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The customer sets pace for digital transformation

Digital Process Automation Customer Journey Customer Centricity
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Gabriel Breunhölder
by Gabriel Breunhölder

The automation and optimization of business processes - is already being pursued intensively in numerous companies. Many of these measures are usually concerned primarily with internal processes but mostly they forget to focus on the customer.


More than optimization and automation of internal processes

Digital change is happening everywhere. Business models need to be rethought. New, innovative technologies are being used in a targeted manner in order to exploit new opportunities. Numerous studies show that companies have recognized the need to act in the face of digitalization. Large sums of money are being invested in IT landscapes. Often, companies do not realize that this focus represents a far too strong internal view. Instead of a disruptive change of existing business models, a continuous change of existing processes seems safer and easier to be managed. However, a comprehensive digitalization strategy can only be successful if the customer is in focus. This leads to processes that are completely redesigned on the basis of a new, digital business model. The keyword here is therefore «end-to-end.»


Focus on Customer Journey

Many start-ups are already demonstrating this: It is important to know customer needs and customer touchpoints. This all needs to be designed in a way to become a unique selling proposition of the company. To achieve this, the focus must clearly be on the so-called «Customer Journey.». This opens up completely new possibilities for companies in terms of process automation and data generation. Often these new possibilities are not or only partially used. As a result and on the basis of this data, offers and services must always be better tailored to the needs and expectations of customers.


The customer sets the pace

The customer and their benefits must be at the center of both, the successful digitalization of existing processes and the development of new business models. However, it is not enough to simply know the customer. All functions within a company serve customer satisfaction and customer success. In order to focus processes more closely on customers, the primary focus must be on Customer Centricity.

Increased simplicity and transparency, for example in Customer Onboarding at a bank/insurance company, in general when renewing contracts or in classic service processes, enables customers to make informed decisions more quickly. For example, if a customer can be convinced of the added value of a product using Proof of Concept (PoC) before making a purchase decision, it is more likely that they will benefit from it for a longer period. If their satisfaction is confirmed, they are potentially open to the purchase of supplementary products. By recommending a product or service to industry partners, they ultimately become, at best, an advocate of a company.

Summed up, customer churn can be reduced, and customer profitability can be increased by optimizing the Customer Experience.


Customer oriented processes via one platform

Typically, customer-oriented processes are complex. Inefficient processes characterized by media discontinuities, in which internal resources, third parties and customers are not fully integrated, are cumbersome and expensive.

In order to ensure the efficiency and effectiveness of customer-oriented processes, they must be flexible and adaptable. The keyword here is: Agility. As a company, it is more important than ever to set up your own radar system so that changing customer needs and market conditions or competitor offers can be recognized immediately.

In a world of digital transformation, only companies that achieve a competitive advantage through end-to-end processes will be among the winners in the future. Adaptation and change competence is part of the basic setup. However, since today's CRM or ERP systems cannot map end-to-end processes adequately, a comprehensive and IT-supported process solution is therefore the key to success. These solutions guarantee the needed flexibility to integrate the necessary data sources as well as transaction systems such as CRM and ERP. With the Axon.ivy Digital Business Platform, all business processes can be digitalized and automated end-to-end. The multiple award-winning platform is perhaps the simplest and most sophisticated way of introducing Customer Centricity in a company today.

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