Business Growth Via A Better Customer Experience: Transformation ...

A large and growing insurance company has managed to grow it?s revenue by leveraging a new customer experience that span both BPM and legacy applications. By leveraging something old and something new, this organization delivered growth at a constant cost .

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The Journey:

Like most organizations, this company was looking at broadening their stance in the business by understanding the needs of the market. It eventually became clear that the service experience being offered by this organization? to their customers, and distributors alike, was not strong enough. Hence, they looked at bringing about a change in their operational culture, processes and skills, with the aid from technology.

One of the key strategic business goals was growth at constant cost. Their traditional green screen systems for ?imaging?? had been pronounced by various industry vendors as obsolete and in need of change before any sophisticated Case management solution could come in. The business could neither afford an overhaul of all their systems, nor could they afford to wait until this gets done ? at least 2-3 years by some estimates. Added to that complexity was the fact that other business units identified to use the same solution were using completely different platforms, some of which were modern web based systems. The chosen technology stack needed to allow for all of these to peacefully co-exist and yet enhance the overall solution to meet 21^st century needs.

Integrating the old and New:

This organization deployed a case management solution that perfectly addressed their requirement. The case management solution proved cost-effective upfront due to its tailor made functionality built for the Insurance industry, which would otherwise have been an expensive ?made-from-scratch? software development cycle. The product suite chosen inherently allowed for a ?headless? BPM strategy such that whenever legacy systems needed to be changed, there would be no changes needed in the solution provided.

The case management solution comprised of extremely flexible architecture that allowed for the UI layer to be independent of the underlying BPM system that controlled the flow of work. The solution incorporated critical decision making functionalities and business rules that ensured compliance pertaining to the insurance industry. Considering the existing systems had few features that accommodated integration, this solution provided a breakthrough approach and embedded the UI of the current systems into the new one allowing smooth knitting of information without any loss of critical data. This was accomplished through a ?dual screen interface mode? that allowed the user to monitor cases while simultaneously looking at customer information without having to switch systems or UIs, thus giving a complete view of the case and enabling flawless case management.

This comprehensive application catered to some of the core processes of the insurance business cycle such as New Business and Underwriting, Claims Processing and Customer Service. More importantly, the solution was federated in a way that the business content could independently function irrespective of the BPM engines and ECM systems with which it interacted, keeping in mind any changes of IT infrastructure that might come underway with time, thus enabling a future-proof operating environment. This provided the scalability to the application in its entirety, without disrupting business processes and content.

The Results:

The combination of case management, custom-built processes and integration with legacy systems brought about a step change in productivity that lead to better business outcomes and therefore, better customer service.

Some of the key outcomes of this transformation are enlisted below:

- Improved Customer Service

- Growth at constant cost

- Core process transformation

- Complete control over cases through effective Case Management

- Brought in the concept of knowledge workers and change in work culture

- Leveraged IT investment with best practice BPM methodologies

- Instrumental in shaping the Target Operating Model

- Business Analytics and Monitoring

- Regional Blueprint for New Business, Underwriting and Policy Servicing processes

- No loss of critical business/legacy data

- Scalability and flexibility of IT infrastructure to support future needs

Net; Net:

Incremental transformation is proven here with immediate benefits.? By taking a federated approach to all IT platforms underlying the solution to allow for changes and modernization in those at their own natural pace leveraging process and user experience.

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The above success story has been summarized and made anonymous to get the essence of the success documented quickly. The source of this success story is a technology provider named AWPL

Category: Applications BPM Business Process Improvement Business Rules Challenges IT Governance Optimization Social Success Technology Virtualization Visibility ? ? Tags: BPM, business, Business Process Improvement, Business Rules, Decision Management, Process Improvement, Process Management, Transformation

Source: http://blogs.gartner.com/jim_sinur/2013/02/20/business-growth-via-a-better-customer-experience-transformation-tale/

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