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Customer Journey Mapping - Benefits & Getting Started

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Improve Customer Experiences #CX by architecting their journey and crafting marketing. Customer Journey Mapping #CJM puts a customer lens on your strategy and provides a visualization of customer interactions that helps galvanize organizations. By putting marketers in their customers’ shoes a Customer Journey Map visualization drives broad understanding, customer empathy and organizational alignment. Identifying key “Moments of Truth”, pain points and interactions unlocks a myriad of opportunities. From delivering greater value & enriching customer insights to driving engagement, using Customer Journey Maps can help orchestrate and personalize customers’ experiences throughout all interactions across their entire lifecycle.

Publié dans : Marketing
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Customer Journey Mapping - Benefits & Getting Started

  1. 1. Customer Journey Mapping GET SOCIAL #CJM @AileenCahill @Custoholic NEDMA – May 15,2017
  2. 2. ©2015 suitecx – Confidential Customer Experience Glossary of Terms • Customer: Any person coming in contact with the brand • Experiences: The sum of what the customer takes away from ALL the interactions they've had with you - Customers always have an experience (good, bad, or indifferent) • Interactions: A memorable event – with a beginning, middle, and end - The activities in which customers engages with the brand • Touch Points: Inbound, Outbound, Interactive – human or automated - A Touch Point is where emotions, process, systems, data all intersect - often the ‘fault line ‘between the company and the customer 2
  3. 3. ©2015 suitecx – Confidential Difference Between CX & UX Customer Experience Design - Looks at the entire experience across ALL Interactions and throughout the entire customer journey • Customer’s touch points with the brand are various and only some may involve products or services • Requires a great deal of business skills User Experience Design - User interacting with one product or interface • UX is a small subset of CX, as each product needs to be user friendly • Requires physical design and ergonomics 3
  4. 4. ©2015 suitecx – Confidential What IS Customer Journey Mapping? 4 An Incredibly Powerful Customer Experience TOOL! Visual Depiction of: • Customer Needs & Expectations vs. Actual Interactions and Experiences • Your Customer’s Experience vs Competitions • Current State vs. Desired State
  5. 5. ©2015 suitecx – Confidential • Customer insight driven Invest/divest • Customer needs • Pain Points • Moments of Truth • Competitive Differentiation • ID ‘white spaces’ • Unmet audience needs • Determine table stakes • Define GTM strategy • Prioritize development • Sales decline • Competitor encroachment • NPS/CSAT declines • Increased Complaints • Guide UX • Defines Path to Purchase • ID moments of truth • Conversion points • Campaigns focused on Experience & Journey • Personalized • Targeted • Triggered • Time based When Should You Use Customer Journey Mapping? Strategic Planning ALWAYS! It Builds Customer Value from Strategy  Execution Precision MarketingUX InputsBiz ChallengeNew Products 5
  6. 6. ©2015 suitecx – Confidential BENEFITS - Companies That Use CJM Perform Better!
  7. 7. ©2015 suitecx – Confidential A Customer Journey Mapping Prototype Plan 7 10-20 Days 25-30 Days 15-20 Days* 1. Current State 2. Experience Mapping 3. Recco’s Plan • Scope • Objectives • Resources Gather • Artifacts • Research • Analytics Map • Design & Ideate • Plot Interactions • Metrics, Data & Collateral Outputs • Drill Downs • Prioritization • Biz Case Roadmap • Recommendations • Roadmap • Resource Requirements
  8. 8. ©2015 suitecx – Confidential Best Practices and Principles of CJM 8 Put Yourself in Your Customers Shoes… What are they: • Thinking • Feeling • Doing Awareness Exploration Consideration Trial Repeat Evangelism Longitudinally Across Their Lifecycle • Convene a cross functional team representing Sales, Service, Support and key interaction owners such as retail, web, ecommerce. Customer Experience is EVERYONE’s job • Conduct research – Mystery shopping, customer interviews, call center listening posts…
  9. 9. ©2015 suitecx – Confidential What Makes A Good Journey Map? •A visualization of customer interactions through many filters e.g. emotional, rational… •Living document that evolves •A harmonized reflection of the Voice of the Customer •Detail level commensurate with objectives & biz purpose •Art meets science with a dash of chemistry •Multiple stakeholders and agency partners involved 9
  10. 10. ©2015 suitecx – Confidential Company Personality Impacts Your ‘Approach’ Experience Design PAINOROBJECTIVE STRATEGYORNEWPRODUCT Approaches UX vs. CX Methodologies Company Personalities Application Consultancy/MarketingServiceProviders Agency MapAllTouches–Hypothesis QuickFire/ProblemSolving/Story SixSigma&Data Emotional/Persona/Ethnographic SystemsDesign Agile Campaigns/UseCases BrandAds/Digital/Social FastPaced/Good Enough/Non- traditional DetailOriented/ Conservative Typical ‘coaches’ Drivers 10
  11. 11. ©2015 suitecx – Confidential Objective – a SYNCHRONIZED 360o Customer Experience 11 Ideally, a Data Management Platform - DMP
  12. 12. ©2015 suitecx – Confidential Pulling It All Together 12 Data Communications Processes VOC surveys Interviews Customer Journey Emotions
  13. 13. ©2015 suitecx – Confidential Mapping Gives You Context And Emotional Insights
  14. 14. ©2015 suitecx – Confidential START - Customer Segments &/or Personas 14 Benefits of Segments • Statistically rigorous • Quantitative customer representation • Robust analytic modeling possible – Predictive analytics, “Look Alike” & targeting Benefits of Personas • Bring to life what customers are thinking/doing/feeling • Provide emotional cues • Readily relatable • Enriches organizational understanding
  15. 15. ©2015 suitecx – Confidential Then Use Your Data – Big, Smart or any ;^) • Compile your data to reflect the customer lifecycle and journey • Pull data together from all technologies and platforms • Map to the lifecycle then: - Create scenarios by buyer segments - Look at path to purchase – best, worst, most trodden - Look at path to repurchase – best, worst, evangelism - Is there an obvious loyalty path? - Look at other elements based on your Industry/Vertical - Don’t forget to add in partners or multi-level B2B supply chains 15
  16. 16. ©2015 suitecx – Confidential Be Sure to Include Digital Data & Analytics • Clickstreams • Rating and Rankings • Social data • Path to Purchase • Conversion clickstreams • 3rd party data from your vendors • Web, email and SEM streams 16
  17. 17. Kimberly Clark JumpstartMD Bank of the West Xanterra Case Studies
  18. 18. ©2015 suitecx – Confidential Approach #1 – Big Picture Opportunity Identification Objectives • Quick Diagnostic – First Days on the New Job • CX Driven Innovation – white space, new product development, competitive advantage Approach • ID lifecycle phases and key interactions • Story-tell/Map across departments – expose over/underlaps & waste/gaps • Current state – Inch Deep Mile Wide • Then Future State & Roadmap for Transformation Outcomes • High level view - socializing information • High level action items • Basis for validation, business case & ongoing research Next Steps • Fleshing out touchpoints or deeper dives into stories to answer questions or address ideas Tips • By mapping inside out first – Spending on touches your customers may never resonate with… 18
  19. 19. ©2015 suitecx – Confidential • Approved Phase 2 implementation of new programs • Deep Dive Journeys • Quick Fire Workshops – 3 Days 2 Brands • Defined buying journey through research and interviews • Created views with MOT’s and likely buying patterns • Mapped Lifecycle e.g. pre-natal/first 100 days/active toddler; MOTs, typical content consumption and campaigns • Recommendations for People/Process/Data/Technology requirements CHALLENGE / OPPORT UNI TY RESULTS APPROACH / SOLUT I ON 19 Case Study #1 – Global CRM Opportunity Assessment Global CRM team needed to understand customer journey by market Gap assessment, maturity model, Business Case & 3 yr plan
  20. 20. ©2015 suitecx – Confidential KOR Future NCE Traditional – Aversion to Trial Current state KC touch New KC touch Non-KC Consumer Action
  21. 21. ©2015 suitecx – Confidential KOR Future with Care Giver – Aversion to Trial Current state KC touch Non-KC Consumer Action Care Giver Action
  22. 22. ©2015 suitecx – Confidential Website Pages Visited Two Moms go to Huggies Site & Enroll in Baby Club Baby is due any day and mom is online trying to arrange last minute details for baby’s arrival. She is physically uncomfortable and needs to complete her preparations online. Including getting diapers for her new baby. She visits huggies.com. There she finds a wealth of helpful information and signs up for Baby Club. D ATA C O L L E C T I O N Email Address Due Date & Gender
  23. 23. ©2015 suitecx – Confidential First time mother Went to prenatal pages on site Data Enrichment – Fashion conscious Cookie Pooling – Heavy social media Experienced Mom Went to parenting pages on site Data Enrichment – Owns home Cookie Pooling – Been on parenting sites for over a year Identification Jennifer 20 years old Trudy 30 years old Data Enrichm ent Cookie Poolin g K C AC T I O N SegmentationSegmentation I N S I G H T These Moms are Quite Different!
  24. 24. ©2015 suitecx – Confidential24 © 2015 Merkle. All Rights Reserved. Confidential Congratulations on your brand new baby daughter! Helpful tips for new moms New Mom survey Congratulation s on your new family member Links to content & vloggers – managing multiple children < 4 yrs old and Introducing toddler to a new sibling Community Invitation; Time saving tips for busy moms & user generated content K C O P P O R T U N I T Y Targeted Email Communications: Targeted Communications Jennifer 20 years old First time mother Trudy 30 years old Experienced Mom
  25. 25. ©2015 suitecx – Confidential25 © 2015 Merkle. All Rights Reserved. Confidential K C O P P O R T U N I T Y Retargetin g She’s energetically posting many pictures of her new baby on Facebook and shopping for mommy & me fashions She’s tired and looking for time saving tips & tricks Social media sites Children’s and women’s clothing sites Parenting websites Online shopping sites Age & Weight Based Sampling E-Commerce Subscription Website Pages Visited D A T A C O L L E C T I O N Terrestrial Address Child’s Weight & Name Jennifer 20 years old First time mother Trudy 30 years old Experienced Mom Retargeting & Data Collection Call To Action
  26. 26. ©2015 suitecx – Confidential Approach #2 – Research-based & Deep Use - Specific pain point or business challenge Approach – Drill Down • Define tight parameters of where you’re going to focus • ID every touch you can find & Identify Marketing Assets & Collateral – content, tools, programs, creative and annotate with MOT, Pain Points, Data etc. • Pinpoint “Gaps & Overlaps” • Identify and document Potential Problems or Weaknesses - missing or inaccessible data, channel silos, organizational barriers Outcomes – Specific Findings • Recommendations at a granular level • Actionable opportunities Next Steps • Augment with Audience user research and mystery shopping • Pull in as much performance data as possible Tips • Data driven analysis on acquisition, retention, churn and key gaps is critical to support the mapping activities with solid proof 26
  27. 27. ©2015 suitecx – Confidential • Immediate decrease in patient drop off • Increased patient referrals • Improvement in comments around the patient experience • Conduct company-wide interviews with patients & employees • Create customer journey maps fully understand the patient experience across all lifecycle stages • Develop initiatives to close gaps around organization, processes, information and technology • Need for a marketing automation solution CHALLENGE / OPPORT UNI TY RESULTS APPROACH / SOLUT I ON 27 #2 Case Study “Growing Pains” Identify reasons for decreased revenue and retention Inordinate focus on acquisition and growth by expansion left patients feeling neglected.
  28. 28. ©2015 suitecx – Confidential 360o Experience Mapping pulls it all together 28
  29. 29. ©2015 suitecx – Confidential Approach #3 – Opportunity Assessment Objectives • Outside In – Focus through lens of customer & competitive dynamics • Balance - wide enough to see the big picture and just deep enough see key elements & moments of truth Approach – First wide then strategic drill downs • Map as many competitors comparisons as possible to have a range of information to draw from • Personas are great here – especially if you are targeting prospect groups you don’t know well • Pinpoint key moments of truth – lifecycle, friction in the process, personas that have very different expectations Outcomes • ID Actionable opportunities • Investment guidance – what's table stakes – what's nice to have – what not to focus on at all Next Steps • Augment with robust user research • Story telling by lifecycle and persona brings it to life Tips • Mapping by persona as a great way to research your competitors when developing a new product/service for purposes of driving design, and UX 29
  30. 30. ©2015 suitecx – Confidential • All future new products will be grounded in CX • Bank maintaining competitive database for ongoing Bank projects • Legacy processes were a deal breaker competition onboarding in hours BOW in weeks • Target audience acquisition deemed too expensive • Document current customer experience across competitors • Map entire customer journey; Awareness, Funding, Account Opening, & Closing • Compared across key personas to ID pain points & moments of truth • Identified myriad of opportunities for winning combo of best product offering and customer experience CHALLENGE / OPPORT UNI TY RESULTS APPROACH / SOLUT I ON 30 #3 Case Study – Opportunity Assessment NPD Enter a new market for a state-of-the-art banking A fresh approach for launching product with a competitive advantage
  31. 31. ©2015 suitecx – Confidential Molly Millennial Vs Samantha Senior – Persona CJM Comparison
  32. 32. ©2015 suitecx – Confidential Consumer Mapping Experience Mapping isn’t a stand-alone exercise 32 Mapping only outbound touches Does not address the whole customer experience. Omits initiation points as Well as feedback loop. Solution: Map ALL interactions to get a full picture No clear view of outcomes Interesting collection of facts that are not actionable. No understanding of how they connect. Solution: Focus on actionable insights and the initial objectives . Organizational Alignment Need the full cooperation and access to the staff across the organization to be sure the right information is collected and shared. Solution: Be as deep and wide as possible Process Only Mapping Provides lots of data but no real insight into the emotions of the employees or customers limiting actionable insights. Solution: Be sure to add emotional inputs, ethnographic research and VOC /VOE.
  33. 33. ©2015 suitecx – Confidential Common Challenges • Organizational Silos • Executive Alignment • Resource Allocation • Metrics • Advertising & Marketing Agencies • Common Understanding of Most Valuable Customers • Defined & Objective Customer Experience Goals 33
  34. 34. Q&A ACahill@AgileMarketingGrp.com @AileenCahill Thank You! suitecx.com @custoholic
  35. 35. ©2015 suitecx – Confidential Approach: Blended - start agile drive deeper Use Case – Find the opportunity – develop an action plan Objectives • Quickly determine where the best use of focus/funds might be • Create actionable approach – do now, do next, fit in, do not • Move complex organization forward - together Approach • Diagnostic for a broad view of VOC, VOE, CX Maturity – ID key areas for improvement • Mystery shop an story-tell/map across properties to ID CX issues • Develop segments and supporting personas for use in strategy (investment) and tactics (campaign planning, cross sell) • Map future state 3 year roadmap • Create future state experiences for training hospitality teams and transformation • Create CX driven precision marketing • Outcomes • Both executives and part time teams ‘get it’ at a level they can relate to • Up to 800% lift in campaign response – REALLY • 3 year investment plan with benchmarks and KPI’s being achieved • Next steps • Ongoing updates and continuous improvement using mapping and added data as it is available Tips • By mapping outside in first – able to see what need to be fixed NOW as well as opportunities for future investment 35
  36. 36. ©2015 suitecx – Confidential • Using as a basis for 2015 go to market strategy • Creating lifecycle marketing using new CRM database and toolkit • Developed journey maps for top brands and properties • Identified strengths and weaknesses for each property across customer lifecycle • Created a lifecycle marketing strategy C H A L L E N G E / O P P O R T U N I T Y R E S U LT S A P P R O A C H / S O L U T I O N 36 Case Study Use Case – Creating precision marketing strategy to execution Hospitality conglomerate had multiple properties with different experiences Marketing was challenged with pulling emotional and rational information together In order to drive revenue using new segmentation and marketing platform needed to understand guest journey