As such, IT and BPM are often exactly antagonistic to a pleasant customer journey. Customers, except for most misanthropic ones, naturally prefer human interaction instead of an IT system. It is enough to remember all frustration, which anybody had a chance to encounter at least once, while wandering across innumerous levels of auto-responder menu in desperate attempts to speak with a human operator. For a customer, automated service looks in most cases hostile and heartless.
On another hand, any company is keen to automating customer journey with modern IT and BPM technologies because it gives enormous savings and improvement of control against comparable staff of human operators. For an organization, automation of customer services is a vital technology of survival and an essential competitive advantage.
To avoid disappointment of clients in this contradictory situation, where interests of a business and its clients are predominantly opposite, a company must utilize modern BPM approaches, which allow for modeling and building complex, dynamic and responsive customer journeys corresponding to high expectations of contemporary consumers.
Role of business processes in a digital company is far more important than in a traditional organization because digital organization literally consists of the digital business processes it implements. Traditionally, most business processes are in possession of workers or groups of workers, in other words, process stakeholders. Every worker holds in memory, experience, notes or corporate regulations certain course of action to follow in every particular situation. This implicit or partially formalized set of rules comprises a business model of a company. The model is subject to change by mere verbal discussion and agreement between workers and management, happen business environment evolves or new challenges appear. Situation is entirely different in a digital organization. Digital systems do not have any implicit awareness on business aspects, just an explicit algorithm to do exact functions, for which they were designed. Therefore, a digital business system is a manifestation of a bu...
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