CUSTOMER JOURNEY TRANSFORMATION PROGRAMEnhancing customer experience by prioritizing improvement initiatives

CUSTOMER JOURNEY DATA-DRIVEN INSIGHTS

CASE STUDY

© EXL Service, Inc. All rights reserved.

EXLSERVICE.COM

CASE STUDY

CUSTOMER JOURNEY TRANSFORMATION PROGRAM

EXL’s client, a big UK energy and home services provider, knew they

needed to improve their customer journeys. More than that, they

needed to be able to identify the more effective interventions with

speed and accuracy.

Customer expectations have dramatically changed. New generation of

customers do not see energy as a commodity, but treats it like any other

product. They expect more value, personalized services and seamless

experience across all channels. At the same time, new, smaller, digital-

savvy competitors were entering the market at an unprecedented rate,

eroding the company’s once dominant market share.

In order to stop the declining market share, company wanted to

revamp their customer journeys to provide personalized, efficient and

engaging customer experience, which would drive customer acquisition,

retention, loyalty and customer lifetime value.

To overcome above challenges, client turned to its longtime partner EXL

to build customer journey blueprints in order to orchestrate its customer

journey transformation program.

• • Data volume: No of journeys and customer touchpoints meant massive volume of data

• • Real time customer insights: Moving away from historical customer insights to understand real time customer behavior

ContextEXL has extensive experience in customer journey analytics to enable

the client’s customer journey transformation program. Using customer

journey analytics, client was able to analyze customer paths that led

to highest dropout rates and identify cost to serve inefficiencies. This

served as a key to unlock primary customer pain points and prioritize

improvement initiatives.

Overcoming these issues would require context, the understanding

that comes from combining EXL’s extensive utilities experience and

advanced analytics capabilities.

OrchestrationTeam created a holistic, integrated approach to increase the chances of

successful customer journey transformation. Transformation program

was divided into 6 phases:

PHASE 1 – Customer Journey MapsCustomer journey map provides a visual illustration of steps taken by

customer to complete the journey. It is extremely time consuming to

create detailed journey maps however using customer journey analytic

tools, EXL created macro views of all customer journeys with drill down

capability to discover micro journeys within macro journeys. Using

“Better customer experience drives customer

loyalty which leads to higher retention, acquisitions through

advocacy, higher upsell/cross sell opportunities in turn driving

increased revenue growth”

2EXLSERVICE.COM © EXL Service, Inc. All rights reserved.

CUSTOMER JOURNEY TRANSFORMATION PROGRAM

these maps, client had a view of all the touchpoint services, customers

encountered along with departments responsible for delivering

the service.

PHASE 2 – Voice of CustomerIt is crucial to understand customer needs through research or survey.

EXL team developed text analytics tools to analyze customer verbatim

and reveal customer sentiments to map them onto customer journey

maps. Further techniques used in the process of customer voice

discovery:

• • Customer call recording across journeys

• • Net promoter score (NPS)

• • Effort score

• • Brand essence

• • Customer focus groups to understand current experience

With deep understanding of customer perception across journeys, next

step was to overlay operational metrics on the journey maps.

PHASE 3 – Operational PerformanceJourney maps tend to tell the paths taken by customer to complete

journey. However, without data, business cannot identify the failures

and their impact. To track the effectiveness of customer journey, EXL

leveraged its analytics capability to calculate key operational metrics for

every customer journey.

For digital journeys, team developed web heat maps, scroll maps, hover

maps and fall out funnels to identify key digital journey parameters.

Comparing actual operational performance with the set targets enabled

client to prioritize improvement initiatives.

PHASE 4 – Effective Customer Experience Factors In order to prioritize journey improvement programs, client needed

to understand high impacting customer experience drivers. EXL with

its deep domain expertise identified all possible customer experience

drivers. These drivers served as inputs to advanced NPS simulator

models to find out the core drivers with maximum impact on NPS

change. For example, improving ease of onboarding and product

understanding at the time of joining will have maximum impact to

improve NPS.

“ Real time customer journey dashboards provided unique view of customer pain points along with a what-if functionality to understand the impact of improving operational parameters on customer experience.”

Unnecessary contacts -

100k (move online)

Call abandoned

rate – 5%AHT – 5minFCR – 90%

Can easily reach agent

without waiting

Cost per excess

engineer – £90K

Engineer capacity

available – 15%

Convenient booking slot

available

Reschedule visits – £100K

Reschedules – 10%

Appointment confirmation

provided

Multiple visits – £1Mn,Complaints –

£200K

Engineer late – 10%,

Multiple visits– 25%

Engineer turn up when

expected

Jobs not resolved –

£5Mn

First time fix – 90%,

Jobs where parts

required – 8%

Thorough service

provided

Debt – £200K

Late payments –

18%

Ease and clarity of payment

Recalls – £1Mn

Recalls/ Reworks –

10%

Everything resolved and

clarity on next steps

Cost

met

rics

Ope

ratio

nal

perfo

rman

ceCu

stom

er n

eeds

Contact agent Appointment availability

Pre visit Enginner visit Issue resolved

Payment received

Post visit

Visit journey map (illustrative)

3EXLSERVICE.COM © EXL Service, Inc. All rights reserved.

EXLSERVICE.COM

CUSTOMER JOURNEY TRANSFORMATION PROGRAM

PHASE 5 – Cost to Serve MetricsOne of the focus areas for client was to improve the value that customer

perceives with same cost eff iciency. This meant understanding of all

cost reducing measures, which will act as a blueprint for pin pointing

ineff iciencies. For example, unnecessary contacts and multiple visits

to fix an issue drive costs and points out operational ineff iciencies.

Overlaying impact of these drivers on cost and subsequently customer

experience helped the business in prioritizing their eff orts to mitigate

these ineff iciencies.

PHASE 6 – Bringing it all TogetherCustomer journeys are ever evolving and changes over time. Rapidly

shift ing customer behavior meant developing real time dashboards to

track customer journey metrics, pain points, operational performance

and cost to serve.

EXL’s visualization platforms helped develop real time journey maps,

which provided client with self-serve capabilities to drill down through

detailed customer journey maps and prioritize their improvement

initiatives.

OutcomesUsing EXL’s analytics expertise, client was able to successfully transform its end-to-end customer journey and moved away from being

product-centric to customer-centric. Key outcomes:

• • Overall NPS improvement by 2 pts leading to £3Mn churn and upsell benefits

• • £66Mn cost ineff iciencies identified –

• • 30% increase in transactions through digital channels

Customer retention increased by 2pp

Numbers quoted are for illustrative purpose only

EXL (NASDAQ: EXLS) is a leading operations management and analytics company that helps our clients build and grow sustainable businesses. By orchestrating our domain expertise, data, analytics and digital technology, we look deeper to design and manage agile, customer-centric operating models to improve global operations, drive profitability, enhance customer satisfaction, increase data-driven insights, and manage risk and compliance. Headquartered in New York, EXL has more than 32,600 professionals in locations throughout the United States, the UK, Europe, India, the Philippines, Colombia, Australia and South Africa. EXL serves multiple industries including insurance, healthcare, banking and financial services, utilities, travel, transportation and logistics, media and retail, among others.

For more information, visit www.exlservice.com

To find out more, contact us

EXLservice.com

UNITED STATES (GLOBAL HEADQUARTER)320 Park Avenue, 29th FloorNew York, New York 10022T +1 212.277.7100    F +1 212.771.7111

UNITED KINGDOMSt Clare House, 30-33 Minories London, EC3N 1DD T +44 7904.256.431

AUSTRALIA AND NEW ZEALAND1198 Toorak Road, Camberwell Victoria 3124,Melbourne, AustraliaT +61 448.305.819

Facebook LinkedInTwitter

© EXL Service, Inc. All rights reserved.