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New Era for Case Management … Dynamic Case Management

teaser2.jpgBy Leroy Mason, Global Chief Technologist, Applications Innovation Services, Hewlett Packard Company

 

Customer Relationship Management (CRM) products - like Microsoft Dynamics CRM, Salesforce.com and Siebel - often get applied in non-obvious ways.  An example of such an application is case management.

  

Forrester Research defines case management as follows:

 

A highly structured, but also collaborative, dynamic, and information-intensive process that is driven by outside events and requires incremental and progressive responses from the business domain handling the case. Examples of case folders include a patient record, a lawsuit, an insurance claim, or a contract, and the case folder would include all the documents, data, collaboration artefacts, policies, rules, analytics, and other information needed to process and manage the case.1

 

Using this definition, all orthodox CRM processes (pre-sales and post-sales) are case management. Under close analysis we see that such products are agile enough to provide case management functionality when combined with information management tools that provide document management and integrated into enterprise systems. Indeed for CRM application solutions in enterprises, integration with existing data and processes is the norm not the exception, with up to 30% of the value of the delivery project being effort other than core CRM.

 

The backbone of case management solutions is a rigid workflow process reminiscent of a factory assembly line. Value is added incrementally by each specialist worker until the product, or case, is completed. Work for these specialists is predictable and highly repetitive. The CRM application and the business process are well-mapped. Figure 1 shows a sample Sales and Marketing process implemented by Salesforce.com out-of-the-box. Other products define similar processes by default.

 

 

figure1.png 

Figure 1 Salesforce.com Sales and Marketing Process – Generate More Leads -  from Salesforce.com Learning Centre

 

Increasingly, such rigid and repetitive processes are being handled by straight-through processing (STP). Far from simply replacing the staff in such processes, business leaders are looking to case management solutions to take responsibility for other workloads that are not easily automated. Such workloads are becoming known as “untamed business processes”. Previously such workloads would have been handled, indeed if that is even the correct term, by adhoc internals teams frequently requiring much executive effort. For an oil company, this might be a large oil spill.  For a bank, it might be new emergency prudential controls in response to an economic crisis.

 

Untamed processes existing in almost all industries. See Figure 2.

 

figure2.png 

Figure 2 Untamed Processes by Industry from Forrester Research (2011)

 

Looking across these industries, three primary types of use cases are evident:

  • service management scenarios with unpredictable customer needs
  • investigative scenarios that unfold over time
  • incident management scenarios that respond to unpredictable events

 

The simple rigid process model does not apply. A new breed of tools is required – dynamic case management (DCM).

 

In contrast to the simple rigid process model, the DCM application solution does not rely on a predefined process, instead the case moves through loosely coupled states. Users of a DCM application, called case workers, view the information stored in and linked to a case as historical content to drive activity to a close. This means they deliberate on the case, employ human judgment to recognize and handle variation and even selectively make “in-flight” changes to default processes for specific cases. Also, the case worker may initiate several sub-processes in parallel. Instead of each case worker being a specialist in one part of the process, they are generalists able to direct often considerable resources toward the case resolution.

 

A DCM platform must include functional components not seen in a simple case management system including:

  • business process management (BPM)
  • rule and event engines
  • enterprise content management (ECM)
  • collaboration
  • advanced analytics
  • pattern recognition
  • skill management and work sampling
  • case definition templates
  • version control
  • security mechanisms balancing control and adaptability

 

figure3.png 

Figure 3 Dynamic Case Management As Loosely Coupled States from Forrester (September 2011)

 

 

There are a number of well-regarded specialist vendors of DCM which feature proprietary architectures (see references). As with other IT products, those with proprietary product architectures get an early lead and help to define the category. In the long run though, open architectures become more successful. Given a well-defined application architecture model for DCM, it is possible to assemble a DCM application from commodity components. The effect is less expensive for the customer to deploy the needed functionality without becoming locked in to a single vendor.

 

We are nearing the end of the era of proprietary DCM and this type of application is becoming known as “smart process applications”.4

 

 

Read Leroy’s viewpoint paper – Improving application design to support natural change

 

Other blogs by Leroy Mason:

 

 

Related links: 

References

  1. Forrester Research “Dynamic Case Management – An Old Idea Catches New Fire” (December 2009)
  2.  Salesforce.com Learning Centre Process Maps (public website)
  3.  Forrester Research “Dynamics Case Management: Definitely Not Your Dad’s Old-School Workflow/Imaging System” (September 2011)
  4. Forrester Research “Smart Process Applications Fill A Big Business Gap” (August 2012)

 

 

About the author

 

bio.jpgLeroy Mason, Global Chief Technologist, Applications Innovation Services, Hewlett Packard Company Leroy Mason is global chief technologist of Microsoft Application Innovation Services for HP. He has 30 years of experience in large-scale enterprise application services including Wall Street banks, Microsoft, and HP. His professional interests include adapting the applications lifespan economics to cloud platforms.

Comments

Great post. This is very interesting. Thanks for sharing this blog.  For customer relationship, Case Management is very important.

ClaytonH(anon) | ‎03-13-2013 09:40 PM

So, is there currently a good out of the box solution for legal "Dynamic Case Management," or is customizing Salesforce what you recommend?

 

We have a case managment program, but the CRM-side is vastly lacking when compared to a true CRM. 

leroymason | ‎03-13-2013 10:14 PM

Clayton,

there are a number of dynamic case management solutions available commercially. I recommend reading the Forrester Research articles to learn more about them. In the context of enterprise applications though I think such products tend to take too much scope into their proprietary architecture. A new enterprise dynamic case management architecture is expected to be able to reuse as many existing assets as possible.

 

Most operational dynamic case management solutions though are composed by combining services from a range of products together on top of a platform such as Salesforce.com.

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  • Business Development leader for HP’s Testing Practice in Americas and TaaS Global Capability Leader
  • Anthony works in the ES Apps Enterprise APJ . He is a self-motivated and well-disposed individual. He is a certified SAP FICO consultant. He has over twenty years industry experience in business transformation and Information Technology consulting (SAP). With excellent, interpersonal and communication skills, Anthony is able to influence and motivate at all levels. An empathic team player, He derives fulfilment in contributing towards others' development. Anthony possesses good analytical and problem-solving skills. He is a quick thinker, remains calm under pressure, handles multiple tasks, and accomplishes objectives with excellent time management. He is flexible and accustomed to meeting high standards and deadlines. Anthony possesses practical knowledge of business processes and concepts and has a keen eye for detail. He is aware of the importance of an effective system and quality management.
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  • Benjamin Romberg has over twenty five years experience in the IT industry, the last twelve of which have been as a testing professional. He has experience as a test analyst, performance tester, automation specialist, test lead, test manager, test consultant and test executive. He has worked on all types of testing engagements ranging from small web based applications through to core system upgrades. Benjamin holds a Bachelor’s Degree in Genetics, a Post Graduate Degree in Software Engineering and an Executive Masters in Business Administration. Benjamin now leads HP’s Testing and Quality Assurance Practice in Asia Pacific and Japan.
  • Over the past 5 years, I have participated in the different stages of delivering Microsoft Enterprise Applications to customers as large as 40.000 concurrent users across Europe with a focus on the public and call center sector. During this period, I worked in numerous technical (lead) and business consultant roles. Using this experience, I am currently a certified Microsoft Dynamics CRM 2011 expert which specializes in guiding enterprise customers and implementation teams through the process of implementing Microsoft Dynamics CRM 2011.
  • Craig has been with HP for 10 years working on the solutioning side as a Solution Architect. Primarily works with Microsoft technologies and has for the better part of 16 years. This past year Craig has worked mostly with Windows AZURE and the mobility side of Windows Phone 7/8 and Android.
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  • Daniel Amor (EMEA, AMOD, Cloud, Portals, Web Apps and SOA domain expert): Daniel has designed, won, led and delivered large-scale, complex applications-related projects by acting as a trusted advisor to clients. Daniel conducts regular training and client-facing sessions, and he has authored six books and numerous articles in European and US-based magazines and newspapers on IT change. He is a regular lecturer and he speaks on Portals, E-Business and Cloud.
  • Global HP Microsoft Business Applications Practice. Microsoft Dynamics CRM subject matter expert. Based in Manchester, United Kingdom. @DarrenCRM on Twitter
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  • Guido Arndt is since May 1997 business consultant and project manager @ Hewlett Packard Enterprise Services. Main focus is strategic and organizational alignment of logistics, sales and production processes in the automotive and manufacturing industry as well as business performance projects in finance and telecommunication industry. Guido has experience as change agent and transformation manager in people-driven merger & aquisition projects focusing government, consulting firms, manufacturing plants and consumer brands.
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  • Laurence has over 35 years experience in the IT industry and has spent 27 years delivering knowledge management (and before that became fashionable, Artificial Intelligence and knowledge-based systems) transformation projects to clients in Government, Industry, Manufacturing and Telecomms industries. He has developed and implemented knowledge management (KM) strategies for HP's clients and for business areas in HP (for BPO and for our Consulting business) and believes that KM strategy is essential for an effective KM practice.
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  • Lori Lewis leads Global Digital and Integrated Marketing for the Applications and Business Services division in HP’s Enterprise Services. The organization is focused on providing clients with enterprise applications services and solutions to solve some of their most pressing business problems. For over 2 decades, she has championed innovative communication approaches to drive and grow market share and build motivated, empowered teams. She is a compelling, passionate ambassador of the art and science of marketing and the amazing results it can achieve when done with integrity and passion. Ms. Lewis’ credentials, track record, and enthusiasm are essential ingredients her team relies on as they work together to establish HP as the undisputed leader in information management and analytics services.
  • Microsoft Dynamics CRM solution architect, C# developer, MBA, husband, father, Auburn man. Follow me on Twitter @lucas_is.
  • CRM enthusiast, avid techie
  • More than 10 years of experience in developing effective and innovative marketing and communication strategies. Recently I have studied the effects of social media and disruptive technology on business, marketing, and culture. Follow me on Twitter: @micaelaraimondi
  • Agile Champion and coach. Passion in software development using lean and agile techniques. Software is a people business!!
  • Have 11 years of experience in SAP Consulting, Solutioning and Account management.
  • I have over 20 years of I.T. experience predominantely in applications development. In addition to my I.T. experience I spent 7 years as the Director of Store Services at Canada's third largest grocery retailer.
  • Shafraz Nasser is the Lead Microsoft CRM Architect with HP Enterprise Services in the South Pacific Microsoft Dynamics Practice. His focus is on selling, architecting and overseeing delivery of Microsoft Dynamics CRM based implementations within New Zealand.
  • Shefali Dua is leading Worldwide BPaaS Strategy & Solution Innovation team at HP Enterprise Services as the Solution Innovation Manager. Her focus is currently assisting in planning and delivery of industry solutions for verticals like social media, big data, mobility and security on the HP Enterprise Cloud offerings for CRM Technologies.
  • Steve Petruno is a Product Manager for HP’s Global Oracle Services with over 24 years experience in the Information Technology industry, project Management, Human Resources, Payroll and Benefits, ERP implementations, upgrades, acquisitions and divestitures.
  • I have worked for HP as a business consultant for seven years, providing process, strategy and business transformation advice in the Financial Services and UK Government sectors. As part of this I have used Lean and Continuous Improvement techniques to assess and improve business performance, ensure regulatory compliance and improve environmental sustainability.
  • Tom is the Global Product Marketing lead for HP's Cloud Applications Services. Tom has over 20 years of experience in information technology and a proven track record for implementing innovative client solutions in several industries including government, healthcare, and telecommunications. He thrives on developing services and solutions which result in business process improvement through greater systems efficiency.
  • Vijay Seetharaman is an Enterprise Architect within HP Enterprise Services - Industry Transformation Consulting practice, focusing on Cloud and Mobility


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