Process benchmarking involves evaluating your organization's processes in comparison to those of leading organizations known for their excellence in one or more aspects of their operations. It offers crucial insights to gauge how your organization stacks up against similar entities, even if they operate in different sectors or cater to different customer bases. Additionally, benchmarking aids in pinpointing areas, systems, or processes that warrant enhancements, whether through gradual, continuous improvements or transformative, large-scale business process re-engineering initiatives.
Sequence of activities in process Benchmarking :
Step 1: Identify the process to Benchmark
Select the process
Fully understand the process and identify non-value adding areas or scope of improvement
Find defects, opportunities, and sigma level
Step 2: Select organization to Benchmark
Find out industries/ functions which perform the process
Identify the leaders or best performer (different industry or same industry)
Step 3: Research the process to be benchmarked
Step 4: Develop a questionnaire based on your requirements
Step 5: Exchange Ideas
Conduct visit, if necessary
Step 6: discuss the comparison internally with the team
Step 7: Devise an action plan and implement best practices
Example:
UAE based Bank identified the need to enhance its digital account opening process to provide customers with a seamless and efficient customer experience while onboarding. The bank aimed to achieve the following:
Reduce the lead time to open an account
Enhance customer satisfaction by simplifying the account opening process and provide clear guidance.
Optimize resource utilization by streamlining internal procedures and reducing manual interventions
Recognizing that other Banks who are considered as Digital leaders might have more advanced digital account opening processes, our Bank decided to leverage benchmarking exercise to expedite improvements without reinventing the wheel.
A cross functional team was established, and we began by mapping out the current digital account opening process to establish a baseline, paying particular attention to the steps involved from application submission to account activation.
The team conducted surveys and interviews with both existing and potential customers (user testing) to gather insights into expectations regarding the digital account opening process, as well as any pain points, they encountered.
Following the survey, team experimented with the digital applications of leading Banks (within UAE) and reached out to Digital Enhancement team to understand the technologies and methodologies utilized, engaging in a dialogue to gain insights into the process.
Based on the findings, the team complied a benchmarking report outlining the best practices observed at leading Banks and proposed recommendations tailored to our requirements.
Finally, our Bank implemented several of the recommended changes, such as simplifying the online application form, integrating automated verification process and OCR technology. As a result, we witnessed a significant improvement in account opening process by reducing the lead time and providing a seamless experience to customers.