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#RelateLive
Journey Mapping Customer Effort
Chris Albro
Zendesk
Director, Account Management
@albrochris
What is Journey Mapping?
Journey Mapping is a tool companies use to help them see what their customers truly
experience – ...
What is Journey Mapping for Customer Effort?
Journey Mapping for customer effort is a tool to identify where customers are...
Why Journey Map for Customer Effort?
96% of customers that had high-effort experiences reported
being disloyal. Only 9% of...
OK great. Where do we start?
Well, with a customer journey, of course.
Customer Effort Score v2.0
Question and answer more universally understood in testing
Wording and layout allows for more n...
5
5
Find anomalies in scoring distribution
Anomalies come in two forms:
• A distribution that is significantly
better or worse...
5
5
5
5
5
5
Channel specific evaluation tool
Asks a series of diagnostic questions
about the experience in that channel
Good for evalu...
5
5
5
5
5
5
Customer asked to
log in to website to
enter chat
?
?
5
Customer
asked to log
in to website
to enter chat
?
?
Top Drivers of Disloyalty
4 out of 5 of these are related to ‘effort’
• More than one contact
• Repeating information
• Pe...
5
Customer
asked to log
in to website
to enter chat
?
?
5
Customer
asked to log
in to website
to enter chat
?
?
Enable agents
to solve low-risk
tickets in social
channel
5
Customer
asked to log
in to website
to enter chat
?
?
Enable agents
to solve low-
risk tickets in
social channel
The 4 Pillars
Low effort
companies
minimize channel
switching
Low effort
companies
maximize next
issue avoidance
Low effor...
The Math of Loyalty
More customers, more time
More revenue per customer
Improve Customer Retention
Increase Lifetime Value
The Math of Loyalty
Increase customer lifetime value
500,000
$1,250,000
# of customers
5%
% impacted
$500
current ltv
10%
...
#RelateLive
The customer journey mapping workshop (parts 1 & 2)
The customer journey mapping workshop (parts 1 & 2)
The customer journey mapping workshop (parts 1 & 2)
The customer journey mapping workshop (parts 1 & 2)
The customer journey mapping workshop (parts 1 & 2)
The customer journey mapping workshop (parts 1 & 2)
The customer journey mapping workshop (parts 1 & 2)
The customer journey mapping workshop (parts 1 & 2)
The customer journey mapping workshop (parts 1 & 2)
The customer journey mapping workshop (parts 1 & 2)
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The customer journey mapping workshop (parts 1 & 2)

Chris Albro, Director Enterprise Account Management, and Peter Neels, Customer Engagement Strategist, Zendesk

If customer loyalty is one of your strategic metrics, think about how hard you make customers work. This 90-minute hands-on workshop will provide you with the tools to evaluate–and then minimize– your customers’ effort. 2016 is all about the effortless experience.

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The customer journey mapping workshop (parts 1 & 2)

  1. 1. #RelateLive Journey Mapping Customer Effort
  2. 2. Chris Albro Zendesk Director, Account Management @albrochris
  3. 3. What is Journey Mapping? Journey Mapping is a tool companies use to help them see what their customers truly experience – the real moments of truth and the ways in which customers go about achieving their needs.
  4. 4. What is Journey Mapping for Customer Effort? Journey Mapping for customer effort is a tool to identify where customers are expending too much effort to achieve their needs.
  5. 5. Why Journey Map for Customer Effort? 96% of customers that had high-effort experiences reported being disloyal. Only 9% of customers with low-effort experiences report being disloyal. Only 1 percent of all customers with low-effort experiences said they’d spread negative word of mouth about the company, compared with a staggering 81 percent of customers with high-effort experiences who said they’d do the same. Dixon, Matthew; Toman, Nick; DeLisi, Rick (2013-09-12). The Effortless Experience: Conquering the New Battleground for Customer Loyalty (p. 22 & 150). Penguin Group US. Kind
  6. 6. OK great. Where do we start? Well, with a customer journey, of course.
  7. 7. Customer Effort Score v2.0 Question and answer more universally understood in testing Wording and layout allows for more natural inclusion in other surveys
  8. 8. 5
  9. 9. 5
  10. 10. Find anomalies in scoring distribution Anomalies come in two forms: • A distribution that is significantly better or worse than the industry • Specific interactions that fall outside of a normalized distribution Scoring Best Practices
  11. 11. 5
  12. 12. 5
  13. 13. 5
  14. 14. 5
  15. 15. 5
  16. 16. 5
  17. 17. Channel specific evaluation tool Asks a series of diagnostic questions about the experience in that channel Good for evaluating channels without the context of customer journeys Customer Effort Audit
  18. 18. 5
  19. 19. 5
  20. 20. 5
  21. 21. 5
  22. 22. 5
  23. 23. 5 Customer asked to log in to website to enter chat ? ?
  24. 24. 5 Customer asked to log in to website to enter chat ? ?
  25. 25. Top Drivers of Disloyalty 4 out of 5 of these are related to ‘effort’ • More than one contact • Repeating information • Perceived effort • Being transferred
  26. 26. 5 Customer asked to log in to website to enter chat ? ?
  27. 27. 5 Customer asked to log in to website to enter chat ? ? Enable agents to solve low-risk tickets in social channel
  28. 28. 5 Customer asked to log in to website to enter chat ? ? Enable agents to solve low- risk tickets in social channel
  29. 29. The 4 Pillars Low effort companies minimize channel switching Low effort companies maximize next issue avoidance Low effort companies equip agents to engineer experiences Low effort companies empower employees
  30. 30. The Math of Loyalty More customers, more time More revenue per customer Improve Customer Retention Increase Lifetime Value
  31. 31. The Math of Loyalty Increase customer lifetime value 500,000 $1,250,000 # of customers 5% % impacted $500 current ltv 10% % improvement ( )xx x ) (
  32. 32. #RelateLive

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