Automation and streamlining business processes contribute greatly to improved customer experience

By Patrick Saundry on

Customer experience continues to bounce around as a buzz term, and businesses are now more committed than ever to designing and then managing the ultimate customer experience at every touch point of their business.

Businesses are aware that customer loyalty is at an all-time low, and just one mediocre experience will likely result in your customers making a bee-line for your competitors in the market, regardless of any amount of positive experiences they may have had with your business in the past.

To a large degree, continuity and consistency across business operations is the most important measure to providing a more integrated customer experience every time a customer makes contact with your business, and ensures they receive a great experience every time.

Delivering the right customer experience

No longer are customers satisfied simply if they actually receive the product or service they paid for.

Now the emphasis is on how the customer feels during the entire interaction. With this in mind, businesses have been forced to change their entire mindset when it comes to doing business, as well as their internal protocols and procedures.

Automate business processes and you will empower staff

In addition, automating and streamlining business processes actually also creates a more satisfying working environment for staff. All of the information they need resulting to various clients and accounts are right at their fingertips, and each staff member is immediately up-to-date with each client’s latest transaction and communication with the business simply at the push of a button.

The same information is made available to each relevant staff member, so everyone is on the same page.

In fact, every department and employee needs to come to realise that their individual role contributes to providing that ultimate experience – regardless if they are the accountant, the graphic designer, the customer service operator or the CEO.

Changing the mindset

The first step to establishing this type of thinking is changing the mindset of each staff member and making it part of the company’s culture.

The next priority in changing the organisation’s professional objectives to prioritise customer experience will be to analyse the functionality and results provided by the IT platforms and systems being utilised.

The more traditional IT infrastructure and systems tend to excel at performing the task they were built for, but not necessarily at evolving with current business trends.

There are currently countless businesses trying to operate with multiple various platforms and operating systems. As mentioned previously, the organisation cannot find fault with each of the various platforms when they are doing what they were built for.

Connecting and automating for a seamless customer experience

However, when it comes to connecting the various departments and customer touch points to offer a seamless interaction with each customer, they don’t achieve those results as they were built for different functions. This results in disappointed and impatient customers and frustrated staff members.

Automation can go a long way in providing a consistent customer experience at each touch point, and these are the particular tools and processes businesses need to look at incorporating for the best results.

Every process, a single system

For one thing, customers usually need to communicate with and provide their information to different departments within the same organisation, even in SMEs.

Customers want to be treated as an individual. A single-platform system, tailor-built to your organisation and encompassing all processes, across all departments that provides customer information to each department and staff member within the company prevent customers from having to provide the same information time and time again, resulting in an improved customer experience.

Not only will customers receive a much improved and more personalised service each time they interact with a different department or staff member, but imagine the far smoother process for the staff themselves.

All the most up-to-date information they need for every customer is right there, at their fingertips. No longer do they have to check and cross-check with other departments for the information they need – wasting precious time and energy.

Enterprise Information Management

Enterprise Information Management (EIM) solutions were created with the objective of streamlining organisational workflows, increasing the quality of information and creating integrated user interfaces for end users.

This means that appropriate information could be shared between departments, erasing the need for each department to individually collect their own set of the same data. The entire network can have access to the most recent, up-to-date data, ensuring a cohesive structure within which to work.

Not only do these streamlined and automated processes save the business time and money, but essentially it smooths the interaction for the customer too, thereby creating an improved customer experience.

Tighter alignment and collaboration between different departments and management is absolutely key to providing a consistent, cohesive customer service experience.

SAP Business Process Automation

With SAP Business Process Automation by Redwood, business stakeholders gain more visibility and control of processes, increasing efficiency, enhancing reliability, and reducing costs.

Meanwhile, integration with applications running on the SAP HANA platform helps you adapt quickly to changing business requirements. Achieve predictable and timely business outcomes with process continuity and consistency. In addition, businesses can accelerate time to value due to fewer errors and less rework.

Automation and streamlining business processes are clearly the solutions businesses should consider if they wish to improve their customer experiences, for improved consistency and a more individualised approach.

About the Author:


Patrick Saundry

Patrick Saundry, the Head of SMB at Oxygen, partners with SMEs to determine their business objectives, and then designing and implementing the solution to deliver those outcomes over short and long term horizons.

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If you’re an SME struggling to improve your business processes, or if any of the typical challenges listed above resonated with you, book in time for a call with us and we’ll see if we can help you overcome some of the challenges.