Click Here download to Agenda
One of the main Customer Experience (CX) tools is Customer Journey Mapping (CJM). The customer journey represents all the interactions that the customer encounters with the company while achieving certain goals in the full customer- company relationship cycle. CJM aims to visualize these interactions in a way that is easy to analyze the customer journey to better design it to meet customer expectations. This paper investigates the application of process mining to generate data-driven, automated customer journey maps. By leveraging event log data, we aim to uncover recurrent customer pain points and optimize the CX at both individual and overall levels.
The methodology is framed based on using process mining algorithms to map and analyze the customer journey in the support stage. This research adopts a case study approach of Telecom Egypt (one of the largest telecommunication companies in Egypt) to discover and analyze the customer journey through process mining.
The study shows the lifecycle of customer support journeys and how the quality of resolution is a significant factor in shaping the customer experience. Also, process mining helps identify bottlenecks on the problem level and the main clusters of customer journey during the support phase. The findings of the discovered journey and associated analysis open the door to real improvement in support process efficiency, introduce the need for new company-level KPIs, and can be used as a tool for delivering personalized experiences.
This paper contributes to the literature on customer experience management (CEM) as the proposed methodology can be effectively applied to different businesses to analyze customer journeys and enhance the overall customer experience. Process mining analysis offers a significant contribution over traditional qualitative methods for analyzing customer journeys. To our knowledge, this is the pioneering study investigating this phenomenon within the Egyptian context.
Customer Experience, Customer journey mapping, Customer journey analysis, Process mining.