More Related Content Similar to Customer Experience Journey Mapping (20) More from ClearAction (20) Customer Experience Journey Mapping2. Customer Experience Journey Mapping
© Copyright 2014 ClearAction LLC. All rights reserved.
A diagram of steps customers take to get and use a solution
• A picture says a thousand words
• Our understanding of customers is typically fuzzy
• Table-stakes, moments of truth, and delighters
• Common view across departments
• Tie what we’re doing to what customers are doing
• Opportunities to differentiate: improve and innovate
• Everybody’s doing it!
Why
What
3. Need
Awareness
Need
Extinction
Evaluating
Alternatives
Additional
Information
Sales
Contact
Posters, Flyers, Ads,
Word-of-Mouth, Website
Ordering
Activities
Fulfillment
Activities
Problem Resolution
Cross-Sell, Community
Initial Use
Experience
Interaction with
Other Stuff
Familiarization
& Learning
Usage Steps
Initiating
Situation
Considering
Needs
Identifying
Alternatives
Initial
Assessment
Decision
Process
Adaptation,
Extension,
Disposal
OUR
PROCESSES
CUSTOMERS’
PROCESSES
AWARENESS CONSIDERATION PURCHASE DELIVERY LOYALTY
TOUCH-POINTS
WHAT WE USUALLY THINK OF FOR MAPPING
BUT THIS DOES NOT REFLECT THE ACTUAL CX
FOR ROI, MAP THE JOURNEY EXACTLY AS CUSTOMERS SEE IT
INITIATING SITUATION SETS TONE FOR CUSTOMER EXPECTATIONS
INTEGRATION IS WHAT THE CUSTOMER IS ACTUALLY BUYING
Characterizes the expectation set across the entire customer journey:
… aspirational? … corrective? … necessary evil? … other?
Focus of the customer: what they’re trying to get done
by buying/accessing your products/services
= guiding light for everything you do
What is the Actual Customer Experience Journey?
© Copyright 2014 ClearAction LLC. All rights reserved.
4. 6 Missing Practices in Most Customer Journey Mapping
© Copyright 2014 ClearAction LLC. All rights reserved.
Avoid short-changing yourself & your customers!
1) Allow the customer to define the start & end
2) Explore their whole journey – not just touch-points
3) Include all influencers of purchase decisions
4) Discover inherent measures of goodness for expectations
5) Identify what the purchase is combined with
6) Define CX personas based on expectation sets
What
Why
5. Alternatives to Customer Experience Journey Mapping
© Copyright 2014 ClearAction LLC. All rights reserved.
Respect what customers have told you: comments!
• Text mining, voice-mining
• Surveys, user groups, advisory boards, social media
• Contact center, sales/service logs, CRM, etc.
• Front-line employees’ observations
• Customers’ supplier report cards, lost sales analysis
• Root cause workshops
How
What
• Identify expectations and jobs-to-be-done
• Characterize CX personas
• Segment customers per expectation set
• Improve pain points for cost savings
• Design experiences for higher revenue
• Redesign VoC to capture/refine the CX journey
6. 1) Segment customers by expectation sets (initiating situations)
2) Make the right information available to the right people at the right time
Applications of Customer Intelligence
3) Prevent hassles for customers
4) Innovate products, business models, processes, policies, collaborations
5) Reduce costs internally and for customers
6) Nurture loyalty
© Copyright 2014 ClearAction LLC. All rights reserved.
7. 3 Success Factors for Customer Experience Excellence
© Copyright 2014 ClearAction LLC. All rights reserved.
1) It’s about the customer!
• They’re ‘the boss’
• Translate their world to yours later
2) ROI lasts when you are aligned to the customer
• Act on customers’ advice
• Change the company, not the customer
3) Ideal customer experience is seamless
• Bust silos
• Work cross-functionally always
ROI
9. ClearActionCX.com
If You Like These Concepts, Get the Book!
© Copyright ClearAction LLC. All rights reserved.
>30 Tools &
Techniques
Step-by-Step
Guidelines
10. ClearActionCX.com
If You Like These Concepts, Get the Book!
5 Keys Explained
>20 Tools &
Techniques
Step-by-Step
Guidelines
© Copyright ClearAction LLC. All rights reserved.
11. ClearActionCX.com
If You Like These Concepts, Get the Book!
4 Keys Explained
10 Templates
Step-by-Step
Guidelines
© Copyright ClearAction LLC. All rights reserved.
12. ClearAction Consulting Clients
“ClearAction taught us things
that wouldn’t readily cross our
minds and has increased our
efficiency & accuracy in many
areas. We highly recommend
ClearAction as a business
consultant.”
© Copyright ClearAction LLC. All rights reserved.
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Editor's Notes What’s different about the ClearAction approach:
-not business processes or touch-points – actual CX instead: accurate understanding-not demographics or financials – initiating situations instead: how expectations shape-not messaging/selling – customers’ integrations instead: what customer is buying
The touch-points, business processes, demographics, financials, messaging and selling components morph from the concentration purely on the customers’ processes as the starting point.