I’ve been on my high horse – or more accurately, my bicycle – for a while about looking at the benefits of document capture from a different point of view: the customer’s customer, and how it affects them. I summarized these ideas in a video tribute to the Tour de France which ended in Paris yesterday… Tour de Office...
But let’s look at the details. How does document capture fit into a strategy of improving customer satisfaction, better customer retention, and acquisition? Let's think of it from the point of view of a bank and their retail customers. Banking globally is still one of those businesses where paper plays a crucial role in many customer interactions. Capturing data off of a new account application or a loan origination form is crucial to the bank's business - and doing it accurately and in a timely manner will have a big impact on customer satisfaction.
But these metrics, no matter how significant, do not tell the whole story of the way that document capture and imaging can improve a bank customer's experience. It goes beyond the simple ability to turn a document around, i.e. to process the information on it.
Take a look at this quick video from PT Bank Internasional Indonesia (also known as Maybank) in Indonesia. As a rapidly growing bank, they faced daunting obstacles in scaling up their paper processes, particularly as they surveyed the market for international expansion. Account opening, for example, was a manual, paper-based process, delaying the sharing of information between branches. The goal, for Maybank was a central repository to store documents so that branches and departments that previously faced massive hurdles in sharing information could start to do so effortlessly.
Digitizing and electronically capturing customer documents helps Maybank simplify and iterate account-opening and remittance processes, which reduces turnaround time and improves customer satisfaction. The solution also allows them to update customer records and transactions in real time and then share this information across multiple systems for accurate decision making.
In other words, a significant benefit, and one that has a direct impact on customer satisfaction, was the ability to break down some of the barriers within the bank itself. (I’ve explored this theme in an earlier blog on Smarter Commerce.)
And let's not forget that by "truncating" (scanning and destroying) the paper early in the process - at the branch - there is a huge benefit to the customer of increased security for their personal information. The loan application they fill in, instead of floating around the branch, and being sent as unencrypted paper around various bank departments, with sensitive personal information, including income and dates, now becomes an electronic document, all access to which is strictly controlled and tracked.
This is just one, real-world example illustrating some of the indirect benefits of document capture. Of course, capturing a document is really just the beginning of a process, most commonly associated with document imaging. It’s an academic question whether the true value is in the capturing or the storing (and retrieval!) of documents. The point is that when combined, capturing and imaging documents can play a central role in a customer-centric document strategy, which both improves internal processes and customer satisfaction.
Learn more about IBM’s Production Imaging Edition which features a unique bundle of document imaging and capture technologies here.
And don’t forget to follow me @CaptureGuru on Twitter!