With so many advancements in enterprise technology, it's hard to excuse companies that are still clinging to manual processes. That's the contention of Sheryl Kingstone, Research Director of Business Applications at New York City-based 451 Research.
A 16-year veteran industry analyst, her research focuses on improving the customer experience across all interaction channels for customer acquisition and loyalty. As part of the 451 Research team, she helps businesses make decisions regarding the use of technology, business processes and data to boost revenue and optimize business performance.
In an interview with CMSWire, Kingstone told us machine learning, prescriptive analytics and mobile tools can help redesign customer experience.
"Intelligent business applications are really the only way to understand, contextualize and embed data intelligently into business process," said Kingstone.
She'll discuss the rapid evolution of business applications and how they serve companies in a digitally transformed world at CMSWire's second annual DX Summit this Nov. 14 through 16 at the Radisson Blu Aqua hotel in Chicago. "Context-aware process-driven applications are the future," she said.
During a conference session at 2 p.m. CT on Wednesday, Nov. 16, Kingstone will share insights on creating insight-driven customer experiences, including the components of an effective digital platform and the technologies available to gather customer data, analyze it and derive actionable insights to optimize customer experience.
We caught up with Kingstone for a Q&A on data, insights and customer experience execution.
Nicastro: How are organizations are still trapped in manual processes?
Kingstone: We have only partially automated processes within many organizations. Every day we still fill out forms manually, restate the obvious on a call or embark on redundant data entry of information for the millionth time. It doesn’t have to be this way because technology has enabled us to automate 99 percent of business processes through a combination of data, digital content and intelligent processes.
Nicastro: Data is crucial. Insight is crucial. Do you see organizations that have good data but not good insights?
Kingstone: Digitalization can be used to automate many core processes, but the data adds contextual relevance. Yet, businesses still struggle with understanding how to embed the right information at the right time for the right processes. Business applications must transition to be more prescriptive to capitalize on the data and the desired business outcomes. The data layer is critical into the overall process for prescriptive action.
Situational context and personalization are now required elements of an ideal customer experience. Any device can be tuned to its user, but true context should encompass much more — including an individual user’s location, stated preferences, behavior (e.g., purchases) and social interaction. Businesses must move beyond data-gathering exercises to provide more prescriptive guidance for not just customers, but also employees and partners.
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