Presentation : Customer Journey Management
  

Customer Journey Management

Optimising customer journeys improves customer service and creates a more relaxed atmosphere for both customers and staff. It also optimises staffing costs, increases revenues and gives the organisation added value by maximising profitability.
We call this overall process Customer Journey Management.
“Customer Journey Management is all about managing the journeys of your customers and their experiences from their initial contact with your company, through to service delivery. It also includes capturing their opinion after they have received the service”.
A system for Customer Journey Management makes it possible to find the most effective way of serving people. It also makes it possible for people waiting to do something meaningful while they wait. They can fill in forms, read newspapers, drink coffee, shop, for example.
How is this possible?
Knowledge is always the first step when you want to solve a problem. Orchestra stores information about every waiting person: arrival time, selected service, waiting time, and so on. By utilizing this information it is possible to find the best way of serving customers. You will know exactly when and where a service must be improved and the historic information can be used to check the result of improvements.

Serving customers

To see to it that customers are served in a fair and efficient manner is Orchestra’s most important task.
In the Orchestra system, first the Services need to be defined. Services represent the choices customers can make when they enter the premises. Services are linked to so called ticket printer buttons which represent the Services they see on these devices. A Service choice, therefore, is made on, for example, touch screens or at receptions equipped with a printer. A Service choice results in a Visit number being generated and usually printed on a ticket.
The Queue specifies the Visit number sequence. Two or more Services that belong to the same Queue also share the same number sequence.
Visit numbers are selected from Queues depending on Work Profiles when a staff member gives the Next command. For more information, see Transaction Time, Waiting Time, and Appointment Waiting Time definitions as well as Transfer and Sorting below.

Multi-service functionality

It is possible to select several Services, when entering a Branch or issuing a ticket. If different Services target different Queues, the first Service defines what Queue the Visit will end up in, to start with. When that ticket is called and then closed, the ticket will be transferred to the Queue of the second Service, and so on.
By default, the ticket will be transferred to the Queue of the next Service, sorted based on the Visit lifetime. However, this is a System Parameter that can be changed. For more information, see the Reference Manual.

Transaction Time, Waiting Time, and Appointment Waiting Time definitions

As of Orchestra 6.0, we changed our way of looking at Transaction Time and Waiting Time.
Below is an explanation of what we now mean by these different concepts, that are very central to our business and to the Customer Journey:
• Waiting Time (based on Enter Queue time) - the time that the customer has waited in Queue, without being called. This includes the current Queue, or the last Queue plus the waiting time in all Queues the Visit has been transferred between.
So, for example, if the Customer arrives, in Queue A at 10:57 and is called at 11:05, the Waiting Time is 8 minutes. If, then, the same Customer is transferred to Queue B at 11:30 and is called at 11:45, the Waiting Time will be the 8 minutes from Queue A, plus the 15 minutes from Queue B, i.e. a total of 23 minutes.
• Total Waiting Time - the time since the Visit was created, minus the Serving Time.
• Serving Time - the serving time for the last Service.
• Visit Lifetime (based on Visit create time) - total time since the Visit was created.
• Visit Create Time - the time when the Visit was created, often connected to when the ticket was printed.
• Tardiness - used with Appointments. The time from when the Customer arrived, until the Appointment time. So, for example, if the Customer arrives 10:57 and the Appointment time is at 11:00, the Tardiness is 3 minutes.
• Appointment Waiting Time - the difference between the Waiting Time and the Tardiness. So, for example, if the Waiting Time is 8 minutes and the Tardiness is 3 minutes, the Appointment Waiting Time is 5 minutes.
For the queuing and calling of Visits to become as fair as possible, even when customers are for example transferred from one Queue to another, we need to have a special look at the Visit Create Time parameter.
Below, the Waiting Time and Transaction Time concepts are illustrated with the help of three examples, one for normal Visits, one for Appointment Visits, and one for Multi-service Visits.

Example 1, normal Visits

The following example illustrates how these times are calculated and how they affect for example which place the customer gets in a Queue when the Visit is transferred, as well as in which order the customers are called.
We have two Queues with three customers in each Queue:
 
Table 1: Queue One at 12:30
Visit Number
Waiting time (based on Enter Queue time)
Visit lifetime (based on Visit create time)
Visit create time
A1
00:30
00:30
12:00
A2
00:20
00:20
12:10
A3
00:10
00:10
12:20
 
Table 2: Queue Two at 12:30
Visit Number
Waiting time (based on Enter Queue time)
Visit lifetime (based on Visit create time)
Visit create time
B1
00:25
00:25
12:05
B2
00:15
00:15
12:15
B3
00:05
00:05
12:25
If we have a Work Profile that is calling from both Queues, based on the longest Visit lifetime (Visit create time), Visit A1 will be called at 12:30. Visit A1 is then transferred (sorted, which is always based on Visit lifetime) to Queue Two, at 12:40. The two Queues now look like this:
 
Table 3: Queue One at 12:40
Visit Number
Waiting time (based on Enter Queue time)
Visit lifetime (based on Visit create time)
Visit create time
A2
00:30
00:30
12:10
A3
00:20
00:20
12:20
 
Table 4: Queue Two at 12:40
Visit Number
Waiting time (based on Enter Queue time)
Visit lifetime (based on Visit create time)
Visit create time
A1
00:00
00:40
12:00
B1
00:35
00:35
12:05
B2
00:25
00:25
12:15
B3
00:15
00:15
12:25
Visit A1 now has a Total waiting time of 30 minutes, a Serving time of 10 minutes, a Current waiting time of 0 minutes and a Visit lifetime, based on Visit create time of 40 minutes. Once again, it is the latter that determines the position of Visit A1 when it is transferred into Queue Two.
The Visits will now be called in the following order: A1, B1, A2, B2, A3, and finally B3.

Example 2, Appointment Visits

The following example illustrates how these times are calculated and how they affect for example which place the customer gets in a Queue when the Appointment Visit is transferred, as well as in which order the customers are called.
In the System Administration application, in the Parameters tab there is an Appointment Management Setting parameter that specifies the number of minutes before the Appointment start time, that it is possible to call an Appointment Visit. If this, for example, is set to 5 minutes and the customer arrives 10 minutes early, it will still not be possible to call him/her until 5 minutes before the Appointment start time.
We have two Queues with three customers in each Queue. One of the Queues is an Appointment Queue:
 
Table 5: Appointment Queue One at 12:40
Visit Number
Waiting time (based on Enter Queue time)
Waiting time (based on Appointment start time)
Visit create time
Appointment start time
A1
N/A
00:30
12:00
12:10
A2
N/A
00:20
12:10
12:20
A3
N/A
00:10
12:20
12:30
 
Table 6: Queue Two at 12:40
Visit Number
Waiting time (based on Enter Queue time)
Visit lifetime (based on Visit create time)
Visit create time
Appointment start time
B1
00:28
00:28
12:12
N/A
B2
00:25
00:25
12:15
N/A
B3
00:15
00:15
12:25
N/A
If we have a Work Profile that is calling from both Queues, based on longest Visit lifetime (Visit create time), Visit A1 is called at 12:50. Visit A1 is then transferred (sorted, which is always based on Visit lifetime) to Queue Two at 12:50. The two Queues now look like this:
 
Table 7: Appointment Queue One at 12:50
Visit Number
Waiting time (based on Enter Queue time)
Waiting time (based on Appointment start time)
Visit create time
Appointment start time
A2
N/A
00:30
12:10
12:20
A3
N/A
00:20
12:20
12:30
 
Table 8: Queue Two at 12:50
Visit Number
Waiting time (based on Enter Queue time)
Visit lifetime (based on Visit create time)
Visit create time
Appointment start time
A1
00:00
00:50
12:00
12:10
B1
00:38
00:38
12:12
N/A
B2
00:25
00:35
12:15
N/A
B3
00:15
00:25
12:25
N/A
The difference between an Appointment Queue and a normal Queue is that in an Appointment Queue the Waiting time is based on the Appointment start time and in a normal Queue the waiting time is based on the Visit create time.
For Visit A1 the Visit create time will affect how the Visit will be transferred (sorted) to a normal Queue.
The Visits will now be called in the following order: A1, B1, B2, A2, B3, and finally A3.
It is never possible to transfer Visits from a normal Queue or Pool to an Appointment Queue.

Example 3, Multi-service Visits

Let us say that you enter a Branch and are interested in looking at both Computers and Refrigerators. That would be a typical Multi-service Visit.
When entering the Branch, you would select both Services and since the two Services target different Queues, the first Service, Computers, would define which Queue the Visit ends up in, to start with. Once the Computer Visit has been served and closed, the Visit will be transferred to the Queue of the second Service, Refrigerators, based on Visit lifetime.
So, we have two Queues, both with normal Visits (as opposed to Appointment Visits), with three customers in each Queue. One of the Visits is a Multi-service Visit:
 
Table 9: Queue One at 12:30
Visit Number
Service
Waiting time (based on Enter Queue time)
Visit lifetime (based on Visit create time)
Visit create time
A1
Computers (Refrigerators)
00:30
00:30
12:00
A2
Computers
00:20
00:20
12:10
A3
Computers
00:10
00:10
12:20
 
Table 10: Queue Two at 12:30
Visit Number
Service
Waiting time (based on Enter Queue time)
Visit lifetime (based on Visit create time)
Visit create time
B1
Refrigerators
00:25
00:25
12:05
B2
Refrigerators
00:15
00:15
12:15
B3
Refrigerators
00:05
00:05
12:25
If we have a Work Profile that is calling from both Queues, based on the longest Visit lifetime (Visit create time), Visit A1 is called at 12:30, served for 10 minutes and then closed. As it is a Multi-service Visit, it is then, automatically, transferred (sorted, which is always based on Visit lifetime) to Queue Two, at 12:40. The two Queues now look like this:
 
Table 11: Queue One at 12:40
Visit Number
Service
Waiting time (based on Enter Queue time)
Visit lifetime (based on Visit create time)
Visit create time
A2
Computers
00:30
00:30
12:10
A3
Computers
00:20
00:20
12:20
 
Table 12: Queue Two at 12:40
Visit Number
Service
Waiting time (based on Enter Queue time)
Visit lifetime (based on Visit create time)
Visit create time
A1
(Computers)
Refrigerators
00:00
00:40
12:00
B1
Refrigerators
00:35
00:35
12:05
B2
Refrigerators
00:25
00:25
12:15
B3
Refrigerators
00:15
00:15
12:25
Visit A1 now has a Total waiting time of 30 minutes, a Serving time of 10 minutes, a Current waiting time of 0 minutes and a Visit lifetime, based on Visit create time of 40 minutes. Once again, it is the latter that determines the position of Visit A1 when it is transferred into Queue Two.
The Visits will now be called in the following order: A1, B1, A2, B2, A3, and finally B3.
 

Transfer and Sorting

The picture below illustrates how Visits can be transferred and sorted into other Queues or Pools. The following Sorting Profiles are available: Sorted according to Visit lifetime, Last, i.e to the end of the Queue and First, i.e to the front of the Queue.
A Visit can never be transferred First into a Queue or Pool and be placed before another Visit that was already transferred First. Thus, if you try to do two transfer First to the same Queue, the Visit that is transferred second will not end up first in the Queue. It will be inserted after the last Visit with sorting policy First.

Customer Journey Management Terminology

Below you can find a description of the most common terms used in this manual.
 
Table 13: Customer Journey Management Terminology
Term
Description

Appointment

An agreed intention to a Visit.
The Appointment may include multiple Services (and by that multiple Transactions) but it only has one Appointment time.

Arrived

Used, for Appointments, when a Customer has started a Visit, i.e.when the Customer gets a ticket number.

Branch

An office or department carrying out one or more Services in a geographical location.
Called
When the ticket number was called, no matter if the Customer responded or not. A Transaction that started without the Customer entering the Queue was never called.
Calling Rule
A set of rules that decide from which Queue the next Customer should be called.
Customer
A Customer is a person visiting a Branch.

Customer Journey Management

The setup of Services, and Queues, Calling Rules and Segmentation Rules.
Delivered Service
A kind of Mark about what Service that the Customer got. Not necessarily the Service they chose at the Entry Point
Display
Generic display that can change view, e.g. LED or monitor display.
Entered Queue
Every time a Customer is placed in a Queue during a Visit, even if the waiting time is 0. There is a possibility to have a transaction without entering any Queue and that is when a Service is added when a Customer is served without being placed in any Queue (Multi Service without any waiting between Services).
Entry Point
A Display that allows a Customer to choose a Service and be assigned to a Queue.
Information Display
A LED or a graphical Display that shows system information.
Journey
A Journey includes all activities (Visits, Transactions, Appointments, etc.) that are required to deliver one end result. The exact definition depends on the client but it must be possible to link two activities to place them in the same Journey. For example in one Appointment, you book the next Appointment, belonging to the same Journey.
Mark
A User defined value that can be added to a Service Transaction. See Outcome and Delivered Service.
Main Display
A LED or a graphical Display in the waiting area that shows the Ticket Id that is called, the Position that is calling and the direction to the Position.
No Show
A Customer that does not respond to a call.
Outcome
A Mark object that can be added to a Service or a Delivered Service to specify the result of the Transaction.
Positional Display
Display above a Workstation Service Point.
Presentation Point
A Unit that can display information, for example main displays and positional displays.
Queue
A first in first out list of customers.
Queuing Profile
A part of the Branch Operation Profile that defines the Queuing Logic of the Branch Operation Profile.
Reception
Where the Visit (sometimes) starts, once inside the building.
Served
When there has been at least some interaction between the Staff member and the Customer during a Transaction. This is usually when a Customer has responded to a call but it is also when a Customer is given a Service without being called (Multi Services). A Customer that does not respond to a call (No Show) is never served.
Service
A Service is what our client delivers. A task performed by the company for the customer. See also Delivered Service and Outcome.
Service Point
A unit where the Staff member is handling the requested service for the customer. For example a Workstation or Counter.
Service Transaction
The process of attending a Service.

Staff member

A Person delivering a Service.
Terminal
A hardware Workstation Service Point. See also Workstation.

Ticket

Most commonly a physical note with the queue number for a Customer. May however also be in the form of for example an SMS or email.

Ticket Id

The reference to the Visit. For example a ticket number or booking reference.
Time zones
All events, in Stat, are saved with the local Branch time.
Transaction
A Transaction is the waiting and deliverance of one Service. A Transaction must always include a Service (even if the Service never was delivered) and usually includes waiting in a Queue. There are two special cases:
• Transactions that are interrupted before the Customer has been called are still Transactions, but they do not include any Transaction time.
• When a Service Point delivers Multiple Services without transferring the Customer to Queue, each Service is a Transaction but without any Queue or Waiting time.
Visit
A Visit is the part of a Customer Journey where the Customer has been assigned a ticket number. The Visit continues until the end of the last Transaction on the same ticket number.
Work Profile
A Work Profile calls Customers from a specified number of Queues with some kind of priority (Calling Rule).
Workstation
A Counter where a user handles the errand of the Customer. A Software based service point. See also Terminal, Service Point and Entry Point.