Defining microjourneys, personas, and data
|Description||Defining Microjourneys, personas, and data in terms of best practices for successful case design|
|Version as of||8.5|
|Capability/Industry Area||Low-Code Application Development|
Microjourneys, personas and data
This topic defines Microjourneys™, personas and data, keeping in mind the design best practices that are recommended by Pega for successful case design.
Use case examples
As an example, a customer complaint to a bank about a stolen credit card can be defined as a Microjourney within Pega software. Customers can raise the complaint through a Phone banking channel, through email or mail, or use a self-service option to raise the complaint with the bank.
Before you begin
Before we dive into Microjourneys, it is important to understand journeys and touchpoints, and how these help businesses see their own business from a customer's point of view.
Customer journeys and touchpoints
McKinsey defines a journey as a specific, discrete experience in the customer life cycle. The act of simply purchasing a product in a store is a touchpoint within a customer’s journey. Researching and then buying a new product and getting it up and running at home would constitute the full journey as the customer sees it.
Customer journeys include many things that happen before, during and after the experience of a product or service from the organization. These journeys can be long, often lasting multiple weeks across different channels and touchpoints.
A Microjourney in Pega software can be defined as a specific unit of work that achieves an outcome within the overall journey. In the above example, the customer experience within the store (the touchpoint in this case) could be defined as a Microjourney. Alternatively, delivering better results during customer research, or in the service period after their purchase, could also be considered Microjourneys, as these are different flows that connect the overall customer journey.
When designing a Microjourney, it is important to understand the following points and identify them at the start, to ensure better planning and quality results:
- What is the overall customer journey within which this Microjourney is a part (or, what are the case types that visualize the path of your business processes)?
- The personas that represent the people that are involved in your processes
- The channels through which the personas interact with the case
- The data that is required to process the case and reach a resolution stage
Best practices while designing Microjourneys
The following are general best practices which help in designing Microjourneys:
- First and foremost, understand the customer's point of view for each touchpoint and the overall experience.
- Work backwards starting with the customer's objective at every interaction and define stages of the process keeping in mind the overall journey.
- Understand the data needed at each stage within the Microjourney.
- Understand how that data can be captured (as much as possible without bothering the customer).
- Understand the actors (personas) that are part of each stage and the overall Microjourney.
- Identify the channels that the personas will use (mobile, web, call center, emails, etc.) at each stage.
Personas are the group of users that are defined with specific roles and access permissions in order to process a set of actions within a given case type. Typically, a persona will be configured with a channel with which it can interact with the case for processing.
It is suggested that you have a dedicated persona for a case at every stage, to ensure that case processing is seamless across multiple stakeholders and channels involved within the case.
Data is the backbone needed for each step to move forward and reach a logical resolution. For each stage within a case type, the data needed to process the case must be identified during the journey mapping process.
Identify how this data can be captured within the process by leveraging the existing data objects and interfaces.
As an example, a customer complaint to a bank about a stolen credit card can be defined as a Microjourney within Pega software. Customers can raise the complaint via a Phone banking channel, via email or mail, or use a self-service option.
In this example, the Microjourney has 3 personas involved in the application:
- Cardholder or Customer (applicable channels: self-service channel, phone banking channel, email or regular mail channel)
- Customer Service Representative (applicable channel: phone banking channel)
- Back-office operator (applicable channel: email or regular mail channel)
The data needed to process the complaint in the stolen credit card example is:
- Cardholder information
- Account information
- Transaction information
For more information on defining Microjourneys, see the Creating a Microjourney for customer success article on Pega Community.