Many organizations have been investing a lot in customer experience during the past years: mapping customer journeys, creating persona’s, reinventing products and services to better serve today’s and tomorrow’s customers. Taking your customers as a starting point is surely the right way to go. For all of you who do so, BRAVO! However, this front-end approach is not enough.
Customer-centricity should be embedded in your organization as a whole, from front to back. You need to look at all operations from a customer’s perspective (end-to-end). You cannot setup a digital customer-centric service when your front office is supported by silo thinking, paper-driven back-office processes. CXSolutions.com estimated that 60 percent of customer dissatisfaction can be traced to back office inefficiencies!
Too many companies digitally transform their customer facing channels, but keep working traditionally internally from a process and organization perspective.
Prof. Dr. Ir. Hendrik Vanmaele, CEO Möbius
We strongly believe focusing on customer-centric business process management can help to align and improve back office operations. Advantages include:
- Higher consistency: which is key for customer satisfaction. Consistency in delivering quality across your organization and consistency across all channels (whether physical, by phone or online).
- Higher efficiency: Mapping & analyzing processes enables us to identify waste, leading to cost reduction and higher profitability.
- Employee & customer satisfaction. Nobody gets enthusiastic from redundant activities, tedious manual & repetitive work. Optimising your processes allows employees to focus 100% on their added value, customer impact.
- Compliance & audit. Whether you need to comply to legislation or perform audits to achieve a quality certification, business process flows and work instructions help facilitate the process.
- Increased transparency. A lot of companies still work in silo’s with marketing, sales and production operating separately. Managing the end to end process creates transparency across departments. Process flows facilitate communication to current staff members and new hires.
Convinced? Well than let’s start! Our recommended recipe for success includes:
- Management buy-in and customer feedback: Lacking management buy-in is the number one reason why these kind of projects fail. Raise management awareness and involve them from the start. Making sure they believe in the cause will reflect in overall adoptability. We also recommend to involve your customers when aligning your back and front office operations.
- A robust framework: Define your process landscape covering all your end to end processes, starting & ending with your customers. Since 83% of organizations admit to still be working in silo’s (AMAnet.org), we need to break the silo thinking and focus on the full sequence of activities. Additionally, you should define a clear roadmap for process modeling, improvement and alignment based on business and customer priorities.
- Dedicated expert team: Call it OPEX team, BPMO or CXMO, you need a team to track progress, ensure you remain on the correct path and motivate employees.
- Empower your employees: Customer centricity and quality should be the focus of each employee. They are your best source to identify improvement opportunities. Make sure they have the means, authority and enthusiasm to do this.