Richard Snow's Analyst Perspectives

Interactive Intelligence Embraces Business Process Management

Posted by Richard Snow on Aug 22, 2012 11:11:43 AM

The product page for Interactive Intelligence highlights what the company is best known for – IP-based business communications. This image is further strengthened by its flagship Customer Interaction Center platform, which offers organizations a fully featured multimedia contact center in the cloud. This offering includes multimedia communications in the cloud along with many of the capabilities that Ventana Research terms agent performance management. However, the company also offers a third set of products, which support business process automation. On first examination these seem somewhat tangential to the other products, but my research into customer relationship maturity shows the product sets are likely to converge more and more as organizations address the challenges of providing customers with excellent experiences.

The research shows:

  • Customers interact with many business units within an organization, but companies often don’t have processes that cross business-unit boundaries.
  • Customer data often resides in business-unit-specific applications, so data is not shared between systems.
  • Customers interact through multiple communication channels, but these are often managed by different business units, so the information provided to customers is not consistent.

The research shows that while many companies either have not recognized these issues or are prepared to live with them, the most customer-centric organizations sort out ways to mitigate them. These approaches often rely on email communication between business units, a workflow system that generates actions across business-unit boundaries, or a standalone business process management system. Each of these methods has strengths and weaknesses, but what they lack is integration with customer communications; for example, capabilities where a contact center agent might take a call, be unable to resolve an issue, so send email to a knowledge worker to take action. The Interactive Intelligence business process automation product, IPA, overcomes this issue because it lets users initiate actions with a process as the result of an interaction; for example, a claims clerk might make an outbound call to a customer, and this could trigger another action within the claims settlement process.

The IPA product includes capabilities that allow users to define, execute and monitor a closed-loop series of processes. The designer tool allows users to use drag and drop capabilities to build process maps. Users can pre-build tasks and decision points and simply drag these items into maps to create end-to-end processes. In a further attempt to simplify the generation of process maps, Interactive Intelligence plans to launch an AppExchange-like capability so users can share pre-built processes. Users can also build personalized forms and work items so that each user is presented with tasks in a format specific to his responsibilities. After the maps are built they are operationalized – the system monitors defined trigger points, and once a trigger has been activated, the next task or tasks are set into motion. One of the differentiators from standard BPM tools is that these triggers can take multiple forms; a communication occurs (a call or email is received or sent), a web form is completed, an alert or message is received from a mobile app, or a transaction occurs within a business application (an address is updated, a payment is posted): all of these can be used individually or in combination to set one or more tasks into action. To reduce the effort required to extract triggers or information from business applications, the system supports multiple ways to integrate with applications: web services, purpose-built interfaces to several email servers, browser-based applications and database actions to access ODBC-compliant databases. The system monitors whether actions occur as they should, or, conversely, whether an action that should have happened has not. The systems monitor itself in real time and produces reports and analyses that show how processes are performing, allowing users to intervene if necessary.

The latest release of the product includes the capability to build complex data types that can be used in triggers or reports; for example, an address can be defined to mean the combination of house number, road, city, state and ZIP code. More integration tools let users define a data source and data items in that source that can be accessed or upgraded using point and click capabilities. Integration with SharePoint means updating of a SharePoint document can be used as a trigger, and items can be written or extracted from SharePoint.

All this is good news for companies that want to automate processes, and especially those dependent on communication events. The bad news is that the product is currently only available to CIC customers; a standalone version is planned but not anticipated until mid-2013. For the same timeframe, the product is available only as a premises-based deployment.

Only the most mature, customer-centric companies have begun to address the issue of managing communication-centric processes across all business units and channels. As an organization begins to get to grips with these issues, it should investigate IPA, whether or not it is already an Interactive Intelligence client.


Richard J. Snow

VP & Research Director

Topics: Customer Analytics, Customer Experience, Customer Feedback Management, Speech Analytics, Voice of the Customer, Analytics, Cloud Computing, Customer Service, Call Center, Contact Center, Contact Center Analytics, Customer Performance Management (CPM), Desktop Analytics, Interactive Intelligence, Text Analytics, Unified Communications, Workforce Force Optimization

Richard Snow

Written by Richard Snow

Richard leads Ventana Research’s Customer and Contact Center Performance Management research practice, which is dedicated to helping organizations improve the efficiency and effectiveness of managing their customers, throughout their lifetime and across all touch points, including the contact center. He conducts research exploring the people, process, information and technology issues behind customer operations management, contact center management, and customer experience management. He also works with senior business operations and IT managers to ensure that companies get the best performance from today’s highly complex application products. Richard has worked in management and consulting leadership positions in the technology industry including with Price Waterhouse, Sema Group and Valors. In his work, he has been involved with all aspects of delivering highly complex IT solutions to a variety of clients in the telecommunications, financial services and public sectors. Richard has specialized in delivering customer care and billing solutions for telecommunications operators, and several multi-channel contact centers for organizations in both the public and private sectors.