My presentation at the AEC (Pasion por el cliente), linking understanding customer needs and expectations and organisational implications

1. LinkingCustomer JourneysandDigital Transformation
Mark Tamis

2. Stimulus

3. Touchpoint

4. Experience

5. Moments of Truth

6. Communications
Revolution

7. ConnectedAnywhere,
Anytime

8. An InterconnectedWorld

9. Source :E&Y ConsumersOn Board, June2014

10. Influence of Digital

11. ExperienceLifecycle

12. Customer Journey
Mapping

13. ReduceFrictions
in the
Customer Flow

14. Making
Customer Journeys
Successful

15. Touchpoints

16. Nudge
Improvement

17. MovingBeyond
Contact and
TransactionalData

18. Rich Profiles Through
BigData and
Social Media Interaction

19. Monitor, Capture,
SollicitFeedback,
Analyze

20. FromPersonasto Patterns

21. WebsiteSession
WebsiteSession
WebsiteSession
Call Center
Question
Loyalty Card
Promo Email
Loyalty Card
Sign Up
Major Product
Purchase in Store
Store all the detail, in time order
Capture Events

22. filter
customer journeys
time

23. customer journeys
align
relative time
before
after

24. Use Contextand
BehaviourPatterns to
AnticipateExpectations

25. Optimize for Business Outcomes
GetThe BigPicture!

26. WhatImpact on the
Organisation?

27. Touchpoint& Mapping
ExperienceAnalysisare
yourJourney GPS

28. Service-Design logic is driven by an innate purpose of
doing something for and with another party,
and is thus customer-centric and customer responsive

29. WhyDoes
Digital Transformation
SeemMainly
InternallyFocused?
Source PwC: The Cloud youdon’tknow

30. Journey Mapping
helpsyou
Focus

31. The impact of
CJM andDT
Source: HBR Putting the Service-Profit Chain to Work-1994

32. Business &
Customer
Intelligence
Value
Proposition
Capabilities
Customer
and
Business
Outcomes
Business Vision
and
Strategy
Portfolio
Service
Feedback & analysis
OrganisationalCapabilities

33. Conclusions
•UnderstandCustomer Needs&Expectations
•MapCustomer Journeys
•Capture Events atTouchpoints
•Complete Event Data withCRM Data
•Use Patterns to Anticipate
•AdaptyourService Portfolio
•Use feedback loopsto adaptand iterativelyenhanceInteractions & Experiences
•Optimizefor Business and Customer Outcomes

34. linkedin.com/in/marktamis
@marktamis
TouchFlows
64 rue Anatole France
92300 Levallois Perret
France
Mark Tamis
ManagingPartner