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Published in:
2021 | OriginalPaper | Chapter
Analysis of the Customer Journey at the Pension Provider APG Using Self-Service and Data Hub Concepts
Authors : J. C. A. M. Buijs, R. F. M. Bergmans, R. El Hasnaoui
Published in: Business Process Management Cases Vol. 2
Publisher: Springer Berlin Heidelberg
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Abstract
(a)
Situation faced: The Dutch pension system is changing rapidly such that future customers will be able to choose their own pension fund. To prepare for this change, Algemene Pensioen Groep (APG) must understand its customers better and increase customer satisfaction.
(b)
Action taken: A customer journey analysis of the retirement processes using process mining analysis techniques was performed. The data contains details on 75,000 customers, including data on calls to the call center, internal processes, and website visits. The analysis was done with business experts from several departments and included training the business’ users.
(c)
Results achieved: Our analysis showed that 18% of customers call after they complete the retirement process. By sending a welcome e-mail after all administrative details were complete, we significantly increased customer satisfaction and reduced the number of post-retirement calls to the call center. We found that customers look up information on retirement earlier than previously expected, so we also sent the preretirement information package earlier, further reducing the number of calls to the call center.
(d)
Lessons learned: We learned that self-service is not a one-size-fits-all solution, as it requires different types of coaching for different user groups. Our centralized, unified data storage—our data core—is valuable and saves time, but an opportunity for improvement lies in the varying levels of detail of the data acquired from the source systems.