Client Journey Mapping (CJM) What’s that got to do with Business Analysts?

Racquel Ellis Senior Business Analyst

Jamaica Money Market Brokers (JMMB) Group, Jamaica November 3, 2016

IIBA, BBC Conference 2016

Do You FEEL Me?

unc$on

ndresult

ngaging

iving

Whatisyourrole/job1tleinyourorganiza1on/business?

Howdoyoufactortheclient(external)experience(s)inwhatyoudoonadailybasis?

Howdoyoushowthatyouconsideredtheclientindeliverables/outputthatyoucomplete/submit? HowdoyoufeelaboutaAendingthissession?

Do You FEEL Me?

unc$on

ndresult

ngaging

iving

Client Experience Counts

What is Client Experience (CX)?

CX is the process of strategically managing a

customer's entire experience with a product/

service or company.

Bernd Schmitt (2003)

Considering the Client Experience – Real Life Example

Bank XYX Bank XYX

Sick

Sick

Faints

Hopes

Happy

The Importance of Client Experience (CX)

Why is CX Important?

1.  What the client/customer

thinks, feels and says it is,

regardless of what the business

assumes/feels to be true!

2.  You are as excellent as your

client thinks, feels and says you

are!

CX is a critical to

business success

and business

excellence.

Why is CX Important? 1.  Organizations that skillfully manage the

client’s experience (CX) reap enormous rewards a.  Enhanced client satisfaction & operational

efficiency

b.  Reduced churn rate c.  Increased revenue d.  Greater employee satisfaction e.  More effective & innovative ways to

collaborate functionally (silos NO MORE?)

Harvard Business Review, 2013, The Truth about Customer Experience,

Why is CX Important?

72% Gap

Unmet needs

8% vs 80% is a 72 point Experience

Delivery Gap

Client Journey Mapping (CJM)

What is Client Journey Mapping (CJM)?

Initial contact

Engagement Long-term relationship

Story of the Client’s Experience (CX)

Touch points

Client Journey Mapping (CJM) charts the client’s journey with emphasis on:

a.  Pain points & moments of truth

b.  Client support/care required

c.  Who/what can support/care

What is Client Journey Mapping (CJM)?

What is Client Journey Mapping (CJM)?

Matt Fishbeck. Customer Journey Mapping for Business Analysts.

Taxonomy Description

Actors Profiles or personas

Events On stage and back stage events

(people, process and technology)

Emotions Thoughts and feelings that

characterize the experience

CJM’s ultimate goals are to:

a.  Presence the client as core

b.  Stimulate & facilitate change

c.  Improve cross functional cooperation &

decision making

What is Client Journey Mapping (CJM)?

Case Study

The JMMB Group

1.  JMMB Group is a leading financial regional integrated services provider that exists in 3 Caribbean territories.

2.  Financial Life Goal Centre (investment, banking and insurance brokerage business lines).

3.  Central ethos – Vision of Love (VOL) culture.

4.  Competitive differentiator – CUSTOMER LOVE (i.e. client centricity and intimacy).

JMMB Group CX Strategy

In their best interest

Easy

Enjoyable

Empowering

Client Partnership & Experience designed with the client’s journey in mind

The Branch Experience (BX) Project

1.  Major initiative to achieve our goal of an

integrated financial experience for our

clients.

2.  Driven by a service blueprint & CJMs.

The BX Project: Successes

1.  Integrated financial experience

2.  Faster turnaround time for processing & printing

of cheques and delivery of cash

3.  Cost savings of approximately USD$36, 834 per

year (cash & cheque processing)

4.  “Un-banking” aura & experience

The BX Project: Challenges

1.  Significant decline in client satisfaction

ratings (competitor analysis)

a.  From no. 1 to no. 8

b.  Integrated financial centre a major contributor

The BX Project: Response to Challenges

1.  Service Blueprint design

2.  Client journey maps

3.  Cross-functional SWAT team support

4.  Re-assessment of undelivered technological

solutions

The BX Project: Post-Implementation Changes

1.  Additional manning & Cheque/Cash deposit box

2.  Escort of clients & additional parking

3.  Deliberate cross-functional team-building sessions

4.  Additional systems/technological support

5.  Cheque machine security

6.  Process & system changes

Client satisfaction rating moved from #8 to # 2 in the next year (after the changes)!

Lessons Learned

1.  CJM is more likely to be successful if it is

adopted as an organizational methodology

2.  Our client’s experience is a critical ingredient

to our success

3.  CJM should be included in our change

management methodology

The JMMB Group/MCorpCX Partnership

1.  Partnered with MCorpCX in early 2016 to

embed CJM within our philosophy and each

company within the Group.

Business Analysis, Business Analysts & Client Journey Mapping (CJM)

Relationship between Business Analysis, Business Analyst & Client Journey Mapping?

Change Need

Client

Business Analysis Business

Analyst (BA)

CJM

Value

The Role of Business Analysts (BAs) in Client Journey Mapping (CJM)

The Role of BA in CJM

1.  Design or support design of CJMs and

CJM methodology

2.  Conduct CJM, as part of analysis

3.  Use CJM results to inform/support

conclusions/decisions regarding

requirements, design & solution

Ways in which BA can apply CJM

1.  Focus on Critical CJM Elements

a.  Clients in the journey

b.  Client goals/objectives

c.  Client actions across touch points by preference

d.  Pain points of touch points

e.  Client experience opinions

f.  Client feelings

2.  Service-quality gaps, causes & solutions

Parasuraman’s ServQual Model

Ways in which BA can apply CJM

Identify gap between and

1.  Client expectation & Management perception

2.  Management perception & Service quality perception

3.  Service quality specification & Delivery of service

4.  Service delivery & Communication with the outside world

5.  Expected service & Actual service experience

3.  Perform current & future state client analyses

i.  Current State

�  Who is the client?

�  Customer experience measures

ii.  Future State

•  Define desired events/experiences

•  Problematic areas for improvement

•  Events that could be improved

Ways in which BA can apply CJM

Matt Fishbeck. Customer Journey Mapping for Business Analysts.

a.  Leverage CJM organizational strategy & maps

b.  Own initiative

c.  In collaboration with Marketing & Research units or personnel

d.  Combination of (a), (b) and (c)

This depends on the structure of the organization, the

support from the organization and the experience of

the BA.

Ways in which BA can apply CJM

Some Applicable sub-techniques

1.  Brainstorming 2.  Data mining 3.  Document Analysis 4.  Drivers Analysis 5.  Emotions analysis 6.  Focus Groups 7.  Prioritization 8.  Surveys or Questionnaires 9.  Walkthroughs (process and onsite)

Client Experience (CX), Client Journey Mapping (CJM) & the BABOK

References to the Client & CJM in the BABOK

1.  BABOK v3 names the client as a

stakeholder in some tasks but language is

sometimes optional.

2.  CJM is also mentioned in the Business

Architecture perspective.

3.  CJM not listed as a ‘common’ technique.

My Proposal

1.  Next revision of the BABOK

a.  Deliberate emphasis on the significance

of focusing on the client & client

experience

i.  CX as a Knowledge Area?

b.  Inclusion of CJM as one of the ‘common’

techniques

Example

Marlon “Millenial”

Blake

RECAP

1.  Client experience (CX) is critical to business

success and excellence.

2.  CX and CJM is a value add to business analysis.

3.  BAs have a role to play in defining CX and

designing clients’ journey maps.

4.  CX and CJM should be emphasized in the

BABOK.

References

1.  A. Rawson, E. Duncan and C. Jones. 2013. The Truth about Customer Experience.

Harvard Business Review. Retrieved from: https://hbr.org/

2.  JMMB Group. 2016. CX Strategy. Office of Strategy Management.

3.  M. Fishbeck. 2015. Customer Journey Mapping for Business Analysts. Retrieved

from:

http://www.modernanalyst.com/Resources/Articles/tabid/115/ID/3367/

Customer-Journey-Mapping-for-Business-Analysts.aspx

4.  M. Henshaw. Customer Journey Mapping Training. MCorpCX. JMMB Group,

Jamaica.

5.  P. Hari Pendse. 2015. Business Analysis – Solving Business Problems by Visualizing

Effective Processes & IT Solutions. PHI-Learning Private Limited, Delhi.