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Contributed on April 5, 2022

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Process Mining For Customer Journeys

This article is part of a collection of process mining examples organized by use case. You can find the full overview here.

A customer journey analysis means that you are taking the perspective of the customer and analyze how they are interacting with your organization (rather than looking at how the internal processes work). Goals of the analysis are typically more qualitative, such as increasing the user experience. Technically, this may involve analyzing click-stream data from the website. But customer journey analysts often analyze the processes across multiple channels as well.

• This case study shows the first-use consumer test, a version of a usability test, by a television manufacturer. It is one of the earliest applications of process mining to analyze customer journeys (Dutch article).

• Daisy Wain analyzed the ‘Start a Business’ journey on the GOV.UK website. Rather than just looking at individual parts of the process, they discovered the end to end journeys through both content and services. Daisy also joined our process mining café about customer journeys.

• John Müller analyzed the customer journeys at ING DIRECT Australia and realized that process mining changed the way questions were asked, because the process mining tool allowed the business users to explore their own process.

• Mark Pijnenburg from Philips Healthcare applied process mining to understand how Philips’ MRI machines are actually used by physicians in the field. The discovered usage patterns increase the test coverage based on real-life behavior for these machines.

• Internet companies like LOEN Entertainment in Korea are holding voluminous log data that records users’ service usage behavior. LOEN adopted process mining to analyze the user journeys during the day when they signed up with a KakaoTalk account.

• Carmen Vermeer and Noortje Groenendaal from Total Gas & Power looked at the customer journey process at Total. The customer service, billing, sales, and marketing departments are all involved in this customer lifecycle. Instead of looking at these individual departments one by one, Carmen and Noortje analyzed successful and unsuccessful customer journeys from a customer’s point of view.

• Boris Nikolov from Vanderlande applied process mining in the area of logistic process automation. He validated and optimized test scenarios during some of the most critical phases of a project — acceptance testing and operational trials.

• Ellen van Molle and Bram Vanschoenwinkel showed the analysis of an interim sector company (only available in Dutch) at an industry association association event. They investigated the sign-up process of the website for the municipal organization.

• Gijs Jansen from Essent analyzed how customer requests were handled, which departments were involved, and how often each request was touched by which employee. This resulted into a new set of KPIs that were discussed monthly to reduce the lead time and to limit the number of touches.

• Frank van Geffen from the Rabobank was one of the speakers at the first Process Mining Camp in 2012 and came back in 2014, where he shared a customer journey use case in which they looked at how customers were using their new mortgage self-assessment tool on the website.

• The refund process of an electronics manufacturer in Germany required the coordination of many external entities: repair centers, callcenters, dealers, and logistics companies. Process mining allowed to analyze the end-to-end process across all of these companies (PDF version).

• John Hansen and Claudia Billing analyzed the baggage handling process at Copenhagen Airports A/S. They found that the process bottlenecks were not related to the baggage factory belt performance.