Challenge & Selection

The task assigned was to transform the service delivery of our organization that provides shared  services to over 40 government agencies.   Our organization provides shared services in the area of  finance, payroll, HR, claims and travel management.  Most of the work requests are submitted by  the customers through the central Enterprise Resource Planning (ERP) systems and completed  within the systems.  For example, a request to verify an employee expense claim is submitted to a  payroll system where the shared services team pick up the case from the payroll system, verify the  expense claim and complete the case.  Some work requests that are not handled within the ERP  systems are submitted via our case management system.  For example, hardcopy invoices are mailed  to shared services for processing.  Customers are required to raise a ticket in the case management  system and once the hardcopy invoices are processes, the case ticket is marked as completed.

While the service delivery process seems rather seamless at an overall level, I would like to use the  visualization tool, specifically service journey mapping, to deep-dive into each process/service to  uncover possible problem statements and opportunities for improvement.

To approach the project, we intend to first map out the service journey of each process to  understand the service experience of the customers from their perspective.  We would next identify  a good number of agencies that well represent the population and develop a set of questions  covering the areas of people, process, platform/system and service.  We are mindful that the  questions should not be too broadly defined such that responses may be too general to define the  problems, nor should the questions be too specific that it narrows the discussion and rules out  problems statements that would otherwise be surfaced.  Based on the questions and interview  techniques, we would conduct a focus group discussion with the HR/Finance practitioners in the  identified agencies to suss out pain points that can be translated into problem statements.

Application

To begin, we first identify a process that we wish to map out the customer journey.  We then use a  swim lane diagram to map out the overall process and identify the stakeholders involved.

The swim lane diagram is then further expanded and translated to a timeline diagram to include the  detailed steps, touchpoints and communications of the current customer experience.  For example,  in submitting an expense claim, what are the system steps that a claimant has to perform, the  information that needs to be provided and how the information is gathered / submitted etc.  What  are some of the touchpoints the customer have with us?  For example, the Helpdesk/Call Centre  team may receive first line enquiries from the claimant/employee before the claim is submitted in  the system. Through documenting the detailed steps and identifying the touchpoints and  communications in the service journey mapping, we can better identify pockets of improvement  from people, process, platform/system and service.  To avoid a one-sided journey, we would involve  all relevant stakeholders that work on providing that service to the customer to join in the service  journey mapping.  For example, in verifying the expense claim in the payroll system, we ensure that  the payroll team who provides that service joins in mapping out the customer journey.

Once the customer service journey mapping is plotted out, we then divide the group into two groups  of 4 each.  1 team member in each group would play the role of ‘interviewer’ while the other 3  would play the role of customers.  Both groups are given the set of questions developed for the  focus group to talk through for the ‘interviewer’ to bring them through and probe.  The purpose of

this activity is to ensure that the focus group discussion with the customers would be effective in  drawing the insights we want.  Once the team is confident and ready to conduct the focus groups,  we  should then engage our customers through the focus group discussions and note down their  pain points, goals and expectations around pillars of people, process, platform/system and service.

Insight & Approach

What I have learned from conducting this exercise is through the service journey mapping, we are  able to deep dive and unravel service gaps that we would not have been able to uncover without  using the visualization tool.  The more valuable aspect of the activity is where all stakeholders come  together and co-create the customer service journey mapping.  This shared insight with a diverse  group of stakeholders who are involved in delivering the service provides an accurate understanding  of the customer service experience process.  The role playing also helps the team to better develop  their interview techniques before the focus group discussions with the customers.  The stakeholders  in the organisation can now better understand the sentiments and service experience of the  customers.  They can better appreciate the pain points of the customer and take greater ownership  to work towards improving the service experience.


Challenge & Selection The task assigned was to transform the service delivery of our organization that provides shared services to over 40 government agencies . Our organization provides shared services in the area of finance , payroll , HR , claims and travel management . Most of the work requests are submitted by the customers through the central Enterprise Resource Planning ( ERP ) systems and completed within the systems . For example , a request to verify an employee expense claim is submitted to a payroll system where the shared services team pick up the case from the payroll system , verify the expense claim and complete the case . Some work requests that are not handled within the ERP systems are submitted via our case management system . For example , hardcopy invoices are mailed to shared services for processing . Customers are required to raise a ticket in the case management system and once the hardcopy invoices are processes , the case ticket is marked as completed . While the service delivery process seems rather seamless at an overall level , I would like to use the visualization tool , specifically service journey mapping , to deep - dive into each process / service to uncover possible problem statements and opportunities for improvement . To approach the project , we intend to first map out the service journey of each process to understand the service experience of the customers from their perspective . We would next identify a good number of agencies that well represent the population and develop a set of questions covering the areas of people , process , platform / system and service . We are mindful that the questions should not be too broadly defined such that responses may be too general to define the problems , nor should the questions be too specific that it narrows the discussion and rules out problems statements that would otherwise be surfaced . Based on the questions and interview techniques , we would conduct a focus group discussion with the HR / Finance practitioners in the identified agencies to suss out pain points that can be translated into problem statements . Application To begin , we first identify a process that we wish to map out the customer journey . We then use a swim lane diagram to map out the overall process and identify the stakeholders involved . The swim lane diagram is then further expanded and translated to a timeline diagram to include the detailed steps , touchpoints and communications of the current customer experience . For example , in submitting an expense claim , what are the system steps that a claimant has to perform , the information that needs to be provided and how the information is gathered / submitted etc . What are some of the touchpoints the customer have with us ? For example , the Helpdesk / Call Centre team may receive first line enquiries from the claimant / employee before the claim is submitted in the system . Through documenting the detailed steps and identifying the touchpoints and communications in the service journey mapping , we can better identify pockets of improvement from people , process , platform / system and service . To avoid a one - sided journey , we would involve all relevant stakeholders that work on providing that service to the customer to join in the service journey mapping . For example , in verifying the expense claim in the payroll system , we ensure that the payroll team who provides that service joins in mapping out the customer journey . Once the customer service journey mapping is plotted out , we then divide the group into two groups of 4 each . 1 team member in each group would play the role of ‘ interviewer ’ while the other 3 would play the role of customers . Both groups are given the set of questions developed for the focus group to talk through for the ‘ interviewer ’ to bring them through and probe . The purpose of this activity is to ensure that the focus group discussion with the customers would be effective in drawing the insights we want . Once the team is confident and ready to conduct the focus groups , we should then engage our customers through the focus group discussions and note down their pain points , goals and expectations around pillars of people , process , platform / system and service . Insight & Approach What I have learned from conducting this exercise is through the service journey mapping , we are able to deep dive and unravel service gaps that we would not have been able to uncover without using the visualization tool . The more valuable aspect of the activity is where all stakeholders come together and co - create the customer service journey mapping . This shared insight with a diverse group of stakeholders who are involved in delivering the service provides an accurate understanding of the customer service experience process . The role playing also helps the team to better develop their interview techniques before the focus group discussions with the customers . The stakeholders in the organisation can now better understand the sentiments and service experience of the customers . They can better appreciate the pain points of the customer and take greater ownership to work towards improving the service experience .