Process Model Using BPMN:

Case Study: Streamable Onboarding Team

Streamable is a new Australian company that has recently launched into the competitive online video streaming business, and the Onboarding Team are responsible for onboarding (signing up) new customers to their video streaming service.

The company is a new start-up with lots of interest from investors in Australia. The CEO and founder Kate Jones has worked hard to establish a business in the newly emerging online video streaming market. Her focus for the business is to grow the customer base and establish a self- sufficient business that can be competitive and deliver delightful customer service.

As a Business Analyst, you and your team have been engaged to understand, analyse and describe/model the current customer onboarding system using modelling tools such as BPMN, ERD and Data Dictionary modelling, as well as listing assumptions and making recommendations on how to improve the current system in future.

Here is a transcript of a recent interview held with Kate Jones:

Its been an Epic journey over the past 12 months with lots of challenges facing our staff to set up our small start-up company and sell our online video streaming services sold as package where every package has a number of channels that target particular audience segment.

Our main concern now is that currently, it takes 25 calendar days on average to onboard customers (sign-up) from an initial enquiry via telephone registration (expression of interest to sign up), verification of their identityand payment details, and finally to deliver appropriate content to online and smart TV channels. Other service providers are onboarding customers within 5 to 8 calendar days and so we need to bring this time down to offer a comparative if not better service than our competitors to our customers.

The way I see our business is that we provide on-demand entertainment with a growing catalogue of films andTV series that is convenient for our customers, delivering content that they want and when they want it.

During the registration process (register interest to sign up), all conversations and customer history arerecorded for quality purposes and each customer needs to confirm their understanding and consent of this for the organisation to comply with the internal privacy policy and adhere to the Privacy Act 1988. If consent isnot provided, then the service cannot be provided and we [Streamable] must politely decline the request forconnection.

Each customer registration (register interest to sign up) needs to provide contact details such as name and address and 100 points of identity to ensure that they are over 18 years of age. Also, their address and payment details are verified through a third-party service provider before a subscription service can be set up. Also, telephone authentication credentials are created for their profile which includes a username and PIN. Viewing preferences can be selected in a list that is read out to the new customer by the Onboarding Team member tohelp set up their profile and provide appropriate viewing content and suggestions when they first start using theservice.

The payment option available at the moment for new customers is via a credit card, which is verified separatelyoffline with the card issuer, and a direct debit payment is setup.

Each new customer subscribes to our annual entertainment package which delivers HD video streaming for one device directly to our customers which is billed monthly. A customer can change their subscription at any time by calling us on our customer service desk and a member of our friendly Onboarding Team will help them.

Before a subscription (signing-up) is completed, a 12-month agreement contract with the details supplied from the registration process (expression of interest to sign up), payment authorisation and the service terms andconditions are automatically sent out to the customer via email, which the new customer needs to sign andreturn to us within 21 calendar days via post or email to complete the sign-up process. Once we receive this, the Connect Team can then set up the connection and welcome them to our online video streaming service andcatalogue.

If you can analyse and model our current business processes in detail via your requirements analysis report, that will help us understand our current system and any inefficiencies. We will appreciate your recommendations on how to move forward and improve our processes and system for our customers.

We also would improve the operation of our in-house call management centre (CMC) so that the call gets directed to suitable Relationship Managers (RM). Relationship Managers (RMs) perform onboarding of new customers. We hope that the improvement will provide assistance to RMs in serving their end-customers (or potential customers) and will match RMs and end-customers according to RMs skills and customers profiles. We are aware that the varying number of streaming packages offered by Streamable can overload our RMs.This is why we want to match customers based on RM performance and product knowledge. For example, in selling particular streaming package, the system would do well in matching end-customers to well informedRMs with appropriate knowledge about the mix of content. available within a given package. A typical RM matching technique is segmenting customers into social and cultural segments according to their postcodes and surnames. We are decided on using an AI-based supporting software tool, SmartMatcher, that can create customer profiles and match those against an RM profile. A corresponding RM profile may depend on the age, sex, culture, language proficiency, experience and knowledge about the streaming package. We want this tool integrated in the future system to enable good matches between end-customers and RMs based on their profiles. This makes RMs more convincing to a customer and increases the chance to achieve a sale or

provide a service, and will raise our overall efficiency. We anticipate that RM profiles are initialized at hiring where a new employer initially takes a 10 minutes questionnaire which gets used to build an initial profile but of course the new system will adjust those according to RMs subsequent performance in selling packages and in serving customers effectively and efficiently.

If you can also provide us with how the future business process would look like once the above intelligent matching is integrated in an appendix to your requirements analysis report, that will help us understand our ability to consider this intelligent matching in addition to your other recommendations.

1. Process Model using BPMN (use modellingtool)	9.5	Coverage and Correctness: Apply BPMN diagram rules
1.1 Assumptions	(0.25)	Make necessary and valid process assumptions to support your process models and analysis around two to five assumptions
1.2 Context Diagram	(1.5)	Use correct level of abstraction one diagram only Must show the System and external Entities, and theInformation Flow between them via labelled arrows.Note 1: Information flow must not sound like a process. Note 2: Give an appropriate name to the System Note 3: For this task, you must work together as a group and submit minutes of the meeting to show who all in your group were present in this meeting and contributed to drawing this diagram. Also, provide some/any proof of the meeting(s) date, time, location and duration. Submit these as part of the appendix and Contributions Table.

1.3 Level 1 Diagrams [note the analysis dependsoonly on the first diagram the second diagram is to beadded as appendix to showhow SmartMatcher could be integrated]

(3.5)

Diagram 1 (the current system): (1.5 marks) Decompose as per rules and use correct BPMN Onediagram identifying all the business processes within the system of interest (As a guide you should have four to seven processes) Note 1: Must show named start and end events. Note 2: Must show the name for the pool (participant of the pool) Note 3: For this task, you must work together as agroup and submit minutes of the meeting to show who all in your group were present in this meeting and contributed to drawing this diagram. Also,provide some/any proof of the meeting(s) date,time, location and duration. Submit these as part of the appendix and Contributions Table. Diagram 2 (as an appendix): (2 marks) An additional diagram showing the integration of SmartMatcher is needed only as one appendix. Subsequent steps depend only on the diagram withoutSmartMatcher. Assumptions associated with thismodel are to be also included in the appendix

Section	MaximumMarks	Note and Details
1.4 Level 2 Diagrams	(4)	Decompose as per rules and use correct BPMN four to seven Level 2 diagrams (must match your level 1 processes (the current system)). Model/detail all your Level 1 business processes, one level 2 diagram for each level 1 process. Activities/tasks should have a logical order and flow andbelong to correct lanes and roles. Note1: Apart from above criteria, following things will be considered in marking this section: Appropriate pools and lanes and participant names for the pool as well as lanes if more than one lane in each pool. Labelled start and end events - At least one appropriate data object or storage Correct identification of activities/tasks with correct notations Correct usage of gateways or decision points, etc. Correct association (sequence or message flow) Note2: Each student in a group must draw a minimum of one level 2 diagram (initiate it and then email your diagram to the rest of the group members and submit this email in the appendix, as a proof of your work). Note 3: For this task, after each student in the grouphas drawn a minimum of one level 2 diagram, your group must meet (via a zoom, MS Teams meeting or face-to- face) and discuss each others level 2 diagrams and improve them. Submit minutes of the meeting to show who all in your group were present and contributed to these meetings and diagrams. Also, provide some/any proof of the meeting(s) date,time, location and duration. Submit these as part of the appendix.