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the Free CMSWire NewsletterIt’s Oscar season again and while Argo and Life of Pi walked away with the awards this year, I've been thinking about a past classic. In this article of my ACM series, I look through the lens of three iconic scenes from The Wizard of Oz to see how case management can help create great customer experience.
The Wizard of Oz happens to be one of my favorite guilty pleasure movies of all time. I will probably be first in line to see the prequel Oz the Great and Powerful, which arrives in theaters this month. Not only does my inner child love everything about the Oz stories, my adult persona believes there are important business lessons to be found there.
Creating a Great Customer Experience
Why is customer experience so important? A company's ability to deliver an experience that sets it apart at all times in the eyes of its customers will inspire their brand loyalty and increase customer spend. The Customer Experience Index from Forrester Research found that the companies providing the best customer experience are also those that are leading their business sector.
While brand loyalty is a serious matter for business success, it can be fun to find lessons about customer experience in a childhood classic. Customer experience is a journey, the sum of all interactions from discovery to purchase to use. So take a look with me at three scenes from The Wizard of Oz that help illustrate what it takes to create great customer experiences.
Ready, Camera, Action!
Scene 1: Follow the Yellow Brick Road
Our first scene from The Wizard of Oz occurs shortly after Dorothy arrives in Oz. Dorothy is told to follow the yellow brick road to find the Emerald City and the Wizard. For Dorothy, the road is intended to guide her, much as case management implementations can offer guard rails that guide knowledge workers and customers alike to their objectives.
Interestingly enough there are a number of current business models that evoke this theme — from Fidelity’s “Follow the green line” award winning campaign to CarMax with their “Start Here” ads. Fidelity was conjuring up a financial GPS; the company’s “simple, iconic, green line became the visual metaphor of how Fidelity gives consumers the guidance necessary to meet their goals — even if the path changes along the way.”
Along the way, collaboration may be necessary for informed guidance to help achieve the desired results.
The Scarecrow, Tin Man and the Cowardly Lion were necessary collaborators for Dorothy in Oz. For the best customer experience in business processes like loans or new account opening, both guidance and expert collaboration are important with account experts and underwriters.
Case management guard rails provide improved customer experience in the loans environment. For example, a leading automaker’s European financing arm took days to grant their loans before implementing case management. Now their case management solution ensures the coordination of all the documents related to a new request for credit.
For each request the dealer initiates a new “case.” The list of required documents is identified and tracked throughout the credit process to meet their target goal — to approve or reject a new leasing request in 30-minutes. This has greatly improved the customer experience, with loan granting reduced to minutes or as they say, “the time it takes the customer to choose their options.” This has helped define and build the brand of quality and speed.
For law enforcement officials, experience is formed by rules instantiated as guard rails and collaboration with the information systems they depend upon.
For LA County DNA Tracking System, case management delivers the guidance to determine if a DNA sample is required. When inmates are transferred within the county jail or transferred from the jail to the courtroom and back, the DOTS system automatically retrieves RAP sheet data from CCHRS and uses its DNA eligibility rules to guide decisions about whether a DNA sample is required.
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