Enhancing Customer Experience through Implementing Process Mining to Discover and Analyze Customer Journey /Youssif Shaaban Mohamed

Supervisor:
Alaa Eldin Idris

Project (M.A.)—Nile University, Egypt, 2024 .

"Includes bibliographical references"

Contents:
TABLE OF CONTENTS
CERTIFICATE OF APPROVAL................................................................................... ii
COPYRIGHT...................................................................................................................iii
DEDICATION.................................................................................................................. iv
ACKNOWLEDGEMENT................................................................................................ v
DECLARATION.............................................................................................................. vi
ABSTRACT..................................................................................................................... vii
TABLE OF CONTENTS .............................................................................................. viii
LIST OF ABBREVIATIONS .......................................................................................... x
LIST OF FIGURES ......................................................................................................... xi
CHAPTER 1 INTRODUCTION..................................................................................... 1
1.1 INTRODUCTION................................................................................................... 1
1.2 RESEARCH DOCUMENT STRUCTURE .......................................................... 3
CHAPTER 2 CUSTOMER JOURNEY MAPPING AND PROCESS MINING........ 4
2.1 CUSTOMER JOURNEY MAPPING ................................................................... 4
2.1.1. DEFINING CUSTOMER JOURNEY MAPPING .......................................... 4
2.1.2 BENEFITS OF CUSTOMER JOURNEY MAPPING..................................... 7
2.1.3 CUSTOMER JOURNEY MAPPING PROCESS............................................. 8
2.1.4 CUSTOMER JOURNEY MAPPING RESEARCH METHODS.................. 10
2.1.5 CUSTOMER JOURNEY ANALYSIS ............................................................. 12
2.2 PROCESS MINING.............................................................................................. 15
2.2.1 PREFACE........................................................................................................... 15
2.2.2 PROCESS MINING APPLICATIONS ........................................................... 16
2.2.3 EVENT LOGS ANALYSIS............................................................................... 18
2.2.4 PROCESS MINING ALGORITHMS.............................................................. 21
2.2.5 TRACE CLUSTERING .................................................................................... 22
2.3 DISCOVERING CUSTOMER JOURNEYS USING PROCESS MINING.... 24
CHAPTER 3 RESEARCH METHODOLOGY........................................................... 26
3.1 PROBLEM STATEMENT .................................................................................. 26
3.2 RESEARCH QUESTION .................................................................................... 27
3.3 RESEARCH OBJECTIVES ................................................................................ 27
ix
3.3.1 THE MAIN OBJECTIVE OF THE STUDY............................................... 27
3.3.2 SUB-OBJECTIVES OF THE STUDY ......................................................... 27
3.4 RESEARCH METHODOLOGY ........................................................................ 28
3.5 STUDY DESIGN................................................................................................... 29
3.7 THE EMPIRICAL STUDY ................................................................................. 30
3.8 THE SAMPLE....................................................................................................... 31
CHAPTER 4 RESULTS AND DISCUSSIONS ........................................................... 32
4.1 DATA PROCESSING RESULTS ....................................................................... 32
4.2 MODEL GENERATION AND ANALYSIS ...................................................... 36
Clustering of Customers' Behaviors.......................................................................... 42
Geographical factor's Effects on Touchpoint interaction ....................................... 49
CHAPTER 5 CONCLUSIONS AND RECOMMENDATIONS ................................ 54
5.1 LIMITATION OF THE STUDY......................................................................... 54
5.2 FUTURE WORK RECOMMENDATIONS ...................................................... 55
REFERENCES................................................................................................................ 56
APPENDICES................................................................................................................. 62
APPENDIX A: CUSTOMER JOURNEY MODEL ................................................ 62

Abstract:
In today’s world where companies struggle with strong competition, understanding and
managing customer experience (CX) becomes an essential practice that can differentiate
them among other competitors. One of the main CX tools is customer journey mapping.
The customer journey represents all the interactions that the customer encounters with the
company while achieving certain goals in his relationship stage with the company.
Customer journey involves several touchpoints, including contact centers, retail stores,
web, mobile apps, and support channels. Customer journey mapping (CJM) aims to
visualize these interactions in a way that is easy to understand and analyze the customer
journey to better design the customer journey to meet customer expectations. This project
aims to show the impact of using process mining as a tool to discover and analyze
customer support journey using customer interactional data stored on different systems of
one of the largest telecommunication companies in Egypt. This impact is shown through
the depth of data generated by process mining and the variety of insights gained from it.
Using process mining shows the lifecycle of customer support journeys and how quality
of customer Issue resolution is a significant factor in shaping the customer experience.
Also, process mining helps identify bottlenecks on the problem level and the main
geographical areas of these bottlenecks. Process mining shows the dynamics of
touchpoint interactions and their relations with the total number of problems that
customers face during the study period. This opens the door to real improvement in
support process efficiency, introduces the need of new company-level KPIs and can be
used as a tool for delivering personalized experience.

Text in English, abstracts in English and Arabic