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Making the mobile promise come true
Christopher Schmitt 270004S1RG CSCHMITT@US.IBM.COM | | Etiquettes :  banking bpm systems_of_record ibm mobile smarter_process ing mobile_apps
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When I think about mobile technologies today, I often reflect back to on late 1990’s when the internet was just coming into its own. At that point, businesses just needed to have a website. It didn’t necessarily have to be innovative; they just needed to have a presence on the web. But the visionaries saw the web as something more. These companies realized that the internet was not just another channel to push information; it was a way to transform their businesses.
Like the internet before it, mobile has reached that tipping point. It has become a differentiator, setting apart the companies that just have a fancy app and the companies that are using mobile to redefine their industries. To truly embrace mobile is to take advantage of its unique capabilities such as personalization, real-time interaction and geo-location, and to do this, you need to completely re-think how you do business. When you place mobile technologies on top of current business processes, all you get is a fancy app. But when you examine your business, when you transform your business processes and build mobile capabilities into how you operate, how you interact with your employees and customers, then you can start to see real value.
At IBM, we believe you can’t just look at mobile on one hand and look at business processes on the other; they need to be connected from the beginning. Mobile allows an organization to completely transform customer engagement…but only if you can link your systems of record to the mobile app. You also have to change the processes that you use to manage that engagement. In order to truly transform your customer engagements, mobile capabilities need to be inherent in your processes; from understanding context, to engaging with the customer at the right business moment, to introducing process digitalization through photos and biometrics.
Take for example, ING Bank Slaski S.A., whose customers wanted to be able to access the bank’s systems on a self-service basis, regardless of channel, and receive even faster responses to their applications for new credit products. In order to remain competitive ING Bank Śląski knew they needed a more responsive and faster system that would handle a new multichannel approach, including mobile channels. So they implement a new mobile-enabled process based on rules-based analytics to not only approve or deny the application in near-real time but also to analyze the customer’s profile so that the bank can offer several credit options that help fit the final loan to the customer. The result was the ability to boosts outbound sales by roughly 180 percent, while driving operational efficiencies.
This is just one example of how transforming your processes to take advantage of mobile can lead directly to business value. If you are interested in learning more about IBM’s MobileFirst and Smarter Process solutions, you can download Make the mobile promise come true with the IBM Smarter Process approach, a new whitepaper that explores the transformative impact of mobile and BPM, or visit ibm.com/smarterprocess.