The Microjourney Matrix

In this topic, the Microjourney Workshop's position in the sales cycle, what it is, and its use are explained.

Pega provides a prescriptive sales-to-implementation process.  

Pega helps the customer through the journey of identifying the right customer-centricity journey and where to start, to development of the first successful project and consecutive projects, and continuous improvement of the Business as Usual to get the maximum value of the solution.

 During the Microjourney Workshop, the vision for the customer is identified. The objective is to make the concept of a centralized brain more real by understanding which channels and business objectives to focus on first, using financial, political, technical, and organizational arguments. As part of this workshop, create a roadmap, starting with the first use case, by using the Microjourney Matrix.

The use case is then taken forward through the various steps in the sales cycle. In the Opportunity Assessment, it is evaluated against the reality of the current situation at the client. During the Solution Alignment Workshop, the delivery entry criteria are evaluated, and the scope of the project definition (the MLP) associated with this microjourney is confirmed.

So, why position a roadmap?

• 1:1 Customer Experience is a transformational sale.
  • It can deliver incredible benefit ($150 million+ / 10 million customers).
  • It can transform every aspect of communications with a client’s customers.
  • The scale of change can be intimidating.

• You want to show the scope of everything that Pega Customer Decision Hub can do, but you need to:
  • Prove value quickly
  • Implement rapidly
  • You want to focus on differentiators where we can beat the competition

To do this, take the following approach:

• Ensure that you are aligned with the client’s vision
• Make the first sale easier and quicker
• Get to value more quickly
• Accelerate and increase radiation

This table is the Microjourney Matrix, and specifically, an example that has been put together for the communications vertical.

With this matrix, the breadth of Pega’s vision and capabilities is explained to the client. The Pega solution is unique because it can support capabilities across all channels and all stages of a customer life cycle or business outcomes.

The vertical axis shows the breadth of channels that Pega can support — everything from interactive channels, both agent-assisted and digital, to more traditional outbound channels.

The horizontal axis shows the customer outcomes or customer life cycle stages in which you can deliver value. Value can be added in all stages of the customer life cycle, from initial acquisition stages to retention. The squares in the grid contain the use case that can be implemented for each outcome in each channel. For example, you can perform reactive retention in the inbound call center to help the client retain more customers. Or you can provide preemptive sales offers through mobile push to grow the revenue generated by each customer.

This combination of use case and the channel is a microjourney, which aligns to a delivery scope that can typically be delivered in 60 to 90 days. The microjourney is a powerful vision; no other solution can deliver this breadth of capability across all these channels and outcomes. As this is powerful but daunting, get the customer to focus on something that can deliver value quickly.

At this moment, Pega has industry-specific microjourney matrices for the following industries:

• Communications
• Financial Services
• United States HealthCare
• Insurance
• Utilities

To determine the priorities for the microjourneys, Pega has learned and codified four lessons, based on years of experience across tens of implementations.

1. Start from the center of the lifetime value curve with growth. Growth strategies generate the highest initial value and are a natural starting point for most financial services organizations.
2. Prioritize inbound channels before trying to tackle outbound. Inbound channels provide one-to-one behavioral data needed to power the AI and fuel an outbound program.
3. Develop experience in implementing offers and actions before attempting more complex packaging such as dynamic bundles. Bundles are valuable, but you need the learnings you get from offers and actions before taking that on.
4. Start with something manageable, with a single strategy, such as growth, in a single channel. The first phase is small but shows a significant value. The delivery scope rapidly increases as your channel integrations are built and your team gains experience, and confidence.

Now, taking the four lessons into consideration, and accounting for the relevant industry, the proposed order of microjourneys becomes visible.

This image is an example of a definition of a prioritized microjourney. It shows examples of the next best actions to delivered, Metrics for the Business Case, and Expected increased benefits. One, or a set of these definitions, tailored to the client’s specific situation, are developed as part of the Microjourney Workshop output.