Date post: | 14-Sep-2014 |
Category: |
Business |
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Lean in het digitale tijdperk
Hans Toebak, Arjen Markus, 13 november 2013
Copyright © 2013 Capgemini Consulting. All rights reserved.
2
Back to the future…
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3
2054 lijkt in 2013 toch al erg dichtbij…
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4
Klanten passen zich
sneller aan dan ooit….
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5
Copyright © 2013 Capgemini Consulting. All rights reserved.
6
Copyright © 2013 Capgemini Consulting. All rights reserved.
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De hedendaagse consument is veeleisend
Copyright © 2013 Capgemini Consulting. All rights reserved.
Way back when…
Van of, of, of, naar en, en, en….
Customer intimacy
Operational
ExcellenceProduct leadership
Dicht bij de klant
Beste prijs Vernieuwend product
De waardeproposities van Treacy & Wiersema
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9
Wat betekent dit voor je waardebepaling?
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10
Wikipedia: ”Superman also possesses the mental ability to screen out the enormous amount of information received by his enhanced senses and to focus on a single detail such as a particular voice or location”
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11
Copyright © 2013 Capgemini Consulting. All rights reserved.
12
Great Success!
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13
Classificeren van klantvragen is essentieel
“sense & respond”
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14
Customer en operational excellence gaan hand in hand
Copyright © 2013 Capgemini Consulting. All rights reserved.
ABOUT ME
Forward thinkerTwo years ago, I started my own e-commerce business, which is now experiencing rapid growth. The thing that makes my business unique is the one-to-one service that we provide. We have had great reviews for that. As a perfectionist, I enjoy finding new ways to make things even quicker and more efficient.
MY INDUSTRY
MY COMPANY
MY DAY-2-DAY ACTIVITIES
My company has one employee, and sells central heating and electric radiators via the online channel. Our customer base consists of renovators and people who are building a new home. Most customers are local, but some are international.
I started my own e-commerce business two years ago. Previously, I have worked in the retail business for three years. During this time, I realized that nobody was selling radiators online, and this triggered me to start up my own e-commerce business
I take care of all the financial reporting and accounting, but I am not involved in the day-to-day business. Another person takes care of that.
I also run various analysis on the website of Elavon. Analysis are highly important to me, as it provides me with insights, which help me to understand my business and find growth opportunities.
We have experienced high growth rates already, but I am constantly looking for new ways to improve my business. As such, I enjoy conversations with experts that can help me in driving business growth.
Business
sophistication
Growth
ambition
Company
size
Fiona
Personas
als basis
voor VOC
Copyright © 2013 Capgemini Consulting. All rights reserved.
Forward thinker“We desire more value added products and services for our e-commerce platform”
Preferred communication channels
Call support
centre
Website
Sales rep/
Account
manager
Business relationship
Products & Technology
Payment security
Price Customer service
MY NEEDS & WANTS
Value proposition• Up-to-date product solutions and value added
services for e-commerce, including the ability to process different cards and currency transfer
• Up-to-date online payment processing security• A reporting platform with clear analysis tools• A competitive price
Support• Quick and efficient customer service, including
technical help to implement aspects of e-commerce
• A good relationship with a sales representative / account manager who proactively advises on new ways to grow my business
• Quick response on my e-mails
MY PAIN POINTS
Value proposition• The reporting tool could be further improved in
terms of design, navigation, search, breakdown, and (simple) report functionalities
• No relevant value-added products and services • Existence of (uncompetitive) exception charges• The fees are not transparent
Support• The procedure for online charge back is unclear• PCI is a nightmare. I can not do it.
EXPECTATIONS
HOW TO BRING ME VALUE
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Zelfredzaamheid is key
Dit vereist meer dan een mooie facade
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Aansluiting tussen buiten- en binnenkant
is geen vanzelfsprekendheid
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In ieder proces heb je “moments of truth”
Copyright © 2013 Capgemini Consulting. All rights reserved.
I NEED TO GET INTO SERVICEI NEED TO GET INTO SERVICEI NEED TO GET INTO SERVICEI NEED TO GET INTO SERVICE
Customer
life cycle
Channels &
touch pointsSales support &
business line
Vendor / engineer
Call support centre
Sales representative
Contract
1 2 3
5
8
7
Applicant receives the
application form and is
asked to fill it in
1
Touch point Moment of truth#
Applicant calls the sales
rep to ask any questions
that he may have, and
then sends over the
application form
2
Applicant is asked to
provide additional info
to complete the
application form (e.g.
address is missing)
3
Applicant is asked to
provide additional info
for credit / risk
approval (e.g. bank
account information is
missing)
4
4
Customer receives a
confirmation that
online payments are
now activated for
e-commerce purposes
5a
Customer needs to deal
with a third party provider
in order to integrate the
online payment solution
into their gateway in line
with compliancy standards
6a
Customer is contacted
to schedule a POS visit
by the engineer, and
receives a confirmation
of the appointment
5
5 6
6
Engineer installs the
terminal at customer
POS, checks whether
delivery matches needs,
gives welcome pack, and
provides a quick training
Customer is informed
that the website is not
in line with security/risk
standards, and is asked
to take action to resolve
this
7
In Germany, customers
sometimes buy their own
terminal, in which case
they install it themselves
or this is done by a
terminal provider
a
Card present
Card not present
Install & activate
In Germany, customers
may contact Elavon to
ask whether they can
already accept
payments via their
(non-Elavon) terminal
b
8
START FULFILMENT
Possible journey
8b
6
Customer calls the sales
rep or call support
centre to ask any last
questions about the
activation, terminal, or
e-commerce
Customer journey mapping
als ‘nieuw’ VOC instrument
Copyright © 2013 Capgemini Consulting. All rights reserved.
DEPARTMENT
CUSTOMER
1. New customers application forms2. Customer hardcopy documents
3. Customer PDF documents
1. Approved customer application
2. Declined customer application3. Completed merchant setup
4. Application live
DeploymentBusiness Development
SUPPLIER INPUT OUTPUT CUSTOMER
BUSINESS
DEVELOPMENT
(SALES REP.)
OPERATIONS
CREDIT & RISK
DEPARTMENT
DEPARTMENT
DEPARTMENT
DEPARTMENT
Contract
Country
originGermany
UK/Ireland
Application inquiry
Print applicationform
Receive signed application
Submit application
Follow up action for correction and
missing documentation
Scan documents
Submit application
Scrubbing
Credit checkRisk
profile
SMU verification(Low Risk)
Decline applicationVerification on
quality assurance
Final application live and close
completed customer setup
RMU verification (High Risk)
Return to sales
Follow up action for correction and
missing documentation
SMU
approved
RMU
approved
Return to sales
Follow up action for correction and
missing documentation
Customer setup
(application live) closed
Pass
Fail
No
No
Yes
High
Low
CUSTOMER
ACCOUNT
MANAGEMENT
(SALES SUP.)
℡����
℡��
℡�
��
℡�
��
�
Yes
DEPARTMENT
�
℡
�
Trigger/process initiator
or closing indicator
Activity Key decision
Predefined process
Phone call
Written/printed document Digital document
Customer Touch points RED:Outbound|GREEN:Inbound
�
℡
�
Process flow
LEG
EN
DA
� Face to face contact
Or
1. 2.
a.
3.
4.
5.
b.
3. 6.
c.
7.
8.
9.
10.
d.
e.
11. 12.
9.
5. 5.
Application checkFinancial position
assessmentCalculate risk
exposure
8a. 8b. 8c.
Customer touch points maken deel uit van processen
Copyright © 2013 Capgemini Consulting. All rights reserved.
22
Hans ToebakPrincipal Consultant
Operational Excellence
Reykjavikplein 1
Utrecht, The Netherlands
Mobile: +31 (0)6 150 307 06
Arjen MarkusManaging Consultant
Operational Excellence
Reykjavikplein 1
Utrecht, The Netherlands
Mobile: +31 (0)6 150 300 89
Bedankt!