finca client journey. elements of the customer journey
TRANSCRIPT
FINCA Client Journey
Elements of the Customer Journey
Elements of the Customer Journey
Things you Map…and Why
• Desired Customer Outcome– Sensory, emotional, cognitive, behavioral
• Service Standards– Management – Controls
• Staff Involved– Training– Performance Metrics / Appraisal
• Business Process Owners– Cross-functional– Focus on customer for back-office
• Physical Collateral– Management– Marketing
Documentation
Prioritization
Creativity
Execution
Focus on Customers
Simplified Customer Journey
• Sensory (sensing)
• Emotional (feeling)
• Cognitive (thinking & processing)
• Behaviors (acting in contexts)
• Social Identity (relating)
Stages of the Journey
Detailed Journey Map
What exactly do we map?
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Process
Touch point
1. Primary Staff Contact2. Secondary Staff Contact3. Physical Evidence4. Primary Business Process Owner5. Secondary Business Process Owner6. Type7. Location8. Duration & Frequency
9. The Desired Outcome "Customer Feeling" at This Touch Point
10. Basic Service Delivery Standards
11. Customer Service Standard Differentiators
12. KPI
Simplified Customer Journey
Process
Touch point
1. Primary Staff Contact2. Secondary Staff Contact3. Physical Evidence4. Primary Business Process Owner5. Secondary Business Process Owner6. Type7. Location8. Duration & Frequency
9. The Desired Outcome / "Customer Feeling" at This Touch Point
10. Basic Service Delivery Standards
11. Customer Service Standard Differentiators
12. KPI
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Process Loan Application
Touch point Filling of Loan Application Forms
1. Primary Staff Contact Loan Officer
2. Secondary Staff Contact Customer Service Representative
3. Physical Evidence Branded Loan Application Form
4. Primary Process Owner COO
5. Secondary Process Owner IT
6. Type Direct staff Contact
7. Location Branch Office
8. Duration & Frequency 15min - 30min; frequency is ongoing
9. The Desired Outcome & "Customer Feeling"
Not cumbersome process, assisted, supported, dealing with a responsible and professional institution
10. Basic Service Delivery Standards
>> Application forms are in local language and easy to understood for clients.>> No other client forms or documents should be kept on top of the desk.>> Loan officer should clearly explain loan eligibility and criteria.>> Completing the application form should not be easy and not time consuming>> All clients read and understand on the application form before signing.>> Provide written contact information of LO for further contact.
11. Customer Service Standard Differentiators
>> Offer client water or coffee, tea and cookies.>> Guide / support the client in filling the application form.>> Offer to photocopy documents for the client>> If some documents are still missing, schedule follow-up appointment.>> Ask client their most convenient date and time for business analysis
12. KPI>> Percentage of potential clients who complete loan applications>> Time from first formal contact to approval
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10 - Disbursement
Touch point Client Receives their loan at FINCA Teller
1. Primary Staff Contact Teller/ Cashier2. Secondary Staff Contact None3. Physical Evidence Queue management system, branded withdrawal form/receipt, pen4. Primary Business Process Owner Chief accountant
5. Secondary Business Process Owner IT Manager
6. Type Direct staff Contact7. Location Branch office8. Duration & Frequency Up to 5 minutes, once per loan cycle9. The Desired Outcome & "Customer Feeling" Quick, professional, familiar
10. Basic Service Delivery Standards
>> Greet client by name, smile, offer quick service but don’t rush them. >> Remind clients to count the money before leaving the counter.>> The counting machine should always be visible to the client.>> Serve clients according to the “First Come, First Serve.” principle. Never serve clients out of the queue>> Always provide a written receipt and ensure client leaves with it
11. Customer Service Standard Differentiators
>>Speak to the client in his/her local language.>> End the transaction by thanking the client and wishing them all the best with their business.
12. KPI >> Queuing time to get served
Simplified Customer Journey
SMS
Messaging
Non-routine
Loan Officer
Communications
Internal Audit & Control Visits
Branch
Visits
Cash Desk
Transactions
Direct
Mailings
Surveys Help Line Complaint Response
Loan
CollectionsWebsite Community Events
STANDARDS
TOOLS
TRAINING