BPM KM v2
Kerris Mackley
Created on December 5, 2023
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Transcript
Onboarding Customer Journey DiagnosticBig Picture Map
Enter
11,234
1504
Average monthly customer growth
Onboarding Customer Journey Diagnostic
Average monthly customer growth
£62
Reducing Costs to Serve
High costs for customer aquisition limits availale resource for further aquisiton and development as the business grows
15%
Go to Diagnostic BPM
Front Office effort for onboarding
Reducing Effort to Serve
Average cost to onboard a customer
£78
High effort to serve limits growth and processing capacity, contributing to increased costs to facilitate growth
Average cost to onboard a customer
This project aims to optimise the cost and effort of the onboarding process, alongside maintaining service all to support sustainable growth
Maintaining/Improving CX
Key Statistics
9
Customer Channels
Strong CX is required to maintain customer base and attract new customers, alongside being an industry regulatory requirement
60%
5
Positive Customer expereince feedback Front Office
Customer Channels
65%
Positive Customer expereince feedback Front Office
1.1k
Outstanding onboarding email tickets
Industry Average
10k
Target monthly customer growth 2024
Focused Components for Sustainable Growth
People's Energy
1504
Average monthly customer growth
Direct Sales
Partner Sales
Metric
Av Mon. Growth
Av. Effort (Mins)
Bureau
Broker
Special
531
78
512
45
409
63
No. of Partners
Partner Onboarding
2020
2021
2022
5
10
15
20
0
Metric
Av Mon. Growth
Av. Effort (Mins)
Direct
52
45
20
40
60
80
0
Jul
Aug
Sep
Oct
Jun
Peoples
Ind. Average
52
673
Av Monthly Growth Direct Customers
Sign Up
Phone
Av % (M)
4%
19%
Website
App
Partner
N/A
77%
N/A
WebsiteReview SitesMarketingSocial Media
Info PointsRAG
X
ComplexityEffortKey InfoFollow Up
Sign Up Website Tool RAG
11 Click through pages
10 min completion time
5 Information gaps
Follow up in 0.9% cases
Drop Off Rate
ComplexityEffortKey InfoFollow Up
Sign Up Phone Call RAG
Agent keys details
6 min ct, 24 wait time
Info sharing varies
Follow up in 5% cases
Drop Off Rate
Peoples
Ind. Average
3
6
No. of Sign Up Methods
Cancellation
Status
Price
Partner
COT
Vulnerable
194
73
46
26
21
14
50
100
150
200
0
Welcome Pack
DD Guarentee
Objection
ComplexityEffortKey InfoFollow Up
14 pages, high detail
Core message not clear
Conflicting info and gaps
Follow up in 6% cases
ComplexityEffortKey InfoFollow Up
11 page
Clear instruction
2 information gaps
Follow up in 3% cases
ComplexityEffortKey InfoFollow Up
short, but vague
Action not clear
4 information gaps
Follow up in 63% cases
Welcome Pack (ALL) RAG
DD Guarentee (ALL) RAG
Objection (If Required) RAG
Contact
Phone
AHTMins
2%
11%
Rep Con.
Chat
3%
Contact
Phone
AHT
6%
18%
Rep Con.
Chat
8%
7.5
4
5
11
5
4
UK Team - Rotherham
17 FTE, 19 Headount
Team formed 2017
Positive Feedback Rate
76%
SA Team - Cape Town
23 FTE, 23 Headount
Team formed 2022
Positive Feedback Rate
53%
% of Effort Front Office Onboarding Stages
Peoples
Ind. Average
5
9
No. of Comms Methods
Method
Letter
SMS
% Cust
Price (p. comms) (p)
N/A
44%
56%
2.5p
0.003p
119p
Outbound Customer Contact Preferences
VOC FeedbackKey Onboarding Information Gaps Identified
Diagnostic Deep DivesFurther Onboarding Exploration
SS
Research Peoples Online
PeoplesStrategy Focus
PeoplesStrategy Focus
Pre-Sales
Set-Up
Sign Up
Pre-Sales
High Level JourneyDiagnostic RAG Status
Sign Up
Set-Up
Onboarding Customer Journey Diagnostic
Pre-sales weaknesses limiting direct customer brand perception
Partner growth strategy increasing effort and costs to serve
Limited sign up options with high customer effort and drop off
High effort in servicing customers at Set-up for standard requests
Multiple information gaps for customers driving contact
Failure demand from the process limiting potential growth sustainability
Average monthly contact Onboarding
Av. Cost(Cust)
70
86
78
Peoples
Email comms driving high levels of repeat contact
1/12 query types answered in a self serve forum
Set-up highest effort element of onboarding process
12 reoccuing information gaps identified in onboarding
Onboarding communications driving contact & confusion
Different service levels across Front Office Locations
High cost outbound comms being utilised in journey
Lack of comms points compared to industry av.
Reduced drop off for high effort methods, limited self-serve
High levels of cancellation and status queries - failure demand
Lack of sign up methods compared to industry av.
Partner type strategy favouring high effort providers
Bureau partner higher cost than brokers, but high % of partners
Direct growth slower than competitors
Lack of positive prescence for customer research
Industry Onboarding Journey Analysis
Behavioural Science Assessment
Peoples Channel Analysis
Receive onboarding comms
Customer Journey Mapping
Project Summary
Provide outstanding details
Partner sign up through API
Direct Sign Up via phone/ website
Partner autoswitch to Peoples
First Bill Received
END
15%
Front Office effort for onboarding
£69k
£458k
£78
87%↓
Servicing onboarding failure demand at 10k
44%↓
Servicing onboarding failure demand
8.3%↑
25%↑
Than industry average
Than industry average
Than industry average
Than industry average
Average cost to onboard a customer
5
Customer Channels
65%
Positive Customerfeedback Front Office
78%
Sales Partners with Bureau structure
10k
Target monthly customer growth 2024
306hrs
More effort to serve vs brokers monthly
1504
Average monthly customer growth
Direct Sales
Partner Sales
Metric
Av Mon. Growth
Av. Effort (Mins)
Bureau
Broker
Special
531
78
512
45
409
63
No. of Partners
Partner Onboarding
2020
2021
2022
5
10
15
20
0
Metric
Av Mon. Growth
Av. Effort (Mins)
Direct
52
45
20
40
60
80
0
Jul
Aug
Sep
Oct
Jun
Peoples
Ind. Average
52
673
Av Monthly Growth Direct Customers
WebsiteReview SitesMarketingSocial Media
Info PointsRAG
X
PeoplesStrategy Focus
Research Peoples Online
Partner type strategy misaligned with effort
Bureau partner processing complex and high effort
Direct growth slower than competitors
Lack of positive prescence for customer research
Partner autoswitch to Peoples
Pre-Sales
15%
Front Office effort for onboarding
£78
Average cost to onboard a customer
5
Customer Channels
65%
Positive Customer expereince feedback Front Office
1.1k
Outstanding onboarding email tickets
10k
Target monthly customer growth 2024
Onboarding Customer Journey Diagnostic
Pre-sales weaknesses limiting direct customer growth
Partner growth strategy increasing effort and costs to serve
Limited sign up options with high customer effort and drop off
High effort in servicing customers at Set-up for standard requests
Multiple information gaps for customers driving demand
Failute demand from the process limiting readiness for growth
1504
Average monthly customer growth
Sign Up
Onboarding Customer Journey Diagnostic
Pre-sales weaknesses limiting direct customer growth
Partner growth strategy increasing effort and costs to serve
Limited sign up options with high customer effort and drop off
High effort in servicing customers at Set-up for standard requests
Multiple information gaps for customers driving demand
Failute demand from the process limiting readiness for growth
Sign Up
Phone
Av % (M)
4%
19%
Website
App
Partner
N/A
77%
N/A
ComplexityEffortKey InfoFollow Up
Sign Up Website Tool RAG
11 Click through pages
10 min completion time
5 Information gaps
Follow up in 0.9% cases
Drop Off Rate
ComplexityEffortKey InfoFollow Up
Sign Up Phone Call RAG
Agent keys details
6 min ct, 24 wait time
Info sharing varies
Follow up in 5% cases
Drop Off Rate
Peoples
Ind. Average
3
6
No. of Sign Up Methods
15%
Front Office effort for onboarding
£78
Average cost to onboard a customer
5
Customer Channels
65%
Positive Customer expereince feedback Front Office
1.1k
Outstanding onboarding email tickets
10k
Target monthly customer growth 2024
PeoplesStrategy Focus
Challenges in existing sign up methods for customers
Lack of sign up methods compared to industry av.
Partner sign up through API
Direct Sign Up via phone/ website
1504
Average monthly customer growth
Set Up
Onboarding Customer Journey Diagnostic
Pre-sales weaknesses limiting direct customer growth
Partner growth strategy increasing effort and costs to serve
Limited sign up options with high customer effort and drop off
High effort in servicing customers at Set-up for standard requests
Multiple information gaps for customers driving demand
Failute demand from the process limiting readiness for growth
194
Welcome Pack
DD Guarentee
15%
Objection
ComplexityEffortKey InfoFollow Up
Front Office effort for onboarding
14 pages, high detail
£78
Core message not clear
Conflicting info and gaps
Follow up in 6% cases
ComplexityEffortKey InfoFollow Up
Average cost to onboard a customer
11 page
Clear instruction
2 information gaps
Follow up in 3% cases
ComplexityEffortKey InfoFollow Up
5
Customer Channels
short, but vague
Action not clear
4 information gaps
Follow up in 63% cases
Welcome Pack (ALL) RAG
DD Guarentee (ALL) RAG
Objection (If Required) RAG
65%
UK Team - Rotherham
17 FTE, 19 Headount
Team formed 2017
Positive Feedback Rate
Positive Customer expereince feedback Front Office
SA Team - Cape Town
23 FTE, 23 Headount
Team formed 2022
1.1k
Positive Feedback Rate
53%
% of Effort Front Office Onboarding Stages
Outstanding onboarding email tickets
Peoples
Ind. Average
5
9
No. of Comms Methods
10k
Target monthly customer growth 2024
Method
Letter
SMS
% Cust
Price (p. comms) (p)
N/A
44%
56%
2.5p
0.003p
119p
Outbound Customer Contact Preferences
76%
Cancellation
Status
Price
Partner
COT
Vulnerable
194
73
46
26
14
50
100
150
200
0
29
Email comms driving high levels of repeat contact
Set-up highest effort element of onboarding process
Onboarding communications driving contact & confusion
Different service levels across Front Office Locations
High cost outbound comms being utilised in journey
Lack of comms points compared to industry av.
High levels of cancellation and status queries
Receive onboarding comms
Provide outstanding details
First Bill Received
END
1504
Average monthly customer growth
VOC
Onboarding Customer Journey Diagnostic
Pre-sales weaknesses limiting direct customer growth
Partner growth strategy increasing effort and costs to serve
Limited sign up options with high customer effort and drop off
High effort in servicing customers at Set-up for standard requests
Multiple information gaps for customers driving demand
Failute demand from the process limiting readiness for growth
15%
Front Office effort for onboarding
£78
Average cost to onboard a customer
5
Customer Channels
65%
Positive Customer expereince feedback Front Office
1.1k
Outstanding onboarding email tickets
10k
Target monthly customer growth 2024
VOC FeedbackKey Onboarding Information Gaps Identified
1504
Average monthly customer growth
Onboarding Customer Journey Diagnostic
Pre-sales weaknesses limiting direct customer growth
Partner growth strategy increasing effort and costs to serve
Limited sign up options with high customer effort and drop off
High effort in servicing customers at Set-up for standard requests
Multiple information gaps for customers driving demand
Failute demand from the process limiting readiness for growth
15%
Front Office effort for onboarding
£78
Average cost to onboard a customer
5
Customer Channels
65%
Positive Customer expereince feedback Front Office
1.1k
Outstanding onboarding email tickets
10k
Target monthly customer growth 2024
1504
Average monthly customer growth
Onboarding Customer Journey Diagnostic
Pre-sales weaknesses limiting direct customer growth
Partner growth strategy increasing effort and costs to serve
Limited sign up options with high customer effort and drop off
High effort in servicing customers at Set-up for standard requests
Multiple information gaps for customers driving demand
Failute demand from the process limiting readiness for growth
15%
Front Office effort for onboarding
£78
Average cost to onboard a customer
5
Customer Channels
65%
Positive Customer expereince feedback Front Office
1.1k
Outstanding onboarding email tickets
10k
Target monthly customer growth 2024
1504
Average monthly customer growth
Onboarding Customer Journey Diagnostic
Pre-sales weaknesses limiting direct customer growth
Partner growth strategy increasing effort and costs to serve
Limited sign up options with high customer effort and drop off
High effort in servicing customers at Set-up for standard requests
Multiple information gaps for customers driving demand
Failute demand from the process limiting readiness for growth
15%
Front Office effort for onboarding
£78
Average cost to onboard a customer
5
Customer Channels
65%
Positive Customer expereince feedback Front Office
1.1k
Outstanding onboarding email tickets
10k
Target monthly customer growth 2024
1504
Average monthly customer growth
Onboarding Customer Journey Diagnostic
Pre-sales weaknesses limiting direct customer growth
Partner growth strategy increasing effort and costs to serve
Limited sign up options with high customer effort and drop off
High effort in servicing customers at Set-up for standard requests
Multiple information gaps for customers driving demand
Failute demand from the process limiting readiness for growth
15%
Front Office effort for onboarding
£78
Average cost to onboard a customer
5
Customer Channels
65%
Positive Customer expereince feedback Front Office
1.1k
Outstanding onboarding email tickets
10k
Target monthly customer growth 2024
1504
Average monthly customer growth
Onboarding Customer Journey Diagnostic
Pre-sales weaknesses limiting direct customer growth
Partner growth strategy increasing effort and costs to serve
Limited sign up options with high customer effort and drop off
High effort in servicing customers at Set-up for standard requests
Multiple information gaps for customers driving demand
Failute demand from the process limiting readiness for growth
15%
Front Office effort for onboarding
£78
Average cost to onboard a customer
5
Customer Channels
65%
Positive Customer expereince feedback Front Office
1.1k
Outstanding onboarding email tickets
10k
Target monthly customer growth 2024