Mobile Engagement Demands Process Transformation
February 4, 2013
Why Read This Report
To take advantage of an app in an employee's or customer's pocket, you have to help them accomplish a task quickly and easily whenever they want to and wherever they are. That means CIOs and business leaders must redesign business processes where they intersect the physical world. This report gives you a three-step framework for identifying the processes, tasks, and improvements most affected by smartphones and tablets: 1) Focus on customer engagement, field enablement, and employee productivity; 2) identify where physical and historical context can drive faster task completion; and 3) redesign processes to skip or accelerate those tasks. To redesign processes for mobile engagement, focus on task orientation and process atomization. Task orientation helps people take the next step in whatever process scenario they are operating in at the time. Atomization is the decomposition of brittle, hard-wired processes into flexible, actionable, task-oriented artifacts. Evaluate each process based on how a mobile app can take advantage of the user's physical "context" to deliver guidance and how much time the user can save by acting immediately in that context.
Already a Client?
Log in to read this document.
Become a Forrester Client
Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.
This report is available for individual purchase ($499 USD).Purchase
Table of Contents
- Find Transformation Opportunities In Real-World Processes
- Embrace Mobile As A Catalyst To Drive Process Change
- Supplemental Material
- Related Research Documents
Design For Disruption: Take An Outside-In Approach To BPM
June 12, 2013 | Clay Richardson
Wanted: Digital Engagement Providers
April 1, 2015 | Ted Schadler
Brief: The Home Depot's Age Of The Customer Transformation
April 17, 2014 | John C. McCarthy