NOVEMBER 11-15, 2019

NOVEMBER 11-15, 2019
Official Conference of the
International Institute of Business Analysis 


Thursday, November 3, 2016

3:20 pm – 4:20 pm | Presentation | Room: Pompeian I & II

Client Journey Mapping: What's That Got to Do with Business Analysts

Presented by: Racquel Ellis


For many, if not all, organizations, client satisfaction is critical to their immediate and future sustainability.  Again, most if not all, businesses, exist to meet the need of some client segment.  It is important then that business analysts in their focus on requirements not miss the importance of the client that such requirements should satisfy.  Client journey maps set the stage for all organizational initiatives geared at delivering value to its clients.  Since the essence of a business analyst's role is to deliver value through a rigorous process of enabling organizations to express its needs and from such expression derive the rationale for change and the desired solution, BAs play a critical role in helping the organization to organize its clients' needs and desires in a structured manner while considering all the factors needed to create that solution that makes the client's journey easy and empowering.  This presentation will look at the use of CJM by a Jamaican financial organization that aims to differentiate itself from the competition by being client centric; and how the BA's role can deliver value based on this organization's intent.  Attendees will learn the significance of client journey mapping to BAs and the BA's role along the continuum of CJM.  They will also get the opportunity to share their experiences with CJM, which will help to refine the   presenter's material and future experience with CJM.

What Attendees Will learn:

  • Know the relationship between business analysis and client journey mapping
  • Recognize the role of the Business Analyst during client journey mapping
  • Be able to apply BA tools and techniques during client journey mapping


 Racquel Ellis

Racquel Ellis

Senior Business Analyst
The JMMB Group

I am a Business Analyst at one of the major financial organizations in Jamaica with over five (5) years experience in Management Analysis and Business Analysis. I am also the Secretary of IIBA®'s, VCN. I've worked on both strategic, continuous improvement and regulatory projects. On the strategic projects, my main role was to work with an innovative team to develop new or modified housing benefit policies for low-income contributors, the associated pros and cons and made presentations to senior management for their approval. For continuous improvement projects, I reviewed various business processes to identify gaps in effectiveness and efficiency and made recommendations for improvements. For regulatory projects, I worked as the Business Analyst who created the process flow diagram for changes in the retail repurchase structure, which was distributed to the entire securities industry. I also developed the requirements for the system to manage the changes to the said structure.

Racquel's 2016 Presentations:

  1. Client Journey Mapping: What's That Got to Do with Business Analysts
    Thursday, November 3, 2016 (3:20 pm – 4:20 pm)

Building Business Capability is the only conference that provides insight into Business Analysis, Business Architecture, Business Process, Business Rules, Business Decisions, and Business Strategy & Transformation toward the pursuit of business excellence.



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