Applying Visualization to Customer Experience Transformation 

 Challenge and Selection 

 I work as a Customer Experience Transformation consultant primarily dealing with developing or   enhancing customer journeys for Telecom Customers in web / app channels . Most of my projects begin   with capturing requirements / user stories and then followed by UI / UX and IT development . 

 Telecom Customer Journeys look simple from a user perspective , but from a Telecom Company   perspective this is a complex process with multiple variations with different outcomes for every click the   customer makes while performing the journey in real life . Each customer action and its outcomes need   to be thought through carefully and weighed balancing business outcomes and customer experience .   Imagine a simple scenario- customer clicks on checkout . Looks simple is n’t it ? But from a journey   perspective it may lead to multiple outcomes based on the product in the basket – eg some products   may need a credit check some may not , some products may need financing , some products may need   additional customer details to be capture and many more . Then additionally what if customer has 5   Iphones in the basket that they are checking out- is it a fraud case ? What should be the journey if fraud   is detected ? 

 I realized the traditional approach of writing down requirements / user stories is limiting the customer   experience transformation that the company wants to achieve as potential variations within the journey   are missed . I realized this traditional approach also lead to UI / UX or IT defects as the developers are not   able to connect the dots in a customer journey . Visualization ( drafting User Journeys ) help stakeholders   think about the outcomes and variations within each action customer undertakes and developers   understand the nuances of the journey . It unlocks the customer journey variations which a traditional   pen and paper approach wo n’t have achieved . 

 Application 

 I used to draw or map out the existing customer journey my company had and that was my starting   point for every meeting I had with the stakeholders . Along with the journey map I would present some   important data points . As an Example I would present the current customer purchase ( JOIN ) journey and   present a fact that currently around 30 % of prospects would drop off after checking out even after   reaching close to the very end of the journey without completing the purchase . 

 So on one hand we have the existing or As - Is journey and on the other hand we have the problem   statement of what we are trying to address . I would ask the stakeholders what could be the reason 30 %   of prospects drop off without making the purchase . Is the As - IS journey too long ? Are we asking   unnecessary details of the customer , can the journey be reduced ? Do we give the prospects option to   resume the journey at a later stage ? I would give the stakeholders some time to think about these   questions and the journey map which is visible on the screen . 

 I would record the insights that came out as a group from the stakeholders and address each one of   them and decide how best to enhance the customer journey map with these new insights . The final   agreed to - be customer journey would also act as a visual reference point for the UI / UX and IT teams and   better than user stories 

 Insight and Approach 

 Carrying on with the same example as above , the As - Is Journey map gives the stakeholders quick   identification of which steps are necessary in the journey and which are overheads if we want to   quicken the purchase journey so that customers do not drop off without making payment . Each visual   step in the journey map can be weighed in terms of business value ( cost + benefit ) . Say for example in   the Purchase ( JOIN ) journey I mentioned above , the marketing stakeholders would identify few   customer steps as not required but legal stakeholders would say they are required from a compliance   perspective . We would have a healthy debate and weigh the business value and measure against any   compliance or legal issues . I realized that we can unlock the power to think differently by visualization .   On the same steps both Marketing and Legal teams thought differently from their individual interest   perspective and presented their opinions . 

 The Other thing I realized with visualization is that user journey maps enabled me to not only help   stakeholders understand what it is we 're trying to do but also to help persuade them in the worthiness   of a particular idea which I would bring to the table . Which is a key aspect of my job as I am a Customer   Experience consultant . 

 Going forward what I believe is I can really build upon visualization and incorporate Learning Launch tool   as a Pilot to test out the customer journey changes we are proposing as a team and do they really   enhance customer experience . This could be a staff trial or a sub - set of customer trial on a sub - set of   products on a single selected customer journey designed . The best thing about customer journeys is that   they could be quickly reversed or scaled depending upon the outcome . 


EMAIL: 
ID_NUM: 
NAME_STUDENT: 
PHONE_NUM: 
STREET_ADDRESS: 
URL_PERSONAL: 
USERNAME: 

### Task: You are a PII (Personal Identity Information) Detection. Given a essays written by students, you have to identify ONLY the following:
NAME_STUDENT - The full or partial name of a student that is not necessarily the author of the essay. This excludes instructors, authors, and other person names.
EMAIL - A student’s email address.
USERNAME - A student's username on any platform.
ID_NUM - A number or sequence of characters that could be used to identify a student, such as a student ID or a social security number.
PHONE_NUM - A phone number associated with a student.
URL_PERSONAL - A URL that might be used to identify a student.
STREET_ADDRESS - A full or partial street address that is associated with the student, such as their home address.
### Input: Applying Visualization to Customer Experience Transformation 

 Challenge and Selection 

 I work as a Customer Experience Transformation consultant primarily dealing with developing or   enhancing customer journeys for Telecom Customers in web / app channels . Most of my projects begin   with capturing requirements / user stories and then followed by UI / UX and IT development . 

 Telecom Customer Journeys look simple from a user perspective , but from a Telecom Company   perspective this is a complex process with multiple variations with different outcomes for every click the   customer makes while performing the journey in real life . Each customer action and its outcomes need   to be thought through carefully and weighed balancing business outcomes and customer experience .   Imagine a simple scenario- customer clicks on checkout . Looks simple is n’t it ? But from a journey   perspective it may lead to multiple outcomes based on the product in the basket – eg some products   may need a credit check some may not , some products may need financing , some products may need   additional customer details to be capture and many more . Then additionally what if customer has 5   Iphones in the basket that they are checking out- is it a fraud case ? What should be the journey if fraud   is detected ? 

 I realized the traditional approach of writing down requirements / user stories is limiting the customer   experience transformation that the company wants to achieve as potential variations within the journey   are missed . I realized this traditional approach also lead to UI / UX or IT defects as the developers are not   able to connect the dots in a customer journey . Visualization ( drafting User Journeys ) help stakeholders   think about the outcomes and variations within each action customer undertakes and developers   understand the nuances of the journey . It unlocks the customer journey variations which a traditional   pen and paper approach wo n’t have achieved . 

 Application 

 I used to draw or map out the existing customer journey my company had and that was my starting   point for every meeting I had with the stakeholders . Along with the journey map I would present some   important data points . As an Example I would present the current customer purchase ( JOIN ) journey and   present a fact that currently around 30 % of prospects would drop off after checking out even after   reaching close to the very end of the journey without completing the purchase . 

 So on one hand we have the existing or As - Is journey and on the other hand we have the problem   statement of what we are trying to address . I would ask the stakeholders what could be the reason 30 %   of prospects drop off without making the purchase . Is the As - IS journey too long ? Are we asking   unnecessary details of the customer , can the journey be reduced ? Do we give the prospects option to   resume the journey at a later stage ? I would give the stakeholders some time to think about these   questions and the journey map which is visible on the screen . 

 I would record the insights that came out as a group from the stakeholders and address each one of   them and decide how best to enhance the customer journey map with these new insights . The final   agreed to - be customer journey would also act as a visual reference point for the UI / UX and IT teams and   better than user stories 

 Insight and Approach 

 Carrying on with the same example as above , the As - Is Journey map gives the stakeholders quick   identification of which steps are necessary in the journey and which are overheads if we want to   quicken the purchase journey so that customers do not drop off without making payment . Each visual   step in the journey map can be weighed in terms of business value ( cost + benefit ) . Say for example in   the Purchase ( JOIN ) journey I mentioned above , the marketing stakeholders would identify few   customer steps as not required but legal stakeholders would say they are required from a compliance   perspective . We would have a healthy debate and weigh the business value and measure against any   compliance or legal issues . I realized that we can unlock the power to think differently by visualization .   On the same steps both Marketing and Legal teams thought differently from their individual interest   perspective and presented their opinions . 

 The Other thing I realized with visualization is that user journey maps enabled me to not only help   stakeholders understand what it is we 're trying to do but also to help persuade them in the worthiness   of a particular idea which I would bring to the table . Which is a key aspect of my job as I am a Customer   Experience consultant . 

 Going forward what I believe is I can really build upon visualization and incorporate Learning Launch tool   as a Pilot to test out the customer journey changes we are proposing as a team and do they really   enhance customer experience . This could be a staff trial or a sub - set of customer trial on a sub - set of   products on a single selected customer journey designed . The best thing about customer journeys is that   they could be quickly reversed or scaled depending upon the outcome .
### Output: 