Lean in het digitale tijdperk

Lean in het digitale tijdperk

Hans Toebak, Arjen Markus, 13 november 2013

Copyright © 2013 Capgemini Consulting. All rights reserved.

2

Back to the future…


3

2054 lijkt in 2013 toch al erg dichtbij…


4

Klanten passen zich

sneller aan dan ooit….


5


6


7

De hedendaagse consument is veeleisend


Way back when…

Van of, of, of, naar en, en, en….

Customer intimacy

Operational

ExcellenceProduct leadership

Dicht bij de klant

Beste prijs Vernieuwend product

De waardeproposities van Treacy & Wiersema


9

Wat betekent dit voor je waardebepaling?


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Wikipedia: ”Superman also possesses the mental ability to screen out the enormous amount of information received by his enhanced senses and to focus on a single detail such as a particular voice or location”


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Great Success!


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Classificeren van klantvragen is essentieel

“sense & respond”


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Customer en operational excellence gaan hand in hand


ABOUT ME

Forward thinkerTwo years ago, I started my own e-commerce business, which is now experiencing rapid growth. The thing that makes my business unique is the one-to-one service that we provide. We have had great reviews for that. As a perfectionist, I enjoy finding new ways to make things even quicker and more efficient.

MY INDUSTRY

MY COMPANY

MY DAY-2-DAY ACTIVITIES

My company has one employee, and sells central heating and electric radiators via the online channel. Our customer base consists of renovators and people who are building a new home. Most customers are local, but some are international.

I started my own e-commerce business two years ago. Previously, I have worked in the retail business for three years. During this time, I realized that nobody was selling radiators online, and this triggered me to start up my own e-commerce business

I take care of all the financial reporting and accounting, but I am not involved in the day-to-day business. Another person takes care of that.

I also run various analysis on the website of Elavon. Analysis are highly important to me, as it provides me with insights, which help me to understand my business and find growth opportunities.

We have experienced high growth rates already, but I am constantly looking for new ways to improve my business. As such, I enjoy conversations with experts that can help me in driving business growth.

Business

sophistication

Growth

ambition

Company

size

Fiona

Personas

als basis

voor VOC


Forward thinker“We desire more value added products and services for our e-commerce platform”

Preferred communication channels

Call support

centre

Website

Sales rep/

Account

manager

Email

Business relationship

Products & Technology

Payment security

Price Customer service

MY NEEDS & WANTS

Value proposition• Up-to-date product solutions and value added

services for e-commerce, including the ability to process different cards and currency transfer

• Up-to-date online payment processing security• A reporting platform with clear analysis tools• A competitive price

Support• Quick and efficient customer service, including

technical help to implement aspects of e-commerce

• A good relationship with a sales representative / account manager who proactively advises on new ways to grow my business

• Quick response on my e-mails

MY PAIN POINTS

Value proposition• The reporting tool could be further improved in

terms of design, navigation, search, breakdown, and (simple) report functionalities

• No relevant value-added products and services • Existence of (uncompetitive) exception charges• The fees are not transparent

Support• The procedure for online charge back is unclear• PCI is a nightmare. I can not do it.

EXPECTATIONS

HOW TO BRING ME VALUE


17

Zelfredzaamheid is key

Dit vereist meer dan een mooie facade


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Aansluiting tussen buiten- en binnenkant

is geen vanzelfsprekendheid


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In ieder proces heb je “moments of truth”


I NEED TO GET INTO SERVICEI NEED TO GET INTO SERVICEI NEED TO GET INTO SERVICEI NEED TO GET INTO SERVICE

Customer

life cycle

Channels &

touch pointsSales support &

business line

Vendor / engineer

Call support centre

Sales representative

Contract

1 2 3

5

8

7

Applicant receives the

application form and is

asked to fill it in

1

Touch point Moment of truth#

Applicant calls the sales

rep to ask any questions

that he may have, and

then sends over the

application form

2

Applicant is asked to

provide additional info

to complete the

application form (e.g.

address is missing)

3

Applicant is asked to

provide additional info

for credit / risk

approval (e.g. bank

account information is

missing)

4

4

Customer receives a

confirmation that

online payments are

now activated for

e-commerce purposes

5a

Customer needs to deal

with a third party provider

in order to integrate the

online payment solution

into their gateway in line

with compliancy standards

6a

Customer is contacted

to schedule a POS visit

by the engineer, and

receives a confirmation

of the appointment

5

5 6

6

Engineer installs the

terminal at customer

POS, checks whether

delivery matches needs,

gives welcome pack, and

provides a quick training

Customer is informed

that the website is not

in line with security/risk

standards, and is asked

to take action to resolve

this

7

In Germany, customers

sometimes buy their own

terminal, in which case

they install it themselves

or this is done by a

terminal provider

a

Card present

Card not present

Install & activate

In Germany, customers

may contact Elavon to

ask whether they can

already accept

payments via their

(non-Elavon) terminal

b

8

START FULFILMENT

Possible journey

8b

6

Customer calls the sales

rep or call support

centre to ask any last

questions about the

activation, terminal, or

e-commerce

Customer journey mapping

als ‘nieuw’ VOC instrument


DEPARTMENT

CUSTOMER

1. New customers application forms2. Customer hardcopy documents

3. Customer PDF documents

1. Approved customer application

2. Declined customer application3. Completed merchant setup

4. Application live

DeploymentBusiness Development

SUPPLIER INPUT OUTPUT CUSTOMER

BUSINESS

DEVELOPMENT

(SALES REP.)

OPERATIONS

CREDIT & RISK

DEPARTMENT

DEPARTMENT

DEPARTMENT

DEPARTMENT

Contract

Country

originGermany

UK/Ireland

Application inquiry

Print applicationform

Receive signed application

Submit application

Follow up action for correction and

missing documentation

Scan documents

Submit application

Scrubbing

Credit checkRisk

profile

SMU verification(Low Risk)

Decline applicationVerification on

quality assurance

Final application live and close

completed customer setup

RMU verification (High Risk)

Return to sales



SMU

approved

RMU

approved

Return to sales



Customer setup

(application live) closed

Pass

Fail

No

No

Yes

High

Low

CUSTOMER

ACCOUNT

MANAGEMENT

(SALES SUP.)

℡��

℡��

℡�

��

℡�

��

�

Yes

DEPARTMENT

�

℡

�

Trigger/process initiator

or closing indicator

Activity Key decision

Predefined process

Phone call

Written/printed document Digital document

Customer Touch points RED:Outbound|GREEN:Inbound

�

℡

�

Process flow

LEG

EN

DA

� Face to face contact

Or

1. 2.

a.

3.

4.

5.

b.

3. 6.

c.

7.

8.

9.

10.

d.

e.

11. 12.

9.

5. 5.

Application checkFinancial position

assessmentCalculate risk

exposure

8a. 8b. 8c.

Customer touch points maken deel uit van processen


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Hans ToebakPrincipal Consultant

Operational Excellence

Reykjavikplein 1

Utrecht, The Netherlands

Mobile: +31 (0)6 150 307 06

[email protected]

Arjen MarkusManaging Consultant

Operational Excellence

Reykjavikplein 1

Utrecht, The Netherlands

Mobile: +31 (0)6 150 300 89

[email protected]

Bedankt!