Mobile Engagement Demands Process Transformation

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.