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?

4 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? 14 Process Touch point 1. Primary Staff Contact 2. Secondary Staff Contact 3. Physical Evidence 4. Primary Business Process Owner 5. Secondary Business Process Owner 6. Type 7. Location 8. Duration & Frequency 9. The Desired Outcome "Customer Feeling" at This Touch Point 10. Basic Service Delivery Standards 11. Customer Service Standard Differentiators 12. KPI

15 ProcessLoan Application Touch pointFilling of Loan Application Forms 1. Primary Staff ContactLoan Officer 2. Secondary Staff ContactCustomer Service Representative 3. Physical EvidenceBranded Loan Application Form 4. Primary Process OwnerCOO 5. Secondary Process OwnerIT 6. TypeDirect staff Contact 7. LocationBranch Office 8. Duration & Frequency15min - 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

Disbursement Touch point Client Receives their loan at FINCA Teller 1. Primary Staff Contact Teller/ Cashier 2. Secondary Staff Contact None 3. Physical Evidence Queue management system, branded withdrawal form/receipt, pen 4. Primary Business Process Owner Chief accountant 5. Secondary Business Process Owner IT Manager 6. Type Direct staff Contact 7. Location Branch office 8. Duration & Frequency Up to 5 minutes, once per loan cycle 9. 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 17 SMS Messaging Non-routine Loan Officer Communications Internal Audit & Control Visits Branch Visits Cash Desk Transactions Direct Mailings SurveysHelp Line Complaint Response Loan Collections Website 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 Identify the processes What are the basic service What are differentiators

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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

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