Creating an automation tool for customer journey experts at ING
T.M. Kluiters (TU Delft - Electrical Engineering, Mathematics and Computer Science)
L.P. Overweel (TU Delft - Electrical Engineering, Mathematics and Computer Science)
D.A. Vos (TU Delft - Electrical Engineering, Mathematics and Computer Science)
J.V. Vos (TU Delft - Electrical Engineering, Mathematics and Computer Science)
Andy Zaidman – Mentor
Huijuan Wang – Graduation committee member
Otto Visser – Graduation committee member
Han Markslag – Coach
Kyra Purmer – Coach
Jesse Brand – Coach
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Abstract
ING wants to offer their customers the best experience possible. To achieve this goal, ING’s Customer Journey Experts (CJEs) constantly map and analyze the way customers use ING services in a Customer Journey Map. These maps however, are hard to share and collaborate on. ING needs an online tool in which they can, together with multiple people, build and maintain Customer Journey Maps. During our research phase we visited many different squads and found out that no single solution fits all needs. That is why we made our tool as customizable as possible with features such as: colors, text decorations, highlighting and templates. We worked in bi-weekly sprints for which we selected work from a top 50 issues board that we ordered by importance and difficulty. The final product, Mapp , allows CJEs to define, share and collaborate on customer journeys. CJEs can illustrate their customer’s steps using text, images, emotions, checkboxes andtimelines. TosharetheirworktheycanexportasPDFandprintinanysize. Andfinallytocollaborate they can simply share their journey’s URL. The product was user validated during a large midterm and endterm test, as well as during short weekly tests. All of the chapter leads we talked to were super excited and are soon marketing the product in their teams!