On 6th June 2017, Keyrus kicked off a series of informative articles, webinars and events dedicated to the importance of the single customer journey and customer interface in today’s digital era.
Customer journey mapping is the process of gaining a complete view of all customer interaction and information connected to an organisation and its services. Understanding consumer behaviour and satisfaction is now an instrumental part of providing successful customer service; key to maintaining a healthy customer churn, acquiring new customers and most importantly increasing overall profits. This article presents a real world example from one of our customers and how they successfully mapped the journey of their customers to improve their overall customer engagement.
The MI team in the Wealth Division of a global tier 1 investment bank were focused on how they could improve the engagement they had with their clients. Current processes involved manually sourcing customer data from different systems in order to be best prepared for client meetings and provide financial advice. Having sourced the information, the MI team would then analyse the data, searching for insights such as which services the client could be most interested in as well as being best prepared for any questions or complaints thrown at them.
This manual process was extremely time-consuming and inefficient. Furthermore, they weren’t able to consistently collect all the relevant information, which affected the customer service they provided. Another issue was that when the data had been collected, the MI team initially did not have an efficient way of visualising the data and therefore couldn’t easily uncover key actionable insights.
To make this process more effective, the MI team developed an analytical application in QlikView with the aim of delivering a complete view of the customer in a one easy to access location. This would eliminate the time consuming and menial tasks, such as manual data collection, entry and visualisation.
This QlikView application initially brought value to the company and was rapidly adopted in several different departments. However, as the scope of the application increased, so did the complexity and size of the data model. In turn, the complexity of the data model led to more complex expressions in the visualisations. Before long, employees started noticing both slow response times and errors in the dashboard, and the work required to validate and simply maintain the application started to spiral out of control.
Keyrus works with businesses in a range of industries and as such have developed a method to quickly build a roadmap to a successful analytic architecture. Given our experience, we were able to quickly identify inconsistencies in both the data model and the various ETL processes embedded in the QlikView application. These included missing records from certain sources, incorrect and sub-optimal transformation / load scripts, and erroneous associations between tables.
The faults in the data model were not the only issue, as the complexity of the expressions / calculations in the dashboard increased, the applications performance suffered.
To resolve these issues, Keyrus worked closely with the MI development team to re-build their existing QlikView application, preparing and cleansing the data before blending all the key sources together into an intermediate layer. Error handling and awareness around missing data, optimising load scripts, pushing computationally expensive calculations into the back-end, and other such considerations had to be taken into account.
The data seen in financial services is generally of a large volume, and is also largely confidential, so it is vital that care is taken when defining a data model and designing the end user dashboards. Reload times need to be sufficiently small to allow multiple daily refreshes, object response times need to be low to provide a seamless user experience, and client records must only be exposed to the relevant users.
Taking all factors into account results in a uniquely complex architecture involving multiple tiers of extraction and transformation. At all stages, Keyrus worked closely with front-end users from across the business to drive requirements. The resulting dashboard was highly focused on key business areas, allowing users to have a complete client view and driving improvements in the engagement of their clients.
The consolidation of data from different sources and systems eliminated the manual processes that were previously used to produce datasets. In the end, the work to bring data into one central location and automate much of the manual work led to improved efficiency and reduced business cost. The MI team were now able to fully realise the value of the tool they had initially built.
Now equipped with a complete single view of the all relevant information connected to their customer, the team were provided with actionable insights, improving the engagement they had with their customers. Gaining this 360 degree view was essential for the team to successfully meet their business requirements and also triggered a number of key benefits. These included an increase in customer acquisition by 10%, a healthier customer churn, and an overall increase in customer satisfaction.
To learn more about this use case and the wider topic, why not join us for a Customer Journey Roundtable Breakfast at Tower 42, London on 26th July in which senior professionals from across the industry share their customer journey experiences.