|
Customer Journey Implementations |
Scroll Previous Topic Top Next Topic More |
Customer journey mapping and process mining have many overlaps. Compared to traditional sales or purchasing processes, customer journeys generally have the difference that a customer journey does not really have an end point.
Example of customer journey analyses and use cases:
Insurance: Insurance companies usually have form-based processes that are also challenging for the customer in digital processing. What is interesting for most insurance companies is whether certain forms and applications are difficult for the customer to answer or even cause them to take up the service with another insurance company.
Sales and marketing channels are also a frequent interface to the customer journey. Which and how many customers access the insurance company's services via online portals, is the process automated and streamlined for the customer? Are there media disruptions for the end customer due to the many portals and access points they have to use? Are customers even aware of the services they can use?
Telecommunications and energy: What telecommunications and energy companies have in common is that their core business is usually offered in the form of tariffs. It is therefore easy for customers to switch tariffs and take advantage of the services offered by a competitor that offers better or cheaper conditions. Especially if service and support cause dissatisfaction among customers, there is usually little to stop them from switching to the competition. Corresponding tariff comparison portals and incentives, such as new customer campaigns, do not make it any easier for companies in the telecommunications and energy sector. They therefore try to increase customer loyalty by offering services in addition to their core tariff business. For example, most telecommunications companies offer the necessary hardware (laptops, smartphones, IoT devices, etc.) in a bundle with their tariffs, as do energy companies (e.g. wall boxes, solar systems, etc.).
Especially at the end of the initial contract term, it is therefore important for telecommunications and energy companies to correctly assess customer behavior. Is the customer looking for other tariffs and will cancel at the end of the contract term or is he actually satisfied and not even thinking about the expiring contract and the anchored price increase? If anomalies have occurred during the contract term, such as bill shocks, which the customer remembers badly and will probably prevent them from switching to a different tariff, the customer will be able to cancel.
Healthcare sector: In the healthcare sector, customer journey maps with process mining can provide much more insight into the patient journey. How did the customer interact with the hospital? Which doctors and treatments did they have to see? Did they even notice them? What insights can be gained from patient journeys about the success of treatment?
eCommerce: eCommerce companies usually conduct their business entirely via online platforms, i.e. contact with the customer tends to take place only in digital form. While uncertain customers who have to decide between two products in a retail store can easily be identified by the contact person on site, this interpersonal contact is completely absent.
We implement the customer journey in mpmX as a separate process as standard. This means that the customer journey is validated in the context of the organization, a CaseID (identifier of the customer or customer group) is selected depending on the use case (bill shock, channel analysis, SLAs, ping-pong analyses) and the systems and activities required to answer the use case are included in the event log.
Example:
Customer Journey Example
Customer Journey Energy
If you have already analysed a large proportion of the relevant events with customer interaction within an O2C project, for example, and the interface between O2C and the customer journey is to be shown within an mpmX application, you can store the customer journey (or in particular the key touchpoints between the customer and the organization) as a "resource log" in the O2C app.
Accordingly, add the event log for the customer journey with the customer journey CaseID as a resource log and key the CaseID of the customer journey with the CaseID of the O2C process.
The business user or analyst can then analyze the process from the company's own perspective. If there is a suspicious pattern in the sales process (e.g. offer sent) but no response has been received from the customer for more than 2 weeks, the perspective can be changed and the analyst can slip into the role of the customer.
Based on the current selection, he can then see all events and patterns that customers who have not responded to the offer for more than 2 weeks have carried out. For example, customers who are not yet 100% sure about their decision will search for further information on the website, which you can see in the analysis. Or a sample shows that an offer has been out for more than 2 weeks and the customer has not had any interactions with the organization in the meantime. In this case, there may be a reason for the receipt of the offer.
Read more here, to learn how to implement a resource log for a customer journey.
Use the Network Graph
To show all parties, departments or systems involved and to show where on which channel the customer has already had many touchpoints and where even fewer. Read on to find out how to build a network diagram based on the EventLog.
Network Graph
If you are looking for example projects in the customer journey area, you can watch the following webinars. A contact person with implementation examples and demos is also available at any time for individual consideration of your customer journey.
Webinars
Customer Journey at Philipps Example:
EN | Improving the Customer Journey with Process Mining | GoToStage.com
Customer Journey with Telenet Example (Billshock at Telecommunications companies)
