Lean - Chapter 5- Digital Transformation of Customer Experience and Robotic Process Automation ( RPA)

Customer experience is a fascinating area for me. I love Six Sigma and consider it as a science in the world of Quality. Six Sigma starts from Customer for any improvement journey.

https://youtu.be/thIEozXhT88

What is Digital Customer Experience? Digital customer experience is the sum of digital interactions between a customer and a company and the resulting impression / emotion / experience that a customer takes / walk away with.

Digital transformation is to employ technology and delivery customer value and delivery, improve productivity

 The important critical aspect here is digitalization of customer experience. Before any organization to venture into the digital journey it must understand the customer touch points (Customer Lifecyle Journey). Organization needs to adopt the design thinking approach to create the digital experience to customer.

The possibility of digitization is very high in every industry and RPA is critical and important in the digitization journey. It will enable processes to reduce and convert nonvalue processes in to straight through processes.  RPA can be used to automate workflow, manual activities and in lot of back office processes.

Goal of Digitalization is to provide:

1. New way of providing Product / Service
2. Automation of Process
3. Simplicity in Communication Process

Some of the examples where possibility of RPA:  

• Claims processing
• Salary processing
• Call center operations
• Expense reimbursement management
• Customer query management
• And much more area to cover….

But before making the process automation the following steps may help to make this as a success. We cannot put the cart (digital RPA) before the horse (Process flow).

Organization must understand the broader level flow of customer journey and the touch points of the journey: There are broadly four stages of Customer Journey (you can one or two more)

1. Prospect stage
2. Evaluation stage
3. Engagement State
4. Review and Refine Stage

The purpose of customer journey map is to understand the following

• Customer touch points throughout the Customer Life Cycle.
• Touch point requirements / objectives
• Touch point performance currently and the gap
• Identify the improvement opportunities

Once understood the customer journey and touch point issues then to decide the automation possibilities.

Next comes to measurement: RPA or digitization need to be monitored and measured for its success.

The suggested Measure of digital products as below:

• Customer satisfaction
• NPS
• No. of new products
• Increase in revenue from new products
• Increase in new customers

Next to look at the internal structure to drive the Digitizatoin:

I wanted to share the exhibits used in an article I read recently about this and its an interesting fact and insight about the role to play in terms of who should drive the Digitization.

Reference: Take from NASSCOM article on Defining Digital Experience Feb 2020


Reference: Take from NASSCOM article on Defining Digital Experience Feb 2020

Summary:

1. Digitalization of delivering Customer Value
2. Understanding the Customer Touch Points before Digitization
3. Resource structure to drive - CDO
4. Measurements to check the effectiveness of Digitization
5. Possibility of improving at-least 30% to 40% thro Digitization

Please Leave your Comment in the Comment Section