Workflows are integral to great UX

They can deliver great customer and employee experiences, and make innovation easier to drive

Digital workflows are integral to delivering great user experience and driving digital innovation.

In the handful of months since I joined ServiceNow, I’ve been constantly inspired by our customers and the steps they’re taking to innovate and digitally transform their businesses. And it’s been a real pleasure to speak with many of them and understand the ways in which they’re leading their industries in solving problems.

One topic that crops up again and again in those conversations is the future. Whatever industry they operate in, C-suite leaders are all keen to understand what the future will be like, whether they’re ready for it, and how they can best prepare if they aren’t.

This question inevitably boils down to the question that most preoccupies the board level at present: How do we become a data-driven company? And what is the strategy and the model that will take us there?

[Read also: The case for merging customer and employee experience]

It’s a complex question, and the answer requires re-thinking existing revenue and operational streams, business models, customer and employee experience, and much more besides. Increasingly, this strategic re-think also needs to take into account the key values of sustainability and corporate responsibility.

The future is digital

Every industry and organisation has its own individual problems, so the precise answer, model, and roadmap will vary. Having said that, one thing’s for sure: Digital will be at the heart of each and every solution. Here’s why.

In today’s world of user experience, whatever the products or services businesses provide – and however they want to move forward – achieving seamless customer and employee experience is essential to achieving business goals and making a positive impact on the world around them.

According to Forrester*, there is a gap between the experiences that firms deliver and what their customers actually want. Firms lack a joint approach to data, and they don’t use all the relevant data assets available in their organisation.

Getting that joined-up approach right – and getting data in the right place – means using the right tools to do the job. And those tools are overwhelmingly digital.

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Take digital workflows, for example.

A workflow isn’t just a simple tool to use alongside the umpteen others that your business uses in day-to-day work. It plays a much more pivotal role.

Think of it not like an app but like an operating system that underpins everything you do, all the processes you run, and all the data you have. It’s an aggregator, bringing together disparate information into a single location, breaking down silos and giving you one point of truth.

Digital workflow technology plays an essential role in the future of innovation.

With a clear blank slate, you’re unhindered by preconceived biases or pigeonholed information you may gather from other tools. That means trends are easy to identify, inefficiencies are easy to address, and growth is that much easier to unlock.

The rise of low-code technology means workflows are rapidly becoming simple enough for line employees to build and use. That makes it easier for employees to do their jobs. It helps customers get better service, and it means businesses are much better placed to address the challenges – and seize the opportunities – that digital transformation has in store.

Better UX, and a better world

Digital workflow technology plays an essential role in the future of innovation. It shows us new ways of looking at old problems. It offers us better, more actionable insights, and it gives us more time to focus on what really matters.

That is what’s going to change customer and employee experience, and make innovation easier to drive. The opportunities are limitless: We have all the levers to help ensure we make a significant impact on our customers, their economies, and ecosystems – whether you’re an Italian bank reinventing employee relations, a Scottish healthcare provider rolling out a vaccination programme, or a French energy company looking to supercharge sustainable growth.

I really believe in the power of technology to make work, work better. To see how other businesses are doing it, take a look at the case studies in this guide.

*Forrester Blog, 17 May 2021, James McCormick, It’s Time to Get Serious About CX Data And Technology