Customer experience requires new diagrams for organizations and processes
At the NASSCOM Summit 2012, process specialist Steve Towers gave the opening keynote on “outside-in thinking”. In his presentation, he stated that customers are not at the center of most companies and processes, because both are based on diagrams representing the organization and processes of a Scottish factory described by “accountant” Adam Smith.
The diagrams representing most company and process structures are based upon the factory principle and the industrial mindset from almost 250 years ago:
- From-top-to-bottom (the organization): The organizational chart structured as a pyramid and a hierarchy. There are no customers mentioned in any chart of our organizations.
- From-left-to-right (the process): Processes are diagrammed as a production line of a factory. Also, no customers are involved in these processes.
These stereotypical diagrams have been (and still are) very influential in our thinking about how to run a business and how to measure the quality of processes. But if you were to create an organizational chart of a successful company from the 21st century, you would find something entirely different: A diagram which fully integrates the customer.
When creating outside-in organizational and process diagrams, four core questions should be answered:
- Where does your process start and finish?
- What is the successful customer outcome?
- What are the key moments-of-truth in this process?
- What business are you (really) in?
With these new diagrams as our guides, the “triple crown” of lower costs, higher revenues, and improved service can be achieved, according to Steve.
Accompanying presentation deck (Slideshare)
Source: NASSCOM BPO Summit 2012 Day 2: Opening Keynote (YouTube)
Business processes (14), Customer experience (65)