inQuba: From Customer Journey Mapping to Journey Orchestration [SA Webinar]
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![Gartner Market Guide for
Voice-of-the-Customer
Solutions [REPORT]
November 2018
inQuba Leads Across VoC
& Journey Analytics](https://image.slidesharecdn.com/inqubawebinarjourneymappingtoorchestrationapril2019v1-190411144428/75/inquba-from-customer-journey-mapping-to-journey-orchestration-sa-webinar-19-2048.jpg?cb=1668347342)
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inQuba: From Customer Journey Mapping to Journey Orchestration [SA Webinar]
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This is the slideware that was used during the live webinar hosted by inQuba, in South Africa, on the 11th April 2019. The recording is available here: https://youtu.be/AmbozV9dp20 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: TRENT ROSSINI (COO, inQuba) 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/
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inQuba: From Customer Journey Mapping to Journey Orchestration [SA Webinar]
- 1. From Customer Journey Mapping to Journey Orchestration Revealing Customers’ Real Journeys & Nudging Them Towards Their Goals LIVE WEBINAR
- 2. TRENT ROSSINI COO, inQuba trent@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
- 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. Industry Company Market Cap Staff Stores Brands / BU Revenue Customer Relationships Retail Edcon VC 6,000 1,400+ 28 $2,2B 4 million (exc. cash) Telecoms Telkom $2,8B 16,000 250+ 4 $3,1B 6,5 million (exc. Pre-paid) Travel Comair $172M 2,088 25/9 2/2 $453M 5,5 million Financial Services Suncorp $15,6B 14,500 - 12 $13,05B 9 Million inQuba Enterprise CX Programs
- 18. 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
- 19. Gartner Market Guide for Voice-of-the-Customer Solutions [REPORT] November 2018 inQuba Leads Across VoC & Journey Analytics
- 20. Customer Journey Maps versus real Customer Journeys
- 22. APPLICATION ACCEPT QUOTE DOCUMENTATION ACTIVATION APPLICATION EXPERIENCE Understand real Customer Journeys MODELLED CUSTOMER JOURNEY
- 23. APPLICATION ACCEPT QUOTE DOCUMENTATION ACTIVATION APPLICATION EXPERIENCE Understand real Customer Journeys
- 24. Understand real Customer Journeys Web Branch Call centre Web Branch Email Call centre Social Call center CourierWeb Branch APPLICATION EXPERIENCE
- 25. 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
- 26. 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. Customer Journey Management – But is there a CX ROI?
- 28. 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. Customer Journey Management – the next evolution of CX. What are the journey steps?
- 30. 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 A repository of conceptual journey maps, and who’s going where
- 32. 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
- 33. inQuba Analytics Analytical and Operational reports Journey Design & Planning Rich Analytics Research Apply Delivery Activate
- 34. Data Fusion Connect data sources to create a unified view of the customer
- 35. Journey Analytics: a layered solution A B C D LOB systems 1 2 3 4 Applications JOURNEY ANALYTICS
- 36. 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
- 37. 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
- 38. Journey Testing Test interventions, measure results, optimise engagements
- 39. 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
- 40. Journey Testing Optimisation Target Audience Creation
- 41. Journey Automation & Orchestration Automate interactions, predictive & prescriptive analytics informed my machine learning, nudge customers towards outcomes
- 42. 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
- 43. 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
- 44. 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
- 45. 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
- 46. 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. Case Study
- 48. 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
- 49. 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
- 50. Credit Card Case Study RESULTS 108% Increase in Card Activation 98% Increase in Initial Spend
- 51. How do we do this At Scale?
- 52. 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
- 53. 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.
- 54. Thank you for your time! MAKE CONTACT TRENT ROSSINI COO, inQuba trent@inquba.com ANTONY ADELAAR Product Marketing, inQuba antony.adelaar@inquba.com
Editor's Notes
- HOUSEKEEPING! You all qualify for our complimentary papers – I’ll be giving you details about that shortly. The roadmap is that I’ll be presenting the first bit, then we have a poll for you to participate in, and then TR will be doing a solution demo for you! There will be Q&A at the end so if you have any questions during the webinar then please use the webinar application to submit a question and we’ll try to address it at the end. And there will be a Q&A at the end. Also, stick around and we’ll make sure that you receive the slideware and the recording.
- Ask the question in the session… [Pause for dramatic effect. Perhaps take a sip of your coffee..]
- The Business environment has changed. Rising Costs of Acquisition. Because of start ups, aggregators and digital channel adoption Switching costs. Thanks to the increase in aggregators, fintech startups (like mobile brokering apps), and the adoption of digital channels. Growing distance between insurer and client. Touch matters, but touch is diminishing due to aggregators and comparison sites Exploding data. The trick is to use the data we have.. Return on CX initiatives. This is setting up the ROCX reveal…. BONUS: Digital channel adoption. The largest group of customers are hybrid: using traditional and digital in parallel. But business still needs a single view of the customer journey as they use all these channels. Getting on top of these challenges will allow us to achieve what is really important to us – acquisition, retention and cross sell.
- Let’s look at a few examples..
- 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.
- 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.