“A relationship, I think, is like a shark. You know? It has to constantly move forward or it dies. And I think what we got on our hands is a dead shark.”
Sometimes I feel this way about case management. Has it failed to move forward? Have we got a dead shark on our hands? We’ve navel gazed for too long over dynamic and adaptive, unstructured v structured, knowledge workers and case workers. From a marketing point of view it’s all been a bit of a disaster. So what needs to be done to drive more interest case management? Is customer experience management a potential opportunity?
A 2011 Bloomberg Business week survey revealed that “delivering a great customer experience” has become the new imperative: 80% of the companies polled rated customer experience as a top strategic objective. Like case management, customer experience management has also suffered from over analysis.
The potential for case management in a customer service context has been understood for a while. CRM vendors have realized that it’s impossible to predict every customer scenario and have integrated case management applications with their CRM applications to improve how organizations handle unpredictable customer service processes. Customer experience management represents the next step and potentially a tipping point for case management.
In my opinion no other business application has the potential to transform customer experience in the same way that case management can. In a previous post on customer experience I said that customer experience requires just 2 things; fix processes and empower employees. This is the precisely the sweet spot for case management.
The time has come for case management to move forward, to step out from the shadows and hitch a lift on the customer experience bandwagon. Then, to use another movie quote, no one will put case management in the corner.
Next Week: Gamification – “Badges? We ain’t got no badges!We don’t need no badges! I don’t have to show you any stinking badges!”