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Summary

Pioneering intelligent process mining company, Celonis, provided considerable evidence at its inaugural conference in Munich April 2–4 that its Intelligent Business Cloud platform can support rapid digital business transformation. Attended by over 1,000 delegates and supported by major customers, including ABB, Bayer, BMW, Uber, and Vodafone, this genuine unicorn (valued at over $1bn) succeeds because it can break the digital transformation log-jam that plagues 80% of large enterprises. Process mining is no longer an academic pursuit and is now a transformation accelerator that anyone embarking on a transformational journey really ought to use.

Celonis removes operational friction to deliver the "superfluid" (customer-adaptive) enterprise

The idea of superfluid is taken from physics and implies in the context of the enterprise, an organization that operates without any friction across its entire value chain. Ovum coined the term customer-adaptive enterprise back in 2012. Such an enterprise is able to sense, respond, and adapt at the right frequency (today this means at an accelerated pace) to remain relevant to its customers to foster long-term customer relationships and growth.

The superfluid idea from Celonis fits well, because one of the eight attributes of the customer-adaptive enterprise is frictionless and adaptive processes throughout its value chain/network. It is a rare organization that is frictionless, and Ovum’s 2018 annual global ICT research survey involving around 5,000 large enterprises found that transformation progress compared with the previous year had only changed by low single-digit percentages. Enterprises are clearly struggling with the kind of transformation required to keep up with ever rising customer expectations. If anything, the gap between customer expectations and a firm’s ability to deliver is widening.

Process mining to the rescue

The beauty of process mining is that it rapidly establishes the current "as-is" state of existing processes, how they deviate from the "happy path", and the financial consequences of operational friction. The advantage of this approach is that it provides an unbiased view of the reality in days or weeks, where traditional process mapping takes months and is fraught with bias. If you don’t know where you are now, how can you plot a path to a brighter future?

Celonis Intelligent Business Cloud provides more than impactful visualizations of current processes and their financial consequences. By using machine learning, it can also alert the enterprise to potential risks of, for example, late deliveries that will cause annoyance at best and potentially more catastrophic consequences such as customer defections.

Armed with this insight, new more fluid processes can be designed by the operational people within the organization that understand how to get things done. It fosters deeper engagement among employees and provides the tools to truly make a difference. Celonis Action Engine assigns tasks collaboratively to turn insight into more fluid practice. The fact that Uber, considered one of the most fluid customer experience organizations, is making extensive use of these capabilities to continuously raise the bar, and major global enterprises like ABB, Bayer, BMW, and Vodafone are getting stuck into process mining, should encourage everyone struggling with digital transformation to follow suit.

Appendix

Further reading

On the Radar: Celonis Intelligent Process Mining accelerates digital transformation, INT001-000029 (February 2018)

A Customer-Adaptive Architectural Approach for Digital Business Transformation, INT001-000040 (April 2018)

Denon & Marantz (D+M): Generating Growth the Customer-Adaptive Way, IT0020-000231 (December 2016)

The Customer-Adaptive Imperative, IT0020-000091, (March 2015)

The Customer-Adaptive Imperative in Knowledge-Intensive Industries, IT0020-000166 (November 2015)

The Customer-Adaptive Future, IT015-001822 (December 2012)

Author

Jeremy Cox, Principal Analyst, Customer Engagement Practice

jeremy.cox@ovum.com

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