Customer Journeys
Introduction
Subscribing organisations that connect to the Mydex platform will have a wide range of potential customer journeys that they may wish to use to promote the connection. Each Subscribing organisation has different standards, brands, channels and approaches in how they design and develop customer journeys.
This document sets out some of the different customer journey scenarios we have identified during our work with Subscribing organisations that are seeking to connect to an individual’s Personal Data Store (PDS) for the secure exchange of data.
We have broken this down into some broad categories and provided some examples showing how each journey could work with Mydex.
Where a Subscribing organisation is using Mydex for identity services we have published a separate document.
Context of Journeys
The context of any journey is a key consideration. This simple matrix below highlights the difference in journey length and complexity.
| Context from two perspectives | Has a MydexID and Personal Data Store | Does not have a MydexID and Personal Data Store |
|---|---|---|
| Is an existing customer of Subscribing organisation | Easiest journey of all, shortest in time. Simple connection process. | Simple journey, relatively seamless. |
| Is a new customer for a Subscribing organisation | Can streamline process of new customer onborading by serving up data to Subscribing organisation. | Most time consuming journey as individual is new to Mydex, the opportunity of a PDS, and the Subscribing organisation. This means records being set up in both environments. |
Typically focusing on existing customers provides faster adoption with the most streamlined journeys and delivers tangible benefits to the Subscribing organisation and customer rapidly.
Channels and Triggers
We have identified the following broad categories of channels and trigger events. In each case we have set out some specific examples in our journey matrix against each channel and mapped out the different steps in the journey.
| Channel/Trigger Category |
|---|
| As part of a face to face process |
| As part of a phone based interaction |
| By invitation remotely from an existing supplier or service provider to their customer that they hold known contact details for |
| By invitation as part of an authenticated online activity with the Subscribing organisation the offer relates to |
| Included as an embedded component of a service being offered |
| By personal discovery online |
| By personal discovery offline |
| Proactive targeting of specific individuals who are not a current customer as part of a new customer acquisition strategy |
Common elements in customer journeys
Many of the journey steps will use common features and it will be how they are configured that will vary between journeys.
They key elements of journeys we have identified that help speed up the registration and first time connection journeys are as follows:
- Use of existing and proven communication channels.
- Use of unique one time codes to provide seamless authentication.
- Use of existing authentication mechanism.
- Effective training of front line service teams responsible for interaction with customers.
Basic Journey steps
The journey is basically the same. It is how it is presented to the individual and the number of steps where the customer experience design comes in.
- Offer of Mydex PDS made to individual.
- Individual decides to accept offer.
- Registration for a MydexID and PDS (if the individual does not already have one).
- First time connection - a binding connection based on trust between a member's PDS and their personal records within the Subscribing organisation's service that is being connected
- Approve Data Sharing Agreement
- Use case for the data
- Specific data to be read or written
- End of journey - configurable final step in journey
- Return to where they started
- Go to somewhere else
- Trigger another event
Critical success factors in customer journeys
Offering customers (whether they are existing or new) a MydexID and PDS has to be rooted in practical benefits for the customer and transparency about the benefits to the Subscribing organisation. We have found that if the value proposition is not expressed clearly the take up is reduced. It is equally important that the Subscribing organisation and customer benefits are expressed in plain English. Unless there is a win win for all stakeholders uptake is less likely.
| Typical benefits for stakeholders through a Mydex connection and service | Customer | Oranisation |
|---|---|---|
| Save time and effort, make life easier | Yes | Yes |
| Increased convenience, one source of all personal data | Yes | Yes |
| Cost saving | Yes | Yes |
| Improved data quality | Yes | Yes |
| Transparency in relation to what data is shared with who for what purpose | Yes | Yes |
| Ease of access to data needed | Yes | Yes |
| Increased compliance, data protection act, privacy by design | Yes | |
| Control - ability to control who can access what data for what purpose | Yes | |
| Easy data sharing where and when needed with no loss of control | Yes | Yes |
| Ability to get things done online, prove your rights and entitlement using verified data and proofs of claim. | Yes | Yes |
| Greater insight and understanding based on richer datasets | Yes | Yes |
Controlling customer journeys
The Mydex platform is designed in such a way as to let Subscribing organisations define and control the customer journey to deliver the best experience possible and achieve their desired outcomes.
Subscribing organisations can use their normal customer experience / front end journey development tools and environments. These control the journey and talk to the Mydex API securely. The following points are key:
- The Subscribing organisation controls their brand and style guide and the actual content directly
- Mydex serves up specific security features via what are called iFrames which can be embedded seamlessly into the customer journey developed and controlled by the Subscribing organisation
- All Mydex processes are run in the background behind the customer journey
This approach is often described as a wizard or app. It can be as basic as a web page or a series of steps on a journey. The key benefit of this approach is it can be adapted to support different uses cases, audience types and devices.