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1、Gap Analysis and Initiatives PrioritisationFebruary 20112Objective of the documentObjectives of this document are to:Assess the operational gap between the current state and the future state of the Customer JourneysDefine and prioritise the initiatives to achieve the future state3Gap analysis and in
2、itiatives prioritisation in the context of Capgeminis Customer Experience TransformationApproach to initiatives prioritisationOperational gap analysis and initiatives assessment Initiatives prioritisationTable of Content4Operational Gap Analysis and Initiative Prioritisation are the first steps to m
3、apping the transformation journey towards an enhanced CEXThe journey begins with the assessment of the gaps between current and future state and follows with the identification and prioritisation of people, process and technology initiatives to close the gaps Purpose of Part 1 of the Roadmap Priorit
4、isation To define a list of initiatives which need to be delivered based on the operational gap between the current and the future state To prioritise these initiativesWhy should BP perform this step? This stage provides a structured approach to the implementation of the initiatives, accounting for,
5、 amongst other: strategic priorities resource availability dependencies cost/benefits analysisCustomer insightMeasurementCustomer SegmentationCustomer journeyPositioningRoadmap Prioritisation5Gap Analysis & initiatives identification Assessment of the operational gap Identification of the initiative
6、s to close the operational gap (people, process, technology)Initiatives prioritisation Initiatives rating Dependencies and quick wins PrioritisationThe gap analysis and initiatives identification refers to the segmentation exercise, customer experience design and loyalty KPIs reviewSubject of the pr
7、esent documentFuture State Definition Mapping of the BP Card Plus customer journeys Definition of the future state for each journeyCustomer Insight & Segmentation Customer survey requirements Customer segmentation validation requirementsLoyalty KPIs Review of KPIs in 4As system Recommendation on loy
8、alty KPIs6Choose BPApplication and account validationQuery and issuesEmergencyAccount and fleet managementPaymentQuit BPComplaintComms & OffersCard holders use On BP NetworkRe-evaluationCSWWPoSWCSARTSWCSCSWCSTSWCSWTSCJ1CJ2CJ3CJ4CJ5CJ6CJ8CJ9CJ7CJ10CJ11TSDICARCTSMTSCSTSCSARAccount ReceivableDIData Int
9、egrityCCreditPoSPoint of SaleWWebCSTSCustomer ServiceTelesalesMMarketingCSCard holders use off BP Network PoSCJ3aPoSPoSDIARARPoSWARARUsePre Sale Advertising/ ResearchApply & WelcomeCustomer servicePayRe evaluateMaintainExit11 journeys were identified for the BP Plus card customers from awareness to
10、quit7The future state of each journey was designed and Capability Requirements, in terms of people, process and technology, were identifiedFuture State: “In the future, customers will.”Capability requirementsILLUSTRATION8The assessment of the operational gap between current and desired state was con
11、ducted for each capability requirement, and a number of initiatives identified CapabilitiesInitiatives definitionOperational Gap AnalysisCluster#Capability requirementsInitiativeDetail of the initiativeDepartme nts impactedCustomer Journey impactedDoes this capability already exist today? Score: 1-5
12、How easily could BP close existing gap? Score: 1-5Comments and explanations of the scoreMarketing Strategy 1New OffersNew offers developmentDevelop offers to differentiate BP offers from Competitors and Highlight benefits for SMEsMarketingChoose BP Reevaluation Quit33* Offers partially exist. * Deve
13、loping new offers is partially on the BP roadmap and Marketing teams have all the inputs / content to develop them Customer Satisfaction Survey11Customer Satisfaction SurveyCustomer Satisfaction Survey developmentSet up Customer satisfaction survey and associated KPI at different stages of the custo
14、mer journey and include question around customer feeling in the survey (the customer feels “valued“): -Query and issues - Re evaluation, - Disputed transactions - Quit,. Marketing, CS, TS, AR, ITQuery and issues Reevaluation13*Currently no existing customer satisfaction survey * Some initiatives aro
15、und asking questions to customers already exist. The approach can be re-used for Customer survey. Training15Knowledgeable AR StaffAR TrainingTrain the AR team on how to improve the customer communication in case of service disconnection (to ensure the customer still feels valued) Keep the “Tone of v
16、oice of customer” (e.g.: partnerships, solutions) ARPayment 34* AR Team currently deliver the right message but each of them on “its own way“. Scripts need to be developed * Only 9 peoples in the team need to be trained.Process25Behavior Changes processBehavior Changes process definition* Define a process to proactively manage changes in customer behaviour
