Table-Based Journey Modeling

Objectives

After completing this lesson, you will be able to:

  • Transform the way customers interact with your business

Table-Based Journey Modeling

Creating Customer Journeys with SAP Signavio Journey Modeler

Let's have a look at how we can create a table-based Customer Journey (CJ) by using the SAP Signavio Journey Modeler. In contrary to the design-based CJ (handled in the next lesson), the table-based CJ maintains information about linked processes, IT systems, organizational units, customer emotions, metrics and other relevant information directly in the Model. This creates a holistic view of the entire Customer Journey with all the associated information. With Journey Modeler, you can easily transfer data from Excel files into a journey model. You can also integrate operational or customer experience data sources, such as data from SAP Signavio Process Intelligence, Google Data Studio, or Tableau.

Transfer data from Excel to your Journey Model

Journey models have a table structure and this allows you to add data from files that also provide it in table-format. With our Journey Modeler tool, you can copy and paste data from Excel that contains text, images, and information right into your journey model.

In the following section we will take a look at the individual elements:

Note

Please be aware that the SAP Signavio Journey Modeler requires an additional license and is NOT included in the Process Manager license. You can access the SAP Signavio Journey Modeler via our 30-day trial version. For some features an advanced Journey Modeler license is required.

Step 1: Define a Persona - Who is the customer?

Create a persona in the dictionary

  • Give your persona a name and add it in the title section.
  • Add a more detailed description of your persona.
  • Enter the persona's occupation and challenges.
  • If you like, you can upload a custom picture to give your customer a "face", which helps to identify yourself better with the customer.

Add personas from the Dictionary

  • Add a new persona to your Journey by using the search function.

Step 2: Define Stages and Steps - What steps does the customer go through during the journey?

In a table-based CJ it is not possible to define a visual trigger.  The description of the trigger can be added to the persona or directly in the description of the CJ.

Create the first step of your persona

  • Use the text panel of the step section to describe what your persona is doing.
  • Outline the goals that should be achieved in this step.
  • Create more steps: What are the next steps in the journey?

Use Colors

  • To distinguish stages, steps, and goals, use different colors to highlight the elements.
  • Use colors for backgrounds, individual steps, or outlines.

Add Images (optional but recommended step)

Images enrich customer journeys and make them more visual appealing to viewers. Steps which are reflected in a well-chosen image can help to emphasize the core topic of such a customer step, for example, 'Decide on the best option' or 'Try out the new product.

Step 3: Define Touchpoints - How does the customer interact with the company?

Define touchpoints

  • Add a new section for the touchpoints.
  • Add a title and pick a suitable icon to represent the touchpoint.
  • You can link to the dictionary or add manually.
  • Adjust settings and decide between list or standard view of displayed items.

Step 4: Set Emotions - How does the customer feel?

Add the customer's emotion in the sentiment section.

  • Place the smiley according to the mood of your customer on the lines.
  • The graph is automatically generated if you add more smileys.

Business Process Integration: Link Process Models with your CJ - How does our internal process look like?

The section "Linked Processes" enables you to integrate your business process models from SAP Signavio Process Manager.

  • Link your process
    • Add a new section to your CJ and select "Linked Processes".
    • Pick a step where a process is involved.
    • Navigate to the applicable process through the folder structure.
    • Adjust settings and decide between list or standard view, as well as amount of displayed items.
  • Link a specific shape or step of a process
    • Choose the process you want to link and select a individual step. 

Auto populate IT systems and Organizational Units - Who and what is involved?

The sections "IT systems" and "Organizational units" enable you to integrate ownership automatically provided by the linked processes or by adding them manually.

  • Link IT Systems
    • Add a new section to your CJ and select "IT Systems".
    • IT systems are auto populated if they are included in a linked process model.
    • IT systems can also be added manually.
  • Link Organizational Units
    • Add a new section to your CJ and select "Organizational Units". 
    • Units and roles are auto populated according to the linked process model. 
    • Responsibilities can also be added manually. 

Link further Customer Journeys - Is another customer journey involved?

The section "Linked Journeys" enables you to add further table based journeys to specific steps. With the section "Linked Processes" you can also integrate designed-based customer journeys or steps from SAP Signavio Process Manager which we will handle in the next lesson.

Link other table-based customer journeys

  • Add a new section to your CJ and select "Linked Journeys".
  • Navigate through the folder structure and search for the applicable customer journey.
Link design-based customer journeys
  • Add a new section to your CJ and select "Linked Processes". 
  • Rename section. 
  • Pick a step in your table-based journey, and navigate to the applicable design-based journey. 

Link a specific step of a design-based customer journey

  • Select the customer journey you want to link and choose an individual step by clicking on it. 

Link Dictionary Objects with your Customer Journey

Reuse dictionary objects and build a single source of truth for object definitions.

Link Dictionary Objects

  • Add a  touchpoints section and rename if necessary (e.g. pain points).
  • Search for a dictionary term via the quick search function.
  • If you like, add an icon.

Operational and Customer Experience Data Integration

Make data-driven decisions to improve customer experience.

Link data from SAP Signavio Process Intelligence

Show operational and experience data within your journey models.

Please note that SAP Signavio Process Intelligence license is required for this connection.

Tipp: You can combine a data-driven with a human-driven approach by manually setting up the actual or desired state of customer sentiment per step by using the predefined smileys shown previously.

Link internal operational data

  • Select the section Process Intelligence Widgets.
  • Choose the step where you want to show the data and analysis by clicking on the plus sign.
  • Insert the Widget ID copied from SAP Signavio Process Intelligence.

Link data from external systems

Connect with Tableau or Google Data Studio by embedding HTML snippets of a report into your Journey Model. Please note that Tableau/Google Data Studio license is required for this connection.

Link external operational data

  • Select the section External Widgets.
  • Choose the step where you want to show the data and analysis by clicking on the plus sign.
  • Enter the URL taken from respective system.

Complexity Score

The importance of managing complexity

A key factor vital to building a clear picture of how your organization's processes impact the customer journey is the management of complexity. For example, a complex talent acquisition process can negatively impact the applicants’ experience and hence reduce an organization’s ability to attract talents.

With the complexity score, you get an impression how challenging it is to complete the journey. It reflects the total operational complexity from linked BPMN processes and journeys. The complexity scores can help you measure this progress.

Please find more information in the user guide (Complexity score | SAP Help Portal)

Journey Complexity versus Journey Model Dimensions

Because a journey typically involves several processes, journey complexity takes into consideration the complexity scores of these processes. For journey and process complexity, model-based scoring algorithms are implemented in SAP Signavio Journey Modeler where it's distinguished between Journey Complexity and Journey Model Dimensions.

Journey Complexity

Journey Complexity considers the journey’s operational complexity, i.e., the complexity of the underlying processes that are directly or indirectly linked (via value chain diagrams, processes, or other journeys).

Find more information in each [+] marker of the image below.

Complexity Score

Journey Model Dimensions

Journey Model Dimensions provide an at-a-glance overview of the size of the journey table (grid size), as well as of the number of non-empty fields. Detailed counts, e.g., of the number of linked personas and images are provided as well.

Find more information in each [+] marker of the image below.

Journey Model Dimensions

Focus and Limitations

  • Focus:
    • Everything at a glance in a table based overview.
    • Useful when comparing simulation scenarios to understand the impact of potential change and further improvement.
    • Support decision-making for process change implementation.
  • Limitations:
    • "Path of the journey" straight forward, cannot be "designed".
    • Visualization of the customer journey is less tangible for novices.

Industry-standard tabular journey format

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