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SSOW Asia 2019: Building a customer-centric organization

Nintex was a proud sponsor of the 22nd Asian Shared Services & Outsourcing Week event in Singapore last week. It was our first time at SSOW Asia, and the team walked away with great insights after engaging with leaders of Shared Services teams across Asia.

All about the customer

A recurrent theme I heard over the two days at SSOW Asia 2019 is the importance of the customer experience and a key driver of any digital business projects.

In the Nintex-sponsored stream on end-to-end process transformation, we heard from Diageo, one of the world’s largest producers of spirits and beers. Vipin Radhakrishnan is the managing director for Diageo Business Services India, which delivers services across finance, HR, commercial, and supply to the global markets of Diageo.

Vipin highlighted Diageo’s journey on becoming a customer-centric organization, which underpins the team’s core functions from business engagement, through to service management and service desk operations.

He stressed the importance of a continuous improvement culture and an internal mindset shift with the customer to be at the center of all that they do. This meant aligning processes to the customer need and breaking down functional silos and internal resistance to change.

Diageo has transformed its ability to service its customers, and it has seen flow-on positive effects with increased sales and improved everyday efficiencies.

Know your processes

Nintex customer ME Bank, an Australian online direct bank, shared its digital transformation journey at SSOW Asia 2019.

As head of operational efficiency at ME Bank, Prithesh Prabhu’s primary goal is to improve the bank’s cost-to-income ratio through a fit-for-growth strategy that is aligned to the bank’s core purpose: to help all Australians get ahead.

ME Bank’s mission statement has been critical in driving the bank’s internal culture and its unwavering focus on the customer. Every meeting and project begins and ends with that statement, and is a clear driver for all employees.

The bank embarked on a project to transform the customer experience and make all customer interactions frictionless, which is particularly important for a digital bank.

Prithesh highlighted that process mapping was a critical first phase of this project before proceeding with any automation program.

The bank did not have a clear idea of the number of processes and there was also no real process documentation available. “Everyone was very passionate about helping all Australians get ahead, but we did not have the right structure or governance tools to properly support that.”

ME Bank used Nintex Promapp® to not only map its business processes but also capture process information, including key metrics for ongoing performance measurement. This enabled the bank to optimize and streamline its processes while identifying opportunities for process automation.

The bank mapped 282 processes in total and determined there were 169 processes ripe for automation to deliver additional efficiencies.

“Our automation program completely hinged on getting the process mapping activity right, and process mapping serves as our foundation to improve ROI.”

Prithesh Prabhu, ME Bank

Deliver meaningful value to the customer

We wrapped up the E2E process transformation stream with a panel discussion focused on optimizing knowledge-based activities to deliver meaningful value for customers.

Ai Lin Ng, director of business services from Zalora Group, Asia’s fastest-growing online fashion retailer, joined Vipin and Prithesh on the panel, which was moderated by our very own Thomas Kohlenbach, Nintex Senior Product Evangelist and Nintex Promapp expert.

Ai Lin echoed earlier sentiments from her fellow panelists and said that Zalora is also very customer-centric, and that is a key driver for a continuous business improvement culture within the organization. In fact, it’s even embedded in the team’s performance objectives.

One key activity at Zalora has been to accelerate the processing of customer refunds, where she recognized the importance of process mapping to facilitate improved collaboration between the business services and customer service teams.

This exercise helped to highlight the areas for improvement that enabled Zalora to refund customers a day faster than it could before.

Prithesh added it was important to involve subject matter experts when mapping processes to ensure that all the knowledge is captured and communicated clearly. Nevertheless, it’s also vital to establish a process governance team to help work through any exceptions that the SMEs may not know and ensure ongoing process governance.

This dedicated team maintains the process maps on a regular basis while also educating the operations teams and empowering them to make any updates or changes to the processes directly.

At ME Bank, Nintex Promapp provides notifications when there are process updates, providing full visibility to the relevant teams.

Vipin stressed to the audience that it is important to articulate to the business that continuous improvement and digital transformation is not about technology but a focus on the business processes, which play a key role and an important foundation for establishing the right culture internally.

He agreed that process excellence experts can help to set the quality benchmark and build that continuous improvement culture, which Diageo leveraged for a helping hand with its internal teams.

The process platform teams love to use

The Nintex team had a great time at SSOW Asia 2019, and we all enjoyed speaking with delegates on how the Nintex platform can help improve the way they and their teams work. Recognized as the global leader and the industry’s only end-to-end process management and automation platform, we’re confident we can help organizations quickly and intelligently transform their business.

 

 

To learn more, see Nintex in action and discover what’s possible with the Nintex Platform.

 

 

Eileen Tan

Eileen has been with Nintex for five years and heads up marketing for the Asia-Pacific region. Based in Melbourne, Australia, she has nearly 15 years of B2B marketing experience in global technology organizations, and is an impassioned advocate of driving demand generation and executing impactful marketing campaigns. Follow Eileen on Twitter @ETNintex.