Presentation : Customer Journey Management
  

Customer Journey Management

Optimising customer journeys improves customer service and creates a more relaxed atmosphere for both customers and staff. It also optimises staffing costs, increases revenues and gives the organisation added value by maximising profitability.
We call this overall process Customer Journey Management.
“Customer Journey Management is all about managing the journeys of your customers and their experiences from their initial contact with your company, through to service delivery. It also includes capturing their opinion after they have received the service”.
A system for Customer Journey Management makes it possible to find the most effective way of serving people. It also makes it possible for people waiting to do something meaningful while they wait. They can fill in forms, read newspapers, drink coffee, shop, for example.
How is this possible?
Knowledge is always the first step when you want to solve a problem. Orchestra stores information about every waiting person: arrival time, selected service, waiting time, and so on. By utilizing this information it is possible to find the best way of serving customers. You will know exactly when and where a service must be improved and the historic information can be used to check the result of improvements.

Serving customers

To see to it that customers are served in a fair and efficient manner is Orchestra’s most important task.
In the Orchestra system first the services needs to be defined. Services represent the choices customers can make when they enter the premises. Service are linked to so called ticket printer buttons which represent the services they see on these devices. A service choice therefore are made on, for example, touch screens or at receptions equipped with a printer. A service choice results in a visit number being generated and usually printed on a ticket.
The queue specifies the visit number sequence. A service always belongs to a queue. Two or more services that belong to the same queue also share the same number sequence.
Visit numbers are selected from queues depending on profiles when a staff member gives the Next command.

Customer Journey Management Terminology

Below you can find a description of the most common terms used in this manual.
 
Table 1: Customer Journey Management Terminology
Term
Description

Appointment

An agreed intention to a Visit.
The Appointment may include multiple Services (and by that multiple Transactions) but it only has one Appointment time.

Arrived

Used, for Appointments, when a Customer has started a Visit, i.e.when the Customer gets a ticket number.

Branch

An office or department carrying out one or more Services in a geographical location.
Called
When the ticket number was called, no matter if the Customer responded or not. A Transaction that started without the Customer entering the Queue was never called.
Calling Rule
A set of rules that decide from which Queue the next Customer should be called.
Customer
A Customer is a person visiting a Branch.

Customer Journey Management

The setup of Services, and Queues, Calling Rules and Segmentation Rules.
Delivered Service
A kind of Mark about what Service that the Customer got. Not necessarily the Service they chose at the Entry Point
Display
Generic display that can change view, e.g. LED or monitor display.
Entered Queue
Every time a Customer is placed in a Queue during a Visit, even if the waiting time is 0. There is a possibility to have a transaction without entering any Queue and that is when a Service is added when a Customer is served without being placed in any Queue (Multi Service without any waiting between Services).
Entry Point
A Display that allows a Customer to choose a Service and be assigned to a Queue.
Information Display
A LED or a graphical Display that shows system information.
Journey
A Journey includes all activities (Visits, Transactions, Appointments, etc.) that are required to deliver one end result. The exact definition depends on the client but it must be possible to link two activities to place them in the same Journey. For example in one Appointment, you book the next Appointment, belonging to the same Journey.
Mark
A User defined value that can be added to a Service Transaction. See Outcome and Delivered Service.
Main Display
A LED or a graphical Display in the waiting area that shows the Ticket Id that is called, the Position that is calling and the direction to the Position.
No Show
A Customer that does not respond to a call.
Outcome
A Mark object that can be added to a Service or a Delivered Service to specify the result of the Transaction.
Positional Display
Display above a Workstation Service Point.
Presentation Point
A Unit that can display information, for example main displays and positional displays.
Queue
A first in first out list of customers.
Queuing Profile
A part of the Branch Operation Profile that defines the Queuing Logic of the Branch Operation Profile.
Reception
Where the Visit (sometimes) starts, once inside the building.
Served
When there has been at least some interaction between the Staff member and the Customer during a Transaction. This is usually when a Customer has responded to a call but it is also when a Customer is given a Service without being called (Multi Services). A Customer that does not respond to a call (No Show) is never served.
Service
A Service is what our client delivers. A task performed by the company for the customer. See also Delivered Service and Outcome.
Service Point
A unit where the Staff member is handling the requested service for the customer. For example a Workstation or Counter.
Service Transaction
The process of attending a Service.

Staff member

A Person delivering a Service.
Terminal
A hardware Workstation Service Point. See also Workstation.

Ticket

Most commonly a physical note with the queue number for a Customer. May however also be in the form of for example an SMS or email.

Ticket Id

The reference to the Visit. For example a ticket number or booking reference.
Time zones
All events, in Stat, are saved with the local Branch time.
Transaction
A Transaction is the waiting and deliverance of one Service. A Transaction must always include a Service (even if the Service never was delivered) and usually includes waiting in a Queue. There are two special cases:
• Transactions that are interrupted before the Customer has been called are still Transactions, but they do not include any Transaction time.
• When a Service Point delivers Multiple Services without transferring the Customer to Queue, each Service is a Transaction but without any Queue or Waiting time.
Visit
A Visit is the part of a Customer Journey where the Customer has been assigned a ticket number. The Visit continues until the end of the last Transaction on the same ticket number.
Work Profile
A Work Profile calls Customers from a specified number of Queues with some kind of priority (Calling Rule).
Workstation
A Counter where a user handles the errand of the Customer. A Software based service point. See also Terminal, Service Point and Entry Point.