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Innovation

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Customer Journey and Business Process ManagementFrom the customer’s perspective

Phil Winters

Symbio Innovation Day

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Innovation

DayCustomer Oriented

2

Let’s just say that all organisations are customer oriented…

Target Sell Deliver Support

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Innovation

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Target Sell Deliver Support

Customer Oriented…and all are trying hard to get the mix right…

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CUSTOMER JOURNEY Mapping

New

Channels

Social

Media Mobile

CRM

Marketing

Automation

Data

Warehouse

Business

Process

Management

CUSTOMER EXPERIENCE

NEUROMARKETING

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Innovation

Day“Customer Oriented”

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Lead Opportunity Contract SLA

Sales Contracts

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Symbio

Innovation

DayUnderstand the Customer Perspective

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Innovation

DayCustomers Don’t Just Buy for Utility!

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CONVENIENT

Fast

Accessible

Physically

Compatible

Pleasant for

the Senses

ECONOMICAL

Usage

Price

Efficient

SAFE

Durable

PRESTIGE

Impress

Fulfills a Role

Gain / Save

Face

IDENTITY

Belong

Traditional

Non-Traditional

PLEASURE

Affectionate

Fun

SENTIMENT

Memorable

SPIRITUAL

Moral

Sacred

Lucky

80%

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Innovation

DayThe Customer Perspective

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Decision Cycle, Stages and Touchpoints

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Symbio

Innovation

DayWhy is this so important?The number of Touchpoints is exploding….

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Symbio

Innovation

Day… and customer behavior is changing rapidly

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Symbio

Innovation

DayCustomer Perspective: Consumer

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Innovation

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Customer Task

Owner 1

Customer Task

Owner 2

Customer Task

Owner 3

Customer Task

Owner 4

Customer Task

Owner 5

Customer Perspective: BtoB

Needs Keep Informed

Define Requir-ements

Options Evaluate Test Negotiate Purchase Implement Use RememberKeep

Informed

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Symbio

Innovation

DayCustomer Perspective: BtoB

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Innovation

Day+3400 Involved: Customer Journeys Mapping

EMEA

LATAM

NA

APAC

Continent

IT

Marketing

Ops

Sales

Services

Function

Industry

BtoB

BtoC

Customer Type

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Innovation

DayCustomer IMPACT Agenda

• Defining the customer perspective

• Customer Journey Mapping

• Customer experience

• Identifying new touchpoints

• Using new customer insight

• Give to get: information strategies

• Social media, Mobile

• The Human Touchpoint: Sales cycle transformation

• Touchpoint choreography

• Customer delight

• Leveraging the Customer Perspective: Business Process management

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Applicable to many of today’s hot topics

English

Deutsch

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• Extensive decision making

• High price, not often, “important” needs, more research, more options, takes longer

• Limited decision making

• Not as “important”, occasional but not high price, small amount of research, shouldn’t take long

• Routine decision

• Low price, often, needs not consciously assessed, no research, “always the same”

• Impulse decision

• Spontaneous, usually but not necessarily low price, not often, no research

When to use Customer Journey Mapping: BtoC

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Customer Journey Mapping: Btob?

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• “60% of the decision steps for complex BtoB decisions are today made WITHOUT the involvement of a vendor sales person…..”

• “…however, the key touchpoint that makes a difference at the right time is the personal contact”

1500 Organizations, CEB, 2014

ALWAYS

COPYRIGHT © 2019 BY PHIL WINTERS. ALL RIGHTS PROTECTED AND RESERVED

Symbio

Innovation

Day

Customer Journey and Business Process ManagementFrom the customer’s perspective

Phil Winters

Symbio Innovation Day

COPYRIGHT © 2019 BY PHIL WINTERS. ALL RIGHTS PROTECTED AND RESERVED

Symbio

Innovation

DayCreate a Customer Journey: Wisdom of the Crowd !

• Consumer (BtoC)

• Service (BtoB)

• Product (BtoB)

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BtoB

Needs Keep Informed

Define Requir-ements

Options Evaluate Test Negotiate Purchase Implement Use Remember

Needs Research Options Take a Decision

Approach Purchase Receive/Install Use Remember

Apply the Customer Journey to the Business

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Business focus determines the journey mapping focus areas

BtoC

• Retention

• Win-back

• Deliver on time

• Upsell/cross-sell

• Meet SLAs

• Case load

• Target segments

• Find new business leads

• Lead conversion

• Velocity

• Marketing/sales handoff

• Sales

• Closing

• Professional services

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Innovation

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Customer Journey 2-day Workshop

Approach

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Define

Customer Journey

From the Customer Perspective

Identify Stakehoders

& Milestones

Prioritize relevant

Touchpoints

Focus on a Business Topic

and prioritize Moments of Truth

Define Touchpoint Choreography

for each Moment of TruthTransfer Requirements into

Business Process RoadmapMeasure Effect

from the Customer Perspective

Apply to the Business

Define Perspective

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Innovation

DayOur Contribution – BPM&O and CIAgenda

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Define/refine

Customer Journey

Dock Customer Journey

On Business Processes

Strategically align

Processes with

the Customer Perspective

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Innovation

DayNext Steps

• Resources (and books) www.ciagenda.com

• White Paper Customer Perspective and Business Processes (auf Deutsch)https://bpm-expo.com/wp-content/uploads/2019/05/White_Paper_Customer_Journey_Prozessmanagment.pdf

• Customer Journey Certification (auf Deutsch)https://bpm-akademie.de/seminar/customer-impact-zertifizierung/

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Fabian Schwarz

fs@bpmo.de

Phil Winters

phil.winters@ciagenda.com

Sven Schnägelberger

E-Mail: sc@bpmo.de