3 Tips for Deploying “Systems of Engagement” Practices for the Benefit of your Customers

Featured article by Mac McConnell, VP of Marketing, Bonitasoft

One unintended consequence of employing customer-focused software systems is they view the world through a singular lens, which can quickly become a problem. These systems are generally geared toward providing general information to the users, without necessarily including recommendations for action. What’s more, they often do not take into account the wide array of channels (email, social media, chat, telephone, etc.) stakeholders use to communicate and therefore do not facilitate ways to properly engage, monitor and manage communication as it actually happens.  The diverse users and stakeholders affected by this include customers, channel partners, suppliers and the public. Consider that to them, it appears the organizations with which they do business do not value or appreciate them, so it’s time to find a provider who will. This is what “Systems of Engagement” (SOE) seeks to address.

With “Systems of Engagement,” multiple technologies are combined into one master suite with a specific focus on engaging individuals.  One might say that this is the fully realized dream of what is traditionally recognized as Customer Relationship Management (CRM).  A limiting factor with traditional CRM is it approaches the customer experience as something that can be managed and mastered by way of a simple database. This approach fails because it is simply not enough to manage data. An engaging approach incorporates technologies which encourage person-to-person interaction – these can be customized though process applications that actually meet individual preferences for things like social communication and more.

Regardless of industry or sector, the same rules apply for implementing successful “Systems of Engagement” processes across an organization. Here are three tips for ensuring such a deployment is successful:

– Incorporate User Acceptance Testing Into Your Development

As end users become more comfortable with the well-designed, slick user interfaces offered by the modern web through smartphones and tablets, BPM stakeholders also expect more from B2B operations software. For this reason, user experience is vital to the SOE application development process. Need another reason? It will encourage full-scale adoption at a quicker rate.  You’re simply not ready for primetime until stakeholders can confirm the application is working how developers and business managers planned.

– Clearly Define your Master Data Management (MDM) Plan

A lack of data to make smart decisions is sometimes the biggest bottleneck an organization can encounter while developing an SOE application. This information deficiency is typically due to data residing in silos owned and operated by your various business departments – marketing, sales, finance, etc. Sure, SOE can help tear these walls down, but if you are not thinking about how to source this data and make the best use of it, you run the risk of sourcing bad information which could then lead to bad organizational decision-making. Simply stated?  A master data management plan is needed.

 – Be Clear on the “Rules of Engagement”

Perhaps the most important item that many organizations forget when developing their SOE blueprints is clearly establishing the “rules of engagement.” When the SOE development process begins, the focus is typically on data and routing so that escalations and approvals can be easily conducted. These business rules are critical; however, things need to go a step further with the creation of a roadmap that details who is responsible for engaging what type of customer during very specific scenarios. The reason for this is simple – to create a greater engagement model and experience on behalf of your customers, such an advanced set of rules is needed.

The reality is that today’s systems require integration with other systems in order to operate efficiently and in the best interest of the stakeholder. Including “Systems of Engagement” best practices to existing CRM operations is an investment in the viability of your business.  It’s also key to creating market differentiation and gaining an edge over the competition during the “age of the consumer” in which we are so deeply embedded.  So what are you waiting for?

Mac McConnell, Vice President of Marketing, BonitaSoft. Mac is responsible for all aspects of global marketing, including brand awareness, communications, demand and lead generation, and go to market. He comes to BonitaSoft from BlueBird Strategies, a San Francisco-based lead generation advisory firm that he co-founded and served as managing partner. Previously, Mac was Global Marketing Lead for Sun Microsystems’ mid-market group, where he developed successful programs that generated over $400 million in sales pipeline. He has also held prominent sales roles at JPMorganChase and Deutsche Banc Alex Brown. Mac holds an M.B.A. from the University of San Francisco and a B.A. from Colgate University