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Process Mining & Customer Experience
Shaun MoranJune 18th 2014
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Great visualisation can really help in creating a context where people can sense the experience – Napoleon’s March Best Innovator and Corporate Leader of our day
recognised the importance of Customer Experience
IntroductionExperience is something personal, it belongs to each and everyone of us. But how do we describe what it is and how do others understand it?
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Customer Experience (CX) is the sum of all experiences a customer has with a supplier of goods and/or services, over the duration of their relationship with that supplier.
This can include awareness, discovery, attraction, interaction, purchase, use, cultivation and advocacy.
It can also be used to mean an individual experience over one transaction; the distinction is usually clear in context.
What is it and why does it matter?
Understanding Customer Experience enables you to strengthen your relationship with your customers
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Want to know what you are? http://www.strategicbusinessinsights.com/vals/surveynew.shtml
Customer Experience – Different people want
different things
Personality + Key Demographics = Individuals Resources
Individuals Resources Level enhances or constrains an individuals expression of
his/her primary motivation
Personality is expressed through behaviour
• Purchasing is a behaviour
Therefore
• Personality dynamics drive purchases
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Where does CX fit in? How does it stack up?
CX
Strategy
Process
TechnologyMedium
Output
Plan
Outcome
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ProcessImprove
Org.
‘As Is’ Situation – One Dimensional View. Customer
Perception is not connected to process logically
Input
Information
Event
ResourceEmployee
Strategy
Output
Customer Survey/VOC
R’ship
AdvocacyBrand / Rel. Marketing
Outcome
Business Process
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Customer Survey/VOC
Outcome R’ship
Org.
Connecting Process to Customer Experience enables
flow
Strategy
Employee
AdvocacyBrand / Rel. Marketing
Culture
Process
Output
Business Process
Input
Information
Event
Resource
Close Loop (Improve and Learn)
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Why are all my customers not
happy with my service?
A B C D E
A C B D E
A B C D ED
Process Mining + Customer Experience = Insight
….By understanding ‘who did what
when?’ and combining it with
the customer experience it
produced.
Is about answering the ‘Why?’
How Process Impacts Experience
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How Process Impacts Experience
Process (Mining) + (Customer) Experience = Customer Journey
A
B
C
D E A B C D E
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Customer Journey Mapping - Viewing the
interaction through their eyes
‘Moment of Truth’ - Touch points in your process,
but it’s their experience.
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Kano Model Builds Your Brand Experience and
Perception Through 3 Actionable Dimensions
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Kano Model
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Thank You
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