Customer journey mapping brings design thinking into your organization to identify and solve key pain points your customers face. In our new webinar, 5 Competences for Customer Journey Mapping, you’ll learn how to map customer journeys and bring them to life: from recruiting your team to integrating mapping into your Voice of Customer program.
4. 4
getting started with
journey mapping
BUILD A CUSTOMER PERSONA
BUILD A CUSTOMER JOURNEY
RECRUIT YOUR MAPPING TEAM
FIND THE MOMENT THAT MATTERS
INNOVATE & MEASURE
PERSONA
JOURNEY
MAPPING
INNOVATE
MEASURE
10. CUSTOMER JOURNEY MAPPING
…visually illustrates customers’ processes,
needs & perceptions throughout their interaction
and relationship with an organization
11. CUSTOMER JOURNEY MAPPING
…visually illustrates customers’ PROCESSES,
needs & perceptions throughout their interaction
and relationship with an organization
12. CUSTOMER JOURNEY MAPPING
…visually illustrates customers’ PROCESSES,
NEEDS & perceptions throughout their interaction
and relationship with an organization
13. CUSTOMER JOURNEY MAPPING
…visually illustrates customers’ PROCESSES,
NEEDS & PERCEPTIONS throughout their interaction
and relationship with an organization
14. 14
the four “i”s of
journey mapping
INSIGHTS
IMPACT
ISSUES/OPPORTUNITIES
INNOVATION
15. 15
Who are they really…
• Name
• Age
• Job Role
• Family Status
• Professional Goals
• Personal Goals
CUSTOMER PERSONAS
16. 16
• Help you build a deeper
understanding of your customer
• Derive from insights,
demographic data, interviews…
• May have 1, 5, even 20 or more
• B2B may have multiple
customers (and hence
personas) for each opportunity
and for relationship surveys
CUSTOMER PERSONAS
17. • Early thirties, living in London,
in a stable relationship, no children.
• Working for DSS (Insurance Company)
as an analyst
• Seeking excitement and multicultural
experiences, like to build relationships
and passionate about foreign cultures.
• Wants to spend less time juggling data
and more time putting together useful
insights
Diana
18. 18
Taking out insurance
Buying a car
Applying for a loan
Setting up a loyalty
card account
Taking the car to the
dealership for service
A support call for
technical help
Changing address
Buying a ticket
Making a claim
Using my phone
handset
Insurance
Magazine subscription
Buying a new car
Upgrading service
Choosing a customer journey for mapping
CUSTOMER
ONBOARDING MAINTAIN USE/OWN RENEWAL
19. 19
one persona, many journeys
• When you want to focus on highly
valuable customers to your business
or when you want to focus on your
largest base of customers
• When you want to map the entire
‘lifecycle’ of the customer
MULTIPLE MAPPING
20. 20
one journey, many personas
When the journey itself is more
important than the individual customers
passing through it (i.e.: complete
compliance required)
MULTIPLE MAPPING
buy
23. 23
the moment
that matters
MAXIMUM IMPACT DURING THE
EXPERIENCE – NEGATIVE OR POSITIVE
IN THAT MOMENT, WHAT ARE THE
PEOPLE/THINGS/PROCESSES INVOLVED
AND WHAT METRICS ARE IMPACTED –
NPS, CSAT, CLV
WHAT DATA DO WE ALREADY HAVE?
25. 25
getting started with
journey mapping
BUILD A CUSTOMER PERSONA
BUILD A CUSTOMER JOURNEY
RECRUIT YOUR MAPPING TEAM
FIND THE MOMENT THAT MATTERS
INNOVATE & MEASURE
PERSONA
JOURNEY
MAPPING
INNOVATE
MEASURE
This is where using your Voice of the Customer program really comes into focus – when paired with a powerful tool like Journey Mapping which helps you to decide:
When to ask your customers for their views
What you should ask them at those particular touchpoints
Optimise your resources and investment in improving your Customer Experience
Source: Forrester’s Q4 2015 Forrester/Heidrick & Struggles Global Evolved CMO/CCO Online Survey
(Twenty percent of respondents do not know the size of their organization’s budget for CX initiatives.)
*Source: Forrester’s Customer Experience Index Online Survey, US Consumers 2016
†Source: Forrester’s Q4 2015 US Customer Experience Maturity Online Survey
Customers all follow a particular pattern as they decide to interact with an organisation – they discover a need, do their research, make a purchase, get delivery, own/use, maintain, and hopefully recommend…until it’s time to buy again and if you get it right, come straight back to you. I like to call this the Customer Experience Rollercoaster – customers will stay on the ride with you until they get sick! 86% of customers have abandoned a company due to ONE bad experience. Source: Customer Experience Impact Report by Harris Interactive/RightNow, 2010
So hopefully you want your customers to look like this!
Maybe even like this,
But DEFINITELY not like this!
Diana
Early thirties
no children, in a stable relationship
Very successful sales person in the medical imaging sector (first job) working at a successful local player, but starting to get bored
Despite a difficult economic environment, she has always managed to overachieve. For the last two years, she has successfully lead very complex sales cycles and has demonstrated her ability to innovate by crafting original sales propositions and messaging that have significantly improved win rates.
Her former manager, who originally hired her, was promoted a year ago – she got on extremely well with her and they socialized outside of work. She was hoping to get the job, but a manager from another department was nominated. She was disappointed but accepted the decision as the new manager had more experience than her. The new manager is a nice person, he recognises her seniority and gives her full autonomy, but perhaps too much? They have never talked about potential future steps in her career.
She is currently closing the biggest deal of her career with a group of private hospitals in Europe. It’s her first experience with international deals, and she is very excited. She is expecting the final papers to be signed in the next few days.
I might choose to run multiple journeys for a single customer
OR I might choose to run the SAME journey for multiple customers
There are lots of different tools available to produce your map – from Post It Notes to process mapping solutions to graphical UX type software. The point is to establish the steps in the customer’s journey, and assess their needs & perceptions at each point.
Once we have gone through the mapping process – we need to choose a MOMENT THAT MATTERS
Where that moment has the biggest impact on the whole experience
You will already have data from operational systems (how much did they spend? Did they return a product? Etc) to info from your VoC program (existing NPS and CSAT scores, for example)
By looking at what is happening in the MOMENT THAT MATTERS, you can begin to brainstorm some new innovations to improve the experience from the CUSTOMER’S perspective. What would make a difference here?
Then you filter those ideas –
Is it feasible?
Is it desirable?
Is it viable?
Then you assess –
What metrics will be impacted?
Do these align with the company’s objectives?
And once you have implemented your innovations, you can use the power of your insight platform to TEST how well those innovations have worked!
Did we get the impact we were hoping for?
What was the ROI on that innovation? (did customers spend more, rate their satisfaction more highly, did we gain market share…)
Without a means of checking in via a successful VoC program you’ll never really know if it was your action that ‘moved the needle’ or many other factors in the background (did your competitor just put their prices up?)
This is where using your Voice of the Customer program really comes into focus – when paired with a powerful tool like Journey Mapping which helps you to decide:
When to ask your customers for their views
What you should ask them at those particular touchpoints
Optimise your resources and investment in improving your Customer Experience