Workflow: how to automate and achieve good results?

It is not today that technology has abruptly changed the way in which people work. In an agency, this has also occurred systematically, and one of the solutions to increase competitiveness in the market is the automation of the workflow.

A McKinsey survey revealed that, by 2030, at least 30% of the workforce in the United States will need to expand their skills, due to the automation of processes - a reality that is already knocking on our door.

In this article, we will present more information related to the subject and detail how to promote this automation, the importance of workflows, and the care to be taken with the technologies chosen for the management of the agency.

To begin with, let’s recall the concepts of process and workflow optimization. Have a good read!

What is process optimization?#

Before going into the details regarding workflow automation, it is important to understand the importance and advantages of optimizing processes within an agency and also in other businesses. Check it out:

• error reduction — when a task is done in the best possible way and always in the same way, the tendency is for errors to decrease. This does not, of course, concern processes that involve creativity and require “out of the box” and innovative thinking, but rather to more operational everyday procedures;
• centralization of information — process optimization also benefits from storing information at a single point, to which interested parties can consult whenever necessary;
• reduction of employees’ “manual” work - why do the same task several times, if it is possible to have more automatic processes? Optimization also brings this advantage;
• improved company results — with fewer errors, accessible information and employees focused on their most strategic tasks, the results of any agency tend to grow.

Workflow automation: what does that mean?#

A workflow is the way in which employees of a company or other type of institution (school, hospital, among others) carry out their tasks. To be a flow that fulfills its role, there are a series of steps that need to be completed in sequence and thus have the objectives achieved.

In practice, the work needs to move from one point to another. This can occur through a colleague, the use of a tool, or through another process. There are workflows that can be completed completely by a single person — writing, editing, and publishing a blog post like the one you’re reading, for example. However, there are steps that require other people, such as creating a layout, verifying customer satisfaction, charging for work, holding meetings, and others.

Having understood the concept of workflow, it’s time to talk about its automation. It concerns precisely the design and execution of processes in such a way that there is minimal human effort, generally in non-strategic tasks, so that the flow has good results.

This automation must be based on some workflow rules, in which people handle tasks, data, and files in a specific way. Business rules must also be agreed in advance to ensure successful automation. Also, don’t forget to understand the nature of demand, deadlines, and other key factors.

How to implement automation?#

There are basically two ways to automate a workflow. One of them is having its own team capable of developing tools that allow tasks to be performed with minimal human interference. The other is to invest in solutions that the market already offers, which receive periodic updates and have already been tested by other companies.

Existing solutions are not necessarily less personalized. The market has high-tech tools and teams that, even working remotely, can offer all the necessary support and customizations to serve different businesses.

Why automate?#

Automating a workflow can be simple in many situations, but complex in others. For example: all companies have trivial request and approval processes, which can take a long time to reach the body responsible for approving or denying the request. This can be done using an online form, to which the approver has access, including by cell phone.

On the other hand, there are more complex requests, involving a larger budget, more teams involved, system integration, and other factors that require greater detail. In this case, it is possible to set a maximum amount for simple approval, making everyday life more agile. Above that limit, it is necessary to involve management, analyze the need, and then proceed with the approval process. Still, there’s a significant gain.

In short: automating workflows, especially those processes that are manipulated by employees with total autonomy, brings clear benefits with regard to efficiency, productivity, accuracy, accountability, and job satisfaction.

Check out some more benefits of automating workflows:

• reduce costs — with processes that occur more efficiently, teams work more productively and thus reduce time and costs;
• improving communication — systems that record when, where, and why certain tasks were performed and what results they brought, make it possible to clearly visualize the workflow, making communication clearer at times of retrieving information;
• qualify performance — with the automation of processes, especially non-strategic (although essential), employees are free to dedicate themselves to their specialties;
• offer more security - with the proper monitoring of those responsible for the different stages within the workflow and the recording of what was done in an automated way by systems, there is more alignment between those involved and more security regarding the history of projects.

Workflow templates#

A company’s workflow is not the same as that of its competitor, nor is it the same as that of organizations in other segments. There is a certain level of personalization that must be considered in each case. Still, there are models that need to be considered. Follow up.

Process review#

Automating a workflow requires a review of company-wide processes. After all, once they start to occur with minimal human interference - and, in some cases, even without the participation of employees - it is essential that they always occur in the right way.

Identifying bottlenecks, improvement points, and even corrections that may be necessary is essential to ensure that automation will be truly advantageous and will bring the planned benefits.

Definition of objectives#

Automation must also serve a purpose: to improve performance, optimize time, save resources, in short, the true benefits that will be felt by the company when investing in process automation. This is not done just for the sake of doing it, it is necessary to have clear and well-defined objectives.

Impact measurement#

When automating a process, often including or removing steps, it is essential to understand the impact that the change has on both internal (employees) and external audiences (clients).

The advantages of technology in agency management#

The use of technology in agency management processes is gaining more and more space in the market. If we take into account the pandemic of the new coronavirus, which in 2020 forced all companies to modify their way of working, this reality is even more perceptible.

The use of tools for holding online meetings, task monitoring, team management, communication with teams and clients, among others, grew a lot from the moment when the employees started working at home. But those benefits go beyond the pandemic scenario. Below, we highlight some of them.

Increased competitiveness#

A more technological agency, with automated processes and a well-designed workflow, will certainly be more competitive in the market. Even those smaller companies - that is, with fewer employees, equipment and resources - can compete for clients with the largest players in the market.

Increased scalability#

Scalability is a concept that relates to the increase in the number of business of a company without, however, increasing its costs by the same proportion. A beautiful workflow design, accompanied by automated processes, has the power to turn a small agency into a true powerhouse in the market. Naturally, employees also need to be aligned and engaged in the proposal, but the first step is to have a well-designed process.

Access to data#

All actions performed within systems or that can be monitored using software and applications generate data, which are fundamental to understanding the functioning of the agency. The time needed to develop a campaign, the number of suppliers contacted to prepare a budget (as well as the amounts charged and the return time), approval, disapproval and drafting rates, and even internet consumption, are just a few examples of available indicators.

Of course, some are more strategic than others, but knowing how to read this data and provide improvements based on observation is what increasingly differentiates agencies that, in fact, entered the 21st century, from those that still rely on antiquated management practices to stand out in the market.

3 precautions when implementing automated processes#

Despite all the advantages already observed throughout the text, it is necessary to warn of the risks of automating processes within an agency. Next, we will list some precautions to avoid problems related to workflow optimization. Keep up with us!

1. Search for technologies from good suppliers#

Imagine implementing a system to expedite the approval of campaigns, to send final works to a printing company or for the issuance of invoices, and the technology leaving the agency in the hands. Not good, agree?

In order not to pay for this money, it is necessary to have reliable suppliers, capable of offering not only efficient technology, but also providing the necessary support if any difficulty occurs. After all, you hired him to solve the problem and not to create another one.

A good tip is, in addition to thoroughly knowing the work of this supplier, to contact other companies for whom he has previously provided services. Understanding your relationship with the agencies, the quality of the support, the agility to solve problems and the flexibility to understand their needs and adapt them to the reality of the agency, among other factors, is decisive for closing the deal.

2. Enable integrated communication in the company#

Increasingly, agencies are realizing the need for brands to communicate digitally with their clients. Although advertisements on TV, radio and newspapers are still important, depending on the segment, using the internet to reach the public through the most varied digital marketing strategies is basic today.

However, having good technologies capable of ensuring that these campaigns take place without technical difficulties and with maximum efficiency is essential. If it is possible to enable more interaction with the consumer, providing more in-depth information and referring them to close a sale is also highly recommended.

3. Ensure access to metrics#

In the previous item, when we talk about access to data that could prepare the agency to change its operations or improve its performance and management, the importance of the technology used allowing access to metrics cannot be overemphasized. These are very valuable statistical information or performance measures, which cannot fail to be collected.

The use of technology that does not provide data to the agency, so that it can invest in continuous management improvement - however good this technology is in meeting the other more immediate needs for which it was acquired - is not the most recommended. It is also necessary to think about the future of the agency, and not just about solving a problem of the present. Access to data is fundamental in this context.

Were you able to follow the text and understand all the minutiae surrounding the automation of the workflow and the search for good results in an agency? From optimizing simple everyday processes to the team’s greater dedication to complex problems and, of course, access to data that allows for ever greater progress in up-to-date management, investment in technology has proven to be increasingly crucial for agencies.

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