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LinkingCustomer JourneysandDigital Transformation 
Mark Tamis
Stimulus
Touchpoint
Experience
Moments of Truth
Communications 
Revolution
ConnectedAnywhere, 
Anytime
An InterconnectedWorld
Source :E&Y ConsumersOn Board, June2014
Influence of Digital
ExperienceLifecycle
Customer Journey 
Mapping
ReduceFrictions 
in the 
Customer Flow
Making 
Customer Journeys 
Successful
Touchpoints
Nudge 
Improvement
MovingBeyond 
Contact and 
TransactionalData
Rich Profiles Through 
BigData and 
Social Media Interaction
Monitor, Capture, 
SollicitFeedback, 
Analyze
FromPersonasto Patterns
WebsiteSession 
WebsiteSession 
WebsiteSession 
Call Center 
Question 
Loyalty Card 
Promo Email 
Loyalty Card 
Sign Up 
M...
filter 
customer journeys 
time
customer journeys 
align 
relative time 
before 
after
Use Contextand 
BehaviourPatterns to 
AnticipateExpectations
Optimize for Business Outcomes 
GetThe BigPicture!
WhatImpact on the 
Organisation?
Touchpoint& Mapping 
ExperienceAnalysisare 
yourJourney GPS
Service-Design logic is driven by an innate purpose of 
doing something for and with another party, 
and is thus customer-...
WhyDoes 
Digital Transformation 
SeemMainly 
InternallyFocused? 
Source PwC: The Cloud youdon’tknow
Journey Mapping 
helpsyou 
Focus
The impact of 
CJM andDT 
Source: HBR Putting the Service-Profit Chain to Work-1994
Business & 
Customer 
Intelligence 
Value 
Proposition 
Capabilities 
Customer 
and 
Business 
Outcomes 
Business Vision 
...
Conclusions 
•UnderstandCustomer Needs&Expectations 
•MapCustomer Journeys 
•Capture Events atTouchpoints 
•Complete Event...
linkedin.com/in/marktamis 
@marktamis 
TouchFlows 
64 rue Anatole France 
92300 Levallois Perret 
France 
Mark Tamis 
Mana...
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2014 AEC Madrid

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

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2014 AEC Madrid

  1. 1. LinkingCustomer JourneysandDigital Transformation Mark Tamis
  2. 2. Stimulus
  3. 3. Touchpoint
  4. 4. Experience
  5. 5. Moments of Truth
  6. 6. Communications Revolution
  7. 7. ConnectedAnywhere, Anytime
  8. 8. An InterconnectedWorld
  9. 9. Source :E&Y ConsumersOn Board, June2014
  10. 10. Influence of Digital
  11. 11. ExperienceLifecycle
  12. 12. Customer Journey Mapping
  13. 13. ReduceFrictions in the Customer Flow
  14. 14. Making Customer Journeys Successful
  15. 15. Touchpoints
  16. 16. Nudge Improvement
  17. 17. MovingBeyond Contact and TransactionalData
  18. 18. Rich Profiles Through BigData and Social Media Interaction
  19. 19. Monitor, Capture, SollicitFeedback, Analyze
  20. 20. FromPersonasto Patterns
  21. 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. 22. filter customer journeys time
  23. 23. customer journeys align relative time before after
  24. 24. Use Contextand BehaviourPatterns to AnticipateExpectations
  25. 25. Optimize for Business Outcomes GetThe BigPicture!
  26. 26. WhatImpact on the Organisation?
  27. 27. Touchpoint& Mapping ExperienceAnalysisare yourJourney GPS
  28. 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. 29. WhyDoes Digital Transformation SeemMainly InternallyFocused? Source PwC: The Cloud youdon’tknow
  30. 30. Journey Mapping helpsyou Focus
  31. 31. The impact of CJM andDT Source: HBR Putting the Service-Profit Chain to Work-1994
  32. 32. Business & Customer Intelligence Value Proposition Capabilities Customer and Business Outcomes Business Vision and Strategy Portfolio Service Feedback & analysis OrganisationalCapabilities
  33. 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. 34. linkedin.com/in/marktamis @marktamis TouchFlows 64 rue Anatole France 92300 Levallois Perret France Mark Tamis ManagingPartner

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  • bhc3

    Nov. 15, 2014
  • jmfranco

    Nov. 15, 2014

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

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