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3 Ways Our Business Process Management Strategy Enhances Customer Experience

Diana Hvistendahl, PMP

It’s not what we do at IWCO Direct, but how we do it that gives us our competitive edge when delivering an amazing Customer Experience (CX). As my colleague, Pat Sondreal, mentioned a few weeks ago, over the past year, IWCO Direct implemented a new Business Process Management (BPM) strategy for our CX teams who manage a complex chain of events and collaborate across disciplines in order to deliver a high-quality product on time.

As our organization has grown, the need for process management has grown as well. Processes are defined tasks that complete a specific function in the most efficient way – clearly assigning who is responsible for completing each step and documenting how they complete it. This type of documentation may seem dull, but our processes are not static. They are published on our company intranet, owned by subject matter experts, have a consistent look and feel, are easily accessible in a central repository, and represent our organization’s “tribal knowledge,” providing a framework for consistency and a launch pad for process improvement initiatives.

Here are three key reasons why our BPM strategy is vital to our competitive edge and ability to grow:

1. BPM resources are visual and in context of our workflow

In order to implement these new online, interactive and searchable BPM resources (i.e., process flow diagrams on which each task drills down to a specific step-by-step procedure, form, or reference guide), we first inventoried all CX documentation, archived outdated documents and organized the rest into topics. Each topic was assigned to a team of our best subject matter experts – the people we already relied upon heavily for their valuable tribal knowledge.

As we met with each team, we picked their brains to get each process laid out visually and then linked the procedures, forms and other knowledge assets to it. As we completed each process, we published them for immediate use. Now we have end-to-end process documentation for all types of client work and our procedures are organized in context of, and linked to, these visual diagrams.

2. A BPM strategy enhances all training

Not only do the BPM resources work well for visual learners, they also help us learn faster than our competition – providing just-in-time information to new employees, task executors, managers, other departments, project teams―and our clients! The process diagrams help our employees search for work answers on their own, increasing efficiency and reducing training time and costs.

These new BPM resources also provide our clients with our internal workflow information and quality assurance processes. Clients can also rest assured that our CX teams have an efficient cross-training mechanism to ensure “business as usual” during vacations, illnesses or other staff changes and events. Knowledge is not just available upon request – it is available online for everyone, whenever needed.

3. BPM helps IWCO Direct be more innovative and agile

Each documented process is assigned to at least one process owner – a subject matter expert we can rely on to think of all the “what ifs” and “gotchas” when process changes are needed. Change is inevitable, and the more structured approach of BPM makes our teams more agile and able to move quickly from a current-state process to a better future-state process to make us even more likely to deliver a high-quality product on time. Our future-state process diagrams are often used during project meetings and training classes as a visual aid to keep everyone aligned with a common goal.

Ultimately, BPM sets up IWCO Direct for limitless process improvement initiatives, increases staff efficiency and confidence in our processes, and creates an ecosystem for delivering successful CX. Get in touch with us if you would like to learn more about how IWCO Direct’s strategies deliver value and a greater return on marketing investment for our clients.

link https://www.iwco.com/blog/2016/12/16/business-process-management-enhances-customer-experience/
Diana Hvistendahl, PMP


Diana Hvistendahl, PMP

VP Strategic Planning. Holds a bachelor’s degree from St. Olaf College and a master’s from Metropolitan State University. Has been viewing challenges as opportunities for team-building at IWCO Direct for more than five years. When not improving processes and creating new tools to increase efficiency at IWCO Direct, she enjoys spending time with her two daughters and visiting her husband’s distillery.

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