The business case is a tool for advocating and ensuring that an investment is

justified in terms of the strategic direction of the organization and the benefits it will
deliver. It typically provides context, benefits, costs and a set of options for key
decision makers and funders. It can also set out how success will be measured to
ensure that promised improvements are delivered. For example, in 2015 business
transformation happened in McDonalds, they began installing kiosks where customers
can quickly customize their hamburgers. One of their more recent undertakings was
for the 2015 Super Bowl football championship. McDonald’s used social media to give
away products related to the commercials they aired throughout the game. It was
important for McDonald’s to have the ability to respond immediately to consumers and
actively monitor social media trends in real time. The effort was a success and drew
over 1.2 million retweets including high-profile celebrities such as Taylor Swift.
BPO Industry used user journeys. Journey mapping is a process that provides a
holistic view of the customer experience by uncovering moments of both frustration
and delight throughout a series of interactions. According to BPO “Think back at a time
when you made a purchase of a product, service, or membership that has caused you
stress. Maybe the payment didn’t go through, maybe something was broken or
malfunctioning, maybe it’s just not what you expected. Perhaps you check the
troubleshooting manual or login to the website for FAQs. But in the end, you decide to
make the dreaded call to customer service. No matter what action you take, the point
is that your journey as a customer started before you made that call. But too many
contact centers assume the opposite; that your journey starts the moment an agent
picks up the phone. That assumption is very often the catalyst in creating a less-than-
satisfactory customer experience. As a contact center, we might be checking all the
boxes in our call flow process, but that doesn’t mean the customer necessarily had a
great experience. That’s why customer journey mapping in the contact center is
essential to understand how the customer experience is built at every touch point. If
we want to create a differentiated, effortless experience for the customer, it’s vital that
we understand their journey – and that we understand it from their perspective.”