even customer service.
How does this relationship work?
In the past, processes were mapped and designed with the goal of improving internal activities, reducing costs and the time invested in a given task, while also focusing on standardization. This way, if a key employee left the company, nothing would be lost.
However, the market has undergone many changes, and customers have become more demanding. Therefore, limiting customer experience improvement analyses to what is directly delivered to them has significantly narrowed the scope of exploration.
All processes are reflected in the products and services offered; everything impacts the end customer. As a result, evaluating internal processes from the customer’s perspective can help improve the relationship between the customer and the company, directly impacting revenue and deliverables.
It is thanks to customers that companies exist, and with the market’s updates and new demands, all organizational processes must now be reviewed from the customer’s perspective. Have you ever considered what could be improved in an internal process to enhance your customer’s experience?
How to do this?
To begin with, if your company doesn’t have its processes mapped, you can start by conducting that assessment. Otherwise, you can move directly to the AS IS analysis, followed by TO BE, to identify improvement opportunities and create solutions that can meet your customers’ needs as efficiently and effectively as possible.
Another indispensable tool is Customer Journey Mapping, which can be done using the CCBXD Method (Customer Centric Business Experience Design), created by Gart Capote. Its main objectives are to understand, with more humanity and relevance, the needs of market segments, develop new and powerful value propositions, design positive and memorable experiences, connect organizational processes to touchpoints and moments of truth in each customer experience, and finally, guide organizational leadership in making more strategic decisions about customers.
The method consists of 8 stages: understanding the customer, understanding the tasks, describing objectives, developing solutions, building the journey, detailing hypotheses, describing change, and constructing the Canvas. Some of these stages can even be mapped using Interact Flow, a free tool from Interact.
See an example below:
BPM in the Era of Customer-Centric Experiences
After this brief article, you are probably eager to learn more about how BPM fits into the Era of Customer-Centric Experiences from a professional perspective and what more can be done.
To that end, we invite you to join our upcoming webinar: BPM in the Era of Customer-Centric Experiences with Gart Capote, which will take place on 10/17, starting at 2:00 PM, and will be conducted exclusively in Portuguese.
Register now and take advantage of this opportunity to become an even more prepared professional for the challenges of today’s market.
Author:
Bianca Wermann
Journalist, Communication and Marketing Analyst at Interact Solutions.
