Introduction to customer journey modeling &

SAP Signavio Journey Modeler

SIG181

Part 1
Collection: 23
Material number: 50160941
Introduction to Customer Journey Modeling &
SAP Signavio Journey Modeler

Training Agenda
– Conducted onsite (1 day) or remotely (2 sessions for 4 hours)

This training is designed to provide participants with a deep understanding about customer journeys and the
skills needed to create and work with journey models within SAP Signavio.

Introduction to customer experience and customer journeys

• Intro to customer experience and customer journeys

• Why is customer journey modelling important?
• Relation between BPM and CJM
• Structure and elements of journey models
• Hands-on exercise: persona creation

12 am to 1 pm – LUNCH BREAK (only for onsite training)

Customer journey modeling in SAP Signavio

• Demo and hands-on journey modeling

• Configuring, managing, and linking personas
• Customers actions integration (display phases, steps, and touchpoints)
• Customer sentiment integration (sentiment scale, internal and external metrics)
• Involved roles and systems (connecting BPMN processes)
• Designing and modifying journey models
• Publishing, collaboration, and export

Journey modeling approaches

• How to approach journey modeling in a business context?

Note: A 10-minute break is planned after every 60 minutes approximately.

Copyright/Trademark
Introduction to Customer Journey Modeling &
SAP Signavio Journey Modeler

Exercise Guide – Customer Journey Modeling

This step-by-step guide is based on the SAP Signavio Journey Modeler

training and is designed to guide you through the creation of you first customer
journey model by applying the knowledge learned in the training.
Upfront your instructor will demonstrate necessary details of each step, on which
you can build your own journey – be creative!

ABOUT THE COMPANY

BakeFactory is a medium-sized company that focuses on selling anything related to baking: various
ingredients, eatable decorations for cakes and baking supplies. They have a small store located in Berlin but
due to the pandemic they mainly sell their products through their website.
Their business focuses on the German-speaking market with shipments to Germany, Austria and
Switzerland. Besides their own baking brand, they also carry products of popular brands.
To better understand their customers the BakeFactory decided to create a journey model (JM) for their e-
Commerce business.

THE CUSTOMER JOURNEY

Brianna explores new baking supplies on the internet to gather new inspiration for baking. Her first step is to
search for products.
• She looks at various websites and scrolls through her social media feed.
• Her goal is to find inspiration for her baking quickly and effortlessly.
• Her pain point is that she does not have a lot of time to browse through many different websites.
• BakeFactory’s goal is to increase visibility by optimizing the rank in search engines and by improving
their social media visibility. For this step, they focus on the process Procure-to-Pay.

Next, Brianna discovers an influencer on Instagram who advertises a local baking supplier store, BakeFactory.
This makes her aware of BakeFactory’s cake molds selection. She gets to know the brand and their products
better.
• Brianna aims to gather detailed information about the brand and its products.
• BakeFactory’s goal is to increase awareness and interest. This stage is internally affected by the Run
Online Campaign process.
Afterwards, Brianna considers alternatives. As a first step she compares the products on a comparison
website.
• Her goal is to research alternatives but it is hard to find all the needed information.
• BakeFactory’s goal is to improve the ranking on comparison websites, they use the process Maintain
Profile in Comparator Website for this.
The next step in this stage is to evaluate the product. Brianna wants to decide on the best option.
• Brianna finds many options but it is hard for her to find the right information.
• For the BakeFactory company, it is important to carve out the unique selling point of their products.
For this step, BakeFactory maintains the process Website search.

Brianna decides on purchasing baking supplies from BakeFactory. For this, she first adds a product to her
cart.
• In this steps Brianna expects to find and select her products easily.
• It is not easy for Brianna to find her desired product as the website structure is confusing.
• For the product selection step, BakeFactory uses the process Cart Management, and their goal is to
increase the shopping cart value.
Secondly, she places her order afterwards.
• Brianna’s goal is to order effortlessly.
• To confirm her order she receives an email with the receipt and delivery details.
• For the order itself, BakeFactory uses the internal process Process order and aim to achieve an
increase in online sales and the conversion rate.

Brianna chooses a suitable delivery method and waits for her parcel to arrive. This step contains the receipt
of her order.
• Brianna’s goal is to receive her order fast, without any complications.
• The delivery took longer than expected which frustrates Brianna. Long delivery times are a pain point
for her.
• For this step, it is BakeFactory’s goal to minimize the delivery window, which is represented by the
task Ship order from the Process order process.

After waiting 6 days Brianna’s parcel was still not delivered. Therefore, she contacts the customer support.
• Her goal in this step is to get help with her issue and if needed get a refund easily.
• Brianna calls customer service and a friendly support employee assures her that it should arrive
within the next day and offers to send her an extra free cake mold. This exceeds her expectations
and Brianna can’t wait for her new molds to arrive!
• BakeFactory’s goal is to increase the customer satisfaction score and reduce the response time. For
incoming requests they internally defined the process Support request.
 STEP 1: CREATE A PERSONA
Create a new dictionary entry of the category persona and start off with the persona creation. For this, use
the information we have gathered during the previous exercise.
• If available, fill in the pre-defined attributes
• For additional information use the description box and try out different formatting types
• Create a new Journey Model and link the persona to it

STEP 2: DEFINE KEY STAGES AND STEPS FOR YOUR JOURNEY MODEL
Have a look at your persona’s characteristics as well as the scenario above and think about the following:
• Which stages of the customer lifecycle are suitable for your JM?
Remember there is no one fits all. The customer cycle is intended as help, but you can tailor the
terms and number of stages to your unique journey.
• Which steps need to be included in the JM? What is the customer (i.e. persona) doing?
Try to keep it simple, you don’t need to go too much into detail.
Insert the details in the pre-defined sections for Stages and Steps and add additional columns if needed.

STEP 3: MAKE YOUR JOURNEY MODEL MORE VISUAL

Add colors to your model to gain more interest of the reader and give your model a clear structure. Play
around with the different options (i.e., line color, fill color, background) to create a visual appealing JM. To
start off with, choose different colors for each stage.

STEP 4: ELABORATE YOUR CUSTOMER’S AND BUSINESS GOAL

What does your customer want to achieve in each step? What are their goals?
• Add the customer’s goal for each step in the pre-defined goals row
• With the additional Image section, add pictures to each customer goal to make the JM more visual
• Lastly, add the company’s business goals (e.g. add a Text section)
 STEP 5: IDENTIFY TOUCHPOINTS AND MOMENTS OF PAIN
First, think about through which medium the company interacts with its customers. Now think about at which
steps the customer may be feeling dissatisfied. What are their pain points during the journey?
• Use the type Touchpoints while adding a new section to integrate the channels through which the
customers interact with the company
Try to use pre-defined dictionary items as well as new items. Remember, that you can also add more
than one touchpoint per step.
• What are possible pain points? Why is the customer feeling dissatisfied?
Find a way to best display it in the JM.
• Highlight the customer’s pain points in red.

STEP 6: IDENTIFY THE CUSTOMER’S SENTIMENT

It is important to understand at which step the customer is dissatisfied. By switching to the customer’s
perspective, we can discover how to improve the service or product we are selling. The question to ask:
What could lead to problems for the customer?
• Adjust the sentiment section for each step based on the scenario

STEP 7: LINK PROCESSES AND VISUALIZE ORGANIZATIONAL UNITS

Connecting processes to the journey model helps to see which processes to focus on for improvement and
to see which departments and IT-Systems are used for each step.
• Link suitable processes to some steps (you can also directly link specific tasks from the BPMN
model)
• Add the section Organizational Units to your JM and the involved departments will be added
automatically
• Try the same with the IT Systems section and add additional systems manually if desired
STEP 8: VISUALIZE THE DATA CONNECTED TO YOUR JOURNEY MODEL
To keep track of the company’s performance it is helpful to monitor Key Performance Indicators (KPI). These
can be directly displayed in the journey model. This can be done through external widgets or SAP Signavio
PI Widgets.
• Add the section External Widgets to your model and Google Data Studio data to some steps
Here are some available KPI of BakeFactory, match them to your steps (there is no right or wrong):
− Number of reached people with online advertisement per year
− Number of reviews per year
− Number of website visitors per month
− Conversion rate
− Revenues and orders current month
− Net promoter score: Number of responses
− On time delivery
− Response time for support tickets
• Add the Process Intelligence Widgets section and link the widget IDs to suitable steps in your JM
− Number of website visits [website-visits-1]
− Number of open campaigns [open-campaigns-1]
− Profile visits [profile-visits-1]
− Number of newly registered clients [new-clients-1]
− Orders received over time [orders-received-4]
− Cart conversion rate [cart-conversion-1]
− Average cycle time to resolve tickets [average-cycle-time-to-resolve-1]

STEP 9: PREVIEW AND PUBLISH YOUR JOURNEY MODEL FOR COLLABORATION

Will be demonstrated by the instructor.

STEP 10: DOWNLOAD AND DELETE YOUR JOURNEY MODEL

Download the JM by click on the printer symbol (won’t work in edit mode). Keep the pdf as a template or as
inspiration – lastly, delete it!

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