On Forms as Essential Operational Components, and the Heart that Pumps Them to All Parts of the Organization
In our series of articles on organizational digital transformation, we reviewed, in the first article, the difference between CRM and CCM systems, and explained that just like in interpersonal relationships, also in the relationship between the organization and the customer, every good connection requires excellent communication between the sides. In the second article we examined the concept of ‘Omnichannel Communication’ – based on the organization’s aspiration to provide its customers with “perfect communication” – the ability to connect instantly with a service representative of the organization from anywhere, anytime, and across all platforms, without having to wait on hold.
In the current article, the third in the series, and those that follow, we will examine how these concepts can be implemented in practice, and review the tools required to complete digital transformation processes efficiently and quickly.
It All Starts from the Heart
Among the variety of tools required to successfully complete digital transformation processes in an organization, we begin, of course, with the heart, which in the case of organizations, is the system that enables the efficient flow of data and business information – from the organization to its customers and back, and between different entities within the organization. Just as essential substances for the proper functioning of the human body (oxygen, glucose, etc.) flow from the heart to body parts and cells through the blood, in organizational systems, vital information flows through (and within) forms and documents, which are essentially the “organizational bloodstream.”
If we examine business processes, we will realize that almost every such process involves some form or document that the organization must design, produce, distribute, and also receive and process the information it contains. Without an efficient system for producing, distributing, and managing the flow of information, the functioning of the entire system is impaired, and instead of running, the body stumbles.
For this very reason, many organizations begin their digital transformation process with that very system (or heart) – which allows the flow of information and data via digital forms and documents in the most efficient and convenient way – both for the organization’s users and for its customers.
Regarding customers, most of us are certainly aware that forms are somewhat of a ‘goat’ (burden) for many customers. In many cases, organizational forms are cumbersome, complicated to fill out, and require significant effort, and many people are simply put off by them (there is even a recognized psychological phenomenon called FORMOPHOBIA – an extreme fear and aversion to filling out forms. Completely real!). Although most of the public does not suffer from such a level of aversion, as we all know, many of us really do not like form-filling, to say the least.
The hassle involved in dealing with forms, even digital ones, in some cases also constitutes a barrier on the way to making organizations fully digital. This may be attributed to the fact that in many cases, entering data into a digital form via smartphone is quite cumbersome – especially when the user must switch between languages, enter numbers, scroll up and down to reach fields, etc.
Therefore, if we want to successfully implement digital transformation processes – efficiently and quickly, it is important that we turn all processes related to filling out forms from a burdensome task —> into an experience, and of course a good experience! In other words, it is not enough that the ‘heart’ or system allows perfect flow of the organization’s information and data in documents moving between parts of the system, it must also be smart – capable of generating forms perfectly tailored to the requirements and needs of each customer.
How is this done? How do we turn every organizational form and document into an experience for the customer and the organization’s users? We’ll cover that in the next article!
