Improvements in business processes aligned to the customer experience: case study in a book subscription club

Abstract

Due to the rapid growth of the book subscription club market, analyzing the customer experience journey is becoming an increasingly important task, with the goal of retaining the customer for as long as possible in the club.  Therefore, it is essential that the companies in this field have a properly functioning process chain to provide the customer with a great experience. The present study was conducted with the purpose of understanding the impact of business processes on customer experience in a book subscription club and to point out improvements. To this end, process mapping tools were applied to comprehend the current existing flows, and, subsequently, a relationship matrix was developed to connect the customer experience critical steps to the internal process chain. Through the tools employed, it was concluded that the most impactful processes are those that determine the early stages of the customer experience, such as defining the curator of the upcoming kit and defining the title, besides the task of assembling the member's kit. Additionally, as major enhancements were proposed the implementation of a validation system to the kit items through barcodes and the production of a document establishing which information can be published as a spoiler.