This is the slideware that was used during the live webinar hosted by inQuba, in Australia, on the 9th May 2019. The recording is available here: https://youtu.be/UvfxepGMoPw
While customer journey maps are interesting and offer a view of what business anticipates, they’re conceptual at best. Real customer journeys can only be built by data (the things customers really do), and today’s business needs approaches to influencing the very journeys being discovered. This is Customer Journey Orchestration.
IMAGINE YOU COULD ANTICIPATE & FIX THE CUSTOMER JOURNEYS OF TOMORROW, SYSTEMATICALLY.
Identifying today’s customers that are in distress is important, because we want to intervene and reinvent their experiences. Equally important is the ability to anticipate customers who will be in trouble tomorrow, and intervene proactively. It’s systematised service recovery, and ultimately customer retention.
Customer Journey Management, and specifically Customer Journey Orchestration, introduces break-through thinking and techniques for intervening and nudging in a way that keeps and grows customers.
Our speakers answered the following questions:
• How do you discover and visualize the real customers' journeys as they navigate your products and channels?
• How do you intervene and correct poor customer experiences?
• How do you anticipate customer churn, in real time?
• How do you anticipate tomorrow’s poor experiences and nudge customers proactively?
• How do you do all this at scale?
Speakers:
MARGOT BIRBECK (Director, inQuba Australia)
ANTONY ADELAAR (Head of Product, inQuba)
For further information, please visit us here: https://www.inquba.com/
Mail us here: info@inquba.com
CONNECT
Facebook: https://www.facebook.com/inQubaCX/
Twitter: https://twitter.com/inQubaCX
LinkedIn: https://www.linkedin.com/company/inquba/
why an Opensea Clone Script might be your perfect match.pdf
inQuba: From Customer Journey Mapping to Journey Orchestration [Aus Webinar]
1. LIVE WEBINAR
From Customer Journey Mapping to
Journey Orchestration
Revealing Customers’ Real Journeys & Nudging Them
Towards Their Goals
2. MARGOT BIRBECK
Director, inQuba Australia
margot.birbeck@inquba.com
ANTONY ADELAAR
Head of Product, inQuba
antony.adelaar@inquba.com
Welcome to our Webinar!
From Customer Journey Mapping to Journey Orchestration
Revealing customers real journeys & nudging them towards their goals
4. What are some of the things
Execs are thinking about?
Exploding data
90% of the world’s data was created in the last 2 years. Businesses need the
analytics and skills to makes sense of and tap into this insight
Switching Costs & Lapses
Customers’ switching costs are decreasing due to the growing choice of
channels available, and lapses are increasing
ACQUISITION
RETENTION
CROSS SELL
Rising Cost of Acquisition
Especially in the online space, aggregators & digital channel adoption make new
customers harder to convert, and increase the ease of switching
Return on CX Initiatives
As the customer journey becomes more intricate with multiple products and
channels, quantifying the return on CX becomes more challenging, & important
Growing Distance Between Business & Client
Touch matters, and it’s dwindling. Ecosystem Services and digital channel
adoption introduce complexity. A single customer view is essential
5. Helping end customers
achieve their desired
outcomes drives revenue
Customer centricity is a
cultural challenge and
interventions at key journey
points helps customers
achieve their goals
In order to get a full view of the
customer’s individual journey
integration of diverse data types
is required
Delighted customers are more
correlated with excellent
customer journeys than perfect
touchpoints
Empathy is achieved by
listening to and
understanding customers
across their journey
Large client bases need to
leverage big data and machine
learning and digital interactions
to empathise at scale
Operating
Model
Actioning
Systems
Customer
Measurement
& Insight
Approach to meeting
the challenge
6. So, how can Acquisition,
Retention & Cross-selling
be ensured along the
customers’ journey?
7. The Customer
Journey
CARD APPLICATION Assignee: Martha Willems
Note: Hi Martha, kindly contact…
New Case: Contact Customer
Today, 15:41
Acquisition
Retention
Cross Sell
ACTIVATION
Hi Charlotte, we see that you
may need some help with
activating your card. Can we give
you a quick call..?
TransAtlantic Bank
Today, 15:30
Yes please! ;-)
Charlotte Weaver
Today, 15:40
CASE STUDY
COMING UP!
8. ADMINISTER
Assignee: Jeff Halbert
Note: Hi Jeff, kindly contact…
New Case: Contact Customer
Today, 15:41
Hi Charlotte, thanks for bringing
this to our attention. We’ll call..
@TransAtlantic
Today, 15:41
Acquisition
Retention
Cross Sell
Wow @TransAtlantic, I’m a little
frustrated by the slow pace of this
credit limit increase process…
@charlotte99
Today, 15:40
CARD APPLICATION
The Customer
Journey
9. ADMINISTER
FINALISATION
Dear Charlotte
We would really value your
feedback on your credit limit
experience. Kindly take a minute…
TransAtlantic Bank
Today, 15:30
Acquisition
Retention
Cross Sell
Very good!
Charlotte Weaver
Today, 17:40
CARD APPLICATION
The Customer
Journey
10. OFFER
PURCHASE
Subject: Charlotte, this is for you
Hi Charlotte, we see that you’re planning
an international trip soon! You may be
interested in our travel insurance which
is available to you with a 30% saving this
week only. Please click here..
TransAtlantic Bank
Today, 15:30
Acquisition
Retention
Cross Sell
CARD APPLICATION
The Customer
Journey
12. Helping end customers
achieve their desired
outcomes drives revenue
Customer centricity is a cultural
challenge and interventions at
key journey points helps
customers achieve their goals
In order to get a full view of the
customer’s individual journey
integration of diverse data
types is required
Delighted customers are more
correlated with excellent
customer journeys than perfect
touchpoints
Empathy is achieved by
listening to and
understanding customers
across their journey
Large client bases need to
leverage big data and machine
learning and digital interactions
to empathise at scale
Operating
Model
Actioning
SystemsCustomer
Measurement
& Insight
Approach to meeting
the challenge
16. inQuba Engage
From simple blast communications to intricate, multi-wave
campaigns, Engage provides a graphical user interface,
personalization and a dynamic contacts repository
inQuba Journey Analytics
The processing of multi-channel data in order to expose and
visualise real customer journeys, and orchestration through
triggered and predictive interventions
inQuba CX
VoC capabilities through real-time, omni-channel surveys.
Feedback is anchored to the CEM Model, and analytics and
reports are made available through the platform
inQuba Social Media
Collection and response to unstructured commentary from
social channels, including real-time filtering, allocation and
tracking through dynamic dashboards
inQuba Case Management
Ticketing and collaborative service recovery in order to close
the loop on customers’ issues. SLAs and role-based
dashboards provide the required visibility.
SOFTWARESERVICES
inQuba Tribe-X
A comprehensive change orchestration program that helps
organizations to drive alignment between the brand promise
and the brand execution
inQuba Managed Services
Program structure, quality & stability; operations & change
management; reporting & visual data discovery; platform
services; and Adhoc reporting requirements
inQuba Journey Mapping
4 stage process of Journey Design, Data Fusion, Journey
Testing & Orchestration, Journey Orchestration
inQuba CX Net Promoter System (NPS)
NPS Program design and Orchestration for large Enterprise
inQuba Turnkey
Services & Software
17. Report:
Listed amongst 18 CFM vendors that support VoC programmes through a
broad capability set
“inQuba offers a customer journey modeler, a GUI-based journey data
modeler that captures customer journey data for each client…”
Report:
Gaining recognition in
Journey Analytics
18. Gartner Market Guide for
Voice-of-the-Customer
Solutions [REPORT]
November 2018
inQuba Leads Across VoC
& Journey Analytics
24. Application (web)
Application (branch)
Application (agent)
Accept quote (agent)
Accept quote (web)
Documentation (branch)
Documentation (email)
Accept quote (agent)
Activation (web)
325
Dear Charlotte
We would really value your
feedback on your recent application
experience. Kindly take a minute…
TransAtlantic Ins. Today, 15:30
Assignee: Martha Willems
Note: Hi Martha, kindly contact this
customer
New Case: Contact Customer
Today, 15:41
Subject: Julia, this is for you
Dear Charlotte
We see that you’ve got a shiny new
Volkswagen and we believe you’d be
interested in our scratch cover, to keep it
that way! And we’ll pay for the first 3
months of cover if you just answer a few
questions…
TransAtlantic Ins. Today, 15:30
Accept quote (agent)
Documentation (branch) Activation (web)
Personalised Interventions
To Nudge towards Goals
25. Helping end customers
achieve their desired
outcomes drives revenue
Customer centricity is a cultural
challenge and interventions at
key journey points helps
customers achieve their goals
In order to get a full view of the
customer’s individual journey
integration of diverse data
types is required
Delighted customers are more
correlated with excellent
customer journeys than perfect
touchpoints
Empathy is achieved by
listening to and
understanding customers
across their journey
Large client bases need to
leverage big data and machine
learning and digital interactions
to empathise at scale
Operating
Model
Actioning
SystemsCustomer
Measurement
& Insight
Approach to meeting
the challenge
How is all of this achieved?
27. 16% 25%
Annual improvement in return on
marketing investment (ROMI, 54%
greater) compared to others
3X Revenue from referrals compared to others
14X Customer win-back rates compared to others
Ref: Aberdeen Group
Other metrics include proportion of positive social media mentions,
average sales cycles, cross-sell & up-sell revenue
Study
29. The Four
Journeys Steps
Data Fusion
Connect data sources (quantitative, qualitative insights from customers & transactional data)
across steps in a journey & entire journeys to create a unified view of a customer
Journey Design & Planning
Create a repository of journey maps for analysis to allow measurement of the journey &
measure interactions. It’s a conceptual mapping of who’s going on the journey
Journey & Testing Optimisation
Test journey changes & interventions, measure results, & optimize future interactions &
engagements across journeys. Including: hypotheses like sentiment, drop off & risk
Journey Automation & Orchestration
Automate interactions with intervention capabilities, through predictive & prescriptive analytics
enabled by machine learning, to nudge customers towards business outcomes
31. Journey Design & Planning
CEM Model Anchoring
CEM model Quality attributes linked to experience &
measured through survey questions
Text analytics queries linked to the experience
to anchor themes
32. inQuba Analytics
Analytical and Operational reports
Journey Design & Planning
Rich Analytics
Research Apply Delivery Activate
35. Transactions from External
Systems
Example: LOB or Workflow Records
Quantitative Feedback Qualitative Feedback
Very good!
Charlotte Weaver
Today, 17:40
Wow @TransAtlantic, I’m a little
frustrated by the slow pace of
this claim…
@charlotte99 Today,
15:40
External Internal
Expired Transactions
(no further action)
Elapsed Period
Data Fusion
External & Internal Data
36. Data Fusion
Single View of Customer
Events
• Customer ID
• Email
• Mobile
Transactions
• Customer ID
• Email
• Mobile
Social Media
• Profile IDs
Customer Attributes
Quantitative Feedback
Dialogue responses
Cases
Conversations
Text Profiling
Transactional Information
41. Card application
Journey Analytics inQuba Engage
Subject: Charlotte, got two minutes?
Hi Charlotte, we’re thrilled that you’ve
successfully activated. We’d love to get
to know you. Please click..
TransAtlantic Ins. Today, 15:30
Automation & Orchestration
Engagement Orchestration
42. Card application
Journey Analytics inQuba Case Management
Hi Charlotte, we see that you
may need some help with your
application. Can we give call..?
TransAtlantic Ins. Today, 15:30
Assignee: Martha Willems
Note: Hi Martha, kindly contact…
New Case: Contact Customer
Today, 15:41
Card application
Yes please! ;-)
Charlotte Weaver Today, 15:40
Automation & Orchestration
Service Orchestration
43. Card application
Journey Analytics inQuba Social Media
Hi Charlotte, thanks for bringing
this to our attention. We’ll call..
@TransAtlantic Today, 15:41
Wow @TransAtlantic, I’m a little
frustrated by the lack of
communication from you..
@charlotte99 Today, 15:40
Automation & Orchestration
Service Orchestration
44. Card application
Journey Analytics
Dear Charlotte
We would really value your feedback
on your recent quote experience.
Kindly take a minute…
TransAtlantic Ins.
Today, 15:30
inQuba CX
Very good!
Charlotte Weaver
Today, 17:40
Automation & Orchestration
Feedback Orchestration
45. Card application
Journey Testing Optimisation,
Automation & Orchestration
Journey Analytics inQuba Single View
Subject: Charlotte, got two minutes?
Hi Charlotte, we’re thrilled that you’ve
successfully activated. We’d love to get
to know you. Please click here..
TransAtlantic Ins. Today, 15:30
Charlotte Weaver
CWeaver@email.com
47. VOC INSIGHTS
Customer Applies for a
Credit Card
Customer Accepts Quote Customer Receives Card
Customer activates and
spends
Application
incomplete
Quote
pending
Quote
declined
Application
fulfilled
Documents
outstanding
Card not
activated
No spend
after
activation
Post-experience
measurement
Delivery
Experience
Sales
Experience
Post-experience
measurement
Stall Points
Credit Card
Case Study
Measurement
Post-experience
measurement
48. Customer Applies for a
Credit Card
Customer Accepts Quote Customer Receives Card
Customer activates and
spends
Application
incomplete
Quote
pending
Quote
declined
Application
fulfilled
Documents
outstanding
Card not
activated
No spend
after
activation
N
T
U
VOC Data
Transactional
Data
Credit Data
Machine Learning
Machine
Learning
Machine
Learning
Machine
Learning
Credit Card
Case Study
ENGAGEMENTS FOR NUDGING
51. Dynamic Journeys
Customer journey modeller that builds journeys in real time
and can target customers based upon paths
Big Data Fusion
Structured and unstructured big data fusion from multiple
sources
Closed Loop Recovery
Integrated, real time, closed loop feedback getting the right
feedback to the right person at the right time
Sentiment Measures
Sentiment measurement model that integrates real time
text analytics and surveys across all journeys
Customer Memory
Single view linking all customer insights ensuring
contextual service and engagement
Engagement Communications
Highly personalised, contextual communications supported
by dialogues that update the customer memory
Machine Learning
Machine Learning to optimise goal achievement and
ensure scaled personalisation
Intuitive
Easy-to-use platform with graphical user interface,
integrated into a single experience
inQuba’s
Key Differentiators
52. Imagine you had the capability,
across millions of clients, to see
their journeys, & who’s cheering for
Wouldn’t that be a game changer?
That’s why we’re here.
57. Thank you for your time!
MAKE CONTACT
MARGOT BIRBECK
Director, inQuba Australia
margot.birbeck@inquba.com
ANTONY ADELAAR
Product Marketing, inQuba
antony.adelaar@inquba.com
Editor's Notes
LET’S LOOK AT FINANCIAL SERVICES / BANKING USE CASE
[ACQUISITION] The customer initiates the application process. The customer then goes quiet. This is picked up by the inQuba solution which then triggers an engagement: a personalised mobile engagement in this example.
The customer responds to the engagement positively and a case is created and assigned post-processing. The customer is then contacted and the situation is resolved, resulting in ACTIVATION, and another heart…
Importantly, we also learn more about the customer, adding to the customer’s SINGLE VIEW.
[RETENTION] The customer submits a request to have her credit limit increased, and she expresses some frustration on social media about the slow pace of the process. A case is created based upon the text analytics processing which identifies the customer to be at risk. The customer is contacted within the SLA period and the situation resolved, possibly with an incentive offered.
Importantly, we also learn more about the customer, adding to the customer’s SINGLE VIEW.
The finalised experience and customer journey also offers an opportunity to ask the client for feedback on the experience. This is done by a short survey triggered by the finalisation… Feedback received is then associated with the individual’s view, and also included in aggregate analytics.
Importantly, we also learn more about the customer, adding to the customer’s SINGLE VIEW.
[CROSS SELL] The business, knowing more about the customer is now in a position to market an additional product/service to the customer. The customer receives a personalised campaign offering a good deal and a saving if some questions are answered. The customer accepts the offer.
We’ve been learning more about the customer with every interaction and this one is no different. In this case we learn more about interests and preferences and the single view of the customer becomes increasingly rich and colourful.
Importantly, as the business has interacted with the customer through various channels and engagements, the single view of the customer has built up with more and more information. No personal, contextual or emotional information is lost but rather persisted around the customer, and accessible to the rules engine for all future engagements…
REASON TO BELIEVE
We’re everywhere
And we’re awesome
Increasingly, Journey Analytics has been taking centre stage within CX. And inQuba has been enjoying recognition in the space.
More detail:
FORRESTER
Within the “Voice Of The Customer Vendor Landscape, Sept 2017” report.
Listed amongst 18 CFM vendors that support VoC programmes through a broad capability set, sharing space with Clarabridge, Confirmit, MaritzCX, Medallia, ResponseTek
GARTNER
Within the “Market Guide for Customer Journey Analytics, Aug 2017” report
Quote “inQuba offers a customer journey modeler, a GUI-based journey data modeler that captures customer journey data for each client…”
AND WE’VE DEPLOYED OUR SOLUTIONS AT A NUMBER OF CUSTOMERS TO ACHIEVE GREAT RESULTS…..>>>>
Increasingly, Journey Analytics has been taking centre stage within CX. And inQuba has been enjoying recognition in the space.
More detail:
FORRESTER
Within the “Voice Of The Customer Vendor Landscape, Sept 2017” report.
Listed amongst 18 CFM vendors that support VoC programmes through a broad capability set, sharing space with Clarabridge, Confirmit, MaritzCX, Medallia, ResponseTek
GARTNER
Within the “Market Guide for Customer Journey Analytics, Aug 2017” report
Quote “inQuba offers a customer journey modeler, a GUI-based journey data modeler that captures customer journey data for each client…”
AND WE’VE DEPLOYED OUR SOLUTIONS AT A NUMBER OF CUSTOMERS TO ACHIEVE GREAT RESULTS…..>>>>
Let’s look at a few examples..
Let’s look at a few examples..
Let’s look at a few examples..
According to Forrester, the Four Journey Steps are…
These map neatly to our solution modules
The conceptual journey map is configured within the platform. It represents experiences, sub-experiences and touchpoints. Quality attributes and text analytics queries are linked to the nodes in order to anchor feedback to the right parts of the customer journey.
INQUBA ANALYTICS ensures that all feedback, captured against the model (as displayed on previous slide), is aggregated and presented to the various areas of the business, with drill down capabilities.
STEP 1!
This slide addresses the HOW of the previous few, and positions JA as a methodology/toolbox with connectors into existing systems, without getting technical.
LOB SYSTEMS may include call centre systems, transactional systems, activity logs.
APPLICATIONS may include your existing CRM platform, or customer feedback solution
JA is a methodology/tool box which is layered onto existing systems and solutions in order to identify actual customer paths and provide a view of which customers are reaching their goals and which aren’t.
[Although the Sankey is displayed it is actually about the layering while the Sankey visualisation is a tease, which will be revealed later in the deck.]
Four data types, in two categories, represented as a data-driven, real customer journey.
IMPORTANT: the expired transaction is a non-action where time has elapsed, and action is not required.
Data transformations as part of the external data ingestion
The single view of the customer is built up during the data fusion process, assigning event, transaction and social media information to individuals.
LINKED CONTACTS displays the various instances of the customer as the customer is presented through the data.
STEP 2!
When we connect all the dots in the data we end up with visual customer paths that look like this. It’s easy to isolate drop offs and recursive loops, and customers not reaching their
Target Audiences can be created for the path selections made. Rules can then be associated with these audiences in order to trigger communications, cases, and other actions (detailed in the next section). These rules can apply to the audiences in the present, or to contacts who satisfy the audience definitions in the future.
STEP 3!
INQUBA ENGAGE – the customer reaches and point in the journey where they qualify for a campaign. The specific journey was included in the target audience rules. This qualification logic is informed by MACHINE LEARNING. The customer responds to the engagement…
The prod shots show the graphical user interface and the analytics available.
INQUBA CASE MANAGEMENT – the message is turned into a case which is then assigned to someone in the business who needs to contact the customer and resolve the issue within an SLA. The business was alerted of the situation due to elapsed time. The result of this should be to nudge the customer onward towards her goal, correcting her path.
Prod shots show Cases dashboard and analytics.
INQUBA SOCIAL MEDIA – here, the customer reaches a point and tweets the business in frustration. The mention is picked up by the social media listening solution in the platform where a group of people are monitoring online mentions.
Prod shots show tweet stream and analytics
INQUBA CX – we may want to reach out to a customer with a survey when they reach a particular point, like a successful activation. Reaching this point may trigger a survey, depending on the configured rules. And here are a few product shots… survey builder and analytics
INQUBA SINGLE VIEW – … and by responding the platform learns more about the customer and this adds to the single view of the customer. This information is all accessible to the rules engine for further comms etc.