Business Process as A Service And Customer Experience Management

Ardhita Banu Adji1201120493

CEM (Customer Experience Management)

Background

In this fast changing technological world, the major challenge faced by service providers is keeping abreast of the changes in an agile manner A BPM suite should be able to provide E2E support and at the same time provide customization for the processes. Implementing BPaaS has some security and integration issues that need to be addressed carefully and correctly.

Overview• Customer Experience as being “the result of the sum of observations, perceptions,

thoughts and feelings arising from interactions and relationships (direct and indirect) over an interval of time between a customer and their provider(s)”. The measurement of Customer Experience is based on measuring the extent to which the customer’s needs are satisfied using customer/user centric measures

such as: Would advocateWould recommend Would Buy again Product availability Product usability

SaaS and BPMSaaS is a model of software deployment whereby a provider licenses an application to customers for use as a service on demand. SaaS software vendors may host the application on their own web servers or upload the application to the consumer device, disabling it after use or after the on-demand contract expires.

Business Process Management (BPM) is a management approach focused on aligning all aspects of an organization with the wants and needs of clients. It is a holistic management approach that promotes business effectiveness and efficiency while striving for innovation, flexibility, and integration with technology. Business process management attempts to improve processes continuously. It could therefore be described as a "process optimization process

Categories of BPM

Design => Process Design encompasses

Modeling => Introduces combinations of variables

Execution => full business process

Monitoring => Tracking of individual processes

Optimization => Retrieving process performance information

A full-service BPM• Process discovery and project scoping to try and discover a

process automatically• Process modeling and design to engage those affected by the

process and duplicate it in the software

• Business rules to create the rules that define business decisions based on internal and external data

• Workflow engine to turn the process models into executable files

• Simulation and testing to debug the processes and prepare for implementation

BPM functionalities on SaaS platform

1. SaaS based Process Modeling and Analysis-> Business process modeling, analysis tools, and repositories seem to be a logical entry point for BPaaS ex : WebSphere Business Modeler, Tibco iProcess

2. SaaS based Process Design and Execution-> The core value of BPM has been to facilitate business user with the ease of creation and modification of processes with no or minimal IT intervention

3. SaaS based Process Monitoring and Optimization->providing the performance data; identification of bottlenecks and opportunities for various improvements.

*Look at Note

Concerns around offering BPaaS• Total cost of ownership concerns• Lack of customization• Security concerns• We can't find the specific application we need• Risk of migration or installation.• Application performance

Executing business processes often require access to data from sales, finance, enterprise content management servers, DRPs, data warehouses and repositories. With a multi-tenant BPaaS suite, security will be a concern

Benefits of BPaaS

BPaaS represents a new way to access and consume business services. BPaaS promises wide availability of business services packaged as a catalog of standard

offerings hosted by the service provider. BPaaS offers the economies of scale of a shared infrastructure, while giving

each application or business unit its own private space within the shared environment, and provisioning that space quickly,

on demand, to the scale and quality of service required

• For Service Providers, BPaaS represents a new way to deploy and sell business services. It relies on the new technology of virtualization to create an elastic platform that can scale to meet the instantaneous demand

Bpaas Benefit model

Following is the list of the direct/ indirect benefits of implementing BPaaS model:

• 1. Reduced project risk• 2. Rapid ROI from fast deployment• 3. Linear cost scaling• 4. BPaaS vendor experts perform configuration, tuning and maintenance• 5. No on-going human capital costs

• 6. No on-going traditional on-premise software and hardware maintenance fees• 7. Lower training• 8. Single integrated platform• 9. simplifies interoperability• 10. optimizes performance within an enterprise.• 11. Allows collaboration and process execution within an enterprise.• 12. Provides a low-cost global delivery channel

Future of BPaaS

• Business Process as a Service (BPaaS) is emerging as the next major category of Cloud IT. BPaaS is the umbrella term that is being increasingly used to capture a whole raft of customer

• Cloud enabled innovation within the broad services marketplace, thereby transforming the enterprise by leveraging Business Process as a service.

CRMAND

CEM

What is Customer Experience

• Customer Experience is the result of the sum of observations, perceptions, thoughts and feelings arising from interactions

• Also relationships (direct and indirect) over an interval of time between a customer and their provider(s) when using a service

Overview

A successful transformation into the CEM world can only be achieved by building on top of good CRM processes and practices. CEM takes us a step closer to achieving improved customer satisfaction

• Customer Experience Management (CEM) The management of the customer experience from the customers perspective

• Customer Relationship Management (CRM) Customer Relationship Management (CRM) refers to systems that manage all aspects of a company’s interaction with its customers

How to differ CEM and CRM?

Why is CEM important 1. Market Maturity - Maturing traditional service markets change the nature of competition 2. Economic Trends - Economic trends impact customer spending and service provider investments

3. New Technologies - New capabilities drive new services and the potential for better customer experience 4. Customer Behaviour & Preferences - Changes in behavior create new risks & opportunities

Key drivers for implementing CEM programs

The Roadmap for Developing CEM

• Delivering an effective Customer Experience Management requires a coordinated program across the entire organization and is best achieved by adopting a maturity framework similar to the Capability Maturity Model Integration (CMMI) framework.

• CMMI is a proven process improvement approach whose goal is to help organizations improve their performance. CMMI can be used to guide process improvement across a project, a division, or an entire organization

Capability Maturity Model Integration (CMMI)

The four key CEM program components People (employees, suppliers and partners) The program must take into consideration the journeys people will need to travel to evolve the working practices .

Process In many ways implementing the new processes necessary to support CEM is likely to be the easiest part of the program

Systems Having the right tools and OSS / BSS environments in place to support CEM is absolutely critical to achieving the end goal

Government -One critical component that is often overlooked or added in as a bolt on extra, is that of governance. Strong governance is critical when implementing a CEM program

Managing the Quality of Customer Experience

• Passive service and network. • Active user probes that emulate end user

activity. • Active services probes. • Embedded agents inside end users’ devices.

Ending• After learn about CEM and CRM we may conclude that A common

misconception in the industry is that CEM is a replacement for CRM which simply is not correct. A successful transformation into the CEM world can only be achieved by building on top of good CRM processes and practices. CEM takes us a step closer to achieving improved customer satisfaction.

• Instead of asking the question, “This is what we are doing, how well are we doing?” which is a CRM approach, CEM asks, “What is important to you, and how well are we doing?. CEM is aimed at turning customers into fans by seeing the world through their own eyes