The Personalization (Not “Consumerization”) of Business Process Interactions

The Personalization (Not “Consumerization”) of Business Process Interactions

By Art Rosenberg July 19, 2013 Leave a Comment
The Personalization (Not “Consumerization”) of Business Process Interactions by Art Rosenberg

With the convergence of all forms of person-to-person and process-to person contacts to accommodate UC-enabled, IP-based, BYOD mobility and CEBP, it is getting more difficult to quantify business communications infrastructure needs for any organization. That is one of the big drivers for the migration to “cloud”-based, hosted and managed services, rather than investing in a new premise-based telephony systems that are based on the wired PSTN. Of course, this is an evolutionary transition for most organizations that have existing legacy PBX and desktop technologies that still work.

My colleagues at UCStrategies were headed in the right direction when they defined “unified communications” as “communications integrated to optimize business processes.” That is a basic way to look at the technology for making both person-to-person and process-to-person communication applications more inter-operable and integrated. However, the term doesn’t describe what has become even more important to the adoption of technology, i.e., the different user interfaces and modalities for flexibly and seamlessly exploiting all forms of contact and interaction between both people and with automated applications.

“Use Cases” - Correlating Business Processes with Specific Types of End Users

Perhaps even more importantly, it has become more difficult for organizations to quantify their operational interaction/communication needs (functionality, network capacities, etc.) for all their different end users, both inside and outside the organization. That includes business partners and consumers/customers, as well as different types of employees in an organization. That is also why the flexibility of private or public network (“cloud”) solutions can selectively help the transition of an organization’s business communications to the next generation of what I have started to refer to as “business interactions.” Communications flexibility is not just for a particular business process, e.g., often referred to as Communications Enabled Business Processes (CEBP), but must also include the personalized needs of different individual end users involved with that process.

One way to plan for that perspective of more flexible and interoperable “business interactions,” is to recognize that most business organizations in major vertical industries have similar business processes that need to integrate with communication applications on a personalized end user basis. That is where BYOD and interaction flexibility comes into play, i.e., each type of end user involved in a key business process needs to be identified in terms of their job responsibilities or “roles,” as well as for the communication facilities that they will utilize. This will be the way that business interaction requirements will have to be defined in order to implement communication flexibility efficiencies for “optimized” business processes.

Start with a “Use Case” Business Process for its Interaction Needs

While the industry is still developing the new tools for business interactions and looking for the right term to describe how both end users and automated business process applications will dynamically interact, business organizations of all sizes should start reviewing “who does what” in their high priority operations. This perspective must now include mobile end users, who will also be multi-modal.

In addition to making and responding to contacts, end users involved in a business process will also need access to contextual information that is always part of a business interaction with both people and automated applications. Finally, start planning on IP-based “click-to-contact” people for all involved end users, using federated presence information for calls or IM to gradually replace legacy phone calls over the PSTN. That’s where telephony is going and the migration is starting now!


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