Lean in het digitale tijdperk
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Presentatie zoals gegeven op BPM forum 2013 over Lean en met name het voice of the customer aspect in de hedendaagse digitale wereld.

Presentatie zoals gegeven op BPM forum 2013 over Lean en met name het voice of the customer aspect in de hedendaagse digitale wereld.

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Lean in het digitale tijdperk Presentation Transcript

  • 1. Lean in het digitale tijdperk Hans Toebak, Arjen Markus, 13 november 2013
  • 2. Back to the future… Copyright © 2013 Capgemini Consulting. All rights reserved. 2
  • 3. 2054 lijkt in 2013 toch al erg dichtbij… Copyright © 2013 Capgemini Consulting. All rights reserved. 3
  • 4. Klanten passen zich sneller aan dan ooit…. Copyright © 2013 Capgemini Consulting. All rights reserved. 4
  • 5. Copyright © 2013 Capgemini Consulting. All rights reserved. 5
  • 6. Copyright © 2013 Capgemini Consulting. All rights reserved. 6
  • 7. De hedendaagse consument is veeleisend Copyright © 2013 Capgemini Consulting. All rights reserved. 7
  • 8. Way back when… Dicht bij de klant Customer intimacy Beste prijs Operational Excellence Vernieuwend product Product leadership De waardeproposities van Treacy & Wiersema Van of, of, of, naar en, en, en…. Copyright © 2013 Capgemini Consulting. All rights reserved.
  • 9. Wat betekent dit voor je waardebepaling? Copyright © 2013 Capgemini Consulting. All rights reserved. 9
  • 10. Wikipedia: ”Superman also possesses the mental ability to screen out the enormous amount of information received by his enhanced senses and to focus on a single detail such as a particular voice or location” Copyright © 2013 Capgemini Consulting. All rights reserved. 10
  • 11. Copyright © 2013 Capgemini Consulting. All rights reserved. 11
  • 12. Great Success! Copyright © 2013 Capgemini Consulting. All rights reserved. 12
  • 13. Classificeren van klantvragen is essentieel “sense & respond” Copyright © 2013 Capgemini Consulting. All rights reserved. 13
  • 14. Customer en operational excellence gaan hand in hand Copyright © 2013 Capgemini Consulting. All rights reserved. 14
  • 15. Fiona ABOUT ME Personas als basis voor VOC Forward thinker Two years ago, I started my own e-commerce business, which is now experiencing rapid growth. The thing that makes my business unique is the one-to-one service that we provide. We have had great reviews for that. As a perfectionist, I enjoy finding new ways to make things even quicker and more efficient. MY INDUSTRY MY DAY-2-DAY ACTIVITIES I started my own e-commerce business two years ago. Previously, I have worked in the retail business for three years. During this time, I realized that nobody was selling radiators online, and this triggered me to start up my own e-commerce business I take care of all the financial reporting and accounting, but I am not involved in the day-today business. Another person takes care of that. MY COMPANY My company has one employee, and sells central heating and electric radiators via the online channel. Our customer base consists of renovators and people who are building a new home. Most customers are local, but some are international. I also run various analysis on the website of Elavon. Analysis are highly important to me, as it provides me with insights, which help me to understand my business and find growth opportunities. Business sophistication Growth ambition Company size We have experienced high growth rates already, but I am constantly looking for new ways to improve my business. As such, I enjoy conversations with experts that can help me in driving business growth. Copyright © 2013 Capgemini Consulting. All rights reserved.
  • 16. Forward thinker EXPECTATIONS “We desire more value added products and services for our e-commerce platform” Business Products & relationship Technology Payment security Price Customer service MY NEEDS & WANTS HOW TO BRING ME VALUE Preferred communication channels Sales rep/ Account manager Call support centre Website Email MY PAIN POINTS Value proposition • Up-to-date product solutions and value added services for e-commerce, including the ability to process different cards and currency transfer • Up-to-date online payment processing security • A reporting platform with clear analysis tools • A competitive price Value proposition • The reporting tool could be further improved in terms of design, navigation, search, breakdown, and (simple) report functionalities • No relevant value-added products and services • Existence of (uncompetitive) exception charges • The fees are not transparent Support • Quick and efficient customer service, including technical help to implement aspects of e-commerce • A good relationship with a sales representative / account manager who proactively advises on new ways to grow my business • Quick response on my e-mails Support • The procedure for online charge back is unclear • PCI is a nightmare. I can not do it. Copyright © 2013 Capgemini Consulting. All rights reserved.
  • 17. Zelfredzaamheid is key Dit vereist meer dan een mooie facade Copyright © 2013 Capgemini Consulting. All rights reserved. 17
  • 18. Aansluiting tussen buiten- en binnenkant is geen vanzelfsprekendheid Copyright © 2013 Capgemini Consulting. All rights reserved. 18
  • 19. In ieder proces heb je “moments of truth” Copyright © 2013 Capgemini Consulting. All rights reserved. 19
  • 20. I NEED TO GET INTO SERVICE START Customer life cycle Contract 1 2 3 Install & activate 8 4 Customer journey mapping als ‘nieuw’ VOC instrument Possible journey Applicant receives the application form and is asked to fill it in 5 Customer receives a confirmation that online payments are now activated for e-commerce purposes # 2 Applicant calls the sales rep to ask any questions that he may have, and then sends over the application form 6 Customer needs to deal with a third party provider in order to integrate the online payment solution into their gateway in line with compliancy standards Touch point 3 Applicant is asked to provide additional info to complete the application form (e.g. address is missing) 7 Customer is informed that the website is not in line with security/risk standards, and is asked to take action to resolve this Sales representative 6 5 Channels & touch points 1 FULFILMENT 5 6 Vendor / engineer 7 Sales support & business line 8 Card present Card not present Moment of truth 4 Applicant is asked to provide additional info for credit / risk approval (e.g. bank account information is missing) 8b Customer calls the sales rep or call support centre to ask any last questions about the activation, terminal, or e-commerce Call support centre 5a 6a Customer is contacted to schedule a POS visit by the engineer, and receives a confirmation of the appointment a Engineer installs the terminal at customer POS, checks whether delivery matches needs, gives welcome pack, and provides a quick training b In Germany, customers sometimes buy their own terminal, in which case they install it themselves or this is done by a terminal provider In Germany, customers may contact Elavon to ask whether they can already accept payments via their (non-Elavon) terminal Copyright © 2013 Capgemini Consulting. All rights reserved.
  • 21. SUPPLIER INPUT 1. 2. 3. Business Development OUTPUT 1. 2. 3. 4. New customers application forms Customer hardcopy documents Customer PDF documents CUSTOMER Approved customer application Declined customer application Completed merchant setup Application live Deployment Contract CUSTOMER BUSINESS DEVELOPMENT (SALES REP.) Application inquiry DEPARTMENT ℡ Print application form 1. CUSTOMER ACCOUNT MANAGEMENT (SALES SUP.) Receive signed application 2. Follow up action for correction and missing 5.documentation Submit application 3. Follow up action for correction and missing 5.documentation DEPARTMENT ℡ UK/Ireland a. Follow up action for correction and missing 5.documentation ℡ ℡ Fail Country origin Scan documents Germany b.Scrubbing Return to sales DEPARTMENT Return to sales Pass 4. 9. 9. Yes OPERATIONS Submit application c. Credit check DEPARTMENT Risk profile Low SMU verification (Low Risk) High Application check Financial position assessment 8b. SMU approved 7. 8a. 3. d. 6. Decline application No Verification on quality assurance 10. 11. Final application live and close completed customer setup 12. Customer setup (application live) closed No CREDIT & RISK DEPARTMENT 8. Calculate risk exposure 8c. e. RMU approved Yes RMU verification (High Risk) LEGENDA Customer touch points maken deel uit van processen Trigger/process initiator or closing indicator Process flow Activity Key decision Or Predefined process Customer Touch points RED:Outbound|GREEN:Inbound ℡ ℡ DEPARTMENT Phone call Face to face contact Written/printed document Digital document Copyright © 2013 Capgemini Consulting. All rights reserved.
  • 22. Copyright © 2013 Capgemini Consulting. All rights reserved. 22
  • 23. Bedankt! Hans Toebak Arjen Markus Principal Consultant Operational Excellence Managing Consultant Operational Excellence Reykjavikplein 1 Utrecht, The Netherlands Reykjavikplein 1 Utrecht, The Netherlands Mobile: +31 (0)6 150 307 06 hans.toebak@capgemini.com Mobile: +31 (0)6 150 300 89 arjen.markus@capgemini.com