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Celonis created the idea of process mining, the act of automating the understanding and improvement of internal processes. But understanding the process in and of itself only gets you so far. Ultimately, companies need to use that information to improve the customer experience and a new operational layer announced today could help them do that.
When we think about managing the customer experience, we tend to look at the consumer-facing app or the website. If that isn’t working right, or there is unnecessary friction in the buying process, then then you can lose the customer.
Celonis - Alexander - Rinke - Friction - End
But Celonis co-CEO and co-founder Alexander Rinke says that eliminating friction at the front end of the process is only part of the equation. If there is a problem anywhere in the delivery system from the manufacturer or warehouse to back-end systems, then that kind of friction can be just as problematic he says.
“Where process mining really helps is it reveals where there’s friction. The biggest challenge companies face is that there’s a ton of operational friction. Things get stuck. Things get delivered late. Customer promises get broken,” he said.
Part - Amazon - Work - Customers - Orders
Part of what makes Amazon work so well isn’t just that customers can easily place orders on a website or app, but also that Amazon has figured out how to pick the order and get it to the customer in the promised amount of time. If there were any delays in that process, people wouldn’t gravitate toward Amazon as much as they do.
But most companies don’t have the operational excellence of Amazon and that’s where Celonis thinks it can help — by identifying the bumps in the operational road and...
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