Customer Journey Mining 1-2-3!

Transcription

1 Dicitas Consulting Partners in Transformation Customer Journey Mining 1-2-3! Create fact-based customer journeys and find the optimal balance between customer satisfaction and internal cost efficiency Carel Hoytema van Konijnenburg Thijs van Tol Copyright 2017 Dicitas Consulting

2 What if you could... n Automatically visualize your end-to-end processes based on facts and with a push on the button? n Save 90% of the effort spent on as-is process analysis and journey design activities? n Improve customer experience by using fact based insights in your company s interaction with your customers? n Get real time, factual and detailed insights in your customer facing processes instantly, without major IT development? n Compare variances (benchmark) in interaction with different customer segments and personas and understand the impact on internal processes? n See the bottlenecks in customer facing- and back office processes and their root causes instantly? n Track the results of customer- and process improvement initiatives in real time? n See the behavior of your (potential) customers at a glance? Yes, you can! A company s customers are the reason for its existence! This is the reason why many organizations have invested significant time and effort in designing customer journeys and optimizing the customer experience. A positive customer experience is essential, as it indicates how well a company meets the expectations of its customers. Realizing the optimal customer experience however, requires a significant investment. Companies often lose sight of the relation between customer experience and the cost associated with realizing this. The best way to increase customer satisfaction and decrease operational costs simultaneously is to follow our Customer Journey Mining 1-2-3! approach.

3 Customer Journey Mining Customer Journey Mining is about creating insight into how customer journeys have actually run, compared to how they were designed. Moreover, Customer Journey Mining makes the connection between customer journeys and the supporting business processes of a company. It does this, by applying big data analytics to business processes. By applying analytics, Customer Journey Mining allows to analyze how companies interact with customers based on hard facts and to identify where the support of the customer journey shows room for improvement. Doing so, we combine the realization of an optimal customer experience across all relevant channels with the continuous improvement of the efficiency and effectiveness of business processes. Customer Excellence (intimacy) Customer (external) Digitize end-to-end customer experience Digitize products and services Loyalty development Customer Journey Mining Enterprise (internal) Business process management Customer centric innovation Process Agility Operational Excellence How does it work? The Dicitas Customer Journey Mining 1-2-3! approach enables you to increase customer satisfaction and operational efficiency in 3 steps: Step 1: Link customer needs & value drivers to internal activities Step 2: Identify customer behavior and process efficiency Step 3: Continuously improve customer journeys and internal processes based on fact-based insights 1 LINKING CUSTOMER NEEDS & VALUE DRIVERS (MINI JOURNEYS) TO INTERNAL ACTIVITIES Touch points EXTERNAL, LAGGING INTERNAL, LEADING 2 IDENTIFY CUSTOMER BEHAVIOUR Analysis and metrics on customer behaviour based on facts! 3 CONTINUOUS CUSTOMER MANAGEMENT & PROCESS MONITORING With process intelligence you see what has happened in the customer processes and WHY Guiding journey teams with user/customer-centric improvements in an agile way by Dicitas Consulting

4 1To identify the customer s behavior, an organization must understand how customer journeys actually run and what the customer value drivers are per touchpoint. When linking the internal s and processes to customer needs and value drivers, touchpoints can be optimized. Link customer needs & value drivers to internal activities The unique method we follow, maps customer touchpoints with back-end system processes. This ultimately results in the ability to monitor the actual journeys at a customer segment level. Connecting customer needs with the company s internal activities in all relevant channels will be done by: n mapping of customer s with company s n identification of business processes that support the customer journey These activities result in clear and supported insights in improvement potential in terms of efficiency, effectiveness and compliance for the whole customer journey. A solid foundation for increasing customer satisfaction is formed in this step. 2Through Customer Journey Mining, an organization can identify how customers are traveling through the company s channels and how they have interacted at touchpoints within their journey based on facts: Identify Customer behavior & process efficiency External data source Customer n Based on this factual data the existing customer segmentation will be reviewed and optimized where needed. Is the current set of personas complete and correct? n Based on this customer segment analysis, the experience model will be reviewed and optimized if needed. Is the current customer experience model complete and correct? n Current customer journeys will be replotted based on fact-based insights. Have customers actually followed the customer journeys as planned? n The outcomes will as well allow prioritization of required changes in channels and touchpoints. Google YouTube Web-site Facebook Twitter Business applications BPM/ECM ERP DMP CRM LEGACY Business process data Fact-based Customer Journey Combined with fact-based insights in underlying business processes, an organization can continuously improve its customer journeys and reach the optimal balance between customer satisfaction and process efficiency.

5 Continuously improve customer journeys and 3internal processes based on fact-based insights A quantified and prioritized improvement agenda should be the basis for to fact based, resulting in less resistance process improvement efforts from gut feel your improvement roadmap. Continuous and more control over value realization. monitoring of customer journeys transforms Value is realized through: Existing multi-channel touchpoints data Document customer reality with insight in all variations and deviations Analysis and metrics on customer performance (durations, bottlenecks, root causes...) based on facts Design & implement customer journey and process improvements Continuously monitor customer and process performance Benefits of this approach n Improve customer experience by using fact-based insights in customer journeys n Optimal balance between increased customer satisfaction and operational efficiency n Know your customers through continuous monitoring and management of personas n Increase revenue through effective support of identification of unknown visitors and conversion to known customers n Ability to create a fact based and focused roadmap of customer experience, process and organizational improvements. n Know your potential customers through identification of their behavior

6 About Dicitas Consulting: Operational Excellence Partners in Transformation Dicitas Consulting helps organizations to transform and become digital leaders in their market. Helping you get there is what we do best. Together with our business partners, we guide your organization through sustainable business performance improvement and growth. Dicitas Consulting helps to develop your digital strategy, setting the right priorities, defining the transformation roadmap and guide your organization through the transformation process. We work value based and take responsibility in achieving the targeted results. Carel Hoytema van Konijnenburg is Associate Partner and is responsible for the Operational Excellence & BPM practice. E carel.hoytema@dicitas.com T Thijs van Tol is Manager in the Operational Excellence & BPM practice. E thijs.vantol@dicitas.com T We help you to build a better company, fit to compete in a digital world. Operational Excellence Operational Excellence not only means reducing the waste in your operational processes, but also to optimally align your end-to-end operations to support your overall company strategy. The Dicitas Operational Excellence practice is founded on many years of industry and business experience with which we have helped many large multinational company s improve the performance of their business operations. Process Optimization and Business Process Management Ideally, your demand generation and demand fulfillment capabilities function as an end-to-end integrated supply chain. Orders run smoothly and consistently through every sales channel, are efficiently fulfilled and invoices are fully paid within the agreed timeframe. However in reality, company s are facing multiple barriers that are causing value leakage. Dicitas has developed a unique end-to-end approach that can help you lower costs throughout your entire commercial supply chain, by increasing efficiency and effectiveness while increasing customer satisfaction. Our Operational Excellence practice offers solutions and services in the following fields: Process optimization Business Process Management Process Intelligence Customer Journey Mining Lean Six Sigma Process Agility Agile Transformation BPM Maturity Mission It is our mission to help organizations create substantial business value with digital technology and innovation that delivers breakthrough business performance improvements and initiates digital transformation. We help organizations adapt and use digital technology from innovative new platforms while ensuring implementation success and safeguarding long term solution sustainability and business improvement success. We help you with your digital challenge by finding the right answers to the key business challenges of today: Digital Transformation Operational Excellence Strategy & Analytics Customer & Channel Digital Technology Human Performance Contact address Dicitas Consulting Cruquiusweg 109e 1019 AG Amsterdam The Netherlands info@dicitas.com Web For more information, please send an to carel.hoytema@dicitas.com or thijs.vantol@dicitas.com Copyright 2017 Dicitas Consulting. All Rights Reserved. Dicitas Consulting, its logo, and Partners in Transformation are trademarks of Dicitas Consulting.