BS/2 introduces a new tool for customer journey analytics on self-service devices – CJM&A.iQ

BS/2 presents CJM&A.iQ (Customer Journey Map & Analytics), an innovative analytical system that enables banks and self-service device operators to gain a deep understanding of customer behaviour, optimise interfaces and improve the efficiency of ATM infrastructure. The solution is designed to collect, process and visualise user transaction data and is a powerful tool for data-driven decision making.

Contents:

1. Visualisation of user journeys

2. Data-driven optimisation and A/B testing

3. Integration via API for comprehensive analytics

Visualisation of user paths through Sankey diagrams

A key feature of CJM&A.iQ is the way it presents data on user behaviour. The system uses Sankey diagrams, which clearly show how customers move through the ATM screens while performing various operations.

How it works

A special agent is installed on the self-service device, which intercepts events related to user actions – button presses, transitions between screens, delays and operation failures. This data is sent to the server, where the administrator creates scenarios as a set of screens (e.g., Loan repayment, Self-replenishment, Currency exchange). Based on the data received, visualisations are generated that reflect the user path in terms of scenarios and device groups.

Each visualisation shows the number of users who have sequentially used the screens of a given scenario over a selected period. The width of the streams in the diagram is proportional to the number of users, allowing you to immediately see at which stages the greatest customer churn occurs.

To analyse more complex user behaviour, including transitions to previous screens or repetitive actions, CJM&A.iQ uses circular Sankey diagrams. These provide a convenient visual way to analyse non-trivial user behaviour patterns and identify points where customers experience difficulties.

Data-driven optimisation and A/B testing

CJM&A.iQ solves many of the challenges faced by banks and self-service device operators:

User behaviour analysis

• Detailed step-by-step display of the user journey
• Identification of exit points, delays and errors in the process
• Network-wide data analysis

Bottleneck detection

• Identification of problematic screens and scenarios
• Prioritisation of interface improvements based on real data
• Focus on critical points where the most customers are lost

Data-driven interface optimisation

• Reasonable interface changes backed by metrics
• Reducing the influence of subjective factors in decision-making
• Moving from intuition to a data-driven approach

A/B testing of scenarios

One of the most demanded applications of CJM&A.iQ is the ability to conduct A/B testing. Banks can deploy two scenario options on different groups of devices and compare their effectiveness in real-world conditions. The system will show which interface option leads to more completed transactions, shorter transaction times, and higher customer satisfaction.

Integration via API for comprehensive analytics

Understanding that different organisations require different data presentation formats and integration with existing analytical systems, the BS/2 team has implemented an extended API in CJM&A.iQ.

API capabilities:

Banks and self-service device operators can obtain user behaviour data programmatically and build their own comprehensive visualisations and reports. This opens opportunities to integrate CJM&A.iQ with existing business analytics systems, create custom dashboards, and automate monitoring processes.

The API allows you to:

• Extract transaction data in real time
• Integrate user path information into corporate reporting systems
• Automate the process of analysing and creating alerts when anomalies are detected
• Build custom visualisations in accordance with corporate standards

This approach provides flexibility and allows each customer to adapt the system to their unique needs, without being limited by the standard capabilities of the interface.

Key benefits of implementing CJM&A.iQ

Increased conversion rates

• More users complete transactions
• Reduced percentage of interrupted transactions
• Increased total number of successful transactions

Improved customer satisfaction

• Fewer interruptions and errors in the process
• More intuitive and user-friendly interfaces
• Reduced transaction processing time

Increased device ROI

• Higher efficiency of each ATM
• Maximum utilisation of device functionality
• Justified investments in infrastructure development

Data-driven decision making

• Optimisation of scenarios and interfaces based on real metrics
• Transition from subjective assessments to objective indicators
• Ability to measure the effect of changes made

 Dmitry Rusak, Product Owner of the Payments. iQᴺᴳ service, BS/2:

« When creating CJM&A. iQ, we responded to market demand for a deep understanding of how customers interact with self-service devices. Today, it is not enough to simply know the number of transactions – it is important to understand why customers interrupt transactions, where they experience difficulties, and how their experience can be improved. Our goal is to provide banks with a tool that turns data into concrete actions. CJM&A.iQ doesn’t just show numbers; it helps you see real problems and opportunities for improvement. This is especially important in an increasingly competitive environment, where the quality of the customer experience becomes a key factor of differentiation.»

Part of the BS/2 ecosystem

CJM&A.iQ is a natural extension of the BS/2 line of solutions for ATMs and self-service devices. While ATMeye.iQ provides security and dispute resolution, Cash Management.iQ optimises cash management, and Payments.iQ expands device functionality, CJM&A.iQ closes the circle by providing a tool for analysing and improving the customer experience.

All BS/2 products are designed to be integrated with each other, allowing you to create a comprehensive solution for managing your self-service device fleet.

Implementation results

The implementation of CJM&A.iQ in financial organisations has demonstrated specific improvements in key performance indicators:

• Increase in successful transactions – identifying and eliminating bottlenecks in scenarios leads to an increase in the percentage of completed transactions. Customers are less likely to interrupt transactions midway, which directly affects the volume of transactions served and commission income.
• Improved device efficiency – optimising interfaces and scenarios reduces the average transaction time, allowing each ATM to serve more customers. Devices begin to generate more revenue without additional investment in equipment.
• Reduced call centre workload – when interfaces become more intuitive, customers are less likely to seek assistance. This reduces operational support costs and increases customer satisfaction, as customers can complete transactions on their own.

But the main advantage of CJM&A.iQ is not just in achieving these results, but in the ability to continuously improve performance. The system transforms user experience optimisation from one-off projects into a continuous process based on real data rather than assumptions. We will discuss more about product use cases in future publications.

BS/2 specialists are ready to explain in detail how the CJM&A.iQ solution can be useful for your company and demonstrate the capabilities of the system using real-life examples.

Sign up for a free consultation and get a product demonstration!