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Journey Mapping: A Tool That Can Transform
Rich Warnaka
The Digital Divide The most digital companies are leaving the rest behind
The US Economy Operates at only ~ 18% of its Digital Potential
The 'Have Mores' are maintaining a wider and more persistent gap
[ Source: McKinsey Global InstituteHarvard Business Review ]
The Most Innovative Companies
1. Apple
2. Google
3. Tesla Motors
4. Microsoft Corp
5. Samsung
6. Toyota
7. BMW
8. Gilead Sciences
9. Amazon
10. Daimler
• Tech Companies dominate the top 10
• 76% (38) of the top 50 companies are 'non tech'
[ Source: Boston Consulting Group ]
The World Has Become More Complex
20051995 20001990 2010 2015
InternetFirst e-Commerce sites are
established.Email marketing starts
InternetGoogle opens first office
InternetEmail is launched
MobileWI-FI Launched
E-mail on mobile devices Launched
MobileiPhone Launched
Mobile3G Launched
IoTIoT added to Gartner Hype
Cycle
MobileiPad LaunchedLTE Launched
MobileFirst Blackberry Released
MobileFirst Camera Phone
MobileApp Store Launched
IoTTerm ‘Internet of Things’
Coined
IoTIntel creates IoT Group
IoTSHODAN Launched
IoT Presents a Unique Challenge
20051995 20001990 2010 2015
InternetFirst e-Commerce sites are
established.Email marketing starts
InternetGoogle opens first office
InternetEmail is launched
MobileWI-FI Launched
E-mail on mobile devices Launched
MobileiPhone Launched
Mobile3G Launched
IoTIoT added to Gartner Hype
Cycle
MobileiPad LaunchedLTE Launched
MobileFirst Blackberry Released
MobileFirst Camera Phone
MobileApp Store Launched
IoTTerm ‘Internet of Things’
Coined
IoTIntel creates IoT Group
IoTSHODAN Launched
Digital Transformation - Defined
Digital Transformation is the holistic change of an organization to better compete in the
electronic age
Digital Transformation has two key characteristics:
• Customer Centric (Customer Experience Strategy)
• Technological Capabilities
Customer Experience Strategy
…that encompasses both Digital and Non Digital components
In 2016, 89% of Companies expect to compete based on Experience
[ Source: Gartner]
The Intersection of Corporate/Customer Strategy = Win/Win
Corporate Strategy Customer Strategy
Win/Win
Experience Strategy Wins
“Companies that provide the customer with the best experience from start to finish along the journey can expect to enhance customer satisfaction, improve sales and retention, reduce end to end service cost, and strengthen employee satisfaction.”
McKinsey – March 2016
Experience Strategy Wins
DMI Study – The Design Value Index
Typical Retail Business Model
CustomerRetail
Typical Insurance Company Business Model
Insurance Company Agent Customer
Typical Insurance Interactions
Insurance Company Agent Customer
Initial Sales Call
Insurance Needs
Quotes
Claim
Bill Payment
Axiom: When a level of extrapolation exists between the company and the
customer, details of the customer journey are hidden
Claim
Understanding Experience
Experience
What does experience really mean?
Defining Experience
Experience = Doing + Thinking + Feeling
What the Customer is…
Touchpoints vs. Journey
Touchpoints Journey
• Individual Transaction that are typically one channel
• Reflects the Organizational Structure
• Easy to build into operations
• Holistic View what the customer is Doing to achieve their goal(s). This typically spans channels.
• Reflects how the customer Thinksabout the interaction
• Can require significant change to drive a positive Feeling in the customer
Touchpoints vs. Journey
Touchpoints Journey
Business Centric Customer Centric
Touchpoint Example
Problem: Could not order movie
Action: Called Customer Service
Touchpoint Example
Problem: Could not order movie
Action: Called Customer Service
Result: Movie ordered for free
Touchpoint Example
Problem: Could not order movie
Action: Called Customer Service
Result: Movie ordered for free
A
Touchpoint Example
Problem: Could not order movie
Action: Called Customer Service
Result: Movie ordered for free
A
Action: Technician sent to house
Result: Technical issues resolved
A
Action: Received Bill
Result: Charged for movie that was ‘Free’
F
Action: Ordered Movie, had to call customer service
Result: Movie started
C
Journey Mapping
“To make sense of all the possible interaction points that a customer may have is almost impossible unless you are managing the journey.”
McKinsey – March 2016
By Understanding and Managing the Journey…
Existing Customer
Increased Customer
Satisfaction
Increased Willingness to Recommend
Increased Engagement
By Understanding and Managing the Journey…
Existing Customer
NewCustomer
Increased Customer
Satisfaction
Increased Willingness to Recommend
Increased Engagement
Recommendationto NEW Customers
NEW Customers more likely to try
How to Define the Customer Journey
What the
Customer is
Doing
What the
Customer is
Thinking
What the
Customer is
Feeling
Journey Step
1
Journey Step
2
Journey Step
3
Creating A Customer Journey MapStep 1
Understand the Steps in the Customer Journey
Simplified Insurance Journey Map
What the
Customer is
Doing
What the
Customer is
Thinking
What the
Customer is
Feeling
Discover
Insurance
Options
Understand
Insurance Needs
Understand
Coverage/Price
Details
Purchase
Insurance
Renew
Insurance
Creating A Customer Journey MapSteps 2, 3, 4
Understand what the Customer is:• Doing • Thinking • Feeling in each step of the Journey
Creating A Customer Journey MapStep 2
What the
Customer is
Doing
What the
Customer is
Thinking
What the
Customer is
Feeling
Discover
Insurance
Options
Understand
Insurance Needs
Understand
Coverage/Price
Details
Purchase
Insurance
Renew
Insurance
Details of what the Customer is Doing at each step of the Journey
Doing Example
What the
Customer is
Doing
What the
Customer is
Thinking
What the
Customer is
Feeling
Understand
Insurance Needs
Understand
Coverage/Price
Details
Purchase
Insurance
Renew
Insurance
Discover
Insurance
Options
I go online to research insurance options for my personal insurance needs
Creating A Customer Journey MapStep 3
What the
Customer is
Doing
What the
Customer is
Thinking
What the
Customer is
Feeling
Discover
Insurance
Options
Understand
Insurance Needs
Understand
Coverage/Price
Details
Purchase
Insurance
Renew
Insurance
Details of what the Customer is Thinking at each step of the Journey
Thinking Example
What the
Customer is
Doing
What the
Customer is
Feeling
Understand
Insurance Needs
Understand
Coverage/Price
Details
Purchase
Insurance
Renew
Insurance
Discover
Insurance
Options
I go online to research insurance options for my personal insurance needs
What the
Customer is
Thinking
I want to understand insurance so that I can explain what we need to my spouse
Creating A Customer Journey MapStep 4
What the
Customer is
Doing
What the
Customer is
Thinking
What the
Customer is
Feeling
Discover
Insurance
Options
Understand
Insurance Needs
Understand
Coverage/Price
Details
Purchase
Insurance
Renew
Insurance
Details of what the Customer is Feeling at each step of the Journey
Feeling Example
What the
Customer is
Doing
Understand
Insurance Needs
Understand
Coverage/Price
Details
Purchase
Insurance
Renew
Insurance
Discover
Insurance
Options
I go online to research insurance options for my personal insurance needs
What the
Customer is
Thinking
I want to understand insurance so that I can explain what we need to my spouse
What the
Customer is
Feeling
I am frustrated because there is too much jargon that makes it very hard for me to understand
How to Start Understanding Your Customer
1. Examine the types of calls that your call center is receiving. This is a direct link to your customer, but may not give you the whole picture. Listen to calls – empathize with your customers.
2. Talk to Agents, start to understand the front end of the journey. This is an indirect link to your customers, so take this with a grain of salt. Examine tasks that the agent performs.
3. Analyze the performance and analytics reports from your website/applications. This can tell you a lot about what customers are searching for or where they are encountering problems.
4. Start to compile the information that you learn into a journey map.
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