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BPM from a Business Point of View

Scott Cleveland

BPM and the Customer Experience

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10 - 20 years ago, the marketing mantra was 'happy customers'.  Today, the mantra is 'ecstatic customers'. 

Why the change?

A happy customer will not be necessarily looking for other options, but the right offer could sway them. 

Ecstatic customers are beyond happy.  They love doing business with your company and tell people about it.  They give you referrals.

Let's look at some examples:

Airlines don't appear to care about the customer at all.  Leg room keeps getting smaller and smaller.  Food on the plane is gone unless you pay extra.  You now have to pay to check luggage making getting on and off the plane a real pain.  Communications at the gate is sorely lacking leaving you sitting and waiting at the gate.

Amazon does appear to care.  They have gone out of their way to make it easy to buy from them.  Their 'store' is easy to navigate.  They keep adding new features: storing addresses, storing credit cards, one-click shopping for items coming to your home.  They added the 'prime' option that gets you free 2 day shipping.  It doesn't take purchasing too many items before you are way ahead on this deal.  And, if that isn't enough they have deals with many companies so that you can purchase almost anything on their site.  I have gotten to the point that I look there first.  Am I ecstatic? Maybe...

The moral of the story

When working on process improvement, pay special attention to your customer.  Maybe you can add something to your process that will make them ecstatic.

Your thoughts...

Do you incorporate your customer into your thought process about BPM?


Scott Cleveland blogs about BPM from a business point of view.

Scott Cleveland

Scott Cleveland is a technical, innovative and creative marketing manager with more than 25 years of experience in marketing, marketing management, sales, sales management and business process consulting aimed at high-tech companies. His areas of expertise include: product marketing, solutions marketing, solution selling, sales maangement, business process management, business process improvement and process optimization. Reach him at RScottCleveland[at]gmail.com.


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