An

EXECUTIVE’S GUIDE
to
AUTOMATION
i

A PUBLICATION BY
Introduction
Executives are accountable for more The benefits are proven and the process
than ever before: Balancing efficiency is simpler than you think. The secret to
with profitability, productivity with your success lies in having a deep understanding
business goals and effectiveness of process of your operational processes and
with customer satisfaction. supporting your innovators with a strong
company culture.
Your job is to ensure your business remains
agile and competitive whilst making the This eBook details exactly what automation
best possible profit margin. You provide is, what the true benefits are and how to
great products and services to very happy get started. We also debunk some of the
customers. more stubborn myths and explain what
drives businesses to seek automated
One of the most promising tools available operations.
to executives is Automation. Automation
is a highly effective and affordable
mechanism. It can help you attain the
efficiency of process that is required to
achieve your goals.
 i

Table of Contents
1 What it really means ‘To Automate’

2 Key challenges, pre-automation

3 7 Benefits of process automation

14 Business automation myths

4

5 How to get started

6 The secret to success: Culture

7 Conclusion
1 What it
Really
Means ‘To
Automate’
Automation: Analysing a process,
identifying what is making it slow and
understanding if there is a better, more
efficient way to execute the process
through automation.

From Amazon’s delivery drones to the As demand increases for businesses to

life saving delivery of antiretroviral drugs. perform complex, labour-intensive tasks,
Business Automation is everywhere and the goal is to automate as many manual
has fast become the ace in the executive’s processes as possible.
pocket.
It’s not only about saving money. Yes, that
According to Wikipedia, Business does tend to be a primary driver, but it’s
Automation, or Business Process Automation not the only reason businesses look to
is: “the strategy a business uses to automate automation as a progressive (and essential)
processes in order to contain costs. It consists tool.
of integrating applications, restructuring
labor resources and using software
applications throughout the organization.”

This is partially true.

In reality, it is about:
• Analysing the processes that exist within
your organisation (small or enterprise)
• Identifying the ones that slow you
down to the extent that they cost more
than they are worth - these tend to be
manually driven
• Understanding if there is a better, more
efficient way to execute that process by
automating it
• Putting that plan into action

5
2 Key
Challenges,
Pre-
Automation
Bad, inefficient processes can only operate
for so long until they achieve a critical mass
where they start affecting your business.

Some business live by the adage “if it ain’t Time is valuable and should be spent on
broke, don’t fix it”. driving strategic growth, building great
products that fulfil your customers’ needs,
But consider the story of the cooking frog: and leading the way to a successful future
if you put a frog in a pot of cold water within your industry.
and slowly turn the heat up, he will cook
to death before he notices the change. Bad, inefficient processes can only operate
Whereas, if you already have the water for so long until they achieve a critical mass
boiling and then pop him in, he’s likely to where they start affecting:
jump straight out. • Customer service
This story applies to change and how you • Time to market
notice it (or don’t), over time. • Revenue leakage
Your business has been operating for years. • Resource costs
Your processes have grown organically over • Strategic/competitive advantage
time as you’ve grown. You’ve added to them,
adjusted, morphed, and even bent them • Cross-department communications
to make everything “just work for now”. If
you could start over tomorrow, I’ll bet you This is typically when businesses start to
wouldn’t do everything the same way - think about how they can work smarter.
right? You’d want to be more efficient, more
productive and waste less time, well, wasting
time.

7
3 7 Benefits
of Process
Automation
The most commonly cited benefit is cost consistently experience the same level
savings - which is absolutely true. But it’s of service from your business
about so much more than that.
This guarantee of quality and consistency
A recent study by PMG found that coupled with time and efficiency savings
businesses currently leveraging automation means that you can start developing higher
are reported to be enjoying: quality and more feature-filled products with
• Enhanced customer experience (61%) little or no increase in production time and
costs.
• Increasing productivity gains (59%)
• Sharing knowledge (52%)
2. Time Savings
• Delivering new products (46%)
Manual tasks take time. They have to
be performed linearly by humans who
We have distilled the many advantages of
are prone to errors and who are unable
business process automation into these 7
to consistently perform to the highest
key areas:
standards.

1. Quality and Consistency Automation reduces the number of tasks

you and your employees would otherwise
Delivering consistently high quality products need to do manually. This frees up your time
and customer service results in happier, to work on items that add genuine value
long-term customers. to the business, allowing you to be more
innovative and increasing your employees’
• Quality: Automation ensures that levels of motivation.
every action is performed identically -
resulting in high quality, reliable results Automation also allows you to get more
done in the same amount of time, greatly
• Consistency: If, for example, you have increasing productivity.
automated your customer service
follow-up process, your customers will

9
3. Metric Visibility Automation not only ensures systems run
smoothly and efficiently, but that errors are
Sustained business success is dependant on eliminated and that your best practices are
developing and implementing a superior constantly leveraged.
strategy. Retaining your competitive
advantage requires that you constantly
monitor, evaluate and modify that strategy 5. Governance and Reliability
- all of which are dependant on access to The consistency of automated processes
timely and accurate business data. means you can rely on (a) your business
processes to operate and (b) you can offer
Automated processes are controlled by reliable processes to your customers,
defined workflows which consistently maintaining competitive advantage.
operate accurately and within your
defined timeline. Automation provides The reliability of workflow automation
the trifecta of requirements for successful ensures that processes essential for
measurement. corporate governance are executed 100%
of the time in accordance with legislation.
Depending on which process you have
opted to automate (financial, billing,
collections, sales and/or support), key 6. Reduced Turnaround Times
metrics can be recorded and reported on to
provide you with the key information you Workflow automation allows companies
need. to define and streamline their business
processes. Eliminate unnecessary tasks and
realign process steps to optimise the flow
4. Improved Operational of information throughout your production,
Efficiency service, billing and collection departments.

Efficiency by definition describes the extent This adjustment of processes distils your
to which time, effort and cost is effectively operational performance and reduces
applied for the intended task or purpose. the turnaround times for both staff and
external customers.
Process automation reduces the time it
takes to achieve a task, the effort required
to undertake it and the cost of completing
7. Cost Savings
it successfully. Manual tasks, given that they are
performed one-at-a-time and at a slower
rate than an automated task, will cost
more. Automation allows you to accomplish
more by utilising fewer resources.

10
4 14 Common
Automation
Myths
‘Business automation’ is a pretty vague
term. This, along the Hollywood association
between automation and the Rise of the
Machines, often leads to misunderstanding
and the proliferation of a few common
myths.

We’re realists. We understand there are reduction, but it shouldn’t be the primary
some genuine concerns about the effects driver.
automation will have on your business and
your customers. Each business is different. Truth: In reality, business automation is
about automating manual, repetitive tasks
There are however, some stubborn myths to increase efficiency and productivity. It will
out there that need to be addressed. And reduce your overall cost per task, whilst at
we’ve done exactly that. the same time freeing up your previously-
bogged-down teams to innovate and inject
real value into your business.
Myth #1: Automation is a
product, not an investment Myth #3: Automation will steal
Explanation: Most businesses consider my job
automation to be a product, a piece of
software that is installed alongside your Explanation: Perhaps the most common
document management software. myth; by automating tasks, staff will be
made redundant.
Truth: Business automation is an investment.
It requires time, energy and commitment Truth: Business automation will not
to reach an optimal state of efficiency. It steal your job. What it will do is “boost
requires buy-in from all levels within the productivity, reduce & avoid redundancies,
business and will alter the way you do and improve overall service quality” as
business. Your automation provider will suggested by a new KPMG report.
become a long term business partner.
The report goes on to identify that business
automation allows IT teams to become the
Myth #2: It’s all about reducing drivers of enterprise wide services, giving
costs them the tools to be more than simple
infrastructure administrators.
Explanation: Indeed, one of the many
benefits of business automation is cost

12
Myth #4: It won’t do what I Myth #5: It will fix my (not so
want it to great) processes
Explanation: This is a common one. It sits Explanation: An automation solution will
very closely with another: “I can only get an fix my existing processes and just “make
off-the-shelf solution”. It refers to the belief them work”.
that all automation solutions are made
equal. Truth: Automation will make your existing
processes more efficient and effective.
Truth: Automation solutions come in It won’t (necessarily) create processes
roughly 2 forms; (1) an off-the-shelf (OTS), where they don’t already exist within your
out-the-box solution and (2) a completely business. It certainly won’t fix any bad
customised solution. processes that you have in place.

A customised solution is built around Rubbish-in, rubbish-out. Automation is

your specific requirements. It can cost a essentially a workflow engine. Processes
bit more, but you get exactly what you and decisions are programmed to respond
want. There are often suppliers that are to certain inputs and deliver specified
specialists in your industry, for example: outputs. If the processes and decisions fed
Marketing, ISP’s/Telco’s or real-estate. into the engine are flawed to begin with,
then the final product will also be flawed.
An off-the-shelf solution is a pre-designed,
pre-packaged solution that you buy into.
It comes with pre-defined workflows to Myth #6: It will solve all my
connect various business activities. problems
So as a short answer - yes, you can get
exactly what you want and get it do exactly Explanation: There is a belief that
what you want it to do. automation is a magic pill and will solve all
your problems.

Truth: Automation is a workflow engine.

It will help you become more efficient
and will reduce time spent on repeatable
tasks such as calculating and sending out
monthly invoices.

Automation will not make non programmed

decisions for you, and it won’t help solve
your daily business challenges.

13
Myth #7: All automation Myth #9: Our current processes
solutions are the same work, so I shouldn’t bother
Explanation: Automation = automation = changing
automation.
Explanation: The processes you have in
place already work, and are finely balanced.
Truth: Every automation solution is
You certainly don’t want to poke them.
different. Some solutions focus on specific
processes or types of processes and some
Truth: One of the biggest drivers of
are far more holistic, understanding how
business success is the rate at which it can
cross-departmental processes interact and
respond to changes in our (let’s face it)
integrating those workflows in the most
rapidly changing economy. Your processes
effective way possible.
may work for you now, but are they holding
you back? Are you able to adapt quickly to
Every solution is different and there is
respond to your customer’s needs?
something out there for everyone.
Automated process are flexible and can
Myth #8: It’s too expensive, change and grow with your business as
required.
especially for a small business
Explanation: “It would be wonderful, but Myth #10: It’ll be hard/
surely I can’t afford it.”
expensive to retrain staff on a
Truth: If considered as a product, new platform
automation can seem expensive. But, when
considered as a long term investment, the Explanation: Some people just don’t like
cost becomes part of your operating costs change. Especially in high quantities.
as an essential business tool.
Truth: Almost every automation provider
Bear in mind that the solution you select out there provides a very high standard
is automating the heart of your business. of onboarding training and change
By automating regular repeatable actions management assistance. In many cases
you are reducing costs, saving time and there is also a large community of users
increasing productivity. who communicate in product forums
and through social media, providing an
additional layer of product support.

Of course, it will not be easy to train

everyone on your new automation
software, but it is almost always worth it
as you’ll end up benefiting exponentially in
the long run.

14
Myth #11: With automation you and easier and you often have the choice
to implement an on-site or cloud based
can set and forget solution.
Explanation: Once your system is in place,
you’ll never have to look at it again and it’ll Myth #13: I will lose control of
always work perfectly for you.
my business
Truth: Business automation is a great time Explanation: Many people believe that
saving tool, but this doesn’t mean you can automation will take over completely,
turn it on and forget about it. You still need removing the control from management.
to analyse data, interact with customers
and handle outliers or exceptions that fall Truth: The truth is that very often, it is
outside the scope of your programmed a flexible solution that is implemented.
workflows. Manual, repetitive tasks are automated
but when a critical decision is required, like
Myth #12: You need a lot of approval or signoff, the workflow is paused,
the process owner can be notified and a
technical understanding judgement decision is included - affecting
Explanation: All automation is way too the path of the workflow accordingly. These
technical for me to understand. decision points give you complete control
over your process automation.
Truth: In the early days of business
automation, tools were all highly technical, Myth #14: Automation is for
customised and provided onsite. This
required either a vast amount of on-site robots
technical understanding or deep pockets Explanation: Utilising automated processes
to pay for the supplier to come and help will make me seem cold and un-human.
you work through any trouble you’re
experiencing. Truth: Good business automation
plays both sides of the coin, leveraging
Today, professionally developed software automation for what is needed, while
and cloud computing have changed the responding to customers and staff and
landscape. Implementation can be done productively interacting with your market.
remotely or by yourself, they are cheaper

15
5 How to Get
Started
Automation doesn’t always have to be an all-
singing, all-dancing fancy pants installation
that does everything short of bringing you
coffee. It can be as simple as setting up
email filters and using canned responses, as
suggested by The Mogul Mom.

Our recommendation is this: Draw up a list

of the key problems you’re experiencing.
Break it up into ‘absolutely essential to fix’
and ‘nice to have’. Be tough, be honest and
be thorough.

Having a clear understanding of what you

want to achieve through automation helps
you remain on-goal. If you’re unsure, you
could end up with a solution that ticks off
all your ‘nice to haves’ but doesn’t actually
propel your business forward.

You may find this ebook useful when

considering your options

17
6 The Secret
to Success:
Culture
The success of your innovation-supporting
culture that will define the success of your
automation strategy.

A recent study by PMG found that “while Works” by Eric Schmidt and Jonathan
automation enhances customer experiences Rosenberg of Google, details their personal
[and] increases productivity, speed demands journey to ‘business enlightenment’. They
are stressing IT’s abilities and resources, present that running a successful business in
putting business benefits at risk”. today’s technological age requires a different
way of thinking.
The study goes on to explain the ‘benefit
risk’ as a result of the pressure increased
speed-of-business is placing on IT Your culture should support
departments. ‘smart creatives’
This ‘pressure’ is the key and, in a nutshell, Schmidt and Rosenberg define the idea
the answer lies in culture. of ‘smart creatives’. These are individuals
within your business “who combine
Company culture should be designed to technical knowledge, business expertise and
motivate your team to succeed. It directly creativity”. They explain that when you give
(and indirectly) determines a number these people today’s technology, and then,
of factors within your organisation. For most importantly,give them space to work
example, if you value innovation, then their magic, they can do “amazing things,
support mechanisms and operational flows amazingly fast”.
are in place to encourage that innovation.
If you value other characteristics, your However, giving the right people in your
organisation will be structured to foster business the space they need to truly
those. innovate is one of today’s biggest cultural
challenges. According to Schmidt &
The bottom line: If a change in technology Rosenberg, “most companies today are run
places enough pressure on one department to minimize risk, not maximise freedom and
such that they, or the technology, might fail speed”.
- you probably need to review your company
culture. A good example of cultural corporate
empowerment is Virgin, who is has recently
A recent slide deck titled “How Google announced a policy of unlimited leave

19
(vacation) time. Virgin believes that by and by actively engaging in a culture that
empowering employees to make their own supports the innovative thinking required
adult, responsible decisions, the business to reap the full value of automation - you
will benefit from more independent, will achieve automation success.
innovative and happier employees.
It is the success of your culture that will
Typically, traditional businesses are slow define the success of your automation
and have rigid, old-fashioned cultural strategy.
hierarchies. That’s why new, agile startups,
with little cultural ‘history’, who leverage
the flexibility offered by technology, are
wiping the floor with incumbent providers
(Uber anyone?). They are not bogged down
by years of siloed structure and linear
thinking.

The ‘smart creatives’ in your business

are the ones who see the opportunities
offered by automation, and use them.
However, they are being forced to operate
in an old-fashioned and inflexible structure
without the benefit of an innovation-
encouraging culture. As attested to by
59% of respondents to the PMG study;
“My organization does not have a holistic
approach, and ad hoc automation done in
silos creates points of incompatibility”.

This means your business is not enjoying

the full, and extended, range of automation
benefits on offer.

By understanding that the success of your

business is dependant on everyone within
it, rather than just the traditional ‘leaders’,

20
Conclusion
Business Automation is powerful understand what you want to achieve
technology that allows you to automate through automation.
previously manual and time-consuming
tasks. It enables efficiency, aids Human interaction still matters, and when
productivity, saves time and reduces costs analysing your business’s processes and
(amongst other benefits). Automation can operations this should always be kept in
be anything from auto-applying filters in mind.
your gmail inbox to automating your entire
billing and collections functions.

It is technology, harnessed to extract

maximum value from your operational
processes.

But remember, with great power, comes

great responsibility.

Our biggest piece of advice when it comes

to automation is this: It’s your business,
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