SlideShare a Scribd company logo
From Journey
Mapping to
Journey
Management
Similarly…
• Markets are dynamic & organic
• Customers & markets change
• Customers & markets influence each other
The classic research on how flocking birds move
in unison comes from zoologist Wayne Potts, who
published in the journal Nature in 1984. His work
showed that bird in flocks don’t just follow a
leader, or their neighbors. Instead,
they anticipate sudden changes in the flock’s
direction of motion.
i
From Journey Mapping to Journey Management: the Evolution of CX in Financial Services (AU virtual event)
Real journeys
are dynamic
Where are they going?
?
Where & why are they dropping off?
?
How are they feeling?
?
What do they value?
?
Did they get there?
?
Who are they, & what’s important to them?
?
Were our strategies effective?
?
What kind of help do they need?
?
Where are they going?
?
Where & why are they dropping off?
?
How are they feeling?
?
What do they value?
?
Did they get there?
?
Who are they, & what’s important to them?
?
Were our strategies effective?
?
What kind of help do they need?
?
Where are they going?
? Did they get there?
?
1. Discover real journeys
Uncover real paths, obstacles
and goals
!
!
SOLUTION
• Real-time sentiment measurement
• Definition of stall points
• Deep insights on failure points
• Highly personalised engagements
• Dynamic interventions and nudges
to help customers reach their goals
RESULTS
• A doubling in customer conversion at
key points
• An increase in NPS compared to
peers
• An increase in CSAT and turnaround
time
Customer acquisition
Customer conversion
Customer insight
Journey optimisation &
acquisition
USE CASE : RETAIL BANKING
This leading retail bank uses inQuba to influence & change customer
behaviour, reduce NTUs in the Credit Card acquisition journey and boost card
usage.
Where are they going?
?
Where & why are they dropping off?
?
How are they feeling?
?
What do they value?
?
Did they get there?
?
Who are they, & what’s important to them?
?
Were our strategies effective?
?
What kind of help do they need?
?
How are they feeling?
?
What do they value?
?
Experiential Symbolic
Functional
Economic
Customer
2. Measure value delivery
Measure sentiment and gather feedback
in real-time
Where are they going?
?
Where & why are they dropping off?
?
How are they feeling?
?
What do they value?
?
Did they get there?
?
Who are they, & what’s important to them?
?
Were our strategies effective?
?
What kind of help do they need?
?
Where & why are they dropping off?
? Who are they, & what’s important to them?
?
Goal completion
20%
Drop-off
11%
In progress
69%
3. Goal & drop-off analysis
Better understand your clients while
they’re trying to achieve their goals
!
!
3. Goal & drop-off analysis
Better understand your clients while
they’re trying to achieve their goals
!
!
Drop-off
channel
Drop-off
duration
!
!
3. Goal & drop-off analysis
Better understand your clients while
they’re trying to achieve their goals
Drop-off
reason
Drop-off
segment
60%
27%
13%
45%
39%
16%
Customer retention
Customer insight
Customer engagement
SOLUTION
• Identification of at-risk customers
• Archetype validation through
measurement
• Engagement & treatment design
• Personalised nudges at key moments
Behaviour insight & retention
USE CASE : INVESTMENT
This international Investment & Financial Services group approached
inQuba in order to gain a deep understanding of at-risk investment
clients, which would inform strategies.
Where are they going?
?
Where & why are they dropping off?
?
How are they feeling?
?
What do they value?
?
Did they get there?
?
Who are they, & what’s important to them?
?
Were our strategies effective?
?
What kind of help do they need?
? What kind of help do they need?
?
4. Design intervention
strategies
Nudges and innovations that
encourage behaviour
! !
!
Journey Discovery
SOLUTION
• Visualisation of real journeys
• Identification of drop off points
• An ability to nudge customers towards
their goals
• Real-time customer education
• Behaviour insight
• ROI measurement
This digital corporate investment bank approached inQuba for assistance
with discovering real journeys and minimising onboarding dormancy in
their Forex & Trading online service and App.
Customer engagement
Journey optimisation
Customer Lifetime Value
USE CASE : CORPORATE INVESTMENT BANKING
Where are they going?
?
Where & why are they dropping off?
?
How are they feeling?
?
What do they value?
?
Did they get there?
?
Who are they, & what’s important to them?
?
Were our strategies effective?
?
What kind of help do they need?
? Were our strategies effective?
?
5. Review & optimise
Review the impact of strategies &
fine-tune further
71% 86%
30% 26% 41%
65%
Conversion
test
Conversion
control
If we are going to really understand our
customers, we need to be able to
dynamically model, anticipate &
influence their behaviour.
In conclusion
Let’s keep talking
Let’s
chat
1
.
Complimentary Journey
Accelerator workshop
2
.
info@inquba.com
Subject: Chat
info@inquba.com
Subject: Workshop
Schedule your 2-hour interactive,
virtual workshop
What we’ll do What you’ll get
• Map your customer journey
• Define customer profiles
• Identify nudge opportunities
• Identify data requirements
• Quantify the ROI
• Accelerator Pack to start your
Journey trial
• High level Journey Design
• All outputs documented
• Journey ROI Modeler

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From Journey Mapping to Journey Management: the Evolution of CX in Financial Services (AU virtual event)

  • 2. Similarly… • Markets are dynamic & organic • Customers & markets change • Customers & markets influence each other The classic research on how flocking birds move in unison comes from zoologist Wayne Potts, who published in the journal Nature in 1984. His work showed that bird in flocks don’t just follow a leader, or their neighbors. Instead, they anticipate sudden changes in the flock’s direction of motion. i
  • 5. Where are they going? ? Where & why are they dropping off? ? How are they feeling? ? What do they value? ? Did they get there? ? Who are they, & what’s important to them? ? Were our strategies effective? ? What kind of help do they need? ?
  • 6. Where are they going? ? Where & why are they dropping off? ? How are they feeling? ? What do they value? ? Did they get there? ? Who are they, & what’s important to them? ? Were our strategies effective? ? What kind of help do they need? ? Where are they going? ? Did they get there? ?
  • 7. 1. Discover real journeys Uncover real paths, obstacles and goals ! !
  • 8. SOLUTION • Real-time sentiment measurement • Definition of stall points • Deep insights on failure points • Highly personalised engagements • Dynamic interventions and nudges to help customers reach their goals RESULTS • A doubling in customer conversion at key points • An increase in NPS compared to peers • An increase in CSAT and turnaround time Customer acquisition Customer conversion Customer insight Journey optimisation & acquisition USE CASE : RETAIL BANKING This leading retail bank uses inQuba to influence & change customer behaviour, reduce NTUs in the Credit Card acquisition journey and boost card usage.
  • 9. Where are they going? ? Where & why are they dropping off? ? How are they feeling? ? What do they value? ? Did they get there? ? Who are they, & what’s important to them? ? Were our strategies effective? ? What kind of help do they need? ? How are they feeling? ? What do they value? ?
  • 10. Experiential Symbolic Functional Economic Customer 2. Measure value delivery Measure sentiment and gather feedback in real-time
  • 11. Where are they going? ? Where & why are they dropping off? ? How are they feeling? ? What do they value? ? Did they get there? ? Who are they, & what’s important to them? ? Were our strategies effective? ? What kind of help do they need? ? Where & why are they dropping off? ? Who are they, & what’s important to them? ?
  • 12. Goal completion 20% Drop-off 11% In progress 69% 3. Goal & drop-off analysis Better understand your clients while they’re trying to achieve their goals ! !
  • 13. 3. Goal & drop-off analysis Better understand your clients while they’re trying to achieve their goals ! ! Drop-off channel Drop-off duration
  • 14. ! ! 3. Goal & drop-off analysis Better understand your clients while they’re trying to achieve their goals Drop-off reason Drop-off segment 60% 27% 13% 45% 39% 16%
  • 15. Customer retention Customer insight Customer engagement SOLUTION • Identification of at-risk customers • Archetype validation through measurement • Engagement & treatment design • Personalised nudges at key moments Behaviour insight & retention USE CASE : INVESTMENT This international Investment & Financial Services group approached inQuba in order to gain a deep understanding of at-risk investment clients, which would inform strategies.
  • 16. Where are they going? ? Where & why are they dropping off? ? How are they feeling? ? What do they value? ? Did they get there? ? Who are they, & what’s important to them? ? Were our strategies effective? ? What kind of help do they need? ? What kind of help do they need? ?
  • 17. 4. Design intervention strategies Nudges and innovations that encourage behaviour ! ! !
  • 18. Journey Discovery SOLUTION • Visualisation of real journeys • Identification of drop off points • An ability to nudge customers towards their goals • Real-time customer education • Behaviour insight • ROI measurement This digital corporate investment bank approached inQuba for assistance with discovering real journeys and minimising onboarding dormancy in their Forex & Trading online service and App. Customer engagement Journey optimisation Customer Lifetime Value USE CASE : CORPORATE INVESTMENT BANKING
  • 19. Where are they going? ? Where & why are they dropping off? ? How are they feeling? ? What do they value? ? Did they get there? ? Who are they, & what’s important to them? ? Were our strategies effective? ? What kind of help do they need? ? Were our strategies effective? ?
  • 20. 5. Review & optimise Review the impact of strategies & fine-tune further 71% 86% 30% 26% 41% 65% Conversion test Conversion control
  • 21. If we are going to really understand our customers, we need to be able to dynamically model, anticipate & influence their behaviour. In conclusion
  • 22. Let’s keep talking Let’s chat 1 . Complimentary Journey Accelerator workshop 2 . info@inquba.com Subject: Chat info@inquba.com Subject: Workshop Schedule your 2-hour interactive, virtual workshop What we’ll do What you’ll get • Map your customer journey • Define customer profiles • Identify nudge opportunities • Identify data requirements • Quantify the ROI • Accelerator Pack to start your Journey trial • High level Journey Design • All outputs documented • Journey ROI Modeler

Editor's Notes

  1. MR thoughts: What’s the shape at a point in time, and is it changing? Customers operate within a market – customers and market change – remote, digital, customer mindset – birds are made up of cohorts – customers and the market influence each other.
  2. Flock transforms into Sankey silhouette. Real journeys are dynamic, and change
  3. Paths shown to change, paths are dynamic
  4. Sankey transformation into relatable visualisation. RD: ORIENTATE PEOPLE ON THE SANKEY BRIEFLY. HAS BEEN DESCRIBED AS SCARY. All the questions we want to answer in the presentation. We return here for each step.
  5. Step 1 questions
  6. We discover the real journeys, including obstacles and goals (rather than the conceptual journeys we map out) RD: CASE STUDY FOLLOWS, ABOUT FINDING AN OBSTACLE AND ADDRESSING IT
  7. FNB USE CASE
  8. Step 2 questions
  9. RD: INJECT ANALOGY STORY – LOOKING FOR A CAR? – IT’S NOT JUST ONE THING THAT’S IMPORTANT, BUT MULTIPLE
  10. Step 3 questions
  11. Firstly, optimal vs. sub-optimal paths. Secondly, a high level view of success across the journey RD: INJECT THIS NARRATIVE: WE’RE TRYING TO HELP PEOPLE INTO SHORT CUTS
  12. Thirdly, drop-off channel analysis. Fourthly, drop-off duration analysis RD: TO MAKE RELATABLE – “YOU CAN IMAGINE FOR YOUR BUSINESS THE CHANNELS AND DURATIONS THAT WOULD BE APPLICABLE…”
  13. Fifthly, drop-off reason analysis. Sixthly, drop-off segment analysis RD: DRAW UPON THE CAR PURCHASE METAPHOR HERE AGAIN – REASONS FOR DECISION RD: USE CASE SLIDE TO FOLLOW – USING CUSTOMER INSIGHT
  14. OM USE CASE
  15. Step 4 questions
  16. Different types of nudges and interventions at different spots. Mention all types and strategies. RD: “SOMETIMES DATA CAN SUGGEST COUNTER-INTUITIVE METHODS AND GET GREAT RESULTS. SOMETIMES THE VALUE BEING MISSED CAN BE COUNTER-INTUITIVE, WHICH IS WHY WE NEED TO WORK THE DATA…” RD: USE CASE SLIDE TO FOLLOW – INTERVENTIONS THAT CHANGE BEHAVIOUR
  17. THYME / SHIFT USE CASE
  18. Step 5 questions
  19. Success review, test vs. control on conversion RD: “THESE RESULTS WILL PROVIDE YOU WITH THE AMMO YOU NEED INTERNALLY FOR THE BUDGET YOU DESERVE..”
  20. MR thoughts: What’s the shape at a point in time, and is it changing? Customers operate within a market – customers and market change – remote, digital, customer mindset – birds are made up of cohorts – customers and the market influence each other.