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Customerjourneymapping.pdf

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Customer journey mapping - where will it takes us?

Focus for this two part course

Purpose • Understand the value and application of customer journey mapping

Objectives

• Introduce the purpose of customer personas and customer journey mapping • Understand where customer journey mapping fits in the Customer Centric Operating Model • Explore the related CX tool kit elements: customer insight room, customer personas,

customer journey architecture, customer journey mapping and use stories

Outputs • Customer journey mapping tool kit • Improved knowledge on value and application of customer journey mapping

Outcomes

• Appreciation of the contribution the customer persona and journey mapping make towards customer centric thinking

• Connect to the importance of placing the customer at the centre of business decision making

What we will cover

Introduce purpose and value of tools, as well

share suite of tools

FAMILIARISATION

Share preparation approach and

templates used to build personas and maps

TEMPLATES

Apply understanding to build personas and

maps as an excercise

EXCERCISE

Customer centricity enables superior customer experiences

Customer Centric

Being customer centric (internal) How we organize ourselves around our customers

Superior customer experience (external) Improving interactions which make a meaningful difference

Understanding the needs

Visualizing the customer

Identifying key touchpoints

Matching improvements

Continuous experience

performance feedback from customer at

specific touchpoints

Applying the voice of customer, end-to-end

The three piece CX tool kit

Customer Insight Room Customer Persona Customer Journey Map (and architecture)

Where insights are collated, organised

and understood

Where customers are brought to life through

what’s important to them

Where how customers are impacted in their interactions with an

organisation

Customer personas and journey maps deepen our appreciation of the customers priorities

• Working tools • ‘Outside looking in’ perspective • Standard principles, customised design • Fuelled by original insight • Dynamic and evolving • Provide a fresh perspective • Ability to identify issues and opportunities • Potential to inform improvements • Effective with applied customer centric mindset • Provide a common view for all • Help all to understand their contribution

OOH

Contact Hall

ST A

RT O

F TH

E JO

U RN

EY G

et tin

g re

ad y

to o

to U

Major steps involved

Student activities

Points of Pain

Moments of Truth

Student Expectations

Student Journey Stage I’m arriving

Students’ Goals

Systems. Responsibility

Get there with all my luggage. Find Hall. Be safe

Student Personas involved UG, PG, Int, EU

EN D

O F TH

E JO U

RN EY

I’m settling in

Performance/Volumes

n/a

1. Carrying luggage. 2. Finding Halls 3. Reasonable parking 4. Getting across unfamiliar London 5. Pay for accommodation not used

20/5/19

Students checked in against planned arrivals

It will be easy. Welcoming. They do this every year so it well be slick. They will know what I need to do.

Digin system, STARIS Ops. Student Experience. Comms

Satisfaction survey

Arriving at hall Entering room

STARIS, SRA, site team

Recorded in book

Get in to hall!

Arrive on timePre arrival

Leave home

for Uni

With luggage

Luggage sent

separately

Take train, boat, plane, drive,

get a lift

Stop off on route

Arrive in London

Stop off on route

• Happens without incident

or • Change mode of

transport • Get lost on

route • Serious incident

occurs • Lose luggage • Lose documents • Lose money • Get delayed

Unplanned – early

To update

For help

to Hall

Guided to hall or police

Park outside

Park onsite

Find car park

Ask at reception for

parking

Look for

parking Car

Go to ‘moving

in’

Bring in luggage

Arrive at Hall

Pick up luggage sent ahead from reception

Unplanned – late

Site reception check if room is ready

Go to ‘moving in’

Explain charges will start from this

date

Accept new start date on portal

Room ready

Room not

ready

Offer different

hall

Find own accommodation

until move in date

Head to alternative

hall.

Do not accept

Return on move in

date

Arrive later than

planned

Check in as normal

No Ambassadors or probably no welcome packs in room

Explain that charged

from contract

start date

Gate closed. Contact

warden by mobile

OOH

No Ambassadors

Gate closed. Contact SRA mobile (on

gate)

STARIS, SRA, site team

Recorded in book

Still have room

(All) Remove. Hall not approached. Student

takes care of

(JD) Need to call beforehand to check. On site car park is not

available

(JL) if student form sheet is printed – bau. If not, needs to be printed. SRA

doesn’t have system access. Find room and return in

morning

Offer different

room

(JL) And kitout boxes

Classification: INTERNAL USE ONLY

Customer Journey Maps v Process Maps

Customer Journey Maps ● Purpose: Inform customer priorities ● Present customer interactions ● Does not recognise business functions ● Helps non-customer facing colleagues

recognise impact of indirect actions ● Built from an outside in perspective ● Often focus is on improved outcomes ● highlights customer dissatisfaction

Process Map ● Purpose: operational efficiency ● Present business operations ● Allows non-technicians across functions see

process landscape ● Commercial value ● Built from an inside out perspective ● Often focus is on efficiency ● Cause and cure for customer dissatisfaction

The customer is the hero in the story, always map from their perspective

‘How we might see the transaction’ ‘How a customer might value that transaction’

What’s involved in designing a customer journey map?

1. Collect requirements 2. Design discussion / survey guide 3. Recruit customers 4. Coach interviewers / design and

code survey 5. Organise interview (inc. consent)

1. Test technology 2. Facilitate interview / monitor

survey responses 3. Early reflection & rework 4. Record all responses

1. Transcribe and correct errors 2. Translate (if needed) responses 3. Code insights

1. Create customer insight room (CIR)

2. Transfer coded insights from source to room

3. Organise by predefined categories (mapping/ personas)

4. Convert into user stories 1. Review categorised CIR data 2. Discuss with subject matter

experts 3. Transfer to template categories 4. Back check user stories are

identifiable across persona/map

1. Document and date map 2. Share with colleagues 3. Validate with customers 4. Monitor performance change

over time and update

Ask Listen Capture

Organise Journey MapBuild

The Customer Journey Map templates

Classification: INTERNAL USE ONLY

The Customer Journey Map structure Journey map labels Value to capture Example

Stage Recognisable journey experience (often relate to business functions)

‘Ordering’

Step Break down of stage into more specific steps Review order. Place order. Make payment

Goal Task customer is seeking to fulfil Purchase ideal specification

Expectation Customer’s perception of outcome and experience Availability. Confirmation. Security.

Touchpoints The activity and actions involved by the customer to complete the goal

Checking the website, and then calling a customer service rep to check on product availability

Sentiments/ feeling The emotional connection and sentiments associated with the activity (in the context of the purchase)

Anxiety, impatience, frustration Relief, affirmation of choice, surprise

Points of gain When the expected standard is not met The website and customer service info differs

Moment of truth When the action creates an emotionally meaningful (or rational) connection with the customer

The promise made to a friend can be fulfilled when it is discovered the goods can be despatched early

Opportunity for improvement

Customer led observations on improvements to process, practice or comparable experience shared

Despite this being a yacht parts company, the customer a favourable Domino pizza experience

Organisation accountable

Accountability of touchpoints and customer interactions is key, otherwise they will continue to be under delivered

Marketing manage the website platform and are responsible for content – based in London. Customer Service look after the call agents, based in Gibraltar. Logistics based in Paris despatch goods

Systems / support delivery experience

Always systems and processes will underpin experience interactions. Recognising limits is essential for redesign

The website is run of wordpress. Contact centre is Zendesk and isn’t integrated with the website. Logistcis system is stand alone, they send batch updates on availability to CS, but not marketing

Examples of yacht charter customer journey maps

ST A

RT O

F TH

E JO

U RN

Customer activities

Points of Pain

Moments of Truth

Customer Expectation

Customer Journey Stage

Systems. Responsibility

Customer Personas EN

D O

F TH E JO

U RN

Performance/Volumes

I search online for ‘luxury

yacht charter’

Major steps involved

Customer Goals “I’m looking at alternative luxury yacht chartering providers online”

I’m starting to find information about providers online I’m reviewing providers information online

I’m th

in ki

ng a

bo ut

c ha

rt er

in g

a lu

xu ry

y ac

I’m enquiring about charting a luxury yacht

1. Do not rank, so customer cant find (if been referred) – reduces confidence

Availability, booking process, what’s included, different offers, get a response, highly professional, highly personal, fast response, confidential, automated (easy and efficient)

Ranking in SEO. Visitors to the website. % split of referrals

WordPress for website functionality. Digital agency manages SEO

No. videos viewed. Spec. forms complete, enquires from website, website satisfaction survey

Watching videos online & planning trip

Digital marketing team manage content and UX.

I’m Considering First time private charter

Read an article about chartering a

yacht

Suggested by a friend /

acquaintance

Business contact from

an event

Ask assistant to look into it

for me

Click through to specific

LYB website

Review descriptions

View charter section from home page

Scroll to ‘about us’

section from home page

Watch video and view images

Enter my specifications

for yacht

Review customer feedback

Make contact with LYB

Move to ‘I’m enquiring’

2. Out of date info 3. Too complicated, don’t have knowledge 4. No testimonial to read

ST A

RT O

F TH

E JO

U RN

Customer activities

Points of Pain

Moments of Truth

Customer Expectation

Customer Journey Stage

Systems. Responsibility

Customer Personas EN

D O

F TH E JO

U RN

Performance/Volumes

I search online for ‘luxury

yacht charter’

Major steps involved

Customer Goals “I’m looking at alternative luxury yacht chartering providers online”

I’m starting to find information about providers online I’m reviewing providers information online

I’m th

in ki

ng a

bo ut

c ha

rt er

in g

a lu

xu ry

y ac

I’m enquiring about charting a luxury yachtAvailability, booking process, what’s included, different offers, get a response, highly professional, highly personal, fast response, confidential, automated (easy and efficient)

CSAT @ 9.0, NPS @ 43. Key drivers – personalisation, expertise & attentive

WordPress for website functionality. Digital agency manages SEO

CSAT @ 5.5, NPS @ -10. Key drivers – ease, trust, quality, choice, responsiveness

Digital marketing team manage content and UX.

I’m Considering First time private charter

Read an article about chartering a

yacht

Suggested by a friend /

acquaintance

Business contact from

an event

Ask assistant to look into it

for me

Click through to specific

LYB website

Review descriptions

View charter section from home page

Scroll to ‘about us’

section from home page

Watch video and view images

Enter my specifications

for yacht

Review customer feedback

Make contact with LYB

Move to ‘I’m enquiring’Satisfaction @ 9 “really

impressed with expertise of sales team”

Satisfaction @ 8 “superb quality. Just like being there”

Satisfaction @ 5.5 “Information is out of date and confusing” Satisfaction @ 6.5

“phone rings for ages before it’s answered”

(CB) Check meta description reflects 2020 season offers

(SG) Remove New York office from about us and contact us page

(SG) Enrol all call handlers in luxury

contact management

training course

ST A

RT O

F TH

E JO

U RN

Customer activities

Points of Pain

Moments of Truth

Customer Expectation

Customer Journey Stage

Systems. Responsibility

Customer Personas EN

D O

F TH E JO

U RN

Performance/Volumes

I search online for ‘luxury yacht charter’

Major steps involved

Customer Goals “I’m looking at alternative luxury yacht chartering providers online”

I’m starting to find information about providers online I’m reviewing providers information online

I’m th

in ki

ng a

bo ut

c ha

rt er

in g

a lu

xu ry

y ac

CSAT @ 9.0

WordPress for website functionality. Digital agency manages SEO Digital marketing team manage content and UX.

I’m Considering First time private charter

Move to ‘I’m enquiring’

“I spend time at the Monaco yacht show. It’s my first visit. I meet

several brokers and discuss chartering. I leave with details of companies to contact. Including

ABC Yachts.”

Business contact from an event

Customer Verbatim

“I was impressed with the expertise”

“I intend to look up ABC Yachts online to view their full range. I

notice several other brokers as well. I click through to ABC Yachts.”

“ABC Yachts ranked well and I understand the description”

I view the pages of interest to get a feel for what I like and what I want

“I head for the chartered section. I enjoy watching the videos of the

yachts. I look for reviews, but there aren’t any. And I start to complete a specification form but realise I don’t

know much of the info”

I look for contact number and intend to make an enquiry

“I call a couple of numbers but am told they are not correct. I call and leave a message on third No one calls back so I eventually call and

someone this time answers”

Personalised, expertise & attentive

CSAT @ 8.0

Clear, well explained and easy to find

CSAT @ 5.0 CSAT @ 3.0

Videos good Most content unhelpful

Difficult to find Very unresponsive

NPS @ 36