Enterprise
Telecommunications “Macro-productivity” Comes Into Focus
Two years ago, we wrote a "think piece" in
preparation for discussions with a leading telecommunications provider on
developing new technology for measuring the productivity benefits of
improved and timelier communications between people. The world was
starting to grapple with a way to cost-justify migrating from voice mail
to “unified messaging” on the basis of individual user time-savings
productivity, primarily as a message recipient (“micro-productivity”).
However, we suggested that individual time-savings were just a starting
point and that effective business telecommunications required new metrics
for all forms of personal contact and responsiveness under the label of
“unified communications.” (Now better termed “unified
telecommunications?”) This would allow enterprise organizations to track
and quantify the bottom-line results of task-related communications
activities for what we called group “macro-productivity.” Correlating
such new communication metrics with the results of enterprise business
processes could then help quantify the payoff to the enterprise as a
whole.
At that time, however, the technology for convergence
and multi-modal communications really wasn’t working yet, although we
foresaw the potential of SIP and presence management technology to provide
both functionality and new tools for management. Unfortunately, with the
bottoming of the telecommunications market, our project was tabled
indefinitely. Rather than let them go to waste, we published our thoughts
as a white paper and gave it away to anyone who was interested in our
vision. (For a copy of that
white paper, send me an e-mail at [email protected].)
Now that IP-based communications are finally coming
to market, we are seeing signs of progress in trying to quantify the
benefits of timely, “always-on” personal communications management to
support enterprise business process productivity. Most recently, two new
market studies sponsored by Siemens (news),
in cooperation with IBM (news)
and Accenture (news)
respectively, do a credible job of attempting to correlate the benefits of
more efficient real-time communications between people with both cost
savings and improved group task performance of traditional business
processes.
What is most refreshing is that these studies, like
our original white paper, are focused on time-sensitive productivity
benefits that end users may get in the performance of their business
responsibilities in conjunction with other enterprise personnel, customers
or business partners and suppliers. Such benefits end up reducing
operational costs of doing business, not just the costs of communications
technology management and usage, as well as maximizing traditional
business opportunities for generating revenues more quickly.
The information produced in the Siemens-sponsored
studies is based on analyzing the activities of enterprise managers in
various vertical markets and are estimates of perceived benefits of more
real-time interactions. We believe that these initial results also confirm
the need for management tools and metrics that will provide better
quantification of user communications activities and their performance.
TELECOMMUNICATIONS FOR REMOTE AND MOBILE
ENTERPRISE USERS
The two studies focused principally on enterprise users who are
typically “remote” from their offices or “mobile” (on the go),
because they are the ones that often have the most difficulty in being
contacted and/or successfully initiating contacts. The pilot projects studied by
Accenture included field service activities, sales and supply chain
management, all of which can impact customers, the critical source of
every business’s revenues.
While not everyone involved in a business process is
remote or mobile, we all know that personal communication availability and
accessibility are interdependent, and both may be constrained by the
modality of communication (voice, text, real-time) available to all
communicants. It is here that maximum flexibility in person-to-person
communications is now required to insure efficient and effective access to
people, regardless of the circumstances and the methods of communication.
As pointed out in the Siemens-IBM white paper, the
“ideal” communication environment may be where everyone is sitting in
the same room, looking at the same information, and thinking about the
same problem. (Of course, they shouldn’t all be trying to talk at the
same time!) In the real world, that is simply not practical, so we settle
for people telecommunicating when they can, both synchronously
(voice/video conferencing, instant messaging) and asynchronously (e-mail,
voice mail, wireless text messaging). So, it is here that
telecommunications technology has to become more flexible and efficient in
order to minimize any form of people interaction delays caused simply by
differences in the modality of contact.
Similarly, multi-modal access to database information
and online data transactions provided through automated enterprise
business applications are also necessary for completing time-sensitive
tasks. This means that mobile and remote users need to gain immediate
access to different kinds of information or data transactions, regardless
of the interface device modality they utilize.
Conversely, for time-sensitive important information
delivery, such as notifications and alerts, business application processes
must also be able to initiate a communication contact to deliver such
messages (“application messaging”) and/or enable a subsequent “push
transaction” without knowing where the recipient is or what device
interface modality is required.
SOME FINDINGS
Both studies produced examples of people’s time productivity,
cost-savings benefits and quality of final results that can be realized
through more efficient, converged telecommunications for selected business
processes (tasks) associated with enterprise operations.
The IBM report focused upon productivity
“scenarios” benefit estimates for four core typical business process
operations:
|
Time
savings |
Cost
Savings |
Quality |
Software
sales |
7% |
20% |
25% |
Industrial
production |
25% |
26% |
15% |
Product rollouts |
40% |
20% |
5% |
Customer care/service |
20% |
24.5% |
5% |
The Accenture study drilled down further into three
typical core processes that can benefit the most in any business
operation, by examining the needs of individual users and communication
infrastructures within each of these operation areas:
- Field operations management
- Sales management
- Supply chain logistics
One of the metrics
reported on in the studies was that of “quality.” This can be characterized as “doing
things right the first time.” That means having all the facts and
up-to-date information available, including opinions from qualified
people, before making decisions and taking actions that may be faulty.
Needless to say, the
estimates of benefits presented in the reports are only examples and
guidelines for where the next-generation of converged technology is taking
enterprise telecommunications. Clearly there will be significant benefits,
but, as pointed out in the studies, they don’t come automatically by
virtue of the technologies themselves. They have to be deployed
strategically and managed effectively on an ongoing basis because the
benefits are so dependent on people and their actual communication usage.
The studies stressed the fact that the benefits of automating business
application processes have been pretty much maxed out, and it is now time
to look at integrating “telecommunication
applications” to derive further operational benefits from computer and
network technologies.
WHO IS IN CHARGE?
As usual, the question of managing enterprise productivity is laid at
the door of business executive management who are responsible for overall
business directions and improving overall enterprise productivity. A
second audience for the studies includes technology and operational
management, whose job is to implement telecommunications technologies and
insure effective usage of these technologies.
While the industry has
been promising “new” communications applications, the reality is that
those applications are not really new. What the new technologies are
offering are some new functionality which will make those old applications
perform more effectively for the end users, as well as more cost
efficiently from an infrastructure perspective. So, this means that, once
business executives understand why convergence is necessary to improve
enterprise productivity at both the individual “micro” level and the
group “macro” level, technology and operations managers must be
prepared to upgrade their traditional responsibilities to meet the needs
of the future.
What will be most
interesting about this shift to converged, multi-modal telecommunications
is that the two levels of management mentioned above will also share
greater responsibilities for how their organization telecommunicates
effectively on an ongoing basis. Traditional telecom responsibilities will
no longer be just for voice infrastructure costs and long-distance usage
charges, but also insuring that multi-modal “telecommunication
applications” are indeed effective and productive for people at all
levels. At the executive level, we see managers reviewing new
“communication productivity” reports, which will include various
operational groups in the organization and customer interaction
activities, along with the standard revenue reports.
WHAT DO YOU THINK?
What impact do you think converged multi-modal telecommunications will
have on enterprise productivity? Which level of productivity do you think
is more important for the enterprise, “micro-productivity” or
“macro-productivity?” Will the “office” and “meetings” remain
as important for collaborative work in the future world of multi-modal,
presence-based telecommunications? Who
do you think should take the lead in migrating the enterprise toward
telecommunications convergence?
Let us know your
thoughts by sending your comments to [email protected]. You
can also participate in our forums.
THE UNIFIED-VIEW AT ENTERPRISE USER GROUP CONFERENCE
I will be speaking at the annual conference of the Siemens user group
(JUST-US) in Palm Springs, CA (May 23-26), to discuss the initial findings
of the new ongoing survey of Siemens enterprise customers about their
migration to converged, multi-modal telecommunications. Whether you are a
Siemens customer, an old Rolm user, or just an interested prospect, the
conference is open to all enterprise users and the informative program is
available at the JUST-US Web site.
Art Rosenberg and David Zimmer are veterans of the
computer and communications industry and formed The Unified-View to
provide strategic consulting to technology and service providers, as well
as to enterprise organizations, in migrating towards converged wired and
wireless unified communications. They focus on practical user
requirements, implementation issues, and new benefits of multi-modal
communication technologies for individual end users, both as consumers and
as members of enterprise working groups. The latter includes identifying
new responsibilities for enterprise communications management to support
changing operational usage needs most cost-effectively.
Considered
to be objective industry thought leaders, Art Rosenberg and David Zimmer
have been publishing their highly-acclaimed syndicated column on unified
messaging and unified communications for over four years to a worldwide
audience of consultancies, technology providers, service providers, and
enterprise technology managers. Both principals are popular speakers at
leading technology conferences and organized the first programs in the
industry focused on the subject of unified messaging/communications. The
Unified-View's website (www.unified-view.com)
is also considered to be a leading source for information on the evolution
of unified communications.
Copyright © 2004 The
Unified-View, All Rights Reserved Worldwide
|