Presentation on justomer journeys given at TUDelft, 2014

1. How a telecom provider
worked on new insights?
Joanna
Kwiatkowska

2. § Voice
postpaid
§ Voice
pay
as
you
go
§ Voice
mix
§ Internet
postpaid
§ Internet
pay
as
you
go
Customer Journey
2013/2014

3. Customer
Journey
2013
§ CJ
for
Internet:
postpaid
and
pay
as
you
go
§ Product
è
service
(and
process!)
§ Market
researchers:
Why do you conduct qualitative research?
§ Different
interests
of
business
stakeholders
§ Customers
–
business
stakeholders:
face-­‐to-­‐face
1st
ediLon
7 steps
They are really
there!
Our customers!

4. 1st
ediLon
Customer
Journey
2013

5. 2nd
ediLon
Customer
Journey
2014
pay
as
you
go
mechanism
Internet Voice Mix

6. Customer
Journey
2014
2nd
ediLon
‘If something is above
the baseline then there is
no pressure to change it.
There is lack of this
visual effect’.
1 2 3 4 5 6 7

7. Customer
Journey
2014
2nd
ediLon
‘Oh no, we had to put all those
insights on this path again, when
the most important thing is just
to do something with it!’
short-­‐term
implementaLons
for
business
stakeholders
long-­‐term
planning
thinking
and
planning
UX
department

8. Customer
Journey
2014
2nd
ediLon

9. Customer
Journey
2014
2nd
ediLon
WANTED
High
impact
on
customers
Low
effort
for
a
company

10. Customer
Journey
2014
2nd
ediLon
Internet
Mix
Voice

11. Conclusions
There
are
different
ways
of
using
CJ,
e.g.:
• design
tool,
• diagnosis
tool:
to
analyze
a
current
state
(e.g.,
to
marge
business
processes),
• tool
to
track
changes
over
Lme,
• tool
supporLng
long-­‐term
and
short-­‐term
business
direcLons.
CJ @
design
CJ @
business

12. Challenge
How
to
communicate/present
Customer
Journey
if
it
does
not
indicate
negaLve
experiences?