Mapping Client Journey

Istanbul, Turkey 2013

Family History Journey Map – Ancestry DNA Mapping

Client Journey Mapping

What is it?

When we can you use it?

How we can you use it?

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Source: Erik Roscam Abbing, zilver innovation

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Objectives for Client Journey Mapping

• Understand how customers experience each stage• Explore how brand values can be brought to life in each

stage• See how different customer go through each stage• Understand what objectives and tasks customers have in

each stage

to scout for innovation opportunities in each stage• Increase design effect in each stage• Focus the dialogue with customer in each stage

etc…

Simple Client Journey

Visit

FINCA

Meets LO

Fill out loan

application form

Client completes

repayment

Client applies for a

second loan Client get

loan

Managing Client Journey-Touch Points

What exactly do we map?

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Process

Touch point

1. Primary Staff Contact2. Secondary Staff Contact3. Physical Evidence4. Primary Business Process Owner5. Secondary Business Process Owner6. Type7. Location8. Duration & Frequency

9. The Desired Outcome "Customer Feeling" at This Touch Point

10. Basic Service Delivery Standards

11. Customer Service Standard Differentiators

12. KPI

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Process Loan Application

Touch point Filling of Loan Application Forms

1. Primary Staff Contact Loan Officer

2. Secondary Staff Contact Customer Service Representative

3. Physical Evidence Branded Loan Application Form

4. Primary Process Owner COO

5. Secondary Process Owner IT

6. Type Direct staff Contact

7. Location Branch Office

8. Duration & Frequency 15min - 30min; frequency is ongoing

9. The Desired Outcome & "Customer Feeling"

Not cumbersome process, assisted, supported, dealing with a responsible and professional institution

10. Basic Service Delivery Standards

>> Application forms are in local language and easy to understood for clients.>> No other client forms or documents should be kept on top of the desk.>> Loan officer should clearly explain loan eligibility and criteria.>> Completing the application form should not be easy and not time consuming>> All clients read and understand on the application form before signing.>> Provide written contact information of LO for further contact.

11. Customer Service Standard Differentiators

>> Offer client water or coffee, tea and cookies.>> Guide / support the client in filling the application form.>> Offer to photocopy documents for the client>> If some documents are still missing, schedule follow-up appointment.>> Ask client their most convenient date and time for business analysis

12. KPI>> Percentage of potential clients who complete loan applications>> Time from first formal contact to approval

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10 - Disbursement

Touch point Client Receives their loan at FINCA Teller

1. Primary Staff Contact Teller/ Cashier2. Secondary Staff Contact None3. Physical Evidence Queue management system, branded withdrawal form/receipt, pen4. Primary Business Process Owner Chief accountant

5. Secondary Business Process Owner IT Manager

6. Type Direct staff Contact7. Location Branch office8. Duration & Frequency Up to 5 minutes, once per loan cycle9. The Desired Outcome & "Customer Feeling"  Quick, professional, familiar

10. Basic Service Delivery Standards

>> Greet client by name, smile, offer quick service but don’t rush them. >> Remind clients to count the money before leaving the counter.>> The counting machine should always be visible to the client.>> Serve clients according to the “First Come, First Serve.” principle. Never serve clients out of the queue>> Always provide a written receipt and ensure client leaves with it

11. Customer Service Standard Differentiators

>>Speak to the client in his/her local language.>> End the transaction by thanking the client and wishing them all the best with their business.

12. KPI >> Queuing time to get served

Other Touch Points

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SMS

Messaging

Non-routine

Loan Officer

Communications

Internal Audit & Control Visits

Branch

Visits

Cash Desk

Transactions

Direct

Mailings

Surveys Help Line Complaint Response

Loan

CollectionsWebsite Community Events

STANDARDS

TOOLS

TRAINING

How do you do it?

By trying it…

Group Exercise Task: Touch point

Group 1: Client visit branch to get information's about loan

Groups 2: Client meet Loan Officer for more information about products

Groups 3: Visit to client business during loan assessment

Groups 4: Client informed about partially rejection of credit committee decision

Groups 5: Client receive a loan in the branch

Groups 6: Client make loan repayment in the branch

Groups 7: Handling client complaint by phone

Groups 8: Client visit by internal control

Groups 9: Client visit by internal audit

Groups 10: Client apply for second loan

Identify the processes

What are the basic service

What are differentiators

bE cReAtiVe We'll be back in 10 minutes

How can use client journey map

Prioritize opportunities based on customer and company value

Identify opportunities to make moments of magic

Taking action on the insight

Training

Policy and procedures

Communication materials

Sustaining the learnings over time

Thank you