Customer Journey Mining WITH PATHFINDER
Direct impact on revenue: analyze your customer processes and increase customer loyalty and thus customer lifetime value
THE CHALLENGES
Competitive pressure
Competition is growing, competitive pressure is increasing and with it the need to deploy resources efficiently, intelligently and in a differentiating manner.
Customers in transition
The digital transformation is affecting all areas of life and work, and Corona is accelerating this development even further. Customers are increasingly online. Their “consumer behavior” is changing, as are their expectations of companies.
IT under construction
The modernization of the IT infrastructure often takes place in parallel with the processing of regulatory requirements and blocks resources for innovations.
Resources at the limit
Marketing and sales must master the balancing act between cost pressure and the requirements of top management and shareholders.
INTRODUCTION TO CUSTOMER PROCESS MINING & ANALYTICS
Airbnb, Apple and Amazon are leading the way: Today, customers expect a first-class customer experience across all channels
Keeping an eye on the complex processes across all channels is becoming increasingly difficult and it is not clear how customers interact with your company
BI and data science cannot use individual models to provide an overview of where the greatest inefficiencies lie
Which screw has to be turned in order to make customers more active, where is upsell potential lost and at which points do customers break with you?
OUR CUSTOMERS’ GOALS
INCREASE TURNOVER
INCREASE CONVERSION RATE
INCREASE CUSTOMER LIFETIME VALUE
INCREASE CUSTOMER LOYALTY
REDUCE COSTS THROUGH AUTOMATION
IMPROVE DUNNING
SPEED UP PAYMENT PROCESSES
REDUCE MANUAL EFFORT
WE SEE YOUR COMPANY FROM THE CUSTOMER’S POINT OF VIEW
- Thinking from the customer’s perspective and perceiving the processes from the customer’s point of view
- How does the customer experience your service delivery?
- Visualize the entire customer journey across all customers
- Market research and surveys are good, but today you have data on all customers and how do they experience your service?
- At what point do customers today deviate from your process planning?
- On average, less than 30% of customers are served the way they think they should be served
- Today, data is in silos and touchpoints across multiple systems are not easily tracked
CUSTOMER ORIENTATION 4.0 –
HOW DOES IT WORK?
Identify the customer journey from the customer’s point of view, analyze GAPSs
and optimize in a continuous improvement cycle
- Today the data is in silos, we connect the processes and data points
- Exploratory: Detect jump marks from the process directly
- Conformance Check
- RCA – Rootcause Analytics: At which point do the customers deviate?
- All attributes from device to cookie to age and gender are taken into account – using AI methods to find behavior groups
- Plan for continuous improvement of the processes
USE CASE – AREAS OF APPLICATION ALONG THE CUSTOMER LIFECYCLE
Improve buying processes via website, store, app and co.
EXEMPLARY USE CASES + SUCCESS STORIES
INSURANCE
How do your new customers move through the website to closing?
= Clear plan on how to reduce abandonment rate.
ENERGY-
SUPPLIERS
Funnel analysis and usage analysis online calculator
= Clear improvement approaches of the online sales funnel
DIRECT BANK
Investigate website usage as part of a large marketing campaign, which user guide results in higher conversion
= Better budget allocation & content alignment to customer needs
TELCO
Analysis of purchase sequences & calculation of purchase probabilities
= Optimal prioritization for call center sales
FINANZBERATUNG
Untersuchung Webseitennutzung im Rahmen einer Content Marketing Strategie, welche Content Pfade führen zu erfolgreicher Konversion
= Bessere Budgetallokation & Contentausrichtung
CONSTRUCTION FINANCIER
Targeted process analysis from customer perspective, data analysis as well as sales funnel analysis
= Sales potential of several millions
BANK
Analysis of website usage and deals, finding optimization opportunities
= Increase conversion rate of expensive traffic sources
TELCO
Analysis of website usage in the online store & investigation of the paths to successful conversion
= Better budget allocation and more successful process improvements
INTRODUCING – PATHFINDER
The Swiss Army Knife for data analysts enables comprehensive analysis of visitor and customer behavior across all customer touchpoints from website and customer portal to CRM, service center, email, SMS and on-site incidents in your stores and stores.
- Connect to any underlying business system
- Get a complete real-time view of processes
- Leverage a complete set of process improvement tools, including process mining, AI, and automation
- Benchmark processes against industry standards and best practice implementations
- Identify execution gaps and maximize capacity to achieve breakthrough performance
PATHFINDER IS THE TOOL OF CHOICE FOR ANY SAVVY DATA ANALYST
With Pathfinder, you gain insights into the behavior of your visitors and customers on your websites and, based on this, receive completely automated targeted recommendations for action for the further success of your digital sales campaigns.
Analyze & understand visitor behavior
- Connect to any underlying business system
- Get a complete real-time view of processes
- Leverage a complete set of process improvement tools, including process mining, AI, and automation
- Benchmark processes against industry standards and best practice implementations
- Identify execution gaps and maximize capacity to achieve breakthrough performance
See what you want to see
- Control your analytics and zoom from high-level overviews to individual user journeys
- Track main paths across your entire website or zoom into subsections of your website
- Understand where your visitors are “bouncing off” your sign-up forms
Grouping of target groups and campaigns
- Automatic calculation of similar user behavior
- Display and comparison of similar behavior patterns
PATHFINDER IN ACTION
Automatic segmentation of customer behavior on the website
An example: Analysis of actual user flows on your complete website for different visitor segments – here first-time visitors (orange) vs. return visitors (blue).
Do all visitors actually behave as you planned? Where are the optimization potentials?
USE CASE PROCESS ANALYSIS CONSTRUCTION FINANCIERS (1/2)
ANALYSIS – 10 STEPS FROM LEAD TO CLOSE
Often data only available for a few process steps – lead, inquiry at bank & closing
–> Enormous potential for automation and data-driven sales
USE CASE PROCESS ANALYSIS CONSTRUCTION FINANCIER (2/2)
TARGET PICTURE – 10 STEPS FROM LEAD TO CLOSE – CONTROL & GUIDANCE IN EACH STEP
–> Achieved revenue as well as productivity increases through automation and data-driven sales
–> End-to-end control and leadership over your sales process
HOW TO START
START RIASK FREE AND RESOURCE-CONSERVING IN WEEKS INSTEAD OF MONTHS
SIGNING & ONBOARDING
- Definition of project scope
- Offer and order
- Discovery Workshop
- Discussion of current management initiatives, sales challenges and relevant use cases
- Identification of relevant stakeholders and decision makers
- Definition of key decision criteria
- Ranking of key sales relevant business cases and feasibility based on data availability
ANALYSIS
- Data transmission
Analysis of the data landscape with the goal of a holistic picture on the customer- Which data pots exist?
- Which data pots need to be merged?
- Structured process analysis with the goal of understanding the process from the customer’s point of view
- Which steps are there in the process?
- Is there data for each step?
- Funnel analysis with the goal of visualizing breaking points and potentials
FINALIZE & PRESENT
- Business Case Session
- Business Impact Workshop
- Organizational Fit Meeting
- Roadshow
- Final management presentation incl. Roadmap
ROLL-OUT
- Decision & Order
- Preparation for the implementation of the roadmap
- Rollout of an individually tailored solution from Adtelligence to leverage the potentials that have been worked out
BENEFIT FROM OUR PROVEN BEST PRACTICES
that we have implemented along the customer lifecycle in 250 customer projects with our customers.