This was a presentation made at Gartner Symposium / ITxpo 2017 in Orlando and is - mainly - about three topics: Service Industry, Customer Journey and Process Mining, and their impact in most industries such as Telecommunications, Financial, Utilities / Energy, Retail, among others.

1. PROCESS MINING Empowering
CUSTOMER JOURNEY Analytics
in the SERVICE INDUSTRY

2. Hi! I’m Kleber Stroeh
 CTO and co-founder of Icaro Tech
 Co-founder of Inova Venture Partners
 MsC in Computer Science (applied Machine Learning)
 Computer Engineer
 20+ years of experience in IT applied to the Service
Industry (Telco, Finance, Retail, Utilities)
 Proud husband and father
 Amateur guitar player

3. Where has
that customer
GONE?

4. CUSTOMERS HAVE
C H A N G E D
IMPATIENCE
EMPOWERED
FAST
FRICTIONLESS
- Lisa Gevelber
VP Marketing, Google

5. IMPATIENCE
EMPOWERED
FAST
FRICTIONLESS
MORE INFORMED
MORE CONSUMER, LESS BUYER
MULTI-CHANNEL
PROFILING THE
N E W C U S T O M E R

6. A relationship based on
B R I E F I N T E R A C T I O N S
 Customers own their journeys
 Customers “apparate” briefly on different channels
 To track them down:
 You gotta learn their behavior
 You gotta predict and identify those brief Business Moments

7. A B U S I N E S S M O M E N T
is a transient opportunity where
people, data, business and things
work together dynamically to
create value
According To Gartner…

8. Every Road Leads To Process Mining
PROCESS
MINING

9. Business
Process
Modeling &
Analysis
Data
Mining
Process Mining

10. Internet of Events
“Big Data"
Internet of
Content
“Cloud"
Internet of
Things
“Mobility"
Internet of
Locations
Internet of
People
“Social"

11. Mapping events into processes
Three fields: That’s all you need
Identification
of process
(customer /
customer
journey)
Activity,
operation,
system,
function,
customer
Point in
time

12. Mapping events into processes
Three fields: That’s all you need

13. Mapping events into processes
Three fields: That’s all you need for a graphical representation

14. Mapping events into processes
With some additional fields one can perform advanced
analytics on the data as well

15. Applications of Process Mining
Improve
Processes
Optimize
Resources
Identify
Exceptions
Identify
Emerging Event
Patterns
Trace
Cases /
Collaborations
Trace
Decisions /
Actions

16. P R O C E S S M I N I N G
Example 1: Undesired process ending

22. P R O C E S S M I N I N G
Example 2: What is slowing down my process?

27. P R O C E S S M I N I N G
Example 3: Rework

28. Retrabalho

31. C U S T O M E R J O U R N E Y
From Process Mining to

32. Archetypal Customer Journey
Awareness of product or brand
Orientation
Planning or shopping
Purchase or booking
Delivery
Consume
Post-sales
- Based on Wil van der Aalst

33. Connect data from
different sources
through customer
identifiers.
Connecting
Identify and collect
data from multiple
channels.
Gathering
Study journeys, get
behavioral insights,
identify bottlenecks
and high friction zones.
Visualizing
Real time
recommendations,
tune offering.
Acting
Data Info Results
Customer Journey Analytics
- Based on Gartner

34. C U S T O M E R J O U R N E Y
From Process Mining to
Example 1: Customer Retention

37. From Process Mining to
Example 2: Building Customer Loyalty
C U S T O M E R J O U R N E Y

42. F I N A L T H O U G H T S

43. What does the future hold?
 Chatbots powered by Predictive Models and Cognitive Computing
 Responsive channels that are sensitive to behavior
 Integration of Process Mining, BPM, BAM and CRM through web
services
F I N A L T H O U G H T S

44. Key Takeaways
 This is a new era: Internet of Events
 Events rule Customer Journeys
 Process Mining makes sense of Events
 Learning about customer journeys helps improve behavior
understanding and identify business moments
 Business moments foster conversions – increasing sales – and
build customer loyalty
F I N A L T H O U G H T S

45. References
1. Process Mining - Data Science in Action - van der Aalst, Wil M.P. - Springer-Verlag
2. Use Business Moments to Shape your Digital Business Ambition - Schreibenreif, Don -
Gartner
3. Micro-moments Now: Why expectations for 'right now' are on the rise - Gevelber, Lisa -
Google
4. Automated Business Process Discovery Improves BPM Outcomes - Kerremans, Marc -
Gartner
5. Connecting Process to Customer: Take the Customer Journey - Robertson, Bruce - Gartner
F I N A L T H O U G H T S

46. Enabling Digital Transformation
Through Intelligent Operations

47. 20+ years in business
Projects in 20+ countries
Offices in the US, Australia, Brazil,
Indonesia, Ireland, Malaysia, New
Zealand and Singapore
200+ employees combined workforce
Strategic partners:
Icaro Tech at a Glance

48. Areas We Can Help
Intelligent Operations
Digital Transformation
Cognitive
Customer Services
Process Mining Chatbots, Apps & Portals
IT, Network & Field Operations
ITSM
Automation
DevOps
Optimization
Analytics

49. Wanna know more?
Visit us @Brazil IT+ booth 321
Check our website: www.icarotech.com
Drop me an email: kleber.stroeh@icarotech.com

50. icarotech.com
Thank You!
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