Intelligent information - Coordinating a consistent customer experience


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The customer has always been king but online reviews and social media exchanges have produced a situation where few businesses can afford to ignore customer opinion. It’s why customer experience management has now been recognised as one of the most important elements for business success.

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Intelligent information - Coordinating a consistent customer experience

  1. 1. 11 Intelligent Information Coordinating a consistent customer experience
  2. 2. 3 Intelligent Information Coordinating a consistent customer experience Business Drivers. The customer has always been king but on-line reviews and social media exchanges have produced a situation where few businesses can afford to ignore customer opinion. It’s why customer experience management has now been recognised as one of the most important elements for business success. Whether the customer interface is a large dedicated service-centre or a single salesperson answering the phone, the customer’s view of that company will be based on how well that person dealt with their call – and that is likely to reflect the accuracy and completeness of the IT data available to them. Add to this the overlay of web forms, emails, web chat and more, and we can see why accurate, consistent and compliant response to customer communication is a serious business challenge. Transactional improvements such as better process automation to speed up processes and reduce costs are also important. However, a co-ordinated and consistent customer experience is seen as a major competitive factor. 25%of the general public complained about their interactions with a product or service provider in the last year. 64%would be put off switching to a company with a poor reputation for customer service. An independent survey. Through AIIM, we sponsored a global independent survey in 2013 to capture the pain points and needs of businesses in relation to the growing demands of unstructured information, processes and customer interaction. The key findings, along with our solutions, are a clear indicator that knowing your customer and being able to respond to them smoothly, consistently and promptly is the best recipe for retaining them in today’s world.
  3. 3. Intelligent Information Coordinating a consistent customer experienceKODAK ALARIS 4 5 Key Findings. Business Drivers: Inbound Channels: Automated Processes: Improving the overall customer experience is seen as the main driver for future business success. In particular, accurate, consistent and compliant communication is highlighted as the most important factor. Most organisations receive inbound communications over at least 4 channels (plus telephone) with multiple content types per channel. Emails, PDFs and scanned documents are now the heavily dominant form of communication. Hand written correspondence accounts for only around 35% of organisations. Faxes are still relevant for 46%. Social media is growing as a key input source for companies. 50% of respondents have no integration between their systems. CRM and ERP are the likely first candidates for integration, especially in larger organisations, but only 11% have customer, transactional and content systems fully connected. Just under half of respondents (44%) are not using any recognition for routing, processing or archiving. 37% are using it for routing and processing, with fairly broad take up across invoices, forms, PDFs and electronic documents. Two thirds are not attempting any form of auto-classification for routing or indexing. Of those that are, most are using barcodes or basic rules-based classification. The adoption of advanced classification techniques is still in its infancy. Government processes are the least likely to be automated, followed by insurance claims and health records. HR and finance processes are the most likely. Inbound channels are mostly not integrated between paper and electronic content, nor between different departments. In 26% of organisations, inbound content is likely to be fed to entirely manual processes. Only 23% handle structured forms automatically. The majority feel their speed of response to customers could generally be improved overall, and 30% feel their speed of response on paper documents, forms and faxes is ‘too slow’ or ‘much too slow’ (12%). Handwritten correspondence is the most challenging. Response to emails and web forms is generally better, although could be improved, as could Facebook and Twitter response. A third of respondents have a big challenge when it comes to coordinating a consistent response across multiple channels for the same inquiry thread, and for a further third it involves a considerable amount of manual information swapping. Only 7% consider that their customer-facing staff has ready access to all customer communications. SMS texts, social messages and handwritten correspondence are often dealt with in a chaotic or ad hoc manner (55%) although 33% admit that even documents and forms are not handled in a pre-determined way. Web forms are the most likely to be handled through an automated process (55%). Meeting increased customer expectations for faster responses across multiple channels of unstructured input is a major business pain point. And all this has to be achieved whilst cutting costs. The biggest disruptions to smooth flowing processes are incomplete documentation from the customer and exceptions to the standard workflow. Customers are also prone to use different communications channels for the same case, and/or send repeated communications on the same topic. Intelligent Processes: 55% of our respondents felt that it would be very useful to dynamically update standard workflows based on experience, or to leverage past case characteristics and exception outcomes. Only 12% feel they already have this kind of knowledge-assisted system. User concern revolves around processes that are considered ‘too variable’ (28%) or even a perception that it might damage their reputation for personalised customer interaction (15%). However, for 11%, existing systems are simply too old or too basic.
  4. 4. Intelligent Information Coordinating a consistent customer experienceKODAK ALARIS 6 7 More intelligent and analytic processes. Conclusion. Customer experience is critical to success. By applying the full capability of modern computers, and employing the latest techniques in knowledge-based content analytics across inbound customer communications and existing customer history, could greatly enhance customer knowledge. Inquiries could be automatically routed and the process pre-populated in advance of any involvement of the customer agent, process worker or caseworker. Once in process, adaptive or learning-based techniques would dynamically update workflows based on past experience and the specific characteristics of the customer. It is clear that improving the customer experience is critical to business success and competitive status of most organisations. Also that they have little choice but to accommodate the multitude of channels and content types that today’s customer might chose to use for communications. What is also apparent are the difficulties that arise when customers ‘hop channels’ during the same exchange or raise the same inquiry on different forms of communication. Dealing with these situations in a coordinated and efficient manner presents a major challenge for most of those organisations surveyed. Utilising the same process paths for different inbound mechanisms seems to also be a significant problem, and in particular, ensuring that all customer-facing staff have complete and up-to-date details of the latest interactions – a fundamental element of the customer experience. When it comes to automation, there is a broad spectrum of adoption. Around half have taken at least the first step to remove paper from the process but most then merely add the image of the paper document to the workflow, rather than use text recognition routing and indexing – and even more importantly, to populate the process with data from the document or form. To achieve this level of automation requires a degree of integration between transactional systems and content systems to provide validation and coordinated workflow. Once electronic workflows are established constant exceptions and disruptions are a big issue. The majority of those surveyed can see the potential benefit of applying intelligent analytics to inbound communications. It provides the means to determine what any given piece of communication is about, what is already known about the customer, what has been learnt from previous experiences and so, how to best present or adapt the workflow for the customer agent who is dealing with the inquiry or process. Once all communications channels are integrated, and transactional, customer and content systems are interconnected, it is quite feasible to apply these techniques to enhance productivity but more importantly to improve customer service. US 62% Canada 15% UK 6% Other Europe 7% Australia, New Zealand 2% Middle East, Africa, S. Africa 3% Asia, Far East 2% Central/S. America 1% 11-100 25% 101-500 26% 501-1,000 8% 1,001-5,000 18% 5,001-10,000 6% over 10,000 17% Organisations with less than 11 employees are excluded from all of the results in this report. On this basis, larger organisations (over 5,000 employees) represent 23%, with mid-sized organisations (500 to 5,000 employees) at 26%. Small-to-mid sized organisations (10 to 500 employees) are 51%. The survey was taken by 293 individual members of the AIIM community between 07 June and 04 July 2013, using a web-based tool. Invitations to take the survey were sent via email to a selection of the 80,000 AIIM community members The survey was international, with US and Canada making up 79% of respondents, and 13% from Europe. We found only minor differences between US and European responses. Survey Demographics. Organisational Size Geography
  5. 5. Intelligent Information Coordinating a consistent customer experienceKODAK ALARIS 8 9 IT Consultant or Project Manager 19% Records or document management staff 18% Head of records/information management 12% Line-of-business executive dept. head or process owner 12% IT staff 11% Business Consultant 9% President, CEO, MD 5% Head of IT 4% IT & High Tech 24% Government & Public Services - Local/State 15% Finance/Banking/Insurance 11% Consultancy Services 7% Government Public Services - National 5% Healthcare 5% Non-profit, Charity 5% Education 4% Telecoms, Water, Utilities 4% Energy, Oil & Gas, Mining 4% Retail, Transport, Real Estate 4% Bureau/Outsource 2% Legal and Professional Services 2% Manufacturing, Food, Process 2% Engineering & Construction 2% Life Science 1% Other 3% Local government and public services represent 15% and national government 5%. Finance, banking and insurance represent 11%, IT and High Tech. The remaining sectors are evenly split. 34% of respondents are from IT, 30% have a records management or information management role and 26% are Line-of-Business managers. Industry Sector Job Roles Our solutions. And the way forward. At Kodak Alaris, we have developed unique end-to-end solutions designed to master today’s challenges. Through our Info Insight platform, we deliver both efficiency and customer experience through a scalable single intelligent solution. This is the key to automating business processes in an increasingly dynamic marketplace. Through an array of targeted solution modules, it has been created to tackle complex, formerly difficult to automate, high volume applications and just as importantly, bridge legacy systems. Combined with our range of scanning and advanced capture solutions, it helps optimise business processes and coordinate a consistent customer experience to maintain loyalty and create vital competitive edge. At Kodak Alaris our experience means that we are well placed to understand the pain points that any size of business has to face. We also offer a range of customised business solutions and consultancy services for a wide range of specialities depending upon specific business needs. Survey Demographics Continued.
  6. 6. Kodak Alaris Hemel One, Boundary Way, Hemel Hempstead HP2 7YU 01442 261122 ©2014 Kodak Alaris Inc. The Kodak trademark and trade dress are used under license from Eastman Kodak Company. 2/14 About Kodak Alaris Kodak Alaris enables customers to capture and consolidate data from digital and paper sources, understand and extract valuable insight from the contents, and deliver the right information to the right people at the right time. Our offerings include award-winning scanners, capture and information management software, an expanding range of professional services and industry leading service and support. With customers ranging from small offices to global operations, Kodak Alaris delivers superior systems and solutions to automate business processes, enhance customer interactions and enable better business decisions. To learn more: Visit: