Lean in het digitale tijdperk

Lean in het digitale tijdperk

Hans Toebak, Arjen Markus, 13 november 2013

Back to the future…

Copyright © 2013 Capgemini Consulting. All rights reserved.

2

2054 lijkt in 2013 toch al erg dichtbij…


3

Klanten passen zich
sneller aan dan ooit….


4


5


6

De hedendaagse consument is veeleisend


7

Way back when…
Dicht bij de klant

Customer intimacy

Beste prijs

Operational
Excellence

Vernieuwend product

Product leadership
De waardeproposities van Treacy & Wiersema

Van of, of, of, naar en, en, en….

Wat betekent dit voor je waardebepaling?


9

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

Great Success!

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Classificeren van klantvragen is essentieel
“sense & respond”


13

Customer en operational excellence gaan hand in hand

14

Fiona
ABOUT ME

Personas
als basis
voor VOC

Forward thinker
Two 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 DAY-2-DAY ACTIVITIES

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-today business. Another person takes care of that.

MY COMPANY
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 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.

Business
sophistication

Growth
ambition

Company
size

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.

Forward thinker

EXPECTATIONS

“We desire more value added products
and services for our e-commerce platform”

Business Products &
relationship Technology

Payment
security

Price

Customer
service

MY NEEDS & WANTS

HOW TO BRING ME VALUE

Preferred communication channels
Sales rep/
Account
manager

Call
support
centre

Website

Email

MY PAIN POINTS

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

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
• 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

Support
• The procedure for online charge back is unclear
• PCI is a nightmare. I can not do it.


Zelfredzaamheid is key
Dit vereist meer dan een mooie facade

17

Aansluiting tussen buiten- en binnenkant
is geen vanzelfsprekendheid

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In ieder proces heb je “moments of truth”


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I NEED TO GET INTO SERVICE

START
Customer
life cycle

Contract
1

2

3

Install & activate
8

4

Customer journey mapping
als ‘nieuw’ VOC instrument
Possible journey

Applicant receives the
application form and is
asked to fill it in

5
Customer receives a
confirmation that
online payments are
now activated for
e-commerce purposes

#

2
Applicant calls the sales
rep to ask any questions
that he may have, and
then sends over the
application form

6
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

Touch point

3
Applicant is asked to
provide additional info
to complete the
application form (e.g.
address is missing)

7
Customer is informed
that the website is not
in line with security/risk
standards, and is asked
to take action to resolve
this

Sales representative

6

5

Channels &
touch points

1

FULFILMENT

5

6

Vendor / engineer

7

Sales support &
business line
8

Card present
Card not present

Moment of truth

4
Applicant is asked to
provide additional info
for credit / risk
approval (e.g. bank
account information is
missing)

8b
Customer calls the sales
rep or call support
centre to ask any last
questions about the
activation, terminal, or
e-commerce

Call support centre

5a

6a

Customer is contacted
to schedule a POS visit
by the engineer, and
receives a confirmation
of the appointment

a

Engineer installs the
terminal at customer
POS, checks whether
delivery matches needs,
gives welcome pack, and
provides a quick training

b

In Germany, customers
sometimes buy their own
terminal, in which case
they install it themselves
or this is done by a
terminal provider

In Germany, customers
may contact Elavon to
ask whether they can
already accept
payments via their
(non-Elavon) terminal


SUPPLIER

INPUT
1.
2.
3.

Business Development

OUTPUT
1.
2.
3.
4.

New customers application forms
Customer hardcopy documents
Customer PDF documents

CUSTOMER

Approved customer application
Declined customer application
Completed merchant setup
Application live

Deployment

Contract

CUSTOMER

BUSINESS
DEVELOPMENT
(SALES REP.)

Application
inquiry

DEPARTMENT

℡
Print application
form
1.

CUSTOMER
ACCOUNT
MANAGEMENT
(SALES SUP.)

Receive signed
application
2.

Follow up action
for correction and
missing
5.documentation

Submit application
3.

Follow up action
for correction and
missing
5.documentation

DEPARTMENT

℡

UK/Ireland

a.

Follow up action
for correction and
missing
5.documentation

℡

℡

Fail

Country
origin

Scan documents
Germany

b.Scrubbing

Return to sales

DEPARTMENT

Return to sales

Pass

4.

9.

9.

Yes

OPERATIONS

Submit application

c.
Credit check
DEPARTMENT

Risk
profile

Low

SMU verification
(Low Risk)

High

Application check

Financial position
assessment
8b.

SMU
approved

7.

8a.

3.

d.

6.

Decline application
No

Verification on
quality assurance

10.

11.

Final application
live and close
completed
customer setup
12.

Customer
setup
(application
live) closed

No

CREDIT & RISK

DEPARTMENT

8.

Calculate risk
exposure
8c.

e.

RMU
approved

Yes

RMU verification (High Risk)

LEGENDA

Customer touch points maken deel uit van processen
Trigger/process initiator
or closing indicator

Process flow

Activity

Key decision

Or

Predefined process

Customer Touch points RED:Outbound|GREEN:Inbound

℡ ℡

DEPARTMENT

Phone call

Face to face contact

Written/printed document

Digital document



22

Bedankt!

Hans Toebak

Arjen Markus

Principal Consultant
Operational Excellence

Managing Consultant
Operational Excellence

Reykjavikplein 1
Utrecht, The Netherlands

Reykjavikplein 1
Utrecht, The Netherlands

Mobile: +31 (0)6 150 307 06
hans.toebak@capgemini.com

Mobile: +31 (0)6 150 300 89
arjen.markus@capgemini.com

Lean in het digitale tijdperk

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