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.
Branch
An office or department carrying out one or more Services in a geographical location.
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.
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.
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.
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 starts once inside the building.
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
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.
Visit
A Customer visit from entry to leaving.
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.