yachting industry
Incognito
Customerjourneymapping.pdf
Customer journey mapping - where will it takes us?
Focus for this two part course
2
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
CL
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
or
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.
accept
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
IH
Gate closed. Contact
warden by mobile
OOH
No Ambassadors
IH
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
EY
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
EY
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
ht
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
EY
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
EY
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
ht
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
EY
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
EY
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
ht
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
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
