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Supply Chain Graphic of the Week: Mapping Customers Flows - and Where Customers are Lost


Banking Industry Example Shows Power of Combining Omnichallen and Digital Business to Gain Insights

Jan. 19, 2017
SCDigest Editorial Staff

The omnichannel world brings many opportunities - and challenges.

Combine omnichannel commerce with the power of digitization, and a whole new world of insight into customer behavior can emerge.


The graphic below, from a recent issue of the McKinsey Quarterly, shows analysis of what happens to potential loan customers at one large bank, looking at what flow and drop off per 100,000 people that start some interaction with the bank.


While a bank may be far from a traditonal supply chain, SDigest believes the overall approach to the analysis is relevant to almost any type of business.



McKinsey notes that four out of five potential loan customers visited the bank's website, but from there, their paths diverged as they sought different ways to have their questions answered. About 20% stayed online, another 20% phoned a call center, and 15% visited a branch, with the remainder leaving the process.


Ultimately, more than one-fifth of customers who visited a branch ended up getting loans. But in the online channel, less than 1% got a loan after almost 80% dropped out rather than fill in a registration form. Finally, in call centers, a mere one-tenth of 1% of customers received a loan - perhaps not surprising, since only 2% even requested an offer.


What to do with that insight we are not sure, but a digital company and supply chain can provide the data to start asking the right question.


Any Feedback on our Supply Chain Graphic of the Week? Let us know your thoughts at the Feedback section below.


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