How to enhance the customer experience using BPM - BPM Leader - 2013

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Businesses are finding it tougher than ever to engage with the customer. Today’s customers are more demanding and more knowledgeable. Moreover, they follow their own cross-channel customer journey using social media and mobile apps to find the information they need for their purchase decision.
What does this mean for your marketing, sales and fulfillment processes?

In this presentation Reint Jan Holterman, founder of the BPM Leader (www.bpmleader.com) community, will address the following questions:
• What are essential building blocks for an effective customer engagement strategy?
• How to map internal processes onto unpredictable customer journeys?
• How to leverage current investments in CRM and marketing systems?
• How to effectively manage customer data from heterogeneous channels?
• What is needed to really connect the dots between product development, sales, marketing and customer service?

Published in: Business, Technology
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How to enhance the customer experience using BPM - BPM Leader - 2013

  1. 1. Connecting All Steps in the JourneyMarch 26, 2013All rights reserved. © 2013Enhance the CustomerExperience Using BPM
  2. 2. Agenda• Introducing BPM Leader• A New Customer Reality is Here to Stay• Strategic Choice: Engage or Die• Organizing the Customer-Facing Processes• Connecting the DotsAll rights reserved. © 2013
  3. 3. Introducing BPM Leader• Largest independent community for BPM professionals• 11,750 members worldwide• 65,000+ pageviews / month• 160 registered bloggers• MoMGR: 20%All rights reserved. © 2013
  4. 4. Introducing myself• Reint Jan Holterman• Independent Marketing Consultant• 16 years in Software• Founder and Publisher at BPM LeaderAll rights reserved. © 2013
  5. 5. A New Customer Reality Is Here to Stay• E-Business de facto standard• Individualization• Social influencing• SplinternetAll rights reserved. © 2013
  6. 6. Do You Know An Average Company…• Uses 20 – 30 different marketing tactics to reach theircustomers• Uses 10 – 15 different tools & technologies to engage withcustomers• Has at least 5 different departmentsworking with customersAll rights reserved. © 2013Silos
  7. 7. Customer Journeys Are Unpredictable• Multi-step• Cross-channel• Highly individual• Changing• And… also data-driven?All rights reserved. © 2013
  8. 8. Strategic Choice: Engage or DieAll rights reserved. © 2013
  9. 9. Facts on ListeningAll rights reserved. © 2013
  10. 10. Different Types of Customer Big DataAll rights reserved. © 2013
  11. 11. Strategic Choice: Engage or DieAll rights reserved. © 2013
  12. 12. Customer-Driven: Do You Have What It Takes?All rights reserved. © 2013
  13. 13. Organizing Your Customer-Facing Processes• Start with the data• One silo is enough• Know your stakeholders’ expectations• Implement your processes as your customer wouldAll rights reserved. © 2013Image source: HubSpot
  14. 14. Let Your IT Infrastructure Follow SuitAll rights reserved. © 2013
  15. 15. All rights reserved. © 2013Let Your IT Infrastructure Follow Suit
  16. 16. • Map journeys for purchase, service, retention etc.All rights reserved. © 2013Connecting the Dots
  17. 17. • Map journeys for purchase, service, retention etc.• Split up customer process in logical steps with clear ownershipAll rights reserved. © 2013Connecting the Dots
  18. 18. • Map journeys for purchase, service, retention etc.• Split up customer process in logical steps with clear ownership• Share the dataAll rights reserved. © 2013Connecting the Dots
  19. 19. • Map journeys for purchase, service, retention etc.• Split up customer process in logical steps with clear ownership• Share the data• Define your automation landscape (CRM, CMS, CCA, ERP, BPM)All rights reserved. © 2013Connecting the Dots
  20. 20. • Map journeys for purchase, service, retention etc.• Split up customer process in logical steps with clear ownership• Share the data• Define your automation landscape (CRM, CMS, CCA, ERP, BPM)• Actively sollicit for feedback (e.g. using NPS)All rights reserved. © 2013Connecting the Dots
  21. 21. • Map journeys for purchase, service, retention etc.• Split up customer process in logical steps with clear ownership• Share the data• Define your automation landscape (CRM, CMS, CCA, ERP, BPM)• Actively sollicit for feedback (e.g. using NPS)• Review and update your processes at least once a yearAll rights reserved. © 2013Connecting the Dots
  22. 22. Or Do We Still Use Excuses…?All rights reserved. © 2013
  23. 23. All rights reserved. © 2013Questions & FeedbackReint Jan HoltermanCell: +31.62.642.11.98info@bpmleader.comTwitter: @bpmleaderwww.bpmleader.com
  24. 24. Connecting All Steps in the JourneyAll rights reserved. © 2013Enhance the CustomerExperience Using BPM

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