NOVEMBER 11-15, 2019

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


Monday, November 5, 2018

1:30 pm – 4:30 pm | Pre-Conference Tutorial | Room: Grand Oaks AB

Digitize Customer's Journey with Cross-Channel Data Integration

Presented by: Andrej Gustin, Igor Smirnov

Many companies in diverse industries are struggling to design perfect cross-channel experiences for their customers solutions that incorporate the advantages of digital technology to provide their customers with invaluable personalized, up-to-date and on-time service.

Improving customer experience is a key priority for enterprises today and numerous competitors have already adjusted their customers' journeys to capture big data information, IoT signals and other insights obtained from journey touch points. But to improve the customer experience, you must have the ability to measure it. By effectively analysing these types of insights, you can offer innovative online and off-line solutions to provide your own customers with an exciting offer of new products and services that are accessible 24/7. This workshop takes us through an example of one such journey from customer and company NEEDS to customer VALUE and EXPERIENCE. We investigate important DECISIONS in the processes that serve to build customer value on the one hand, while measuring companies' required KPIs to create a 360-degree view of the customers who buy their products and services, on the other. As an example, we measure the performance of marketing activities (in the context of the entire cross-channel customer decision journey) to encourage "next-best-offer" conversion. Customer Experience KPIs focus on improvement in terms of quality, efficiency and customer equity.

Learning Objectives:

  • How to identify customer needs
  • How to implement valuable cross-channel integration
  • How to improve customer experience and measure it


 Andrej Gustin

Andrej Gustin

Senior Consultant, President
CREA pro
Chapter Vice President
IIBA® Slovenia

Andrej Guštin is a co-founder and CEO at CREA pro, a leading Slovenian consulting company focused comprehensively on business process management and innovation. Andrej’s activities are in general in management business consulting on strategy, process optimization and process innovation. Andrej helps organisations in designing and implementing complex solutions, based on business process analysis and innovative approaches and contributes to diverse business/digital transformation and services delivery projects. As “representative from business” he regularly holds lectures and practical example’s presentations at the different university programs. Andrej is a vice president of IIBA® CHAPTER SLOVENIA and holds a Science Master Degree.

Andrej's 2018 Presentations:

  1. Digitize Customer's Journey with Cross-Channel Data Integration
    Monday, November 5, 2018 (1:30 pm – 4:30 pm)

 Igor  Smirnov

Igor Smirnov

Igor Smirnov has more than 20 years' experience in implementing Business Intelligence (BI) projects, consulting, coaching and training activities in the fields of business analysis, data science and data analysis in telecommunications, retail, production and pharmaceuticals for global companies like Novartis, Toyota, A1, Pernod Ricard among many others. He is also an expert in customer focused solutions, particularly in big data analysis for the support of loyalty programs and customer insights with use of predictive analysis and machine learning. Igor's passion is understanding the power of data and releasing its potential in digital-driven companies and industry 4.0 initiatives. Igor has been a member of the IIBA® Chapter Slovenia Board since 2009.

Igor's 2018 Presentations:

  1. Digitize Customer's Journey with Cross-Channel Data Integration
    Monday, November 5, 2018 (1:30 pm – 4:30 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.



Event Produced and Organized by Rising Media in association with Business Rule Solutions Copyright © 2010-2018, Rising Media, Inc. All Rights Reserved.

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