Understanding the Customer & Journey Analytics

Transcription

1 Understanding the & Journey Analytics Go beyond the data Data & Analytics KPMG Türkiye kpmg.com.tr

2 Overview journey analytics has become a recognized methodology for organizations to drive digital adoption, increase customer satisfaction, reduce operational costs and streamline processes. With Compass, KPMG has developed a best-of-breed technology platform with the ambition to be the world leading provider of customer journey analytics. Continuous customer experience improvement Business Issues and Challanges Companies are under increasing pressure to improve customer experience while holding the line on costs. Thanks to NPS customer satisfaction surveys, knowing when customers are dissatisfied is not difficult but knowing the root cause, and what to do about it, is. The problem gets complex when customers have multiple touch points across multiple channels, and where the root cause is something that happened weeks ago. There is a lot of data call center data, web data, retail data, etc. that can potentially help, but this data is difficult to work with. journey experience Improving customer experience is a top priority for many companies, yet they have difficulty dealing with volumes of data across multiple, diverse data stores. Companies are drowning in too much data, without the tools, people and methodologies to make sense of it. journey analytics can be used to connect customer interactions across disparate datasets (structured/unstructured, internal/external). A model is built and can be updated daily while analysts use the model to conduct root cause analysis across multi-channel customer touch-points (e.g. IVR, CTI call centre, web site logs, surveys, mobile app, ATM, logs). Retail/ branches Call centre Web Field database / NPS Mobile/ SMS Social media Make a payment Get tech support Upgrade plan Churn Make a purchase The end result? Significant cost reductions, increased customer satisfaction, retention, and cross-sell/up-sell improvements.

3 Compass compass uses Data to build tailor made models for understanding customer journeys, allowing a 360 view of customer experiences across channels, products, locations, transactions and segments. This is an advanced customer journey experience solution for answers to questions like: How do I grow the percentage of digital customer touch-points? How do I reduce the complexity of my on-boarding process? How can I simplify my customer journey, improve quality and reduce costs? Compass is for visualizing customer journeys like a movie, being fast to get to root cause and provide actionable solutions. Ingests and processes millions of customer touch point records from disparate datasets Business Impact customer satisfaction customer retention operating costs revenue Builds customer experience data models Reveals actionable people/process/ system insights The whole picture - See the completeness of the customer journey In motion - Build cubes/reports on-the-fly ( helicopter vs. train tracks ) Granular detail - See every detail, every event, every webpage, IVR menu, every employee, every step in the order process, every structured AND unstructured piece of relevant data Fast - Pre-gathered and pre-modelled data enables workflow/visualizations built or high velocity root cause analytics Answers the Why? questions - Understand root causes not just with What? and How many? questions See the customer journey as it unfolds Look left and look right to see, What happened next?, What led up to this? Look up and look down to see, What is happening to similar customers?, How many other customers are having the same journey?

4 Capabilities of Compass Structure complex event queries quickly and easily. Compass can explore backwards from the action s episode to understand what events / touch points the customer experienced prior to selected action. Visualise and drill down into individual customer journeys and events Analyze sub-populations in detail and compare attributes across events and event sequences, which can help identify drivers of behaviour. Compass automatically creates a histogram of the common sequence permutations leading to the selected action across all journeys, highlighting the most common sequence. Journey Timeline Visualization Population Comparison Defined Path Dominant Path A ture 360 degree view off all customer interactions and touch-points across systems and channels. Enables analysts to drill into individual customer journeys. Generate actionable root cause insights by identifying predictor variables for a known outcome. Identify common drop off and points and deviations from an expected or defined customer journey path. Identify the relationship between path traversals and subsequent outcomes to segment customers with similar patterns. Charting Visual Query Builder Widget Designer Metadata Engine A collection of traditional chart types to visualize static event data (bar, line, heatmap, etc.) Intuitive drag-anddrop query interface to identify journeys of customers that share common event sequences. Intuitive interface to specify aggregation and output method for query results. Based on intuitive row and column concepts. Improves the quality of analysis and insights and helps new users to over-come learning curve when working with unfamiliar data. Heatmap Scatterplot Advanced Visualization Conversion Rate Visualize relationships between variables and focus on key areas based on volume or poor performance metrics. Visualize performance metrics like conversion rates and identify outliers (e.g., best and wost performing agents) A collection of advanced visualization typs specific for event flow data (e.g., Sankey chart, chord diagram). Define performance metrics that used both for monitoring and root cause analysis (Example: Repeat Call Ratio).

5 KPMG Türkiye kpmg.com.tr How to get customer compass working in your organization The Compass preferred engagement model is to develop, together with clients. Once two or three use cases are developed, a sample data load tested, polished and corrected, data modelling and weaving customer journeys requires little to no additional input from the corporate IT organization. IT RESOURCES Get the data Compass transforms and loads all data in an enterprise customer journey model, linking each customer s data regardless of source, channel or date. A wide variety of input data can be used to build customer journeys. All of these input sources must be transformed into a singular, normalized form for processing in the Compass database. This process is called Data Ingestion, and provides the base dataset for building customer journeys. DATA MODELLERS Weave the data From a technical data modelling perspective, this is the most challenging part of a Compass implementation. A customer is often an account or a service ID, or an , or a mobile phone number, or a web session ID, depending on the interaction and the channel. KPMG has a team of business modelling data scientists that have extensive experience in stitching data together to construct a customer journey. Once this modelling has been done, the data sources can updated monthly, daily or hourly. BUSINESS ANALYSTS Use the data Compass s web based user interface allows business users to fly through the data. journeys can be explored using our powerful path and journey analysis tools which allow for drilling down to individual atomic level for root cause analysis. Work that would previously take a LEAN/Six Sigma team weeks to complete, can be done in minutes. Trust your data Proof of Value KPMG estimates that on average a Proof of Value of two to three use cases would take 6 to 8 weeks to be able to provide significant actionable root cause customer insights and tangible results to organizations wishing to have better understanding of customer behavior 1 Data ingestion Collect data from multiple systems/ sources. journey 2 modelling 3 Analysis 4 Actionable Recommendations Model customer journeys (millions of them). Time Conduct root cause analysis into select Use Cases. Develop tangible, implementable solutions and business cases. 5 Deliverables 1. journey model in Compass software Representative data sources (not exhaustive) Call Center Mobile App Web Retail NPS Surveys Bill Orders ID ID ID ID Order to activate episode Tech support episode 2. KPMG final report: KPMG report

6 İletişim: İlker Dinç Management Consulting, Director E: Merve Ay Management Consulting, Manager E: İstanbul Rüzgarlıbahçe Mah. Kavak Sokak No:29 Kavacık Beykoz / İstanbul / Türkiye T: Ankara The Paragon İş Merkezi Kızılırmak Mah. Ufuk Üniversitesi Cad Sokak No:2 Kat:13 Çukurambar Ankara / Türkiye T: İzmir Heris Tower, Akdeniz Mah. Şehit Fethi Bey Cad. No:55 Kat:21 Alsancak İzmir / Türkiye T: kpmg.com.tr The information contained herein is of a general nature and is not intended to address the circumstances of any particular individual or entity. Although we endeavour to provide accurate and timely information, there can be no guarantee that such information is accurate as of the date it is received or that it will continue to be accurate in the future. No one should act upon such information without appropriate professional after a thorough examination of the particular situation. KPMG international is a Swiss cooperative. Member firms of the KPMG network of independent firms are affiliated with KPMG international. KPMG international provides no client services. No member firm has authority to obligate or bind KPMG international or any other member firm vis-a-vis third parties, nor does KPMG international have any such authority to obligate or bind any member firm Yönetim Danışmanlığı A.Ş., a Turkish corporation and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved. Printed in Turkey.