Webinar_031615_Richardson.ppt

March 16, 2015. Call in at 12:55 p.m. Eastern time
WEBINAR
Top Technologies And Trends That
Matter For Driving Customer-
Centric BPM
Clay Richardson, Principal Analyst

© 2015 Forrester Research, Inc. Reproduction Prohibited 3
We work with business and
technology leaders to develop
customer-obsessed strategies
that drive growth.

Source: Forrester’s Business Technographics® Global Priorities And Journey Survey, 2014
“What is the most important initiative for your organization over the
next 12 months?”
60% of business leaders now
prioritize revenue growth and
customer experience.

Assembly lines Supply chains Automation Engagement
Business process evolution
In the age of the customer, engagement
trumps automation
Source: October 10, 2013, “Competitive Strategy In The Age Of The Customer” Forrester report

11%
15%
31%
30%
12%
1%
0% 5% 10% 15% 20% 25% 30% 35%
Not on our agenda
Low priority
Moderate priority
High priority
Critical priority
Don't know/ does not apply
“Over the next 12 months, how important will it be to re-engineer business
processes to better support mobile-based applications and innovation?”
Base: 3,104 survey respondents; Source: Forrester’s Business Technographics® Global Mobility Survey, 2014
42% placed “critical” or “high”
priority on re-engineering
business processes for mobile.

Forrester’s BPM TechRadar™ uncovered
key market trends
Source: December 22, 2014, “TechRadar™: Customer-Centric BPM Technology, Q4 2014” Forrester report

Emerging process technologies
focus on speed, simplicity, and
engagement.

engagement.

Technology What it is Usage
Low-code
platforms
App platforms that enable
rapid delivery of process-
based apps with minimal hand
coding
Used to build simple self-
service apps, web apps, forms
applications, and complex
customer engagement
applications
BPM platform-
as-a-service
Provides multitenant cloud
environment for modeling,
analyzing, and automating
business processes
Quick-start development for
process change projects,
piloting initial process projects,
supporting outsourced
development
Process data
virtualization
Provides virtualized views of
systems-of-record data in a
format that can be easily used
by process models and forms
Used to simplify process
modeling by eliminating the
need for complex integration
and orchestration directly from
the process model
Speed rapid delivery of process change

Enterprise
process norms
Customer process
norms
Year Months Weeks
Annual Quarterly Weekly
Waterfall Water-scrum-fall Test and learn
Training Community support Intuitive now
Cycles
Releases
Methods
Adoption
BPM
software
Low-code
platform
Low-code platforms promote rapid
experimentation

Self-service
Human-mediated
Simple Complex
Business process
Customer
interaction mode
General purpose
(Intalio, Mendix, OutSystems,
Progress Software, and
Salesforce
Web content
(Acquia and Mvine)
Process
(AgilePoint, Bizagi,
K2, MatsSoft,
MicroPact,
Mobidio, Nintex,
and Software AG
Data/forms
(Alpha, Alphinat,
Avoka
Technologies, and
ClaySys
Technologies)
We identified four key platform segments

Source: August 8, 2014, “Forrester's Data Taxonomy Tool” workbook
Data virtualization can also help speed
development of new processes
Data virtualization provides virtual
views that represent information in
forms that applications and users need
while hiding the true complexity of
data.

LoB apps CRM HRM Cloud
Systems of
record
Systems of
engagement
API
call
Web
services
SQL
lookups
Java
messaging
Batch
updates
“Mess of many”
Add a virtualized data layer to remove
complexity for BPM

Add a virtualized data layer to remove
complexity for BPM
Virtualized data
views
View
No. 2
View
No. 3
View
No. 1
View
No. 4
Systems of
record
Systems of
engagement
LoB apps CRM HRM Cloud

engagement.

Dynamic case
management
Provides an adaptive and
dynamic way to assign and
route tasks at runtime based
on context, business rules,
and metadata
Typical use cases involve case
management for investigative,
service requests, incident
management, and goal-based
processes.
Smart process
apps
Provide packaged vertical or
horizontal solutions built on
top of BPM platforms
Use cases typically revolve
around domain-focused
applications, such as new
customer onboarding, claims
management, and contract life-
cycle management.
Simple cloud
orchestration
Provides basic orchestration
of data and interactions that
span multiple cloud-based
systems and applications
Ideal for quick-and-dirty, cloud-
based data integration for
popular cloud apps
Simplify process design and execution

Source: December 10, 2013, “Smart Process Apps — One Year Later” Forrester report
Smart process apps use BPM to simplify
change and accessibility

Simple cloud orchestration provides
“low-code” integration

engagement.

Customer
journey mapping
Allows teams to visually
document and analyze their
customers’ processes, needs,
and perceptions
Key use cases focus on
documenting key touchpoints
across a given customer
process and scoping potential
improvement opportunities
based on customer
experience.
Predictive
analytics
Provides in-context
recommendations for in-flight
business processes and tasks
Common use cases focus on
fraud detection, cross-sell
recommendations, and
predictive guidance.
Social
collaboration
Provides support for activity
streams, discussion threads,
community sharing, and
expert location
Typical use cases focus on
monitoring activity streams and
identifying internal experts that
can help with completing a
given process or activity.
Engage customers through all channels

Base: 171 business process professionals; Source: Forrester/IQPC Q3 2013 Global Business Process Maturity Online
Survey
15%
36%
16%
26%
43%
Persona design
Customer journey maps
Service blueprinting
Design thinking
None of the above
“Which of these techniques are used consciously/deliberately within
your change program (or have some impact upon it)?”
(Select all that apply)
Journey maps help connect process
change to customer experience

“How can we
improve the
process
experience
for
onboarding
new
customers?”
Case example: medical device industry

Initiate
contact.
Evaluate
options.
Install
service.
Sales
process
Delivery
process
Servicing
process
Order
service.
Customer
journey
“Worried”
“Overwhelmed”
“Relieved”
“Anxious”
“Frustrated”
Process redesign
opportunity No. 1
Process redesign
opportunity No. 2
Billing

Embedded social activity streams help
drive employee and customer
engagement

Thank you
forrester.com
Clay Richardson
+1 703.584.2630
crichardson@forrester.com
Twitter: @passion4process

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