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Process Mining for Customer Journeys 2

Process mining can not only be used to analyze internal business processes, but also to understand how customers are experiencing the interaction with a company, and how they are using their products.

“Process Mining and Customer Journeys” was the topic of the first event of the new Special Interest Group (SIG) for Process Mining in the Dutch industry association Ngi-NGN. Fluxicon is on the board of this Ngi SIG group and was co-organizing the event, which took place yesterday on 25 March 2014 in Utrecht, at the Rabobank.

More than 50 people had signed up for the event and it went great. Below is a quick summary for everyone who could not be there.

Introduction Customer Journey

Jaap Rigter about Customer Journeys at Process Mining SIG event on 25 March 2014

Jaap Rigter from VisionWaves first introduced the topic of customer journeys. He illustrated how customers interact with a company through multiple channels, and how understanding the customer experience across these different channels is critical in understanding the customer and improving her experience.

Introduction Process Mining

Anne Rozinat introduction at Process Mining for Customer Journeys SIG event

I then introduced process mining using the metaphor of sailing boat journeys from 150 years ago. For the people who were already familiar with process mining I had brought the first two applications of process mining to customer journeys, which are probably not what you might think (take a look at the slides to find out).

Case study

Ellen Van Molle Presents Case Study about Process Mining of Customer Journey

The center of the first part of the evening was the case study presentation by Ellen van Molle and Bram Vanschoenwinkel from AE. They presented the results from a process mining mining analysis at an interim sector company, where employers were matched with employees.

By understanding how potential employees were using the job search application they could highlight the process areas, where people dropped out. Furthermore, by enhancing the data in a second iteration they were able to check hypotheses of the business such as “mostly elderly people have problems with the navigation in the system”.

Discussion

Discussion on Process Mining of Customer Journeys

The second part of the evening was an open discussion in small groups. As a starting point questions such as “What are the challenges of process mining for customer journeys?” and “What is the added value of process mining for customer journeys?” were provided to the groups. Afterwards, the results from the discussion were summarized.

Here are some of the discussion points I remember:

It was a well-attended and very lively event. Thank you all for coming! You can download all slides and more photos of the event at the Ngi-NGN event site here.

Comments (2)

[…] Process mining can not only be used to analyze internal business processes, but also to understand how customers are experiencing the interaction with a company, and how they are using their products, for example, how they are navigating a website. This perspective is often called customer journey. […]

[…] really interesting application area for process mining is customer journey analysis. In customer journey mining, process mining is used to understand how customers are experiencing […]


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