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A customer journey map is a good start but not enough. 

Improving customer experience and how customers engage with business processes often starts with mapping journeys. Mapping a customer or employee journey is a straightforward task that can happen in a workshop or two. Different stakeholders from several departments come together and list what steps customers go through, the touchpoints, their pain points, and their sentiment. Sounds straightforward and easy, right? What is the result of that exercise? A nice visual piece of art that they look at and share through emails or messaging apps, and then everyone forgets about it. Including the operational layer is one fundamental step to make this exercise valuable for operationalizing the customer or employee experience. 

With this blog post, we are continuing our series on a  journey to process analytics. Now that you have defined the journey, persona, journey steps, and touchpoints, the next step is to bring an inside-out and analytical view into the model. We will explain why operationalizing the experience matters – and which elements you need to make this a reality. 

Operationalizing experience  

Once you have the outside-in view visualizing your customers, employees, or suppliers' experience, the alignment with the operational side of your business starts; on each journey step, you want to know which processes, IT systems, and organizational units are involved in impacting this experience. The customer experience team, process professionals, and owners collaborate to investigate the negative experience from the start until the end of each journey, both from outside-in and inside-out perspectives, to trigger customer-centric process transformations and improvements. 

With SAP Signavio Journey Modeler, you can link your processes to the journey steps they are related to. The best part is that IT systems and organizational units involved in those processes are auto-populated from the linked journeys without any manual effort. Once you decide which journey steps need improvement, the next step is clear: to collaborate with process owners and organizational units to improve the processes and, eventually, the experience. 

SAP Signavio Journey Modeler – Linked processes and auto-populated IT systems and organizational unit fields

Moreover, quantifying the complexity of the underlying processes enables you to identify critical processes, people, and systems on your path to experience excellence. So, you can prioritize processes based on complexity and their effect on the perceived experience. The journey complexity score empowers you to do so by providing an overview of how many processes, departments, and people in your company are involved and interact with each other until the journey is complete. Know when complexity negatively impacts the experience to identify improvement areas or give attention to complex but critical processes required for desired outcomes. To better understand how the score is measured, visit the journey complexity score feature page. 

SAP Signavio Journey Modeler – Journey complexity score sidebar and embedded SAP Signavio Process Intelligence investigations

To understand business or operational performance in relation to experience and make informed decisions, you need to enrich your journeys with offline and online data representing business and customer experience Key Performance Indicators (KPIs). Keep an eye on your persona’s experience metrics to identify which journey steps are more important or need improvement. SAP Signavio Journey Modeler supports data-driven experience management by visualizing your business intelligence system or SAP Signavio Process Intelligence metrics in near real-time and linked to each journey step. For example, you can see how you perform in experience management by visualizing NPS or customer service metrics under each journey step.

Now that you have modeled a complete journey, it is time to analyze and improve the experience continuously. Imagine this, through the embedded SAP Signavio Process Intelligence investigation, you have seen that the Net Promoter Score of e-commerce clients for the home delivery stage keeps decreasing. You need to understand what is problematic and how to fix it. Since you already know the processes linked to the home delivery stage, you can collaborate with the process owners to investigate the situation. Through SAP Signavio Process Intelligence investigations, process owners and analysts find out that 54% of the local deliveries take longer than anticipated. Now, you know which operations need to be improved, which metrics to monitor, and who is responsible for this.


Experience excellence requires identifying and prioritizing process transformation and improvement initiatives based on customers, employees, or suppliers’ experiences as well as business performance. SAP Signavio Journey Modeler supports experience excellence by operationalizing experiences, enabling data-driven experience management, and fostering collaboration between process and experience management.
We’ll cover the topic of experience-driven process mining in our next blog post. Stay tuned!

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