FINCA Client Journey. Elements of the Customer Journey.

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?

18

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

20

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

21

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