Steve Jobs famously said, “You have to start with the customer experience and work backwards to the technology.”
Of course, this is easier said than done.
Business leaders live a paradoxical double standard. As customers, we expect seamless interactions. We want to give our information once, not three times on the same phone call or website. We roll our eyes when our long-time credit card company sends an offer for the card we already have. And as much as we love our family doctor, we hate filling out new paper forms with the same contact and insurance information every year.
As business leaders, we’re intimately familiar with the challenges of creating that seamless experience. We know that the system of record in one department doesn’t talk to the system in another division. Our new mobile app allows customers to check their account status, but not interact with us. We miss opportunities to upsell customers on additional products because the right data isn’t in the right place at the right time.
Step Four: Deliver Total Enterprise Agility
This disconnect between what we know customers want and what we can currently offer is the biggest barrier to delivering extraordinary customer interactions that drive business growth and efficiencies for the long term. What we need is a completely connected enterprise…and an innovative leader behind it.
In this final post on the Kofax Business Value Stairway, our progression through various levels of digital transformation culminates in Step 4, Delivering Total Enterprise Agility. This holistic, enterprise-wide step isn’t simply completing Steps 1, 2 and 3; rather, it’s an entirely new level that connects systems, silos and people together into one seamless whole.
Because enterprise agility is a comprehensive undertaking, it requires a visionary leader who has visibility into and influence over the entire enterprise. Brian Solis, a digital analyst, anthropologist and futurist and our keynote speaker at Inspire 2017, calls this leader a change agent, an innovative spirit who creates a culture that thrives on cross-functional collaboration to revolutionize the way your company conducts business.
Imagine delivering an ongoing experience that changes the way your organization engages and interacts with customers.
Imagine having the agility to dynamically adjust to changing market conditions and the competition.
Imagine being the leader, the change agent, who drives total enterprise agility in your organization.
Get inspired: Two change agents transforming the enterprise
One of our customers, a leading global insurer, knew they needed a competitive advantage in a crowded insurance market. While most of their competitors were focusing on bringing in new business and improving margins, very few were concerned about the customer experience. This insurance organization saw an opportunity to increase both acquisition and retention rates by making it more convenient for corporate plan members to do business with them.
Previously, corporate plan members were required to pay out of pocket for medical treatment, then apply for reimbursement. The claims process was slow, paper-based and manual, resulting in a 10- to 30-day turnaround and little visibility in the process for status checks.
Rather than focus solely on speeding the internal claims process, the company took an outside-in approach and reviewed the process from the point of view of the customer. In addition to implementing the Kofax TotalAgility® platform to automate end-to-end claims processes, the insurer built a powerful mobile app that allows customers to submit claims on the go using a smartphone or tablet, as well as check claims status, history and coverage details, including nearby clinics covered by their corporate plan.
Analytics is a fundamental component of every step in the Business Value Stairway, the window of insight into processes across functions and business units. This insurer leveraged mobile app usage analytics to better understand customer preferences and needs and identify opportunities to deliver better service and drive down costs.
In Marion County, Indiana, a lack of technology among the law enforcement teams, clerical staff and judicial officers was causing all three teams—not to mention the constituents they serve—a bad “customer” experience. As the busiest county court system in the state of Indiana, the Marion Superior Court was processing more than 4,000 warrants every year in an extremely manual process that required an officer to physically track down a judge who could review and grant the request.
Not only was this system frustrating in time-sensitive cases such as an officer needing a blood test for a DUI, but it essentially required officers to drive around performing administrative tasks instead of focusing on public safety. Judges fared no better, overloaded with a backlog of warrants.
Marion County implemented an innovative electronic warrants system built on Kofax software that automated the warrants process and elevated the experience of law enforcement and judicial officers alike. When an officer sends a warrant request, a county clerk and then a judge is automatically notified that a warrant is awaiting their review. If a submission isn’t processed within 10 minutes (clerk) or 25 minutes (judge), the job is automatically assigned to someone else.
“Start with the customer…work backwards to the technology.” Jobs’ advice can be a successful approach at every step of the Business Value Stairway, but especially when, like the global insurer and Marion County, your organization is looking to truly transform the enterprise.