Customer Journey Mining

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 signi cant 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’.

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 ef ciency and effectiveness of business processes.

How does it work?

The ‘Dicitas’ Customer Journey Mining 1-2-3! approach’ enables you to increase custom- er satisfaction and operational ef ciency in 3 steps:

  • Step 1: Link customer needs & value driv- ers 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

Step 1: Link customer needs & value drivers to internal activities
To 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 KPIs and processes to customer needs and value drivers, touchpoints can be optimized. 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:

  • Mapping of customer KPIs with company KPIs
  • 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.

Step 2: Identify Customer behavior & process efficiency
Through 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:

  • Have customers actually followed the customer journeys as designed?
  • How did it improve their customer engagement?
  • How did it influence our business performance and sales?

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.

The Customer Journey Mining Process:

Step 3: Continuously improve customer journeys and internal processes based on fact-based insights

A quantified and prioritized improvement agenda should be the basis for your improvement roadmap. Continuous monitoring of customer journeys transforms process improvement efforts from “gut feel” to “fact based”, resulting in less resistance and more control over value realization. Value is realized through:

  • Creating customer reality with insight in all variations and deviations
  • Analysis and metrics on customer performance (conversions, usage, durations, bottlenecks, root causes…) based on facts
  • Design & implement customer journey and process improvements
  • Continuously monitor customer and process performance

Benefits of this approach

  • Improve customer experience by using fact-based insights in customer journeys
  • Optimal balance between increased customer satisfaction and operational efficiency
  • Know your customers through continuous monitoring and management of personas
  • Know your potential customers through identification of their behavior
  • Increase revenue through effective support of identification of unknown visitors and conversion to known customers
  • Ability to create a fact based and focused roadmap of customer experience, process and organizational improvements.

For more information, please reach out to:

Martin Hermsen
martin.hermsen@dicitas.com
T +31 646 828 785

Carel Hoytema van Konijnenburg
carel.hoytema@dicitas.com
T +31 654  350 673

1

Copyright © 2018 Dicitas Consulting. All Rights Reserved. Dicitas Consulting, its logo, and Partners in Transformation are trademarks of Dicitas Consulting.
Development Nicetoclick.com