Understanding the Customer & Journey Analytics

KPMG Türkiye

kpmg.com.tr

Data & Analytics

Go beyond the data

Understanding

the Customer

&

Journey

Analytics

Overview

Customer journey analytics has become a recognized methodology for

organizations to drive digital adoption, increase customer satisfaction,

reduce operational costs and streamline processes. With Customer

Compass, KPMG has developed a best-of-breed technology platform

with the ambition to be the world leading provider of customer journey

analytics.

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.

Continuous customer experience improvement

Customer 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.

Customer 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).

The end result?

Significant cost reductions,

increased customer

satisfaction, retention,

and cross-sell/up-sell

improvements.

Retail/

branches Email/NPS Mobile/ SMS Social media Call centre Web Field Customer database Make a payment Get tech support Upgrade plan Make a purchase Churn

Customer Compass

Customer 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?

Ingests and processes millions of customer touch point records from disparate datasets Builds customer experience data models Reveals actionable people/process/ system insights Business Impact customer satisfaction customer retention operating costs revenue

Customer Compass is for visualizing customer

journeys ‘like a movie’, being fast to get to

root cause and provide actionable solutions.

The whole picture - See the

completeness of the customer journey

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

Answers the “Why?” questions

-Understand root causes not just with “What?” and “How many?” questions

Fast - Pre-gathered and pre-modelled data enables workflow/visualizations built or high velocity root cause analytics

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?”

In motion - Build cubes/reports “on-the-fly”

Analyze sub-populations in detail and compare

attributes across events and event sequences, which

can help identify drivers of behaviour.

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.

Visual Query Builder Widget Designer Metadata Engine Charting

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.

Scatterplot Advanced Visualization Conversion Rate Heatmap

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).

Structure complex event

queries quickly and easily.

Customer 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

Customer Compass automatically creates a histogram of the common sequence permutations leading to the selected action across all journeys, highlighting the most common sequence.

How to get customer compass working in your organization

The Customer 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

DATA

MODELLERS

BUSINESS

ANALYSTS

Get the data

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 Customer Compass database. This process is called Data Ingestion, and provides the base dataset for building customer journeys.

Weave the data From a technical data modelling perspective, this is the most challenging part of a Customer Compass implementation. A customer is often an account or a service ID, or an e-mail, 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.

Use the data

Customer Compass’s web based user interface allows business users to ‘fly through the data’. Customer 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

ingestion

2

3

4

5

Collect data from multiple systems/ sources.

Model customer journeys (millions of them).

Time

Order to activate episode

Tech support episode

Customer ID 041713 Customer ID 110210 Customer ID 072978 Customer ID 041713 Call Center Mobile App Web Retail NPS Surveys Bill Orders Conduct root cause analysis into select Use Cases. Develop tangible, implementable solutions and business cases. 1. Customer journey model in Customer Compass software 2. KPMG final report: Re

presentative data sources

(not exhaustive) KPMG report

KPMG Türkiye kpmg.com.tr

İstanbul

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Ankara

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T: +90 312 491 72 31

İzmir

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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.

© 2016 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.

Merve Ay Management Consulting, Manager E: may@kpmg.com

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