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Tech for Tomorrow

Doug Mow

Forget the buzzwords, how do we improve the customer experience?

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Thanks to Peter for "fanning the flames" on the social vs. BPM debate. There were some real good comments here and it's hard not to agree with all of them.

As everyone points out, labels are misleading and confining. In this case, the label is downright damaging as it limits broad imagination to apply technology to build the business or to solve problems. Our industry is incorrigible. Its DNA consists of buzzwords and cliché.

But, look at where these two camps come from. The BPM side is steeped in process, metrics, ROI and outcomes - as it should be. When juxtaposed against these posts on the social side the gap becomes incredibly wide: The 11 Commandments of Corporate Tweeting by Berhard Warner and The Albert Einstein Guide to Social Media by Amber Naslund. Those articles would give BPM purists hives - Social Media, IT Nightmare on Elm Street #42 or using Clay Richardson's analogy, invasion of the humans looking from the social side.

Let's try something a little different now. Forget the labels, forget the technologies. I was brainstorming with some health care professionals recently. From the patient's point of view, let's fantasize about what could be. You fill in the technologies where you see a direct reference. I'll stay in the "customer voice". I'll take this a little further than Greg Carter's post.

I had anterior cruciate ligament (ACL) reconstructive surgery on my left knee in 1989, long before Twitter. It was a daunting process. What would that look like today?

I have my accident and my knee feels very strange. I log into my health care providers' portal and look for some information describing symptoms. I narrow it down and now want to get some feedback from others that have encountered similar problems. I engage the collective and discover that there are a number of possibilities. I go back to the portal to get more data. Now, I can no longer deny that I have a problem that will someday just go away.

As I proceed along the process prescribed by my provider, I seek qualified doctors to do my diagnosis. The collective can give me feedback and referrals. I schedule my appointment(s) and get their diagnosis - torn ACL, options - patella tendon, hamstring, cadaver or pig replacement, or no surgery and physical therapy/rehab. Armed with these options I go back to the portal to investigate further. Can I see the percentage probability of repeat injury for each? I want to know the percentage of successful outcome for each. Risks? What are the experiences in the collective? Does my plan cover each?

I make my choice and schedule surgery. I've never had surgery before and I'm getting nervous. Is this justified? What precautions can I take pre-op? What should I expect post-op? Are they going to knock me out or am I going to be watching the procedure on a monitor?

Surgery is done, now the hard part, rehabilitation. Where should I go? What are the best exercises to insure the best outcome? Is it normal to feel this much pain? How long do I have to go through this?

Ok, you get the point. In 1989, I was the first of many friends that had to deal with this. I admit, my brother is a surgeon in this field but he and my doctor were the only sources of information for me. I had no access to any of the resources I just described but I would have felt a lot better if I had. Even though I am happy with the outcome, my "customer experience" would have been orders of magnitude better.

Replace knee surgery with child birth, appendicitis, root canal, or worse. The process is similar as are the fears and anxieties.

Now let's look from the other angle. The customer view above is not burdened by labels or technological restrictions. It's just what we, as customers, want. Is IT prepared to deliver the infrastructure to provide this? Are all of the participants in the process collaborating to insure seamless and efficient execution? Is the team considering the customer experience from the outside looking in?

Now what is it? Social BPM? Health care social BPM? Collaborative, enabled buzzword city? Or a patient centric process that focuses on the best possible patient experience?

1 Comment

Exelent post, I´m agree, don´t worry about the word´s the important is the customer needs. The BPM features and the social functions are tools used when they are need

Doug Mow blogs from a business executive's perspective about IT trends, tech news and life in the trenches of an Enterprise 2.0 transformation.

Doug Mow

#CMO of Courion Corporation responsible for all branding, communications, messaging, online and offline marketing. Courion is the leading provider of access management tools that provide maximum access to corporate IT assets with minimal risk.

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