Customer engagement is one of the most elusive – and important – elements in business today. They can pull a smartphone out in an instant to compare prices, write a scathing review, or complain about poor customer service. By contrast, a merely good or adequate product coupled with excellent customer engagement can outperform a stellar product backed by poor customer service.
Technology: A Game Changer
The good news is that modern technology, whether it’s email, social media or text messaging, provides organizations with the means to engage with customers like never before. Whether it’s an email confirming an appointment or a text to say an item is available for pick-up in-store, businesses can, and need to, provide customers with personalized experiences in as close to real-time as possible.
Analytics Can Eliminate Known Issues
While some of a company’s most loyal customers can be those who had a problem that was sorted out quickly and efficiently, customers appreciate smooth, trouble-free experiences. While it’s important to expect the unexpected, there are also problems that can be anticipated and, by careful analysis and planning, eliminated before they become a problem. This is done using process intelligence (PI), a technology that links business information to steps in business processes to help accurately understand the business process that drives every organization.
Asking Good Questions: The Answer to Driving Customer Engagement
Bottlenecks, workflow inefficiencies, resourcing errors and a lack of cohesive communication are all common process roadblocks that can impact customer engagement. The good news is that many of them can be identified and addressed by PI to answer key questions. Questions such as ‘How long is a patient in each step of an emergency room visit?’ or ‘How many mortgage applications are currently waiting at each step?’ can identify vital bottlenecks.
Identifying the percentage of invoices following the prescribed process path can identify a workflow inefficiency, and identifying process instances that show exceptions to the defined process flow can reveal a resourcing error or some other issue. Delving into these processes to identify the commonalities that exist between different exception paths provides valuable insights into a company’s systems. Most importantly, all these issues, if left unaddressed, can lead to a poor customer experience.
Taking Delta Dental Digital
This was exactly what was happening at the insurer, Delta Dental of Colorado. Its staff members were inundated with large volumes of paper files and the sheer number of documents made tracking the progress of individual documents a difficult task. This resulted in delays that drove up operating costs and held up reimbursements for customers and payments for suppliers. These inefficiencies meant that customers left in droves for more agile competitors.
To address this clear issue for customer engagement and retention, Delta Dental leveraged PI to identify gaps in processes, including document traceability and information sourcing, which dramatically streamlined its previously manual processes. This has allowed Delta Dental to lift its customer service to new heights and drive continued growth of its customer base.
Heather Magic, Director of Group and Individual Administration at Delta Dental of Colorado, states that: “Lexmark solutions have made Delta Dental of Colorado much more agile. They are really helping us to blow our competitors out of the water when it comes to turnaround times in particular. Whereas in the past, it could take weeks to respond to applications and other requests, we can now get back to customers and providers in just a few days.”
In our ultra-connected world, companies that ignore the need for positive customer engagement risk losing out to more focused and agile competitors. If you want to know more about how analytics can help you engage with your customers, explore our free SlideShare, 3 Ways Analytics Can Improve Customer Engagement.