BPM – The Secret To Get A Happy customer Base

By1211

In today’s business world, more and more organizations are turning to Business Process Management (BPM) strategies to make their operations more efficient and effective. By becoming process-centric, enterprises can streamline their business processes, create better operational structures, and achieve their long-term goals. However, the success of these efforts depends on how customer-centric your business is. Unfortunately, many organizations are not yet aware of how BPM can be used to enhance customer satisfaction.

According to a recent study by the Process Excellence (PEX) Network, in 2014, only 35% of companies took customer-centric process management into consideration. This is a significant missed opportunity, as BPM is a systematic way of making the workflow of an organization effective, efficient, and adaptable to change through better operational transparency. When practiced strategically, BPM can help build a happy customer base by providing end-to-end process optimization for attaining operational excellence and fulfilling functional needs.

To achieve customer satisfaction, BPM requires effective process management throughout all stages of a typical customer engagement model. This includes Customer Acquisition, Customer Servicing, and Customer Relationship Management. By implementing BPM at each stage, organizations can improve customer satisfaction and increase customer loyalty.

Business Process Management (BPM) has become increasingly popular among organizations as a way to streamline their processes and achieve their long-term goals. However, many companies are still not aware of how BPM can be used to improve customer satisfaction. According to a recent study by PEX Network, only 35% of companies took customer-centric process management into consideration in 2014.

Customer Acquisition:

Acquiring the right customers involves identifying potential prospects, qualifying them, and eventually converting them into actual customers. This phase needs a thoughtful and well-defined approach because it is the revenue-generating foundation of every business. However, it is often the most inefficient phase because it is hardly ever process-driven. Hence, there is a high occurrence of duplicities, redundancies, gaps, lack of transparency, etc. in the process. These lead to inefficiencies in the function and the company ends up losing business. Incorporating BPM makes the process simpler, easier, and automated. It helps in:

  • Defining the customer acquisition process flow so that it is followed through timely and without gaps
  • Bringing in transparency in the process, which allows better decision making
  • Removing non-value added tasks (e.g., overproduction, process delays, defective production, unutilized employee potential, etc., which add value to neither the customers nor the business itself)
  • Introducing information technology to automate the customer acquisition process

These can assist in:

  • Identifying prospects by observing their patterns and behavior
  • Devising processes in a way that can trigger perfect lead-generating campaigns
  • Qualifying leads as per the organizational strategy
  1. Customer Servicing:

For many businesses, revenue from repeat customers is as high as 60% to 70% of the total revenue. So, how does one ensure new business from repeat customers? It’s all about winning the customers’ trust, which comes with not only a brilliant product/service that you intend to sell but also the servicing associated with it. Providing satisfactory services to your customers is crucial. However, every customer has distinct requirements, and this makes it even more crucial for the function to be highly methodical; to understand the concerns of customers, prioritize the issues, address them in the best possible way, and do all of these in the best possible turnaround time. Business Process Management enables the businesses to follow a proactive approach by assisting in:

  • SLA (Service Level Agreement) Management
  • Prioritizing service requests
  • Providing faster and more flexible responses to customer needs and queries
  • Ensuring accurate results
  • Ensuring shorter delivery timelines
  • Planning and Forecasting
  • Initiating future processes based on past patterns and latest trends

By incorporating BPM into their processes, businesses can make the customer acquisition and servicing phases more efficient, effective, and automated. This, in turn, can lead to improved customer satisfaction and long-term success for the organization.

Customer Relationship Management (CRM) is crucial for maintaining a strong and long-lasting relationship with customers. To achieve this, businesses must listen to their customers, respond to their needs and queries, and engage with them continuously. Implementing a Business Process Management (BPM) strategy can help deliver high levels of customer satisfaction by keeping a customer tracking system in place, following the “KYSS” approach, and interacting with customers periodically to update the tracking system.

These actions enable businesses to access all customer information easily, monitor performances constantly, take corrective measures, enhance precision and quality of services, and provide timely responses to customer queries. By prioritizing the customer’s needs and optimizing business processes, a business can strike a perfect balance between customer centricity and profitability through process centricity.