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Customer Journey Mapping

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Customer Journey Mapping

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  1. CUSTOMER JOURNEY MAPPING 01 02 Research 03 Purchase Aftersales Service 04 © Operational Excellence Consulting

  2. NOTE: This is a PARTIAL PREVIEW. To download the complete presentation, please visit: https://www.oeconsulting.com.sg LEARNING OBJECTIVES Learn the ideation methods and explore ways to improve customer experiences based on moments of truth identified in journey maps. Acquire knowledge on the key concepts of customer journey mapping. Learn about the importance of design personas and how to create them. Describe the key elements of an effective journey map and go through the key steps for developing a draft journey map for a target customer. 2 © Operational Excellence Consulting

  3. CONTENTS 02 03 04 05 01 KEY CONCEPTS OF CUSTOMER JOURNEY MAPPING CREATING PERSONAS KEY ELEMENTS OF A CUSTOMER JOURNEY MAP CUSTOMER JOURNEY MAPPING PROCESS IDEATION TECHNIQUES 3 © Operational Excellence Consulting

  4. “ technology – not the other way around.” You’ve got to start with the customer experience and work back toward the STEVE JOBS 4 © Operational Excellence Consulting

  5. THE ERA OF SMART CUSTOMERS CUSTOMER RELATIONSHIP CUSTOMER EXPERIENCE DIGITAL TECHNOLOGY Customers are increasingly in control of the relationship Digital devices change the ways customer transact and buy Bring expectations of “the best” to all their customer experiences 5 Source: Hinshaw & Kasanoff, 2012 © Operational Excellence Consulting

  6. CUSTOMER EXPERIENCE –A TALE OF TWO PERSPECTIVES 80% 8% EXECUTIVES CUSTOMERS What percentage of executives think the experiences they provide their customers is “excellent”? What percentage of customers think (overall) the experience they receive is “excellent”? 6 Source: Bain & Company, 2005 © Operational Excellence Consulting

  7. WHAT IS CUSTOMER EXPERIENCE? “ Everything your customer sees, hears, touches and feels about your company. ” NIGEL GREENWOOD Author of “Walking in your Customers’ Shoes” 7 © Operational Excellence Consulting

  8. CUSTOMERS ARE LESS INFLUENCED BY THE CORE OFFERING THAN BY THE LAYERS OF EXPERIENCE AROUND IT CUSTOMER EXPERIENCE BEHAVIOR SUBJECT MATTER EXPERTISE PROCESSES SYSTEMS & TOOLS OFFERINGS 8 Source: Stickdorn et al., 2018 © Operational Excellence Consulting

  9. A CUSTOMER JOURNEY IS YOUR CUSTOMER’S END-TO-END EXPERIENCE 01 02 Research 03 Purchase Aftersales Service 04 9 © Operational Excellence Consulting © Operational Excellence Consulting

  10. BENEFITS OF CUSTOMER JOURNEY MAPPING Create Visibility & Accountability Understand Customer Experience Measure & Govern Communicate & Align the Organization Strategize & Activate Visualize the Future 10 Source: Adapted from TandemSeven © Operational Excellence Consulting

  11. CUSTOMER JOURNEYS TYPICALLY INVOLVE MULTIPLE DEPARTMENTS & TOUCHPOINTS Buying a new cell phone Re-contracting a broadband service Refinancing a home loan Ordering a cup of coffee 11 © Operational Excellence Consulting

  12. A CUSTOMER JOURNEY CAN SCORE LOW FOR SATISFACTION EVEN WHEN INDIVIDUAL TOUCHPOINTS PERFORM WELL Web App Branch Call center End-to-end journey satisfaction Touchpoint satisfaction “I want to resolve an issue…” journey x x = x 85% 60% 85% 90% 90% Satisfactory touchpoints may not add up to a satisfactory customer journey. 12 Source: McKinsey © Operational Excellence Consulting

  13. CUSTOMERS EXPECT SEAMLESS EXPERIENCE ACROSS CHANNELS Kiosk Call Center e-Commerce OMNI- CHANNEL Social Web Portal Retailer Mobile Web Chat 13 © Operational Excellence Consulting

  14. Customer journey mapping is the process of creating a graphical representation of the steps and stages a customer goes through to experience a product or service. 14 © Operational Excellence Consulting

  15. THINKING CUSTOMER INTERACTIONS –EXAMPLE SEEING HEARING DEVICE (CHANNEL) FEELING (MOTIVATIONS) DOING (BEHAVIOR) 15 © Operational Excellence Consulting © Operational Excellence Consulting

  16. KEY ATTRIBUTES OF A JOURNEY MAP Visualize customer’s perceptions of the experience Create journey across touchpoints, thoughts and emotions From the customer’s point of view Tailor map to engage business stakeholders Incorporate actionable insights and metrics Include qualitative and quantitative data 16 © Operational Excellence Consulting

  17. JOURNEY MAP –EXAMPLE ILLUSTRATIVE Find Seat Order Coffee Wait for Coffee Drink Coffee Activity Phase Enter Starbucks Customer Actions Queue at the counter to be served Look at café surroundings Walk towards counter Seat at the table Wait at the counter Ordering Counter / Wall Menu Display Entrance / Posters / Signages Touchpoints Collection Counter Seat Café space § How long do I have to wait? § Is the coffee order correct? § Which coffee do I want? § How much does it costs? § Am I entering the right place? § Is the air-con cold enough? § Is the seat taken? § Coffee done just right. Yummy! J § Can I find seats? § Is there a long queue? Thinking + Feeling - Payment process (cash / membership card / mobile app) Backend Processes Clearing the tables Brew the coffee 17 © Operational Excellence Consulting

  18. TOUCHPOINTS & CHANNELS PAY ONLINE Channels PAY a Bill PAY IN PERSON TOUCHPOINT PAY VIA MAIL 18 © Operational Excellence Consulting

  19. CHARACTERISTICS OF MOMENTS OF TRUTH Key Decision Comparison Emotional Extreme First Use / Interaction Any time the customer is making a key decision in the buying cycle or ongoing use of the product or service is a critical moment for you and that customer. If the customer compares your offering to those of others that is a really critical stage of the experience. Any part of the experience where the customer has an emotional high or emotional low can be critical. The first time a customer uses the product, sees a website or deals with someone from your company can be very critical given how important first impressions are. 19 © Operational Excellence Consulting

  20. PERSONAS A persona is a description of a fictional person that represents one target customer segment that you are developing a product/ service for You may create more than one persona for your consideration of different target segments ● ● Be careful of stereotyping when using personas that only show the demographic attributes ● Creating personas will help you to understand your customers’ needs, goals, expectations, behaviors and experiences ● 20 © Operational Excellence Consulting

  21. BENEFITS OF PERSONA Identify opportunities and product gaps to drive strategy Provide a quick and cheap way to test, validate and prioritize ideas Help development teams empathize with users, including their behaviors, goals and expectations Serve as a reference tool that can be used from strategy through to implementation Give focus to projects by building a common understanding of customers across teams 21 © Operational Excellence Consulting

  22. PERSONA –EXAMPLE ILLUSTRATIVE Name: John Smith, 38 Profile / Lifestyle Characteristics § Lawyer, single § Ambitious § Likes to play golf once a week § Knowledgeable § Owns an apartment in New York § Financially savvy Goals / Ambitions Behaviors / Habits § Wants to invest money for his retirement § Impatient § Aiming for promotion to Senior Counsel later this year § Prim and proper § Don’t take no for an answer Fears / Challenges Influencers & Activities § Not working well with colleagues § Uncle, who is also a lawyer § Unable to find time with family § Golf 22 © Operational Excellence Consulting

  23. ACTIVITY 2: PERSONA ACTION! 1. In your respective groups, create a Persona that has a high impact on your business goals. Time allowed: 15 mins 2. Develop an Empathy Map for the persona identified above. 3. Present the persona and empathy map to the class. Note: Your team will be using the above Persona and Empathy Map to map the customer journey in this workshop. 23 © Operational Excellence Consulting

  24. STEP 1 –IDENTIFY THE CUSTOMER EMBARKING ON THE JOURNEY Research Book Flight Pre-Travel Travel: Board Travel: In-flight Stages Find one-stop flights with shortest time and cheapest price. Book quickly and easily. Expect flight and payment preferences to be remembered. Check in early and automatically. Receive electronic boarding pass on his phone. Hassle-free check-in, bag check and boarding experience. Have a relaxing and premium boarding experience. Goals Michael Frequent Business Traveler “I travel frequently, so the little things matter.” 1 Search for one-stop flights by times and price. Compare airlines. Save options on his phone. Select flight on his laptop and book. Send itinerary and receive confirmation. Receive check-in mail. Check in online. Boarding pass saved to phone. Check in and go through security. Board flight. Gate check bag, no overhead bin space. Watch a movie. Pay for food and drinks with my credit card. Doing Hopeful I hope I can find a convenient flight at a good price. Persona Frustrated Unsure Frustrated Impressed Thinking & Feeling The cross-sell promotions make the booking process take too long. Joining loyalty program looks like too much effort for the reward. Will I find a spot in the overhead bin for my bag? I’m surprised the movies are free and up-to-date. The monitor is big and movie system is easy to navigate. Impressed SilkWing’s flights are priced well and the times are convenient. Identify the customer embarking on the journey. Positive 10 8 8 7 Metrics Neutral 6 5 4 3 2 2 Negative Leverage positive customer reviews to build brand awareness and customer loyalty. Evaluate and optimize the create account, join loyalty program, and upsell UX on the website. Evaluate ways to increase incentives for first time flyers to download app and join loyalty program. Conduct deep dive of the first flight experience to identify opportunities to improve travel experience. Monitor customer experience feedback via social media sources. Opportunities 24 © Operational Excellence Consulting

  25. STEP 5 –CAPTURE THE CUSTOMER’S THOUGHTS & FEELINGS Thoughts & Feelings Research Book Flight 5 Pre-Travel Include the customer’s thoughts and feelings in the different stages of the journey to empathize with them. Travel: Board Travel: In-flight Stages Find one-stop flights with shortest time and cheapest price. Book quickly and easily. Expect flight and payment preferences to be remembered. Check in early and automatically. Receive electronic boarding pass on his phone. Hassle-free check-in, bag check and boarding experience. Have a relaxing and premium boarding experience. Goals Michael Frequent Business Traveler “I travel frequently, so the little things matter.” Search for one-stop flights by times and price. Compare airlines. Save options on his phone. Select flight on his laptop and book. Send itinerary and receive confirmation. Receive check-in mail. Check in online. Boarding pass saved to phone. Check in and go through security. Board flight. Gate check bag, no overhead bin space. Watch a movie. Pay for food and drinks with my credit card. Doing Hopeful I hope I can find a convenient flight at a good price. Frustrated Unsure Frustrated Impressed Thinking & Feeling The cross-sell promotions make the booking process take too long. Joining loyalty program looks like too much effort for the reward. Will I find a spot in the overhead bin for my bag? I’m surprised the movies are free and up-to-date. The monitor is big and movie system is easy to navigate. Impressed SilkWing’s flights are priced well and the times are convenient. Positive 10 8 8 7 Metrics Neutral 6 5 4 3 2 2 Negative Leverage positive customer reviews to build brand awareness and customer loyalty. Evaluate and optimize the create account, join loyalty program, and upsell UX on the website. Evaluate ways to increase incentives for first time flyers to download app and join loyalty program. Conduct deep dive of the first flight experience to identify opportunities to improve travel experience. Monitor customer experience feedback via social media sources. Opportunities 25 © Operational Excellence Consulting

  26. ACTIVITY 3: JOURNEY MAPPING ACTION! Time allowed: 45 mins 1. Choose a main actor (or use the persona or customer profile in Activity 2). 2. Define objective and scope. 3. Map out the steps of the journey. (Refer to the template on the next slide.) 4. Present your journey map. 26 © Operational Excellence Consulting

  27. ACTIVITY 4: DESIGN HYPOTHESIS ACTION! In your respective groups, identify up to 3 new experiences that you plan to create for the future state customer journey. Time allowed: 10 mins WE BELIEVE [A new experience] WILL SOLVE [Customer need & organization’s issue / opportunity] ENABLED BY [Full solution: people + processes + technology] RESULTING IN [New attitude / behavior / result] 27 © Operational Excellence Consulting

  28. SUMMARY 1 1 6 6 Based your customer journey map on research Be creative in generating solutions 2 2 7 7 Use both quantitative and qualitative data/information Talk to your customers 3 3 8 8 Participation by various stakeholders in journey mapping A journey map is not a deliverable! 4 4 9 9 Take action and activate the organization One persona, one journey 5 5 10 10 Address the moments of truth to create improved experiences Continuously improve CX 28 © Operational Excellence Consulting

  29. “ well before they realize it themselves.” Get closer than ever to your customers. So close that you tell them what they need STEVE JOBS 29 © Operational Excellence Consulting

  30. ABOUT OPERATIONAL EXCELLENCE CONSULTING Operational Excellence Consulting is a management training and consulting firm that assists organizations in improving business performance and effectiveness. Based in Singapore, the firm’s mission is to create business value for organizations through innovative design and operational excellence management training and consulting solutions. For more information, please visit www.oeconsulting.com.sg © Operational Excellence Consulting

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