On the 1st of September 2021, inQuba and Matchboard hosted a live executive lunch event in Australia called From Journey Mapping to Journey Management: the Evolution of CX in Financial Services Our speakers were Dr. Robert Dew (Author, ‘Lean CX’) and Mike Renzon (CEO, inQuba). Recording: https://youtu.be/-coShNvMC3I The things that today’s customers value have changed, and traditional methods no longer deliver this value. Discover how leading financial services businesses are decoding customer intent, optimising journeys and boosting revenue. The presentations from these two CX industry thought leaders covered: • Why customer behaviour is difficult to understand or anticipate • How to deeply understand the behaviour & intent of today’s customer • How to optimise journeys for high value customers (use cases & success stories) • How businesses are rethinking value delivery & CX to improve acquisition

1. From Journey
Mapping to
Journey
Management

2. Similarly…
• Markets are dynamic & organic
• Customers & markets change
• Customers & markets influence each other
The classic research on how flocking birds move
in unison comes from zoologist Wayne Potts, who
published in the journal Nature in 1984. His work
showed that bird in flocks don’t just follow a
leader, or their neighbors. Instead,
they anticipate sudden changes in the flock’s
direction of motion.
i

4. Real journeys
are dynamic

5. Where are they going?
?
Where & why are they dropping off?
?
How are they feeling?
?
What do they value?
?
Did they get there?
?
Who are they, & what’s important to them?
?
Were our strategies effective?
?
What kind of help do they need?
?

6. Where are they going?
?
Where & why are they dropping off?
?
How are they feeling?
?
What do they value?
?
Did they get there?
?
Who are they, & what’s important to them?
?
Were our strategies effective?
?
What kind of help do they need?
?
Where are they going?
? Did they get there?
?

7. 1. Discover real journeys
Uncover real paths, obstacles
and goals
!
!

8. SOLUTION
• Real-time sentiment measurement
• Definition of stall points
• Deep insights on failure points
• Highly personalised engagements
• Dynamic interventions and nudges
to help customers reach their goals
RESULTS
• A doubling in customer conversion at
key points
• An increase in NPS compared to
peers
• An increase in CSAT and turnaround
time
Customer acquisition
Customer conversion
Customer insight
Journey optimisation &
acquisition
USE CASE : RETAIL BANKING
This leading retail bank uses inQuba to influence & change customer
behaviour, reduce NTUs in the Credit Card acquisition journey and boost card
usage.

9. Where are they going?
?
Where & why are they dropping off?
?
How are they feeling?
?
What do they value?
?
Did they get there?
?
Who are they, & what’s important to them?
?
Were our strategies effective?
?
What kind of help do they need?
?
How are they feeling?
?
What do they value?
?

10. Experiential Symbolic
Functional
Economic
Customer
2. Measure value delivery
Measure sentiment and gather feedback
in real-time

11. Where are they going?
?
Where & why are they dropping off?
?
How are they feeling?
?
What do they value?
?
Did they get there?
?
Who are they, & what’s important to them?
?
Were our strategies effective?
?
What kind of help do they need?
?
Where & why are they dropping off?
? Who are they, & what’s important to them?
?

12. Goal completion
20%
Drop-off
11%
In progress
69%
3. Goal & drop-off analysis
Better understand your clients while
they’re trying to achieve their goals
!
!

13. 3. Goal & drop-off analysis
Better understand your clients while
they’re trying to achieve their goals
!
!
Drop-off
channel
Drop-off
duration

14. !
!
3. Goal & drop-off analysis
Better understand your clients while
they’re trying to achieve their goals
Drop-off
reason
Drop-off
segment
60%
27%
13%
45%
39%
16%

15. Customer retention
Customer insight
Customer engagement
SOLUTION
• Identification of at-risk customers
• Archetype validation through
measurement
• Engagement & treatment design
• Personalised nudges at key moments
Behaviour insight & retention
USE CASE : INVESTMENT
This international Investment & Financial Services group approached
inQuba in order to gain a deep understanding of at-risk investment
clients, which would inform strategies.

16. Where are they going?
?
Where & why are they dropping off?
?
How are they feeling?
?
What do they value?
?
Did they get there?
?
Who are they, & what’s important to them?
?
Were our strategies effective?
?
What kind of help do they need?
? What kind of help do they need?
?

17. 4. Design intervention
strategies
Nudges and innovations that
encourage behaviour
! !
!

18. Journey Discovery
SOLUTION
• Visualisation of real journeys
• Identification of drop off points
• An ability to nudge customers towards
their goals
• Real-time customer education
• Behaviour insight
• ROI measurement
This digital corporate investment bank approached inQuba for assistance
with discovering real journeys and minimising onboarding dormancy in
their Forex & Trading online service and App.
Customer engagement
Journey optimisation
Customer Lifetime Value
USE CASE : CORPORATE INVESTMENT BANKING

19. Where are they going?
?
Where & why are they dropping off?
?
How are they feeling?
?
What do they value?
?
Did they get there?
?
Who are they, & what’s important to them?
?
Were our strategies effective?
?
What kind of help do they need?
? Were our strategies effective?
?

20. 5. Review & optimise
Review the impact of strategies &
fine-tune further
71% 86%
30% 26% 41%
65%
Conversion
test
Conversion
control

21. If we are going to really understand our
customers, we need to be able to
dynamically model, anticipate &
influence their behaviour.
In conclusion

22. Let’s keep talking
Let’s
chat
1
.
Complimentary Journey
Accelerator workshop
2
.
info@inquba.com
Subject: Chat
info@inquba.com
Subject: Workshop
Schedule your 2-hour interactive,
virtual workshop
What we’ll do What you’ll get
• Map your customer journey
• Define customer profiles
• Identify nudge opportunities
• Identify data requirements
• Quantify the ROI
• Accelerator Pack to start your
Journey trial
• High level Journey Design
• All outputs documented
• Journey ROI Modeler