Smart process apps improve customer engagement

Smart process apps (SPAs) are becoming essential for businesses to meet growing customer expectations.

This is according to Shaun Dicker, head of operations at Intervate, a T-Systems company, who notes competitive pressure is driving organisations to look at process improvements.

Forrester Research coined the term Smart Process Applications, calling them a “new category of application software designed to support business activities that are people-intensive, highly variable, loosely structured, and subject to frequent change”.

SPAs give customers the ability to communicate with an organisation in any way, from any device in an efficient manner, says Intervate’s Shaun Dicker.

They use computer intelligence and artificial intelligence to extract context-relevant information from the content associated with a business process, and use it to select, modify or re-direct the next steps in the workflow.

According to the research firm, leading vendors involved in the SPA space include Appian, Cordys, EMC, IBM, JDA Software, Kana Software, Kofax, Lexmark, OpenText, Pegasystems, salesforce.com and SAP.

Dicker says SPAs improve every aspect of customer engagements – drastically improving an organisation’s customer experience and greatly reducing operating costs. As a result, it drives increased competitiveness, growth and profitability.

Customers expect not only fast response times, but also quality engagements that actually get problems solved with limited hassles – they look for personalised and intuitive experiences, he points out, adding SPAs mean organisations can respond to the demands of the modern customer who expects to be able to engage with companies anytime, anywhere, and from any device.

Organisations that open up many doors to their digital businesses – using social and mobile channels in particular – will be rewarded by seeing more incoming traffic through those doors, he adds.

“SPAs give customers the ability to communicate with an organisation in any way, from any device in an efficient manner. They empower customers with self-service capture, status checking and collaboration.”

According to a Research and Markets report, growing advancements in ICT, connectivity, business agility and limitations with traditional process applications are trends driving the SPA market.

The smart process application market is expected to grow from $24.35 billion in 2015 to $43.28 billion in 2020 – penetrating the market to a huge extent of covering all geographical territories, says Research and Markets.

According to Dicker, the analytics engine of the smart process application links up with the organisation’s broader business intelligence – providing real-time monitoring and optimising of business processes, and providing rich customer data.

“With strong technology underpinning the organisation’s digital transformation, it is possible to make the customer experience a delightful one that stimulates positive emotions from the word go.”

Riaaz Jeena, sales director at Software AG, says companies can no longer afford to underestimate the crucial importance of customer satisfaction – customers are the most important assets to any organisation.

“Adopting and implementing effective business intelligence or customer engagement processes and solutions has become a core differentiator for just about every customer-centric business, regardless of their market or offering,” she adds.

Article originally appeared on ITWeb here: https://www.itweb.co.za/content/XnWJadMbXXYvbjO1

Smart Process Apps – the key to unlocking operational efficiencies and enhancing the customer experience

Smart Process Applications

In an increasingly competitive and globalised marketplace, attracting new customers and retaining existing ones has become one of businesses’ biggest challenges. Since the majority of products have become highly commoditised, the only real point of differentiation available for organisations to leverage is the service and customer experience they deliver. Delivering excellent customer service and an outstanding customer experience requires that operations be streamlined and business processes to be optimised, ensuring every customer engagement leverages technology to its best advantage. Smart Process Apps (SPAs), which improve information-intensive processes, are one aspect of addressing this challenge. Smart Process Apps (SPAs) enable organisations to improve real-time customer interaction, enhance business management and gain an important competitive advantage.

Attracting and retaining customers has always been a cornerstone of any successful business. However, in today’s market this is increasingly difficult to achieve. Not only are customers faced with a multitude of choice when it comes to service providers and products, they are more knowledgeable on competing offerings than ever before. Customer service is therefore often cited as one of the major reasons customers stay with an organisation or take their business elsewhere. Ensuring optimal customer service, therefore, is of the utmost importance, and this in turn requires that operations and business processes be streamlined and optimised to ultimately improve customer service.

Improving customer service requires organisations to firstly ensure their internal and external processes are in line. The demand for Smart Process Apps (SPAs) arose out of a growing chasm between the internal enterprise software applications organisations use to manage their business, or their systems of record (ERP, CRM, ECM systems), and the ways organisations interact with customers today, or their systems of engagement (email, SMS, fax, snail mail, call centres), which increasingly require support for mobile devices. Smart Process Apps (SPAs) provide the essential link between an organisation’s systems of engagement and systems of record, enabling businesses to be more agile and responsive to customers, without the need to modify their ERP, CRM, ECM, line of business and other enterprise software applications.

Smart Process Apps (SPAs), according to global research and advisory firm Forrester Research, are ‘a new category of software that supports business activities that are people intensive, often unpredictable, loosely structured, collaborative and subject to frequent change’. Smart Process Apps (SPAs), in effect, provide the flexibility and adaptability organisations today need to deal with an increasing number of unpredictable processes and collaborative activities. In addition, Smart Process Apps (SPAs) support the mobility that has become critical to doing business.

Within many organisations, one of the most significant customer-facing business processes is the capturing of information. This can be a tedious, time-consuming process that is prone to human error. As a result, it is also a prime candidate for transformation through Smart Process App (SPA) technology. Examples include new customer onboarding applications such as account openings, loan applications, healthcare patient admissions and insurance claim submissions. These information-intensive processes are typically slow and are an endless source of frustration for customers and employees alike. Improving this particular customer engagement will enable businesses to leverage improved real-time interactions to increase responsiveness and provide a higher level of service.

Smart Process Apps (SPAs) have the potential to greatly enhance the way organisations interact with employees, suppliers and customers. By putting an Smart Process App (SPA) strategy and platform into place, businesses are positioned to effectively deal with large volumes of information and data originating from different sources, ranging from online applications to walk-in customers. Smart Process Apps (SPAs) help organisations to meet capture, process management and mobile goals without having to make changes to existing systems, which will help keep cost of ownership down.

Organisations can leverage the latest technological innovations with regard to data capture, business process management (BPM), dynamic case management (DCM), data integration, analytics and mobile capabilities on a single, unified platform. From capturing content and images on mobile devices to the management of the related structured and unstructured business processes, from document process analytics insights to collecting the “wet ink” signature from a customer using their smartphone device, a single, fully unified platform for the development and deployment of Smart Process Apps (SPAs) has the potential to revolutionise business. In addition, customers can easily be kept informed, engaged and up to date on the process at every stage, which vastly improves the customer experience.

Smart Process Apps in summary

In an increasingly commoditised global market, customer service is the cornerstone of competitive advantage. Improving business processes is therefore essential. In order to achieve this, organisations should look toward leveraging the power of Smart Process Apps (SPAs) through a unified, integrated platform. This radically transforms and simplifies the processing of real-time, information intensive communications from customers and dramatically improves an organisation’s customer experience, while greatly reducing operating costs, thus driving increased competitiveness, growth and profitability.