Enhancing Customer Experience through Implementing Process Mining to Discover and Analyze Customer Journey: The Case of Telecom Egypt

Abstract

Customer Journey Mapping (CJM) constitutes a cornerstone of Customer Experience (CX) management. It encompasses the totality of interactions between a customer and an organization across the entire customer-company relationship lifecycle. CJM strives to visually represent these interactions, facilitating an in-depth analysis of the customer journey and enabling the design of experiences that optimally align with customer expectations. This study employs a case study approach, utilizing secondary customer data from a telecom company in Egypt. This research explores the application of process mining to generate automated, data-driven customer journey maps. By leveraging event log data, we aim to identify recurring customer pain points and optimize Customer Experience (CX) at both individual and organizational levels. The study investigates the lifecycle of customer support journeys, demonstrating how resolution quality significantly influences customer experience. The findings derived from the journey mapping and subsequent analysis pave the way for substantial improvements in support process efficiency. They underscore the necessity for new company-level Key Performance Indicators (KPIs) and can be instrumental in delivering personalized customer experiences. This research contributes significantly to the existing body of knowledge on Customer Experience Management (CEM) by presenting a methodology that can be applied across various businesses to analyze and enhance customer journeys. Notably, process mining offers a substantial advantage over traditional qualitative methods in analyzing customer journeys. To the best of our knowledge, this study represents a pioneering investigation of this phenomenon within the Egyptian context.