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

3.
What’s keeping Execs
awake at night?

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

11.
Charlotte Weaver: charlotte@email.com
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

13.
Introduction to
inQuba

14.
inQuba
Worldwide

15.
FINANCIAL SERVICES INSURANCE
RETAIL
TELECOMS & ICT HOSPITALITY & LIFESTYLE

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

19.
Customer Journey Maps versus
real Customer Journeys

20.
APPLICATION
ACCEPT QUOTE
DOCUMENTATION
ACTIVATION
APPLICATION
EXPERIENCE
Understand real
Customer Journeys
MODELLED
CUSTOMER
JOURNEY

21.
APPLICATION
ACCEPT QUOTE
DOCUMENTATION
ACTIVATION
APPLICATION
EXPERIENCE
Understand real
Customer Journeys

22.
Understand real
Customer Journeys
Web
Branch
Call centre
Web
Branch
Email
Call centre
Social
Call center
CourierWeb
Branch
APPLICATION
EXPERIENCE

23.
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

24.
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?

25.
Customer Journey
Management –
But, is there a CX ROI?

26.
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

27.
Customer Journey
Management –
the next evolution of CX.
What are the
journey steps?

28.
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

29.
Journey
Design
& Planning
A repository of conceptual journey maps, and who’s
going where

30.
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

31.
inQuba Analytics
Analytical and Operational reports
Journey Design & Planning
Rich Analytics
Research Apply Delivery Activate

32.
Data
Fusion
Connect data sources to create a unified view of the
customer

33.
Journey Analytics:
a layered solution
A B C D
LOB systems
1 2 3 4
Applications
JOURNEY ANALYTICS

34.
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

35.
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

36.
Journey
Testing
Test interventions, measure results, optimise
engagements

37.
Journey Testing Optimisation
Real Customer Journeys
Activation (web)
Journey Analytics
Application (web)
Application (branch)
Accept quote (web)
Documentation (branch)
Documentation (email)
Accept quote (agent)
Activation (web)
Accept quote (agent)
Documentation (branch)
Application (agent)
Accept quote (agent)
Policy application

38.
Journey Testing Optimisation
Target Audience Creation

39.
Journey
Automation &
Orchestration
Automate interactions, predictive & prescriptive analytics informed my
machine learning, nudge customers towards outcomes

40.
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

41.
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

42.
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

43.
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

44.
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

45.
Case
Study

46.
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

47.
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

48.
Credit Card
Case Study
RESULTS
108% Increase in Card Activation
98% Increase in Initial Spend

49.
How do we do this
At Scale?

50.
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

51.
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.

52.
Poll

53.
LIVE WEBINAR
From Customer Journey Mapping to
Journey Orchestration
Revealing Customers’ Real Journeys & Nudging Them
Towards Their Goals

54.
Journey Orchestration industry series
Handouts section within the webinar application
Complimentary
Papers

55.
Q&A

56.
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