Realign Process & Data To Improve Your Customer-Centricity
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The document discusses the need for organizations to realign their processes and data to enhance customer-centricity, highlighting the challenges of disconnected data silos and data quality issues. It emphasizes the importance of data virtualization in simplifying data access and supporting rapid process changes to meet evolving customer expectations. Key recommendations include treating data as a priority in process initiatives and utilizing BPM solutions that visually separate data modeling from processes.
Realign Process & Data To Improve Your Customer-Centricity
- 1. Realign Process & Data To Improve your Customer-Centricity Clay Richardson · Forrester Research Inc. Laurie Sinnett · Bizagi
- 2. Realign Process And Data To Improve Customer Experience Clay Richardson, Principal Analyst September 17, 2014
- 3. © 2014 Forrester Research, Inc. Reproduction Prohibited 3 Source: Adapted from October 2013, “Competitive Advantage In The Age Of The Customer”, Forrester report Age of the customer reshapes focus of process change efforts Assembly lines Supply chains Automation Engagement Business process evolution
- 4. © 2014 Forrester Research, Inc. Reproduction Prohibited 4 Source: Q3 2013, Global State of Enterprise Architecture Online Survey, Base: 90 EA Professionals BPM investments shift to focus on mobile and customer experience Over the next 12 months, do you expect to see an increase or decrease in demand for the following BPM related activities?
- 5. © 2013 Forrester Research, Inc. Reproduction Prohibited 5 BPM software not optimized for systems of engagement Operation systems: Primarily support internal-facing activities Integration layer: Needed for data translation and rules Customer-facing systems: Support interaction across employees, customers, partners
- 6. Challenge #1: Customer data lives in disconnected enterprise silos Web/mobile In-store Call center Online orders Online product registration Online support/chat Privacy updates Phone orders Inside sales Customer service Technical support Retail purchases External sales Orders Quotes Lead management Customer data
- 7. Challenge #2: Data quality issues create mistrust of process decisions
- 8. © 2014 Forrester Research, Inc. Reproduction Prohibited 8 Challenge #3: Process model complexity cripples speed of change
- 9. © 2014 Forrester Research, Inc. Reproduction Prohibited 9 Source: Bizagi Process stakeholders have different expectations for accessing data
- 10. © 2014 Forrester Research, Inc. Reproduction Prohibited 10 Alignment of process and data required to quickly adapt processes to changing customer expectations Data Process
- 11. © 2014 Forrester Research, Inc. Reproduction Prohibited 11 Source: August 2014, “Forrester’s Data Taxonomy Tool” report Data virtualization can help bridge new requirements for process and data ›Data virtualization provides virtual views that represent information in forms that applications and users need while hiding the true complexity of data.
- 12. © 2014 Forrester Research, Inc. Reproduction Prohibited 12 Add a virtualized data layer to remove complexity for BPM LOB Apps CRM HRM Cloud Systems Of Record SystemsOf Engagement API Call Web Services SQLLookups JavaMessaging BatchUpdates “Mess Of Many”
- 13. © 2014 Forrester Research, Inc. Reproduction Prohibited 13 Add a virtualized data layer to remove complexity for BPM LOB Apps CRM HRM Cloud Systems Of Record SystemsOf Engagement Virtualized Data Views View #2 View #3 View #1 View #4
- 14. © 2014 Forrester Research, Inc. Reproduction Prohibited 14 Source: March 2013, “The Forrester Wave ™: BPM Suites, Q1 2013 Data virtualization is now a critical requirement for process modeling and rapid process change in addition to graphical modeling of data structures from across multiple data sources (i.e., data virtualization)
- 15. Five steps to align process and data for customer experience Governance Provide accountability for process and data throughout the entire life cycle Scoping and assessment Structure and analyze process data across internal silos. Requirements Process models connect to existing master data Architecture and solution Business, data, and process architecture support all data use cases: capture, govern, and consume. Monitoring Measure and monitor key customer process metrics with greater confidenceRapid Process Change
- 16. © 2014 Forrester Research, Inc. Reproduction Prohibited 16 Recommendations ›Treat data a first class citizen from the start when launching new process change initiatives ›Evaluate data architecture and data quality requirements for each process project ›Prioritize BPM solutions that provide visual modeling of data separate from process ›Move detailed data integration flows and data management rules into virtualized data layer
- 17. Thank you Clay Richardson crichardson@forrester.com +1 703 584 2630 @passion4process
- 18. Bizagitakes care of business processes So you can take care of your business
- 19. “Bizagi’sbusiness entity virtualization is a key factor for enabling simplicity. It helps us to deal with complex, relational data, stored across multiple systems, but treats all the data the same way, as if it is local. This significantly simplifies the work, promotes reuse and accelerates development.” Eduardo Gonzalez, Collaboration & Workflow IT Manager, adidasGroup
- 20. BPM Stack
- 21. IT XML REST SOAP Data Business Interface Form Process Rules Bizagi binds Business and IT together
- 22. The process is the application
- 24. Product Demonstration Onboarding Process •Add data virtualization to an existing employee onboarding process •Change the initial screen of the process to allow a search/retrieve against this back end data •Show the new result on both the desktop and mobile device
- 25. Product Demonstration Data Virtualization •Powerful integration mechanism to integrate existing data sources into Bizagi’s shared data model •SQL & Oracle by default •Can be extended to connect to anydata source, not just databases e.g. Cobol, XML, SharePoint, SAP, CRM
- 27. Customer Examples •BPMS deployed across supply chain, retail, marketing, finance & eCommerce •346,000cases a year •SMC operational costs reduced by 60% •Supplier On-Boarding improved by 50%
- 28. Customer Examples •BPMS platform automates 400 processes connecting149 companies and14,000 employees in multiple languages & time-zones •Process Factory:40 processes in3 months •Integration with SAP, PeopleSoft, Lotus Notes andmobiles. •Compliant with regulations
- 29. Customer Examples •80%human errors reduction •Staff productivity up by 60% •Subsequent processes delivered 60% fasterwith data virtualisation •Seamlessmobile interface to backend Hospital Information System (H.I.S) Prince Sultan Military Medical City
- 30. Conclusion
- 31. •A rigid architecture and a ‘hard coded’ approach to data will inevitably lead to ‘Spaghetti BPM’ •Bizagi’slayered architecture and central virtualized data model delivers clean business processes and increased collaboration •Re-use of interfaces, subroutines, forms and rules, meaning less coding and faster development •Greater ability to scale with lower cost of ownership
- 32. Comprehensive online resources www.bizagi.com •Product downloads •Complete product documentation •Free online training •Whitepapers •Videos
- 33. For more info please visit Bizagi.com