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Posted by Derek Miers on April 30, 2010
At the upcoming IT Forum in Las Vegas (May 26-28), I will be collaborating with Bill Band on a piece around using the customer experience to drive breakthrough process improvement, and with it, business performance. When you think about it, satisfying the needs of customers is what all business is about (OK you could argue that governmental organizations don’t have customers, they deal with the needs of citizens, but you get my drift).
In the first part of our presentation we will present research to support the view that improving the outcomes delivered to customers adds dollars to the bottom line of the business. Then I will switch to a theme dear to my heart -- that Business Process is at the heart of all significant Customer Experience efforts. And that comes down to:
As an aside, in last Tuesday’s Financial Times, there was an interesting article, “Big names prove worth in crisis.” The piece explored the impact of the recession major brands. In the words of Joanna Seddon, chief executive of MBO (who performed the research): “Brands outperform in good times and when there is a recession they do go down, but they come out the other side with a sustainable advantage.” Indeed, the top 100 brands (the BrandZ Brand Portfolio) outperformed the S&P 500 average by just under 30%; now they are +18.5% in total returns compared with the S&P 500 who are still at -11.5% (where Jan 2006 was taken as the zero start point). To me, this spoke loudly of the care and attention given by major brands to what they do, how they do it and why that happens.
I suppose the questions we will pose to the Business Process Professionals at the event (and especially the Change Agents) revolve around, given a Customer Experience oriented goal, do they feel confident:
In the end, these are the sorts of things that the Forrester BP Council will be discussing and exploring in detail - the Discipline of BPM. I am deep in the process of developing a series of research pieces that focus on these areas. Expect more in the future. But in the meantime, I would dearly love to hear of methods and techniques - especially around Process Architecture.
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