How do we ensure the delivery of value to customers in order to ensure the long-term value of customers?
In March 2021, inQuba and Microsoft co-hosted the webinar ‘Delivering Customer Value & Boosting Retention in Financial Services'. The speakers discussed the following:
• Value of customers versus value for customers
• Value as a multi-dimensional construct
• How to deliver value throughout customers’ journeys
• Case studies and practical examples
• How to take the next step to transform your business
Speakers: Vlad Daljac (Microsoft), Trent Rossini (inQuba), Antony Adelaar (inQuba)
Recording: https://youtu.be/SBovyfoO0oU
9. • I am digital
• I am empowered
• I care about personal well-being
• I care about simplicity
• I am creative to be self sustaining
• I explore my options constantly
• I am risk-averse
What’s changed…
• I seek hope
• I want relevant engagement
• I seek authentic experiences
• I want value, more than ever
What hasn’t changed…
LET’S TALK ABOUT VALUE
10. What the customer gets for
what the customer pays
Defining value
Economic Functional Experiential Symbolic
However, “what the customer gets” is a bundle of
characteristics that are both real and perceived
LET’S TALK ABOUT VALUE
11. Economic
Experiential Symbolic
Functional
• Acquisition
• Retention
• Cross-sell
• Brand health
The Wins
Source reference: https://go.forrester.com/blogs/valueforcustomers-cx-pros/
Customer
Profitability
Market
Share
The Alternative
• Poor value delivery
• Customer churn
• Decreased profits
• Reduced market share
DELIVERING CUSTOMER VALUE
12. So, how do we ensure the delivery of value to customers in
order to ensure the long-term value of customers?
15. INQUBA
JOURNEY
ANALYTICS
LARGE
TELCO
GLOBAL
INSURER
LARGE
BANK
Big Data
Find patterns in customer & transactional data across
experiences & over time
Journey Analytics
Discover actual customer journeys through experiences &
channels, & their sentiment
Optimisation
Nudges & interventions, informed by Machine Learning, that
retain customers by helping them to reach their goals
Hard results
80% to 120% increase in conversion at
moments of truth
20-point increase in Net Promoter Score
OUR APPROACH
19. INQUBA JOURNEY CLOUD
CX Management
Dashboards
Analytics Reporting CX Text View Journey Analytics
Customer Value
Analytics
Interactive “What-If”
Frontline Staff
Reporting
B2B Reporting Social Analytics
Emotion Curve
Analytics
Brand Health
ML Recommended
Actions
Product Experience
Analytics
Optimisation Analytics
JOURNEY INSIGHTS
CEM Measurement
Model
Survey & Invite
Authoring
Twitter Listening &
Messaging
Journey Definition &
Grouping
Goal Management Data Modelling
Dynamic rule driven
Surveys
Case
Management
Facebook Listening &
Messaging
Journey Mapping Customer Profiles Algorithm Modelling
Digital Engagement
Staff to Customer
Engagement
CX Target
Management
Survey Send
Management
Text Analytics
Authoring
Prescriptive Rule
Execution
CX SOCIAL JOURNEY AI
ROI Analytics
20. INQUBA JOURNEY CLOUD
User Management Data Ingestion
Audit and
Monitoring
API Access
Rule & Event
Processing
Single View
Security Data Export
Data Management
& Reporting
Communications
Channel Integration
Load Distribution
Management
B2B
INQUBA FOUNDATION
Email to Web In-Email SMS Chat SMS to Short URL
Web Intercept
Surveys
WhatsApp
Customer Events
Customer Dimension
Files
Unstructured Text Transactions
Customer Value
Data
DATA COLLECTION CHANNEL AND DATA TYPES
23. Value perception is holistic, throughout the customers’ journey, not just at
isolated points
Functional
Symbolic
Economic
The $’s spent or saved
Experiential
The experience of the service and the product
when interacting
Functional
What the product offers in features in the
context of the price
Symbolic
The status that is delivered through the use of
the product or offering
“Is the policy priced correctly for my
needs?”
“What features of the policy meet
my needs?”
“Is the quoting experience low
effort?”
“Is the brand trusted in terms of
paying claims?”
Economic
Experiential Symbolic
Functional
Customer
THE DIMENSIONS OF VALUE
24. What is Customer Journey
Management?
Source: https://www.slideshare.net/McK_CMSOForum/customer-experience-journey-webinar-v10-091713
• Identify journeys that matter to business
success
• Measure & monitor success signals
• Orchestrate corrective actions
• Track journey success
• Prioritise problem areas
Source: https://customerthink.com/what-is-customer-journey-management/
Transforming
Customer
Experience:
From Moments
to Journeys
“Journey management enables you not only to
measure, monitor and optimize customer experience,
but align your entire organization with your
customers’ goals.“
• More that 50% of customer interactions happen
during a multi-event, multi-channel journey
• Touchpoints matter, but journeys matter more
• Journey-led approaches are 30% more
positively correlated with business outcomes –
CSAT, likelihood to stay or recommend
INDUSTRY VIEW
27. MAKING IT REAL: STI ONBOARDING JOURNEY
Get quote Select options
Submit application
and documentation
Meet Economic Value and
Functional Needs
Understanding of options
Match to individual needs
Ease of getting process
completed.
Proactive contact from
contact centre
Informed
Value Re-enforcement
Key Engagements:
Various quote options
Dialogue to understand needs
Key Engagements:
Dialogue to establish
understanding
Dialogue to understand
objections
Dialogue to understand match
needs
Key Engagements:
Communication on what to do
Communication on outstanding
documents
Assessment of ease of
submission
Key Engagements:
Sending welcome messages
Feedback on welcome pack
documentation
Obtaining feedback on
onboarding experience
Receive welcome
pack
Request Quote
with Default Options
Consider Quote Options
Select Product and Options
Submit application
Submit documents
Read Key Product
Features
Interest in the brand and key
value proposition
understanding
Key Engagements:
Personalised emails to drive
interest and traffic
Personalised digital adverts to
drive interest and traffic
Navigate to Website
or Contact Centre
Respond to
promotion
Onboarding
Journey
Customer Value
for Customers
Customer
engagement tool
box -
interventions
What we want
customers to
do?
Website marketing
dialogue
Value assessment
dialogue
Value promotion dialogue
Broker engagement dialogue
Application completion
nudge
Confirmation
dialogue
28. Discover real journeys using customer and
transactional data. Identify paths that lead to success
and failure and set goals by segment
Discover real customer journeys &
establish goals
Design interventions that increase value and
success for more customers. Determine action
outcomes and drive customers towards goals
Implement Interventions
Using dialogues measure the customers’ perception
of value at each of the goal points to determine
targets per segment
Measure value delivery through
Insights collection
Measure the effectiveness of the interventions and
their impact on driving value for customers and
outcome achievement
Measure the results and refine
OPTIMISING VALUE TO ACHIEVE GOALS
Action goals
Achieved when a task is successfully
achieved or a point reached
Value goals
Achieved when either real or
perceived value is delivered
30. ANALYSE GOAL
ACHIEVEMENT
Examine client behaviour overlaid with
emotional context
REVIEW AND OPTIMISE
Iterate to maximise journey optimisation
MEASURE VALUE
DELIVERY
Understand customers by measuring
emotion at moments of truth
DESIGN INTERVENTION
STRATEGIES
Design systemic and personalised
interventions & nudges
DISCOVER REAL
JOURNEYS
Discover where & when clients are leaving
or falling off
HOW WE DO THIS
31. ANALYSE GOAL
ACHIEVEMENT
Examine client behaviour overlaid with
emotional context
REVIEW AND OPTIMISE
Iterate to maximise journey optimisation
MEASURE VALUE
DELIVERY
Understand customers by measuring
emotion at moments of truth
DESIGN INTERVENTION
STRATEGIES
Design systemic and personalised
interventions & nudges
DISCOVER REAL
JOURNEYS
Discover where & when clients are leaving
or falling off
APPROACH TO VALUE DELIVERY
32. Register / call centre
Register / email
Register / web
Assessment / supplier
Query / web
Approval / call centre
Query / call centre
Car hire / supplier
Collect car / supplier
Query / supplier
Query / web
Decline / supplier
Complaint / supplier
CLAIM
(MOTOR)
!
!
!
DISCOVER
JOURNEYS
Discover clients’ real paths, & where &
when they are leaving your business. Get
a view of their sequences & their
obstacles.
Goal setting
Establish and monitor customer lifetime value
for prioritisation
Data-driven path discovery
A single view of every customer
CUSTOMER JOURNEY DISCOVERY
34. ANALYSE GOAL
ACHIEVEMENT
Examine client behaviour overlaid with
emotional context
REVIEW AND OPTIMISE
Iterate to maximise journey optimisation
DESIGN INTERVENTION
STRATEGIES
Design systemic and personalised
interventions & nudges
DISCOVER REAL
JOURNEYS
Discover where & when clients are leaving
or falling off MEASURE VALUE
DELIVERY
Understand customers by measuring
emotion at moments of truth
APPROACH TO VALUE DELIVERY
35. Register / call centre
Register / email
Register / web
Assessment / supplier
Query / web
Approval / call centre
Query / call centre
Car hire / supplier
Collect car / supplier
Query / supplier
Query / web
Decline / supplier
Complaint / supplier
CLAIM
(MOTOR)
MEASURE CUSTOMER
VALUE DELIVERY
Reach out to customer cohorts on particular
paths to gather feedback and measure
sentiment and value perception.
!
Dear Charlotte
We would really value your feedback
on your recent claim experience.
Kindly take a minute…
TransAtlantic Ins.
Today, 15:30
Very good!
Charlotte Weaver
Today, 17:40
Structured & unstructured collection
Omni-channel measurement
Text analytics
MEASURE VALUE DELIVERY
37. REVIEW AND OPTIMISE
Iterate to maximise journey optimisation
MEASURE VALUE
DELIVERY
Understand customers by measuring
emotion at moments of truth
DESIGN INTERVENTION
STRATEGIES
Design systemic and personalised
interventions & nudges
DISCOVER REAL
JOURNEYS
Discover where & when clients are leaving
or falling off
ANALYSE GOAL
ACHIEVEMENT
Examine client behaviour overlaid with
emotional context
APPROACH TO VALUE DELIVERY
38. Register / call centre
Register / email
Register / web
Assessment / supplier
Query / web
Approval / call centre
Query / call centre
Car hire / supplier
Collect car / supplier
Query / supplier
Query / web
Decline / supplier
Complaint / supplier
CLAIM
(MOTOR)
ANALYSE GOAL
ACHIEVEMENT
Overlay the real client journeys, by
client segment, with their emotional
context. Better understand your clients’
while they’re achieving or not
achieving their goals.
Goal achievement reporting against targets
Goal achievement by dimension
Drop-off management
Goal achievement
Action outcome
Value outcome
Economic
Functional
Experiential
ANALYSE GOAL ACHIEVEMENT
40. ANALYSE GOAL
ACHIEVEMENT
Examine client behaviour overlaid with
emotional context
REVIEW AND OPTIMISE
Iterate to maximise journey optimisation
MEASURE VALUE
DELIVERY
Understand customers by measuring
emotion at moments of truth
DISCOVER REAL
JOURNEYS
Discover where & when clients are leaving
or falling off
DESIGN INTERVENTION
STRATEGIES
Design systemic and personalised
interventions & nudges
APPROACH TO VALUE DELIVERY
41. Register / call centre
Register / email
Register / web
Assessment / supplier
Query / web
Approval / call centre
Query / call centre
Car hire / supplier
Collect car / supplier
Query / supplier
Query / web
Decline / supplier
Complaint / supplier
CLAIM
(MOTOR)
DESIGN
INTERVENTION
STRATEGIES
Orchestrate client journeys by designing
personalised interventions to retain each
profile of at-risk clients, through contextual
nudges, feedback collection and service
recovery
Subject: Charlotte, got two minutes?
Hi Charlotte, we’re thrilled that you’ve
successfully activated. We’d love to get
to know you. Please click
TransAtlantic Ins. Today, 15:30
Systemic changes to customer journey design
Nudges & dialogues based upon value needs
Closed-loop service recovery
DESIGN INTERVENTION STRATEGIES
43. ANALYSE GOAL
ACHIEVEMENT
Examine client behaviour overlaid with
emotional context
MEASURE VALUE
DELIVERY
Understand customers by measuring
emotion at moments of truth
DESIGN INTERVENTION
STRATEGIES
Design systemic and personalised
interventions & nudges
DISCOVER REAL
JOURNEYS
Discover where & when clients are leaving
or falling off
REVIEW AND OPTIMISE
Iterate to maximise journey optimisation
APPROACH TO VALUE DELIVERY
44. Register / call centre
Register / email
Register / web
Assessment / supplier
Query / web
Approval / call centre
Query / call centre
Car hire / supplier
Collect car / supplier
Query / supplier
Query / web
Decline / supplier
Complaint / supplier
CLAIM
(MOTOR)
REVIEW AND
OPTIMISE
Review the impact of strategies & tests
on behaviour & conversion. Iterate &
fine-tune interventions for maximum
possible optimisation of client journeys
and retention of clients. Measure ROI &
repeat.
Review of intervention effectiveness
Optimisation and ROI
Fine-tuning for journey success
REVIEW & OPTIMISE
46. ANALYSE GOAL
ACHIEVEMENT
Examine client behaviour overlaid with
emotional context
REVIEW AND OPTIMISE
Iterate to maximise journey optimisation
MEASURE VALUE
DELIVERY
Understand customers by measuring
emotion at moments of truth
DESIGN INTERVENTION
STRATEGIES
Design systemic and personalised
interventions & nudges
DISCOVER REAL
JOURNEYS
Discover where & when clients are leaving
or falling off
APPROACH TO VALUE DELIVERY
48. CASE STUDY: RETAIL BANK CARD ACQUISITION
• Reduce NTU’s
• Move the customer to the next node or point in
the acquisition journey
• Test ML and how it can enhance this journey
• Best offer first
• Operational and cost efficiency
OBJECTIVE
49. Customer
Applies for a
Credit Card
Customer
Accepts
Quote
Customer
Receives
Card
Customer
activates and
spends
Application
incomplete
Quote
pending
Quote
declined
NTU
Card not
activated
No spend
after
activation
Delivery
Experience
Sales
Experience
Application
fulfilled
Documents
outstanding
Case management
Stall Points
Feedback collection
ML
VoC data
Transactional
data
Credit data
JOURNEY MANAGEMENT MACHINE LEARNING
52. MAKING IT REAL: STI ONBOARDING JOURNEY
Get quote Select options
Submit application
and documentation
Meet Economic Value and
Functional Needs
Understanding of options
Match to individual needs
Ease of getting process
completed.
Proactive contact from
contact centre
Informed
Value Re-enforcement
Key Engagements:
Various quote options
Dialogue to understand needs
Key Engagements:
Dialogue to establish
understanding
Dialogue to understand
objections
Dialogue to understand match
needs
Key Engagements:
Communication on what to do
Communication on outstanding
documents
Assessment of ease of
submission
Key Engagements:
Sending welcome messages
Feedback on welcome pack
documentation
Obtaining feedback on
onboarding experience
Receive welcome
pack
Request Quote
with Default Options
Consider Quote Options
Select Product and Options
Submit application
Submit documents
Read Key Product
Features
Interest in the brand and key
value proposition
understanding
Key Engagements:
Personalised emails to drive
interest and traffic
Personalised digital adverts to
drive interest and traffic
Navigate to Website
or Contact Centre
Respond to
promotion
Onboarding
Journey
Value delivery &
perception
Customer
engagement tool
box -
interventions
What we want
customers to
do?
Website marketing
dialogue
Value assessment
dialogue
Value promotion dialogue
Broker engagement dialogue
Application completion
nudge
Confirmation
dialogue
53. STI VALUE ASSESSMENT DIALOGUE
Text Message
Today, 15:30
Hi, Lynn.
We hope we met your requirements in quoting for your [Car].
To help you get the most value from Transatlantic insurance,
we would really encourage you to provide feedback on the
quote you have received.
Click on http://bitly.info/eurt4 to give us feedback on whether
we are meeting expectations.
Today, 15:30
Lynn, we glad you chose to provide feedback to maximise
our value to you.
Please let us know the most important aspect in making
your decision on this quote:
1. The price and the cover
2. The benefits and insurance cover
3. The brand of Transatlantic
4. Application experience
Rate 1 to 4
Today, 15:30
Please can you rate each of the following aspects from 1 to
10 where 1 fails to meet expectations and 10 exceed
expectations.
1. The price relative to the cover
Rate from 1 to 10
2. The benefits and insurance cover
Rate from 1 to 10
3. The brand of Transatlantic
Rate from 1 to 10
4. Application experience
Rate from 1 to 10
Today, 15:30
Why are you obtaining this cover:
1. New Car
2. Competitive Quote to replace my existing cover
3. Unhappy with current insurer
Rate 1 to 3
When do you need to make a decision:
1. This week
2. In the next 2 weeks
3. In the next month
4. In the next 3 months
Rate 1 to 4
Would you like a consultant to contact you to answer any
questions that you may have on the product
Yes / No
Do you have any other feedback?
Yes / No
Today, 15:30
Thank you for the feedback, Lynn!
We will contact you in the next ## hours to assist.
Today, 15:30
Please provide feedback on the quote
Free text
55. Rapid insight into
what’s happening in
your business
SPEED TO
INSIGHT
Where & when to
intervene for best
results & to manage
risk
INTERVENTION
CLARITY
Swift testing of
intervention
effectiveness
RAPID
ITERATION
Tangible links
between interventions
and conversion
TANGIBLE
ROI
REDUCED DEV
DEPENDENCY
Light integration ensuring
speed to results
THE INQUBA DIFFERENCE
57. 3 simple steps
1
Schedule your 2-hour
interactive, virtual
workshop
WHAT WE’LL DO
• Map your customer journey
• Define customer profiles
• Identify nudge opportunities
• Identify data requirements
• Quantify the ROI
WHAT YOU’LL GET
An Accelerator Pack to start your Journey trial:
• High level Journey Design
• Step 2 documented
• Journey ROI Modeller
2
3
info@inQuba.com
Subject: Accelerator
INQUBA JOURNEY ACCELERATOR
58. So take that first step
of the Journey…
Book your Journey Accelerator
Workshop now!
Hinweis der Redaktion
Introductions..
REASON TO CARE
Vlad intro of partnership
Vlad intro
AA – coming soon…
REASON TO CARE
We’re quick to talk about value of customer, but less quick to talk about value for…
Truth is, customers that get value…
It is well documented in research and academia that the outcome is market share and profitability.
But what do our customers value? That’s interesting because things have changed a lot in the last year…>>>
As a result of 2020 and everything that came with it, here are some of the changes in what customers value…
But some things have not changed…
Let’s look at the last one a bit more closely >>>
Value can be simply defined as… (everyone agrees)
But the second half of that sentence is nuanced..
According to our friends at Forrester, there are 4 dimensions of value…
Let’s look a little more closely at what they are and what they mean to us >>>
The 4 dimensions of value according to Forrester are…
And winning in these areas result in boosted customer acquisition…etc. The outcome of these can be summarised into Profitability and Market Share
The alternative – not delivering value – will result in…
So the question we’re asking ourselves is.. >>>
REASON TO BELIEVE
REASON TO BELIEVE
WHAT YOU NEED TO KNOW
Let’s jump back into Forrester’s model and the four dimensions.. A brief description of each, and the kind of questions you’d expect clients to be asking themselves in each dimension…
What’s important is that VALUE PERCEPTION IS HOLISTIC, THROUGHOUT THE CUSTOMERS’ JOURNEY, NOT JUST AT ISOLATED POINTS
It’s important to consider customers’ end-to-end journeys rather than moments in time..
But don’t take our word for it, let’s look at the importance of the journey >>>
CJM definition, and why it’s important
But what are we talking about when we say journey? >>>
The modelled journey
But it never looks like this in reality >>>>>
Rather, it looks something like this, and is often unsuccessful.
Let’s make it a bit more real though, with some added layers.
At a high level, what do businesses need to do to ensure that customers reach goals? They need to do these things..
Customer Journey Management is the best approach to doing this
Let’s dive in to the Journey approach in more detail >>>>
High level process
1
Elaborate on content
Example solution screens (hinting at product existence now..)
2
Elaborate on content
Screens.
Anchoring of feedback to parts of the journey, and analytics output
3
Screens
4
Elaborate on content
Screens
5
Elaborate on content
Screens
Summary of where we’ve come from, and the approach for ensuring multi-dimensional value delivery to customers…
Let’s look at the real world now, at a couple of case studies in FS >>>
