customer journey and business process management€¦ · customer journey 2-day workshop approach...
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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
DayCustomer Oriented
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Let’s just say that all organisations are customer oriented…
Target Sell Deliver Support
COPYRIGHT © 2019 BY PHIL WINTERS. ALL RIGHTS PROTECTED AND RESERVED
Symbio
Innovation
Day
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
COPYRIGHT © 2019 BY PHIL WINTERS. ALL RIGHTS PROTECTED AND RESERVED
Symbio
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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Symbio
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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Symbio
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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COPYRIGHT © 2019 BY PHIL WINTERS. ALL RIGHTS PROTECTED AND RESERVED
Symbio
Innovation
Day… and customer behavior is changing rapidly
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Symbio
Innovation
DayCustomer Perspective: Consumer
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Innovation
Day
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
COPYRIGHT © 2019 BY PHIL WINTERS. ALL RIGHTS PROTECTED AND RESERVED
Symbio
Innovation
DayCustomer Perspective: BtoB
COPYRIGHT © 2019 BY PHIL WINTERS. ALL RIGHTS PROTECTED AND RESERVED
Symbio
Innovation
Day+3400 Involved: Customer Journeys Mapping
EMEA
LATAM
NA
APAC
Continent
IT
Marketing
Ops
Sales
Services
Function
Industry
BtoB
BtoC
Customer Type
COPYRIGHT © 2019 BY PHIL WINTERS. ALL RIGHTS PROTECTED AND RESERVED
Symbio
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
COPYRIGHT © 2019 BY PHIL WINTERS. ALL RIGHTS PROTECTED AND RESERVED
Symbio
Innovation
Day
• 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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COPYRIGHT © 2019 BY PHIL WINTERS. ALL RIGHTS PROTECTED AND RESERVED
Symbio
Innovation
Day
COPYRIGHT © 2019 BY PHIL WINTERS. ALL RIGHTS PROTECTED AND RESERVED
Symbio
Innovation
Day
COPYRIGHT © 2019 BY PHIL WINTERS. ALL RIGHTS PROTECTED AND RESERVED
Symbio
Innovation
Day
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
COPYRIGHT © 2019 BY PHIL WINTERS. ALL RIGHTS PROTECTED AND RESERVED
Symbio
Innovation
Day
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
COPYRIGHT © 2019 BY PHIL WINTERS. ALL RIGHTS PROTECTED AND RESERVED
Symbio
Innovation
Day
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Symbio
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
COPYRIGHT © 2019 BY PHIL WINTERS. ALL RIGHTS PROTECTED AND RESERVED
Symbio
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
Phil Winters
Sven Schnägelberger
E-Mail: [email protected]