Enhance Business Process Management With Journey Orchestration
Effective business process management (BPM) streamlines workflows, eliminates unnecessary tasks and enhances productivity.
Although BPM can expedite certain internal processes that impact customer experience (CX), it lacks the customer-centric, personalized approach essential for enhancing CX across the entire customer journey.
What is BPM?
Business process management is a set of strategies and techniques that improve the way processes are executed with a focus on repetitive and ongoing operations. BPM uses several technologies—such as artificial intelligence (AI)-powered decisioning, workflow automation and robotic process automation—to simplify and automate daily operations.
Business process management software (BPMS) is designed to help automate and streamline day-to-day tasks. It offers monitoring and real-time performance insights to help identify trends, inefficiencies and opportunities to enhance productivity.
Types of business process management systems
BPMs fall into three main categories:
- Integration-centric: These system-centric processes focus on mechanisms that integrate across platforms, like customer relationship management (CRM). They don’t require human interaction.
- Document-centric: These BPMs center around documents, like contracts. For example, when a vendor and client must develop an agreement and approval process.
- Human-centric: These systems revolve around humans. They often relate to approvals and tasks that can’t be automated, like handling customer complaints.
Limitations of business process management systems
BPMs are not customer-centric
BPM doesn’t consider customer context, needs, preferences or intent. It can’t identify why a consumer abandons an application or sends reminders via their preferred communication channel.
Applies to predictable, linear processes
BPM’s methodology isn’t suitable for unpredictable, non-linear customer journeys. Today, customers often take various, looping steps between awareness and purchase, involving social media, shopping carts, website browsing and returns.
Lack personalized customer communications
BPM lacks the ability to collect and analyze essential customer data for personalized experiences, resulting in repetitive questions and fragmented information gathering, which frustrates customers.
Business processes need journey logic
Customer-centric experiences start and end with knowing which journey a customer is on and what they want to achieve. Journey logic analyzes behaviors and interactions from other technologies (CRM, billing system, campaign, CDP, etc.) to predict intent and quickly determine the next best action.
When a journey orchestration platform like CSG Xponent is paired with business processes and technology, business will:
- Identify and eliminate unnecessary steps in the business process
- Reduce errors tied to manual analysis or step execution
- Align employee workflows to the customer experience
Enhance your BPM with journey orchestration
CSG is an innovative global partner to some of the world’s leading brands. When you combine CSG Xponent with process management, you create a customer experience that’s both efficient and effective, inside and out. Customers will have a positive experience, and the business will thrive.
Contact us today if you’re ready to put customer journey logic behind the business processes.