Two technologies - one deemed from the past and another which has already claimed a stake in the future - are coming together to redefine customer engagement and customer experience.
That's according to a Forrester Report "Artificial Intelligence Revitalizes BPM" authored by Rob Koplowitz. As in other Forrester Reports on business process management, Koplowitz reiterates that BPM with its traditional focus on process efficiency and cost savings has passed its sell-by date. However, digital transformation - and particularly the growing focus on customer experience - could prove to be BPM's saviour.
The latest report notes that artificial intelligence (AI) is widely regarded as having a massive role to play in the customer service and experience arena. Asked "what areas of your organisation are leading or evaluating the investment and adoption in AI systems", 46% of respondents in Forrester's Q2 2016 Global State of Artificial Intelligence Online Survey said marketing/sales and 40% said customer support.
"This focus intersects powerfully with BPM priorities," Koplowitz says.
While this overlap between BPM and AI was clearly what users of both technologies were starting to demand, Forrester investigated whether BPM vendors were on the same page.
Several are, with their focuses ranging from the optimisation of processes through machine learning and deploying new user interfaces, to developing new sources of cognitive expertise that could assist or enhance human interactions and decision-making.
However, Koplowitz warns that as is the case with any new technology development, BPM vendor investments in AI is not risk free. Vendors could invest in areas for which there is no real customer demand; apply AI to the wrong types of processes; or over-promise and under-deliver on AI capabilities and features within products.
He suggests BPM vendors work with trusted consultative partners who can help them to:
* Invest ahead of the curve in new technology trends.
* Work closely with customers throughout the process.
* Focus on business outcomes rather than technology sales.
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