BPM has been traditionally known to address structured processes. However, the increasing importance of unstructured and customer-oriented processes needs that systems handle these unstructured processes seamlessly in coexistence with structured processes. How do BPM systems address these needs? In essence, they enable core management of highly structured processes and cater to the rest through the leverage of dynamic case management and exception handling mechanisms.
How can BPM systems handle customer-oriented processes more effectively? The answer lies in Process Apps. Process Apps are a new category of applications that can be built and executed through BPM platform and perform case management as a key function.
So, Process Apps shift the focus from structure to creativity, from static to dynamic and from general to custom, which is a high order business need of today.
Now, let’s address the drivers and scope of process apps. ECM is a collaboration and content platform for process apps while traditional BPM along with Case Management acts as the process execution platform. Together both of them give process apps an enterprise wide effectiveness for both structured and unstructured processes.
Let’s look at some common scenarios involving process apps:
- On-the-spot Process Triggers: Consider an insurance claims app; where in case of an accident, the insured person takes a photograph of the site, uploads and submits the claim through his mobile.
A workflow is immediately triggered, the claims processing team receives the alert notification which can be access through traditional desktop as well as through the process app installed on mobile. Organization can act on the incident without a delay.
- Context with Speed: Consider a scenario where a salesperson is meeting a prospect to close a deal. She has the entire customer profiling on her phone app, including customer requirements. This enables the salesforce to pitch the precise solution.
- Innovation in processes: Imagine a loan application has been submitted by an individual. It typically requires frequent meeting appointments and iterations to get all the documents collected and for account opening process to kick off.
Now imagine a process app that allows the sales executive to track all loan applications in his territory. He takes appointments the start of the day and follows the least travel and maximum interaction method in the course, while being updated of any new requests in the same territory based on his current location. Process Apps make such customer-centric process innovations possible.
- Contextual Customer Engagement: A customer calls the support helpline. The process apps bring the customer context, including the last open complaint and the important historical data based on the calling number while the support answers the call. This enables an immediate contextual response to the customer, and saves not only the time but acts as an important reassurance of the customer-oriented service.
Newgen has been helping customers achieve customer-centric process innovations for two decades with help of our integration ECM and BPM offerings. The process apps offer new opportunities to our customers to serve their own customers better and get more customer-centric in their business. Our Dynamic Case Management functionality built into the BPM platform, as well as native Mobility support through NEMF (Newgen Enterprise Mobility Framework) provides the necessary additional leverage for covering the unstructured and dynamic processes with customer-centric behaviour. We see our customers benefit with multiple advantages associated with Process Apps.
The Process Apps Advantage: Process Apps are the next killer app in the Enterprise process management. Listed below are some ways to harness their business potential:
- Process Apps facilitate a significant reduction in surprise element and uncertainty levels of your customers’ requirements. Your processes turn anticipative, which help crunch the response time thereby enabling the businesses to turn agile.
- Smarter and contextual processes help employees identify new business opportunities and new ways to service the customer better. The organization turns customer centric and the enterprise operations becomes intelligent.
- You and your business begin to embrace process innovation as a systemic culture. This helps bring in the entrepreneurial spirit to the organization, opening up opportunities to attain higher levels of enterprise productivity.
- Process Risks get mitigated more effectively. This happens on account of a reduction in negative or exceptional process behavior and responses, leading to fall in escalations and rise in satisfaction indices.
- Process Apps enable continuous process improvement and thus facilitate business change management through their flexible process architecture.
Virender Jeet – Sr. VP Technology, Newgen Software