凯捷咨询为英国石油大数据客户忠诚度及客户全流程体验项目交付材料之三_3. customer experience design

February2011CustomerExperienceDesignCustomerExperienceFutureStateandCapabilityRequirements ObjectiveofthedocumentObjectivesofthisdocumentaretoDescribethefuturestateoftheCustomerExperiencefromanoverallMSSperspective(Marketing,TS,CS,AR):CustomerneedsandwantsBenefitsandconcernswithregardstothecurrentjourneysFutureStateoftheCustomerExperienceHighlightthecapabilitiesrequiredtoreachthefuturestateintermsof:PeopleProcessTechnology TableofContentsContextandMethodologyCustomerjourneyinthecontextofCapgemini’sCustomerExperienceTransformationApproachtoidentifyingthecustomerjourneyCustomerjourneysCustomerneedsandwants(middlesteps)BenefitsandconcernswithregardstothecurrentjourneysTheFutureStateoftheCustomerExperienceCapabilityRequirements ContextandMethodology Acustomerjourneyisadetailedviewofthecustomersneeds,spanningalltouchpoints,toidentifyopportunitiestoimprovetheCEXCustomerinsightMeasurementCustomerSegmentationCustomerjourneyPositioningRoadmapPrioritisationPurposeofCustomerjourneyTounderstandcustomerneedsinarationalandcomprehensivewayinclusiveofcustomer’sperceptionswhileinteractingwiththecompanyTocreatean“outside-in”approach,whichhelpstofocusontheperceptionofthecustomerandtoaligntheorganisationindeliveringarelevantpropositionWhyshouldBPperformthisstep?TounderstandhowthecustomerlooksattheorganisationinordertodelivercustomerexperienceenhancementsTocreateastrategicframeworkwhichhighlightskeycustomerexperiencesinordertoprioritisetheinitiativesTohelpbreakdownorganisationalsilosToidentifygapswithintheoperationalmodel,aswellasinitiativesthataddlimitedvaluetothecustomerTohelporganisationsunderstandhow“thethingswedo”affectcustomersToofferinsightaroundtheconceptofneedfulfilment–i.e.whoownstheexperienceandwhodeliversitFocusingonthecustomerjourneymeansadoptingacustomercentricapproachtorelationshipmanagement 11journeyswereidentifiedfortheBPPluscardcustomersfromawarenesstoquitChooseBPApplicationandaccountvalidationQueryandissuesEmergencyAccountandfleetmanagementPaymentQuitBPComplaintCommunicationandOffersCardholdersuseOnBPNetworkRe-evaluationCSWWPoSWCSARTSWCSCSWCSTSWCSWTSCJ1CJ2CJ3CJ4CJ5CJ6CJ8CJ9CJ7CJ10CJ11TSDICARCTSMTSCSTSCSARAccountReceivableDIDataIntegrityCCreditPoSPointofSaleWWebCSTSCustomerServiceTelesalesMMarketingCSCardholdersuseofBPNetworkPoSCJ3aPoSPoSDIARARPoSWARARUsePreSaleAdvertising/ResearchApply&WelcomeCustomerservicePayReevaluateMaintainExit ...BPalsoidentifiedthedesiredfuturepositioningas“dominateonproductanddifferentiateonservice”Brand/EmotionServicePriceProductNetworkDominateEmotion/BrandServicePriceProductNetworkDifferentiateBPCurrentState-CustomerspointofviewBPdesiredFutureStateTheenhancementoftheCustomerExperiencewillenableatransitionfromadifferentiationbasedontheNetworktoadifferentiationbasedonservice ThefuturestateofeachCustomerJourneywasdesignedbyidentifyingthe“middlesteps”thattakefromtheneedallthewaytoitsfulfilment...MiddlestepsFutureState:“Inthefuture,customerswill...”Benefitsandconcernsofthecurrentstate ...thecapabilitiesrequiredforfuturestatewerealsoidentifiedCapabilityrequirements CustomerJourneysCustomerneedsandwants(middlesteps)BenefitsandConcernsofthecurrentjourneyFutureStateCustomerExperienceCapabilityRequirements ChooseBP–MiddleStepsIwanttoconsolidatemyfuelpurchase...IknowwhatIwanttobuyIhavebeenmadeawarethatBPcouldmeet/exceedmyneedsIneedtofindoutmoreinawaythat’seasyformeIknowwhatyoucandoformeIneedafuelcardserviceandIhaveachoiceofprovidersIknowwhatIwouldliketobuyCSPoSCJ1ChooseBPClearandrelevantinformationonthewebsiteRelevantmarketingmaterialGoodcustomerserviceAclearBPPluscardofferforthecustomerHowtotrack/followtheprospectswhoarecallingforinformationontheprogram?HowtoimprovetheinformationdeliveredbythePoS?Howtocreateadistinctiveofferfromourcompetitors?HowtohighlightthebenefitsofofferstoSMEs?Iwanttoconsolidatemyfuelpurchase Customer“Iwants”IwanttoconsolidatemyfuelpurchaseIneedafuelcardserviceandIhaveachoiceofprovidersIhavebeenmadeawarethatBPcouldmeet/exceedmyneedsIneedtofindoutmoreinawaythat’seasyformeIknowwhatyoucandoformeIknowwhatIwouldliketobuyBPchannelsinvolvedFutureStateDescriptionInthefuture,whencustomerswantafuelcardservice,theywill:HearabouttheprogramthroughtheBPwebsite,leafletsintheshop,referrals,andads(e.g.magazines,websites,andbanners)Findoutinformationthroughstaffwhoareknowledgeableontheprogramandwhocandelivertherightinformation:CS/TS/PoSReceiveconsistentinformationacrossallchannels(e.g.terminologyandbenefits)Understandthebenefitsoftheofferdependingontheirbusiness(e.g.SME,Elite,Commercial)BeeffectivelymanagedbyBPduringtheentireresearchlifecyclestage(e.g.prospectstrackingandfollowup)ChooseBP–CEXFutureStateandCapabilityRequirementsCJ1CSPoSPeopleandProcessEnablersMarketing:NewOffers:offersandstrategiesthatdifferentiateBPfromcompetitorsMarketingmaterials(external):tailoredmarketingmessagingwithbenefitsexplainedforeachsegment(Commercial,Elite,SMEs).e.g.:dedicatedleafletpersegmentonecommonleafletwithsectionsdedicatedtodifferentsegmentsMarketingMaterials(internal):“cheatcard”forPoSstaffcontainingkeyinformationabout:theoffersandrelativebenefits(tosupportconversationwithprospectcustomers)operationalsupport(e.g.:stepbystepwalkthroughtheinternalprocessestoguaranteeconsistencyofexperienceforthecustomers)Advertising:BPCardPlusprogramadvertisedonmedia(e.g.magazines,websites,andbanners)thatbestmaximiseimpactforeachsegmentProcess:ReferralprocessdefinedandimplementedLeadsandopportunitiestrackingprocessdefinedandimplementedConsistentMessageacrosschannels(languageandterminology)People:KnowledgeablePOSstaff:PoSstaff(training)andextendedmerchantstaff(communication)informedandupdatedonavailableoffersKnowledgeableCSstaff:CSstafftrainedtodiscussrelevantoffersbycustomersegmentTechnology&KPITechnology:Website:exhaustiveinformationonBPPlusCardprogram,withinformationrelevantforeachsegmentKPI:measurestotrackthereferralandleadsprocesses(e.g.enquiriesconversion) ApplicationandAccountValidation–MiddleStepsIwanttoapplyforBPPlus…MyaccountisactivatedandIhavereceivedthecard(s)IneedtohaveeasyaccesstosupportifIneedit/IknowwhoIcancontactifIneedsupportIneedtobeinformedontheprogressofmyapplicationMyaccountisactivatedandIhavereceivedthecardsIwanttoapplyforBPPlusIneedtounderstandthenextstepsIshouldtakeIneedtoordermycardsIneedBPstafftobeawareoftheprogressofmyapplicationwithouttheneedtorepeatitCJ2WPoSTSDICCSApplyandWelcomeMulti-channelapplication(onlineandpaper)GoodtelesalesresourcesCorrectandrelevantinformationintheCRMsystemthatiseffectivelyusedbyCS&TSteamstogetintouchwithcustomerwhenrequired(e.g.ifthecustomerisnotorderinganycards)Quickdeliveryoforderedcards(24/48h)Howtomaketheapplicationprocessfullyonline(withouttheneedtoprintandsendbymail)?Howtosimplifyandclarifytheprocessandthenextstepsforthecustomer?Howtoprovidegreatervisibilityontheprogressoftheapplicationtocustomers?Howtosimplifytheaccountapprovalprocess(i.e.signatures)?Howtoimprovetheprocesstomakeitlessmanualandresourceintensive?Howtotracktheendtoendprocess?Howtoprovidearelevantandcompletecommunication/welcomepack?Howtomaketheapplicationformmoreuser-friendly?Ineedtobeawareoftheapprovalofmyaccountandoffercriteria(e.g.creditlimit)Ineedmyapplicationtobevalidatedinareasonabletime Customer“Iwants”IwanttoapplyforBPPlusIneedtounderstandthenextstepsIshouldtakeIneedtobeinformedontheprogressofmyapplicationIneedtohaveeasyaccesstosupportifIneedit/IknowwhoIcancontactifIneedsupportIneedBPstafftobeawareoftheprogressofmyapplicationwithouttheneedtorepeatitIneedmyapplicationtobevalidatedwithinareasonabletimeframeIneedtobeawareoftheapprovalofmyaccountandoffercriteria(e.g.creditlimits)IneedtoordermycardsMyaccountisactivatedandIhavereceivedthecard(s)BPchannelsinvolvedFutureStateDescriptionInthefuture,whencustomersjointheBPProgram,theywill:Beabletoapplythroughmultiplechannels,includingafullyonlineapplication(“tickabox”),orhardcopyapplicationUnderstandclearlytheprocessandthenextstepsrequiredtojoinExperienceagoodtelesalesserviceandarapidapplicationprocessReceivefromtelesales,updatesandinformationontheprogressoftheapplication(emails/calls),includingupdatesonaccountvalidation,accountinformation,cardsordered,andcardssentReceiveawelcomepackcontaininganotificationofserviceactivationwithdetails,logonforBPPlusonline,andausermanualtoexplainhowtomanagetheaccountonlineReceiveacommunicationleafletwiththecards,whichincludesinformationonthenetworkanduseofthecardWPoSTSDICCSApplicationandAccountValidation–CEXFutureStateCJ2 PeopleandProcessEnablersProcess:ApplicationandAccountValidationProcess:Externally(customerpointofview)Straightforwardapplicationprocess:Stepsoftheprocess(e.g.:navigator)Requiredvs.optionalfieldsClarityofdatarequested(e.g.“dateofsignature”insteadof“date”)InternallyAutomatedvs.ManualStreamlinedprocesses(e.g.:startaccountcreationwithoutwaitingforsignatures,issuecardsaftercreditcheck)Processesdocumentedandimplemented(e.g.:stepbystepdescriptiononwhenandhowTSshouldcontactthecustomer)People:KnowledgeableTSStaff:TSstafftrainedontheuseoftheCRMsystem(tomanageinboundandoutboundcalls)Marketing:NewMarketingMaterial1:welcomepackwhichincludesausermanualtounderstandhowtomanagetheaccountonline.Inadditionconsidertheopportunitytoaddawelcomegift(e.g.cardholder)NewMarketingMaterial2:cardinstructionleafletalsoincludinginformationsuchasBPservicestationnetwork,howtochangeaPINnumber,whattodoincaseofloss/theft,howtoregistertheprofileonlineTechnologyandKPIEnablersTechnologyApplicationForm:“tickabox”ratherthancustomersignature(involveLegal/Creditteams)UserfriendlyapplicationformWebsiteandBPPlusOnlineusermanualincludesinformationtohelpcustomersmanagetheiraccountsonlineKPI:automatictrackingoftheapplicationprocessto:ProactivelysendupdatesandinformationtothecustomerIdentifyapplicationsthatareon“stand-by”(e.g.thisapplicationhasnotprogressedinthelast10days)ApplicationandAccountValidation–CapabilityRequirementsCJ2 CardHoldersUsein/offBPNetwork–MiddleStepsIwanttousetheservice...CardholdersareusingtheirfuelcardIneedittobesimpletouseIneedtohaveeasyaccesstosupportifIneeditIamusingtheserviceforthefirsttimeIwanttousetheserviceIneedtounderstandhowtouseitCJ3PoSCardsholdersusein/offBPNetworkEasytouse/easytounderstandFAQsandrelevantinformationintheShoponthecarduseandissuesGoodCS/TSserviceHowtoimprovecommunicationonhowtochangethePIN(Itiscurrentlynotpossibleintheshopwithouthavingthepreviouspinnumber,howeverfromMarch2011theremaybethepossibilitytochangethepinonline)? Customer“Iwants”IwanttousetheserviceIneedtounderstandhowtouseitIneedittobesimpletouseIneedtohaveeasyaccesstosupportifIneeditIamusingtheserviceforthefirsttimeBPchannelsinvolvedFutureStateDescriptionInthefuture,whencustomersusethecardintheshop,theywill:BeabletoimmediatelystarttousethecardafterreceivingthePINReceivealeafletwitheachcardorderedtounderstandthegeneraluseofthecard(e.g.BPnetwork,howtouseit,whattodoincaseofloss/theft,andhowtochangeyourPIN)BeabletoquicklyidentifywherethecardisacceptedHaveaccesstoknowledgeablestaffifrequired(e.g.customerService/telesales/PoS)CJ3PoSCardholdersusein/offBPNetwork–CEXFutureStateandCapabilityRequirementsPeopleandProcessEnablersMarketing:NewMarketingMaterial:cardinstructionleaflet–SeeApplicationandAccountvalidationCustomerJourneyNewandUpdatedPOSmaterials:“BPPLUScardaccepted”stickeravailabletoPoSstaffCheatcardforPoSstaffwiththekeyinformationabouttheprogram,includingoffer,benefits,andoperationalinformation(e.g.howtochangePIN)People:KnowledgeablePOSStaff:staffinformed(viatrainingand/orcommunication)ontheprogram:e.g.:howtousethecard,whattodoincaseofemergency,cardloss,lockedout,andchangestoPINNumberTechnologyandKPIEnablersKPI:Trackingmeasureforcardorderedbutnotused QueryandIssues–MiddleStepsIneedhelptoresolveanissue/query…theissue/queryisnowresolvedinawaythatmakesmefeelvaluedIneedtoknowwhoistheappropriateBPcontactpointIwanttheissue/querytobeproactivelymanagedwithempathyIwantatimelyandconvenientresolutionIneedhelptoresolveanissue/queryTheissue/queryisnowresolvedinawaythatmakesmefeelvaluedIwanttobeawareoftheprogressofmyissue/queryWCSTSDIARCJ4QueryandIssuesQuickresolutionofissuesandqueriesClearcommunication/goodissueandquerymanagementClearcontactpoint(CScontactinfoonalltheBPPluscommunications)Howtoclarifytheprocessifafollow-upisrequired(e.g.anITreminder)?Howtoimprovetheafterhoursservice(realisedbyanexternalcompany):reviewthelevelsofserviceandpotentialafter-hoursservice(weekends)? Customer“Iwants”Ineedhelptoresolveanissue/queryIneedtoknowwhoistheappropriateBPcontactpointIwanttheissue/querytobeproactivelymanagedwithempathyIwanttobeawareoftheprogressofmyissue/queryIwantatimelyandconvenientresolutionTheissue/queryisnowresolvedinawaythatmakesmefeelvaluedBPchannelsinvolvedFutureStateDescriptionInthefuture,whencustomershaveaquery/issue,theywill:Beabletoaddressthequery/issuethroughmultiplechannelse.g.:online(FAQs,contactform)customerservice,telesales,andARKnowtheappropriatechannel/contactpointExperienceexcellentcustomerservice:Accesstoknowledgeablestaff/customerserviceTheissue/querywillbeproactivelymanagedandhandledwithempathybyBPExperienceasatisfyingafter-hourscustomerserviceReceivenotificationswhennecessaryonprogress,actionstaken,andchangestoexpectedresolutiontimeframesExperienceaquickresolutionWCSTSDIARCJ4QueryandIssues–CEXFutureStateandCapabilityRequirementsPeopleandProcessEnablersPeople:KnowledgeableCSstaff:CSstafftrainedoncorrectuseofCRMsystemforinboundandoutboundcallsProcess:QueryandIssueProcess“Follow-upprocess”definedandimplemented(e.g.anITreminder)InternalandexternalescalationprocessdefinedandimplementedEnhanced“customerqueryclosingprocess”(e.g.:clearcommunicationthatthequeryisresolved/closed)Afterhoursservice:goodlevelofservice(X%ofbusinesshoursservice)TechnologyandKPIEnablersTechnology:BPPlusOnline:onlineFAQsKPI:KPIstotracktheprogress/resolutiontimeframeCustomersatisfactionsurveyonissuesresolution Emergency–MiddleStepsIneedemergencyhelpasmycardhasbeenlockedout,lostorstolen…IamupandrunningassoonaspossibleIneedtoknowwhotocontactandhowIwanttobeassuredIwon’tbechargedforsomeoneelseusingmylost/stolencardIwanttheproblemtobeproactivelymanagedwithempathyIneedemergencyhelpasmycardhasbeenlockedout,lostorstolenIamupandrunningassoonaspossibleIneedtohaveeasyandquickaccesstoitCJ5ARWCSTSEmergencyGoodafter-hoursserviceforlost/stolencards:TimeofthecallrecordedFollowupcalltocustomersthathaveinformedBPoftheloss/theftthroughvoicemailPossibilitytocancelthecardonlineGood“closing”process(clearnotification)Howtoimprovetheafter-hoursserviceforlockedout?Howtoincreasethecustomercommunication/warningonaccountbalances/creditlimit?Howtoimprovetheguidancegiventocustomersonhowtomanagetheircreditlimitonline?Howtocommunicatetothecustomertheprocesstofollowincaseofemergency?Howtoimprovetheresolutiontimingwithinbusinesshours(e.g.paymentrecordedthroughbatch)–expectthistoberesolvedwiththenewITSystemIwantaquickresolution(un-locked) Customer“Iwants”Ineedemergencyhelpasmycardhasbeenlocked-out,lostorstolenIneedtoknowwhotocontactandhowIneedtohaveeasyandquickaccesstoitIwanttobeassuredIwon’tbechargedforsomeoneelseusingmylost/stolencardIwanttheproblemtobeproactivelymanagedwithempathyIwantaquickresolution(un-locked)IamupandrunningassoonaspossibleBPchannelsinvolvedFutureStateDescriptionInthefuture,whenacustomerhasanemergency,theywill:Knowtheappropriatechannel/contactpointforanemergencyHaveeasyandquickaccesstoitExperienceasimpleandquickprocesstoreporttheloss/theft/lockedoutcardinbusinesshoursExperienceasatisfyingprocesstoreporttheloss/theft/lockedoutinafterhoursReceiveareplacementcardwithin24/48hReceiveawarningwhentheyareclosetotheircreditlimit(e.g.byphone/SMS)CJ5Emergency–CEXFutureStateandCapabilityRequirementsARWCSTSPeopleandProcessEnablersProcess:CreditLimitpreventionprocess:“Emergencypreventionprocess”definedandimplemented(e.g.callandSMScustomersthatareclosetotheircreditlimit)AfterHoursService:goodlevelofafterhoursservicetoreportloss/theft/lockedout(X%ofbusinesshoursserviceperformance)Marketing:NewMarketingMaterial:enhancedcustomereducationprograms,e.g.:emergencyprocessforloss/theft/lockoutinwelcomepackcommunicationonhowtomanagethecreditlimitonlineonlinealertsandwarningsTechnologyandKPIEnablersTechnology:BPPlusOnline:OnlineFAQsforemergenciesKPI:measurestotrackcustomerswhoareclosetotheircreditlimit AccountandFleetManagement–MiddleStepsIneedtomanagemyaccount,usageandspend….myaccountisasIwantitIneedtounderstandhowIcanmanagemyaccountIneedtobeabletomanageitinaway/timingthatisconvenientformeIneedaccesstoclear,accurateandtimelyinformationaboutmyaccountandusageMyaccountisasIwantitIneedtomanagemyaccount,usageandspendIneedtobeawareofanychangesintheprogramthatcanaffectmyaccount/ortheaccountmanagementWCSTSARCJ6AccountandfleetmanagementAccess24h/24StandardisedofferGoodcustomercommunicationincaseofmaintenance/changesintheaccountmanagementHowtoimprovethecustomerunderstandingofhowtomanagehisaccount?Howtoaddrelevantinformationonline:Marketingmessages-Howtoimprovethecurrentprocesstosetuptargetedmessagesonline(i.e.Timeittakestosetupmessagesandenabletargetedmessagedependingonthecustomer)?ProductinformationCardstatus-“Ordered”and“Sent”statusHowtoimprovetheReportingfunctionality:Transactionreportsonline(oneemailwithtwolinks)PossibilityofcustomisationHowtomaketheapplicationuser-friendly(potentiallycouldbeimprovedwiththenewsystemGen+online)?HowtooptimisetheBPPlusapplicationonamobilephone? Customer“Iwants”Ineedtomanagemyaccount,usageandspendIneedtounderstandhowIcanmanagemyaccountIneedaccesstoclear,accurateandtimelyinformationaboutmyaccountandusageIneedtobeabletomanageitinaway/timingthatisconvenientformeandIneedtobeawareofanychangesintheprogramthatcanaffectmyaccount/ortheaccountmanagementMyaccountisasIwantitBPchannelsinvolvedFutureStateDescriptionInthefuture,whencustomersmanagetheiraccount/fleet,theywill:Receive,inthewelcomepack,auser-manualforonlineaccountmanagement,includingreporting,detailsupdate,creditlimitmanagement,cardordering.Haveaccesstoclear,accurateandtimelyinformationExperienceasimpleaccountmanagement:Userfriendlyandinstinctiveapplicationwithon-lineuser-manual/FAQs/helpPossibilitytocustomisetheaccount-reportingcustomisation(todo)andcontrolprofilescreationReceiveproactivenotificationofwebsitemaintenance/onlinefunctionalityimprovementsReceivetargetedcommunications/messagesonlineCJ6ARWCSTSAccountandFleetManagement–CEXFutureState PeopleandProcessEnablersMarketing:NewMarketingMaterial:usermanualforonlineaccountmanagementincludedinwelcomepackProcess:OnlineMessageprocess:ProcessfortargetedonlinemessagesdefinedandimplementedTechnologyandKPIEnablersTechnology:BPPlusOnline:EnhancedwebsiteusabilityOnlineusermanualSimplifiedandintuitiveuseofreportingcapability(e.g.transactionreportonlineandabilitytocreatecustomizedreports)Relevantinformationavailableonline,e.g.:productinformation,cardstatus(“Ordered”and“Sent”)onlinekeyactivityoftheaccount(e.g.cardordering,lastreporting)BPplusmobileapplicationWebsite:dedicatedBPPluspageincluding:PDFortutorialvideoonhowtousetheaccountmanagementfunctionalityEmailtocustomersserviceCardholdersregistrationCJ6AccountandFleetManagement–CapabilityRequirements Payment–MiddleStepsIneedtopayformyservice…IpayformyserviceinawaythatsuitsmeIneedtopayformyserviceIneedtounderstandmypaymentoptions/IreceiveinformationonpaymentoptionsIneedtoknowwhoistheappropriateBPcontactpointforanybillingissueIpayformyservicesinawaythatsuitsmeIneedtoeasilyreviewthebilldetails(e.g.reconcileandensurecorrectcharges)IneedtoreceivedishonourednoticeifneededCJ7CARPaymentSimpleinternalpaymentprocess(i.e.paymentisalwaysonthe21st)Proactivecallwhenapaymenthasbeendishonouredwithaunclearprocesstohandleit(Process:Customercanpaywithin10workingdaysandcardsarelockedout–ifstillnotpaidafter10days,thecaseissenttothecreditteamtostartrecovery)Howtoimprovethepaymentmethodsoptionandallowpaymentoverthephonethroughcreditcard?(todayitismostlydirectdebitandcasebycasethroughEFT)Nopossibilitytoproposeflexiblebillingcycles(Businessdecision)Howtoimprovetheprocessincaseofnonpaymentonthe21st(Howtoallowthecustomertousethecardwithinthecreditlimitwithinthe10daysofpaymentextension)?Howtogivethecustomerthechoiceonthestatementreceptionchannel(online/mail)?(Note:thereistheoptionavailableforlargercompanies) Customer“Iwants”IneedtopayformyserviceIneedtoeasilyreviewthebilldetails(e.g.reconcileandensurecorrectcharges)IneedtoknowwhoistheappropriateBPcontactpointforanybillingissueIneedtounderstandmypaymentoptionsIneedtoreceivedishonourednoticeifneededIpayformyserviceinawaythatsuitsmeBPchannelsinvolvedFutureStateDescriptionInthefuture,whencustomersneedtopay,theywill:Receivethebillthroughthechanneltheyhavechosene.g.online,paperBeabletoeasilyreconcileandensurecorrectchargesFindcontactdetailsonthebillforanybillingorpaymentissuesFindtargeted/updatedinformationonthebillregardingtheaccount(e.g.yournewcardhasbeensent)Haveaccesstoknowledgeablestaffincaseofbilling/paymentissuesThebillingissuewillbeproactivelyandwithempathyhandledbyBPe.g.noneedtoremindBPemployeesoftheissue,noneedtochaseupBP,possibilitytoescalateasappropriateandwhenresolutiondoesnotsatisfyexpectationsReceivedishonourednoticeifneededandexperienceasatisfyingservicedisconnectionincaseofnonpayment(customerstillfeelsvaluedevenafterapaymentissue)HaveseveralpaymentmethodsPayment–CEXFutureStateandCapabilityRequirementsCJ7CARPeopleandProcessEnablersProcess:Paymentprocess:Statementsavailablethroughmultiplechannels(e.g.onlineplusmailoremail)Multiplepaychannelse.g.:overthephone,onlinebycreditcardorBPayPaymentstatementusedforoperational/marketingmessages(e.g.yourcardshasbeensent)People:KnowledgeableARStaff:ARteamtrainedtomanagethecustomersincaseofservicedisconnection(e.g.:customerfeelsunderstood/valued)TechnologyandKPIEnablersN/A CommunicationsandOffers–MiddleStepsIwantyoutokeepintouchinawaythatisrelevanttome…IunderstandandhaveactedontheinformationprovidedIwantyoutokeepintouchinawaythatisconvenienttomeIneedtobeawareofanychangesintheprogramthatarerelevanttomeIunderstandandhaveactedappropriatelyontheinformationprovidedIwanttoreceivecommunicationonoffersandsubjectsthatarerelevanttomeThecommunicationIreceiveisconsistentandnotconfusingCJ8WCSMPoSCommunicationsandOffersCustomerarenotcurrentlyreceivingovercommunicationHowtosendtargetedandrelevantcommunicationtocustomers:Howtoknowtheinterests/preferredtopicsofthecustomers?Howtogetthecorrectandupdateddetailsfromcustomers(contactandroleintheorganisation)?Howtoknowcustomerspreferredchannelofcontact?Howtocreatecriteria-basedcampaigns(e.g.wildbeancoffeecampaignbasedongeography)?Howtobesurethereisnolegalissueregardingsendingmarketingmessagestocustomers(includenotification“Iagreetoreceivemarketingmessage”)?Howtoprovideaconsistentmessageacrosschannels? Customer“Iwants”IwantyoutokeepintouchinawaythatisconvenienttomeIwanttoreceivecommunicationonoffersandsubjectsthatarerelevanttomeIneedtobeawareofanychangesintheprogramthatarerelevanttomeIwanttobeabletoprovidefeedbackThecommunicationIreceiveisconsistentandnotconfusingIunderstandandhaveactedappropriatelyontheinformationprovidedBPchannelsinvolvedFutureStateDescriptionInthefuture,whencustomersgetintouchwithBP,theywill:Beabletodefineandupdatedifferentprofiles(accountmanagerandcardholders)with:DetailsPreferredchannel(e.g.mail,phone,SMS)Interests/preferredtopicsReceiveproactiveandtargetedinformationlinkedtotheaccountsorpreferences,onnewoptions,newoffersExperienceamarketingmessagereinforcementwhencallingtheCustomerService(passontheMarketingmessagethecustomerhasreceived)BeabletoprovidefeedbackonlineReceiveconsistentcommunicationandinformationacrossallchannels(e.g.marketing,BPorextendedmerchantsshop,CS,TS,..)andbeabletomakethelinktotheBPBrandCommunicationsandOffers-CEXFutureStateCJ8WCSMPoS PeopleandProcessEnablersMarketing:TargetedcampaignsProactiveengagementofthecustomerswithrelevantinformation(e.g.:accountsummary,interests,newoptionsandnewoffers)Targetedcommunicationspercustomerprofile,habits,business,customerlifecycleandattritionpeak(2,3,5years),purchasehistoryandchangesinbehaviourRelevantcommunicationsrelatedtotheBPbrand(e.g.inthenewsletter)Customersdetailsupdatecampaign:campaignswithincentivestoencouragecustomerstoupdatetheirdetailsNewMarketingMaterial:cardissuedwithaleafletwithrelevantinformation(e.g.:“Goonlineandregistertoreceiveoffersandpromotions”)–SeeApplicationandAccountValidationCustomerJourneyPeople:KnowledgeableMarketingteam:MarketingteamtrainedontheCampaignManagementtoolKnowledgeableCSteam:CSstafftrainedtoreinforcethemarketingmessagesrelevantforeachcustomerTechnologyandKPIEnablersTechnology:BPPlusOnline:AccountManagerprofileCustomerdetailsupdatableonlineChoiceofchannelpreference(e.g.mail,phone,SMS)Choiceofinterests/topicsWebsite:Onlineprofileupdate:CardholdersdetailsChannelpreferenceInterestsCRMtoolforCS-TS-MarketingCRMtoolsdisplays:marketingoffersreceivedbythecustomer“redflags”formissingcustomerinformation(e.g.:emailaddress)“campaignmanagement”optionavailableinSiebelKPI:KPItotrackeffectivenessofcampaignsCommunicationsandOffers-CapabilityRequirementsCJ8 DisputedTransactions–MiddleStepsI’mnotsatisfiedandIneedtomakeacomplaint…mycomplainthasbeenresolvedinawaythatmakesmefeelvaluedI’mnotsatisfiedandIneedtomakeacomplaintIneedmycomplainttobeproactivelymanagedwithempathyIwanttofeelcompensatedifneededMycomplainthasbeenresolvedinawaythatmakesmefeelvaluedIneedtoknowwhoistheappropriateBPcontactpointIwanttobeawareoftheprogressofmycomplaintIwantatimelyandconvenientresolutionCJ9CSTSWARQueryandIssuesHowtoimprovetheresolutiontiming?HowtosetupinternalSLAs?Howtoimprove/clarifytheinternalprocessfordisputedtransactionsincluding:Linkwithotherdepartments(e.g.withthemerchantteam)?ClearandsharedinvestigationprocessesandrulesClearresponsibilities,accountabilities,consultedandinformed(“RACI”)“Closing”processClearcommunicationandnextstepsforthecustomer Customer“Iwants”I’mnotsatisfiedandIneedtomakeacomplaintIneedtoknowwhoistheappropriateBPcontactpointIneedmycomplainttobeproactivelymanagedwithempathyIwanttobeawareoftheprogressofmycomplaintIwantatimelyandconvenientresolutionIwanttofeelcompensatedifneededMycomplainthasbeenresolvedinawaythatmakesmefeelvaluedBPchannelsinvolvedFutureStateDescriptionInthefuture,whencustomershaveadisputedtransaction,theywill:Beabletoaddressthecomplaintthroughmultiplechannelse.g.online,customerservice,telesales,ARKnowtheappropriatechannel/contactpointHaveaccesstoknowledgeablestaffandcustomerserviceExperienceacomplaintprocesswhichisproactivelymanagedandhandledwithempathye.g.thereisnoneedtoremindBPemployeesofthecomplaint,noneedtochaseupBP,thereisthepossibilitytoescalateasappropriateandwhereresolutiondoesnotsatisfyexpectations,andthereistimelyandconvenientresolutionReceivenotificationsonprogress,actionstaken,andanychangestotheexpectedresolutiontimeframesReceivecompensationsifneededDisputedTransactions–CEXFutureStateandCapabilityRequirementsCJ9CSTSWARPeopleandProcessEnablersProcess:DisputedTransactionsProcess:DisputedTransactionprocessredefined:relationshipswithotherdepartments(e.g.linkswiththemerchantteam)InvestigationprocessandrulesclearlydefinedandcommunicatedtorelevantstaffRolesandresponsibilitiesdefined,documentedandcommunicatedCustomertouchpointsforcommunicationidentifiedCompensationprocessdefinedandimplementedDisputeclosingprocessdefined(inclusiveofrelevantcommunication/messagetotheclient)PeopleKnowledgeableARstaff:stafftrainedonredefineddisputedtransactionprocessTechnologyandKPIEnablersKPISLAswithdepartmentsinvolvedintheprocessKPIstotracktheresolutiontimeframeCustomerSatisfactionsurveyfordisputemanagement Re-evaluation–MiddleStepsIneedtore-evaluatemyBPPlusaccount...I’mknowledgeableontheBPofferandreadytomakeadecisionIcancontactyoutounderstandwhatyoucandoformeIneedtore-evaluatemyBPPlusaccountI’mknowledgeableontheBPofferandreadytomakeadecisionIneedtoproactivelyreceivenewoffersthatarerelevanttomysituationCJ10WTSCSReevaluationThereisgoodcustomeradviceifacustomeriscallingregardingtheoffers/newneeds(e.g.ifthecustomerisgrowingyoucanproposeanewoffer)Howtosendproactivecommunicationaroundnewofferstothecustomers?Howtotrackchangesincustomerbehaviourtoidentifynon-satisfiedcustomersorcustomersthathavechangingneeds? Customer“Iwants”Ineedtore-evaluatemyBPPlusaccountIneedtoproactivelyreceivenewoffersthatarerelevanttomysituationIcancontactyoutounderstandwhatyoucandoformeI’mknowledgeableontheBPofferandreadytomakeadecisionBPchannelsinvolvedFutureStateDescriptionInthefuture,whencustomersre-evaluatetheirBPPlusaccount,theywill:ReceiveproactivenotificationofnewoffersReceiveproactivecallsfromTSwhencustomerbehaviourchanges(e.g.thebusinessisgrowing,cardsarenotbeingused,numberofcardsorderedchanges)BeabletoengageinconversationswithTSorCSonnewoffers/newneedsExperiencearetentionprocessiftheyarethinkingofleavingRe-evaluation–CEXFutureStateCJ10WTSCSPeopleandProcessEnablersProcess:BehaviorChangesprocess:processtomanagechangesincustomerbehavior(e.g.callcustomerswhohaven’tusedtheircardsincexmonths)definedandimplementedRetentionProcess:retentionprocessdefinedandimplemented-inclusiveofdescriptionofleverstoretaincustomers(e.g.newoffer,negotiationofthecurrentofferprices,rewards,switchtoAmexoffers)Note:UsethecustomerlifecycleandattritionpeakMarketing:NewOffers:newoffersrelevantforcustomersegment/life-cyclestagePeople:KnowledgeableCSStaff:CSstafftrainedtoidentifycustomers“atriskofquitting”–(communicationpassedontoTSforaction)TechnologyandKPIEnablersKPI:KPIstotrackbehaviorchangesKPItomonitorcustomersatisfaction Quit–MiddleStepsIneedtoterminate/suspendmyservice…myservicehasbeenterminated/suspendedIneedyoutomakeiteasyformetoterminate/suspendmyserviceIneedtounderstandthenextstepsandwhenmyservicewillbesuspendedIneedtoterminate/suspendmyserviceMyservicehasbeenterminated/suspendedCJ11CSTSARQuitItisrelativelyeasytoquittheBPPlusservicewithoutnotice(note:thisisanun-officialexitoftheprogram)Howtotrackchangesincustomerbehaviourinordertoidentifypotentiallydissatisfiedcustomersandcustomerswhoarethinkingofquitting?Howtotrackcustomersatisfaction?Howtoknowwhichcustomersarenolongerusingtheprogram(”un-official”exit)?Howtocreatean“exitinterview”processtounderstandthereasonscustomersleave?Howtodefineaprocesstoretainacustomerwhoiscallingtoquit?Howtosimplifythe“official”processtoclosetheaccount?Howtoclearlycommunicatewhentheaccountisclosed?Howtosetupcampaignstoencouragecustomerswhohavelefttoreturn(e.g.mailorspecialoffersxmonthslater)? Customer“Iwants”Ineedtoterminate/suspendmyserviceIneedyoutomakeiteasyformetoterminate/suspendmyserviceIneedtounderstandthenextsteps/whenmyservicewillbesuspendedMyservicehasbeenterminated/suspendedBPchannelsinvolvedFutureStateDescriptionInthefuture,whencustomersneedtoterminate/suspendaservice,theywill:ReceiveproactivecommunicationfromCS/TSwhentherearebehaviourchangesinordertoidentifypotentialdissatisfiedcustomers(e.g.thereisnoactivityonthecards)Experienceacustomerretentionprocess(e.g.offers/propositions/incentives)throughTSincludinganexitinterviewExperienceasimpleprocesstoclosetheaccount(iftheystillwanttocloseit)ReceiveanotificationofterminationoftheserviceBecontactedatalaterdatetoidentifyifBPisabletomeettheirneedsQuit–CEXFutureStateandCapabilityRequirementsCJ11CSTSARPeopleandProcessEnablersProcess:BehaviorChangesprocess:InactivecardsinvestigationprocessdefinedandimplementedRetentionandclosingprocess:CS-TSretentionprocessdefinedandimplemented(e.g.:CSidentifiescustomerwhowanttoquitandpassthecontacttoTSforretentionaction)TSretentionprocessdefinedandimplemented(e.g.:stepsofaninterviewprocessforcustomerswhoindicatedtheirdesiretoquit)Accountclosingprocess:straightforwardandinclusiveofnotificationsfortheclientAccountre-openingprocessdefinedandimplementedMarketingCampaigntoreengagewithcustomersthathaveterminatedtheirserviceandanalysecustomercharacteristics–e.g.fornewandold(defected)customers,analysetheircharacteristicstodeterminewhotheirpreviousproviderwasortheprovidertheyaredefectingto,andtheirreasontojoinorleave.TechnologyandKPIEnablersKPI:KPIstomonitorchangesincustomerconsumptionpatternsKPItomonitorcustomersatisfaction