Success through Experience Management

To remain competitive in the modern and digitized business world, companies must incorporate experience management as the next step to improve the experience of customers, employees and suppliers. "The days when it was enough to optimize processes only for cost, efficiency and agility are clearly over"emphasizes Rouven Morato, General Manager Business Process Intelligence at SAP. "To truly understand their employees, customers and suppliers, and to adapt processes to their individual needs, companies must also incorporate experience management into process optimization." SAP Signavio has therefore developed a strategy for the holistic transformation of business processes.

Before companies can add the information from experience management to their process optimization, they need to take stock. This is the only way to find out what the current processes are like, i.e., which processes are working and which are not. Once this is done, a target state should be defined: What should the process landscape look like in the end? The next step is to understand the stakeholders. Process optimization according to the conventional model completely ignores the wishes and experience of customers and employees. In business process transformation, on the other hand, they are an important consideration. To involve them in their process transformation, companies need information that they can extract from surveys, for example.

The right understanding of where exactly customers come into contact with the internal process, for example, is also essential: this is the only way to identify the most important touchpoints. Customer journey maps help to identify the various dependencies between the internal process and the external experience. Once the process points at which measures are required have been identified, they can be defined and implemented. In this potentially disruptive step, companies must not forget to get all employees who are affected by changes on board. Process transformation should be evaluated on an ongoing basis.