Map your customer journey!

MAP YOUR CUSTOME

R JOURNEY!

S t é p h a n e S c h n e i d e r / Tw i t t e r : @ l e s c h n e i d / u k . l i n k e d i n . c o m / i n / l e s c h n e i d

WHAT IS THE CUSTOMER JOURNEY?

“The customer journey is a map of what happens to your customer from when they become aware of your product, through the sales and early life experience, ongoing service and ultimately to re-purchase and advocacy.”

Source: https://www.linkedin.com/pulse/business-basics-differences-b2c-b2b-saas-service-ollitervo-murphy

Source: http://theuxreview.co.uk/multi-channel-customer-journeys/

The customer journey is not the operational

flow (what you do to

deliver your products and

services)

WHY DOES IT MATTER?

89%of companies expect to compete

mostly on the basis of customer experience by 2016 - vs 36% four years ago. (Gartner Research 2015)

WHAT IS THE CUSTOMER JOURNEY MAP?

The Customer Journey Map is a tool to investigate, analyse and ultimately lay the foundations to improve customer

experiences.

EXPECTED BENEFITS

Better understand our customers

Identify operational inefficiencies

Silo-busting (work as a team, be aligned)

Create a differentiated experience (customer experience)

TYPE OF JOURNEY MAPPING

Current state

vsTarget state

Timeframeor

Startor

Finish

Customeror

Employeeor

Stakeholder

High-levelvs

Detailed

VOCABULARYTouchpoint: Interaction and interface between the customer and the company/organisation/brand

Pain point: Area where the customer is likely to experience difficulties or negative emotions

Moment of truth: area where there is the opportunity to “make” or “break” the relationship. A turning point in the customer relationship.

WORKSHOPC U S T O M E R J O U R N E Y M A P P I N G

OBJECT IVE

Create a high-level customer journey of a selected customer

HOW TO DO IT

Focus on one or two moment of truth.

Identify weak points in customer journey (where we let down customers and

processes need to change).

Validate the key stages of user interaction

Collect the information to map

KEY STAGES

1. Discovery2. Research3. Purchase4. Delivery5. After sales

INFORMATION TO MAP

Tasks: What is the user trying to achieve at this stage?

Questions: What does the user want to know at this stage?

Touchpoints: How does the user interact with the organisation at this point?

Emotions: What is the user feeling at this stage in the process?

Weaknesses: How does the organisation let the user down at this stage?

Discovery Research Purchase Delivery After Sales

Tasks

Questions

Touchpoints

Emotions

Weaknesses

PAPERBOARD AND POST-ITI T I S YO U R T U R N !

SHARE YOUR

RESULTS!

S t é p h a n e S c h n e i d e r / Tw i t t e r : @ l e s c h n e i d / u k . l i n k e d i n . c o m / i n / l e s c h n e i d