Connecting All Steps in the Journey March 26, 2013 All rights reserved. © 2013 Enhance the Customer Experience Using BPM
Nov 01, 2014
Connecting All Steps in the Journey
March 26, 2013
All rights reserved. © 2013
Enhance the Customer Experience Using BPM
Agenda
• Introducing BPM Leader
• A New Customer Reality is Here to Stay
• Strategic Choice: Engage or Die
• Organizing the Customer-Facing Processes
• Connecting the Dots
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Introducing BPM Leader
• Largest independent community for BPM professionals
• 11,750 members worldwide
• 65,000+ pageviews / month
• 160 registered bloggers
• MoMGR: 20%
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Introducing myself
• Reint Jan Holterman
• Independent Marketing Consultant
• 16 years in Software
• Founder and Publisher at BPM Leader
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A New Customer Reality Is Here to Stay
• E-Business de facto standard
• Individualization
• Social influencing
• Splinternet
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Do You Know An Average Company…
• Uses 20 – 30 different marketing tactics to reach their customers
• Uses 10 – 15 different tools & technologies to engage with customers
• Has at least 5 different departments working with customers
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Silos
Customer Journeys Are Unpredictable
• Multi-step
• Cross-channel
• Highly individual
• Changing
• And… also data-driven?
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Strategic Choice: Engage or Die
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Facts on Listening
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Different Types of Customer Big Data
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Strategic Choice: Engage or Die
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Customer-Driven: Do You Have What It Takes?
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Organizing Your Customer-Facing Processes
• Start with the data
• One silo is enough
• Know your stakeholders’ expectations
• Implement your processes as your customer would
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Image source: HubSpot
Let Your IT Infrastructure Follow Suit
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All rights reserved. © 2013
Let Your IT Infrastructure Follow Suit
• Map journeys for purchase, service, retention etc.
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Connecting the Dots
• Map journeys for purchase, service, retention etc.
• Split up customer process in logical steps with clear ownership
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Connecting the Dots
• Map journeys for purchase, service, retention etc.
• Split up customer process in logical steps with clear ownership
• Share the data
All rights reserved. © 2013
Connecting the Dots
• Map journeys for purchase, service, retention etc.
• Split up customer process in logical steps with clear ownership
• Share the data
• Define your automation landscape (CRM, CMS, CCA, ERP, BPM)
All rights reserved. © 2013
Connecting the Dots
• Map journeys for purchase, service, retention etc.
• Split up customer process in logical steps with clear ownership
• Share the data
• Define your automation landscape (CRM, CMS, CCA, ERP, BPM)
• Actively sollicit for feedback (e.g. using NPS)
All rights reserved. © 2013
Connecting the Dots
• Map journeys for purchase, service, retention etc.
• Split up customer process in logical steps with clear ownership
• Share the data
• Define your automation landscape (CRM, CMS, CCA, ERP, BPM)
• Actively sollicit for feedback (e.g. using NPS)
• Review and update your processes at least once a year
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Connecting the Dots
Or Do We Still Use Excuses…?
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All rights reserved. © 2013
Questions & Feedback
Reint Jan Holterman
Cell: +31.62.642.11.98 [email protected]
Twitter: @bpmleader www.bpmleader.com
Connecting All Steps in the Journey
All rights reserved. © 2013
Enhance the Customer Experience Using BPM