Epoca presented at Service Design Drinks Milan #3 how to use the customer journey map tool in b2b projects, showcasing a case-study they have been working on in the last years.

1. EPOCA @ Service Design Drinks
18th February 2016
Talent Garden Milano
Customer Journey Map
in B2B projects
@epocaricerca @SDDMilan
#sddm #servicedesign

2. Who we are
Valeria Adani
Service Lead @Epoca
epocaricerca.it
@ValeriaAdani
Susanna De Besi
Service designer @Epoca
epocaricerca.it
Silvia Ottavia Siviero
Service & UX designer @Epoca
epocaricerca.it
@silvia_ottavia

3. Where we come from
Politecnico
di Milano

4. Where we come from
Politecnico
di Milano
Tonji
University
Shanghai

5. Where we come from
Politecnico
di Milano
Tonji
University
Shanghai
Univesidade Federal
do Paraná
Curitiba

6. Where we come from
Politecnico
di Milano
EPOCA
Bologna
Tonji
University
Shanghai
Univesidade Federal
do Paraná
Curitiba
since 2013

7. Where we work
Epoca is a small, innovative consulting studio based in Bologna, Italy.
It was born in 2007 as an academic spin off of the Department of
Engineering Science of the University of Modena and Reggio Emilia.

8. What we do...
Service & Experience
Design
Technology
& ICT
Organization
& process design

9. How we work
» USER-CENTRED DESIGN
» LEAN APPROACH
» DESIGN THINKING
» Service design
» User Experience & User Interface
» Facilitation & Co-design
» Business process design
» Organizational analysis
» Change management
» Enterprise technologies
» Mobile technologies
» System integration

10. Our clients

11. How can Customer Journey Map
support the analysis
in B2B projects?

12. Journey Map
“The customer journey map is an oriented graph that describes the
journey of a user by representing the different touchpoints that
characterize his interaction with the service”
Servicedesigntools.org
Pic by HBR hbr.org/2013/09/the-truth-about-customer-experience

13. Customer
Journey Map
Consumer
User
Emotional Customer
Experience
... Journey Map

14. Customer
Journey Map
Consumer
User
Emotional Customer
Experience
... Journey Map

15. We use it to...
Analyse
the as is
Design the
future steps
Understand
the company

16. Why we use it
USER JOURNEYS
» Demonstrating the vision for the project
user journeys are a great way to communicate what you are trying to achieve with stakeholders.
» Understand user behavior
User journeys can help you work out how users interact with your system and what they expect from it.
» Identify possible functionality
by understanding the key needs and tasks the user want to do to, help to understand what sort of functional
requirements will help enable those tasks.

17. Why we use it
B2B USER JOURNEYS
» Identify how different stakeholders interacts with the different areas
of the business
» Understand where expectations are set and delivered
» Understand and evaluate the complexity of a B2B setting
In a B2B setting there are many people weighing in on any decision: processes are much more complicated
and there is hardly ever just one person that makes up a “customer.” Plus, the people who get involved have
different roles and responsibilities, making the “experience” an amalgamation of many different processes.
» Understand and evaluate long-term value and ROI
Long term value and ROI are critical and complex in B2B, and it doesn’t happen from a single interaction/experience
with any individual touchpoint.

18. How we implement customer journey maps
Through internal interviews & observations:
» to understand internal processes and flows
» to verify touchpoints, tasks and interactions at each stages
» to understand pain points and moments of truth

19. How we implement customer journey maps
Through customer/supplier (both current and lost) input through
interviews, focus groups and workshops
» to validate the journey both in terms of stages and touchpoints
» to understand important touchpoints for customers
» to understand pain points for customers
» to understand gaps in internal vs. external perception

20. How we implement customer journey maps
Through internal workshops:
» to validate the customer journey
» to establish a high-level view of the customer journey
» to establish buy-in at senior level
» to start thinking about things from the customer's point of view

21. Journey Map | One practical example
User journey map to
improve the service proposition and
support the digital transformation
of a Facility Management company_

22. We use it to...
Analyse
the as is
Design the
future steps
Understand
the company

23. Understanding the company

24. Understanding the client experience
ICON: Factory by Luboš Volkov | The Noun Project
B2B

25. Understanding the client experience
ICON: Factory by Luboš Volkov | The Noun Project
CHALLENGE 1
who is the client?

26. Understanding the client experience
MAN by Wilson Joseph | The Noun project
BUILDING
MANAGER

27. Understanding the client experience
MAN by Wilson Joseph | The Noun project
BUILDING
MANAGER
CFO
CEO

28. Understanding the client experience
MAN by Wilson Joseph | The Noun project
BUILDING
MANAGER
CFO
CEO
ON SITE
REFERENT
EMPLOYEE

29. Understanding the client experience
MAN by Wilson Joseph | The Noun project
BUILDING
MANAGER
CFO
CEO
ON SITE
REFERENT
EMPLOYEE
ON SITE
EMPLOYEE

30. Understanding the client experience
MAN by Wilson Joseph | The Noun project
CHALLENGE 1
who is the client?
TIP 1
● Define the different groups of customers
and to establish how different their
“journey” with the company can be
● Focus on one stakeholder at a time
● Define which is the most relevant and
strategic within the project
● Track relevant interactions among the
different client stakeholders

31. The aim_Understanding the company
CHALLENGE 2
going beyond silos:
understanding internal
processes

32. The aim_Understanding the company
» understand the company context

33. The aim_Understanding the company
» live the company context : the war room

34. The aim_Understanding the company
» live the company context :
the modus operandi

35. The aim_Understanding the company
» live the company context : the people

36. The aim_Understanding the company
» live the company context : the people

37. » understand internal processes : the tasks
The aim_Understanding the company

38. The aim_Understanding the company
» understand internal
processes : the flows

39. The aim_Understanding the company

40. The aim_Understanding the company
CHALLENGE 2
going beyond silos:
the company
TIP 2
● Immerse yourself in the company
environment
● Understand internal dynamics
● Understand internal processes and
motivations

41. The aim_Understanding the company
CHALLENGE 3
going beyond silos:
understanding the client

42. The aim_Understanding the company
» understand the client : stimulate honest feedback

43. The aim_Understanding the company
» understand the client : observe in real context

44. The aim_Understanding the company
» understand the client : take risks

45. The aim_Understanding the company
CHALLENGE 3
going beyond silos:
the client
TIP 3
● Help your client to take some risks
● Go beyond B2B “polite” relationship
● Try to meet both engaged and disengaged
clients
● Help the client to speak out honestly

46. » Map and understand the roles
» Map and analyse the internal processes
» Map and analyse the external interactions
Understanding the company& the client experience

47. » from “silos” POV
to user POV
» from vertical
to horizontal
» from internal
processes to user
experience
Company complexity

48. » mapping & understanding
touchpoints and interactions
» understanding the importance of tangible
moments of interactions
» understanding the different experience
of remote and on site touchpoints
Touchpoints complexity

49. Experience complexity
» connecting tasks
and needs to
touchpoints
» evaluating the
solidity and
coherence of the
customer
experience

50. Company complexity: outputs
» New Value proposition
» New company strategy, focus on enhancing the user central role
» New organizational chart

51. We use it to...
Analyse
the as is
Design the
future steps
Understand
the company

52. Designing the next steps

53. The aim_designing the next steps
» Redefine the
experience of the
clients (Building
Manager) in each
step of the process
» Redesign the
touchpoints
(with people and
devices)
» Redefine the
activities of
internal roles
(Facility Managers)
» Redesign the
processes of the
maintenance
works and
cleaning service
(core service)

54. Build the journey map
WHO and WHAT

55. Build the journey map
WHO and WHAT
Touchpoint
Actions
Involved
actors
Level
of criticality
Emotions
Pain points ...

56. Build the journey map
WHEN
Touchpoint
Actions
Involved
actors
Level
of criticality
Emotions
Pain points ...
The moments of
the experience in
chronological order:
- first meeting
- Start Up phase
- Intervention request
- etc.

57. Build the journey map
Touchpoint
Actions
Involved
actors
Level
of criticalit
y
Emotions
Pain points ...

58. Build the journey map
Touchpoint
Actions
Involved
actors
Level
of criticalit
y
Emotions
Pain points ...

59. Build the journey map
Touchpoint
Actions
Involved
actors
Level
of criticalit
y
Emotions
Pain points ...

60. Facility manager Journey Map

61. How we started building it...

62. Offline first...
Starting with a wall, some pencils, post-it
to build better, iteratively and in group:
create, change, move, add,
remove parts...

63. ...turn into digital

64. ...turn into digital
To be an useful tool, the journey map has to:
» be always updated
» be shared among the internal team
and the client team
» be visible and clear in the design space

65. @epocaricerca @SDDMilan
#sddm #servicedesign
?
Customer Journey Map
in B2B projects
?