One of the big challenges firms face with customer management is ensuring that each customer exists once. This is far more than pulling customer data together into a single view, it is about enforcing every customer is a unique individual.
New Customer Management
Arguably both the riskiest and most important business journey of them all, because the lack of any previous understanding of new customers means the future is hard to predict.
Customer risk assessment & Compliance objectives
Customer understanding. The journey needs to be long enough to measure the risks. Key KPIs include bad debt rate, fraud loss rate and poor customer outcome data. Understanding and mitigating that risk may be different for each customer.
Optimise conversion. The customer journey needs to be as short as possible, particularly for potentially high value customers. Key KPIs include conversion rate and cost of new customer acquisition.
Maximise customer value
The sooner the future value of a customer is understood, the better their journey will be. If the future customer is predicted to be high value, then taking more risk and expense to convert them may be appropriate.
Customer journey transformation objectives
Journey automation, minimising operational resource involvement in journey completion. Key KPIs include operational hours per completed application
The PrinSIX Solution
PrinSIX ’s dynamic journeys make each new customer’s experience personal to them.
Journeys are only long enough to identify each customer, individually. Friction is minimised, removing conversion barriers.
Risk & Compliance
Journeys are not completed until all risks are sufficiently mitigated for each customer, individually. That may mean extending journeys, but only when necessary. PrinSIX’s Data Driven journeys maximise understanding of new customers.
Predictive Lifetime Value focuses resources on the most important customers.
Risk and Compliance
Scorecards and other decisioning techniques support predictive analytics to assess risks of bad outcomes for the business and the customer.
Process automation using internal or external data services. Operational actions focused on mitigating risks that require human intervention.
Existing Customer Management
Managing existing customers involves many, many customer journeys. Existing customers demand simple and easy access to manage their account easily and apply for additional products and services with the minimum of fuss. They want to be recognised as individuals, and not to repeat themselves, resupplying information a firm should already have.
Everything above sounds simple, but it is far from simple in a world made complicated by legacy technology and regulatory obligations. Even the apparently simplest of journeys is more complex. A customer change of address – done well, involves customer, operational and data journeys. Many similar journeys remain very slow, efficient, and with elevated risk because the technical effort required to do them well is tied up on other priorities
Customers demand account areas or portals which are easily accessible and intuitive, with journeys that are relevant to them, not cluttered with irrelevant links.
Every engagement, application, request received from whatever channel or source resolves back to the person. Every external interaction builds a richer picture of that individual.
Examples of Existing Customer Journeys
Additional product applications
Change of personal details
Making it as easy as possible for a customer to self-serve, to build advocacy, upsell product and increase customer lifetime value.
Risk & compliance objectives
Optimising customer outcomes by removing barriers preventing customers from managing their affairs as simply and easily as possible.
Minimise FTE involvement in existing customer management.
The PrinSIX Solution
The PrinSIX philosophy of the customer experience being dynamic extends beyond individual journeys, and includes dynamic, personalised customer portals that are configured to optimise the customer experience for each customer, individually.
Never have multiple unconnected records for one customer, and capture every interaction, engagement, insight and piece of data against a single customer record.
PrinSIX ensures firms serve the individual – real people, not just records. This unparalleled customer view supports advanced analytical assessments to understand potential customer value, realising that potential within regulatory and risk frameworks. PrinSIX optimises outcomes for both existing customers and firms.
Collaborating with PrinSIX to develop the UK’s first digital validation for our social tariff, which was deployed within a matter of weeks, has resulted in a 141% uplift in our social tariff take up – meaning more residents of Hull & East Yorkshire can manage their monthly bills during the cost-of-living crisis.
Our clients understand their customers. The PrinSIX team understand digital orchestration. Our collaborative approach combines both to realise the true digital potential that exists in our clients’ businesses.