We've all done it. Admit it. Tearful confessions are the first step to forgiveness. And an appearance on Oprah.
No, not sex, drugs, or rock-n-roll. I'm talking about pulling rank on the IT people, coming in with a great idea you thought of over the weekend, and convincing everybody to roll it out as quickly as possible. To push out that new "System of "Engagement" and damn the torpedoes, full speed ahead.
Except for one thing. True customer engagement is more than just creating a social veneer. Because once you bring the customer into the business, once they truly engage, all of the weaknesses of your back end systems and processes will be exposed.
The reality of most organizations is that there is a lot of cleaning up to be done in core backend processes. We've all experienced the irritation of keying in our phone number or account number multiple times in a call response system, only have the very first question asked by a customer service representative (assuming we get one) be, "Can you tell me your phone number?"
I won't even go into the recent customer experiences that generated the following tweets (company names masked to protect the guilty; my wife calls these my old man rants):
@Jmancini77 - 1:40 pm via HootSuite - If someone doesn’t contact me today and let me end run your #Satanic call center, I’m blogging tomorrow @xxxxx
@Jmancini77 - 3:40 pm via HootSuite - This is Day 87 that I am held hostage by @xxxxx’s ridiculous #mortgage refinance process. Please call.
No matter how elegant the front-end, Systems of Engagement cannot operate in an environment in which the processes that support and complement them are engulfed by paper and inefficiency. The reality is that most organizations exist in a hybrid environment in which process information may come from paper documents, paper forms, web forms, faxes, emails, SMS, mobile, and social.
Automated capture as early as possible in the business process produces cleaner data, resulting in higher quality information, less exception handling, and better process management. The more important the process is to a business, the greater the impact such improvements will have.
Forms processing is a particularly important element in process automation. Forms -- both electronic and paper -- are used to collect data, to carry signatures, to drive the business process, and to provide an auditable record of the outcome. Each of these can be readily carried out in all-electronic formats, but until recently, the paper form has been somewhat stubborn in its hold on even the most modern offices.
A few data points illustrate the reality that exists in most organizations:
Perhaps the most astonishing thing about true progress relative to digitizing processes is how compelling the existing results are relative to the lack of progress outlined above.
The business needs to demand that we ruthlessly drive paper out of every process we can find. It must demand that we view the connections between systems with as much rigor as we view the individual systems themselves. It must demand that once we drive paper out, we keep it out. It must demand that we automate just enough, but not too much.