CUSTOMER JOURNEY TRANSFORMATION PROGRAMEnhancing customer experience by prioritizing improvement initiatives
CUSTOMER JOURNEY DATA-DRIVEN INSIGHTS
CASE STUDY
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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”
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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)
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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
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