51

Kyle Couch CXPN 2014 - Customer Journey Mapping

Embed Size (px)

DESCRIPTION

These slides are a sub-set of material I presented at the Customer Experience Professionals Association (CXPA) CXPA Day Event. The material served as a primer for both Customer Experience, Customer Service, Sales, and Marketing Professionals to begin to understand the importance of developing a comprehensive Customer Journey Map.

Citation preview

Page 1: Kyle Couch CXPN 2014 - Customer Journey Mapping
Page 2: Kyle Couch CXPN 2014 - Customer Journey Mapping

Do You Know Where They're Going?

Becoming an Effective Customer Journey Map Cartographer.

Page 3: Kyle Couch CXPN 2014 - Customer Journey Mapping

Are You Experienced?

Page 4: Kyle Couch CXPN 2014 - Customer Journey Mapping

Is it worth it?

Page 5: Kyle Couch CXPN 2014 - Customer Journey Mapping

Loyalty Rules

Page 6: Kyle Couch CXPN 2014 - Customer Journey Mapping

One Shot

Page 7: Kyle Couch CXPN 2014 - Customer Journey Mapping

Four Pillars

Page 8: Kyle Couch CXPN 2014 - Customer Journey Mapping

The Shift is On

Page 9: Kyle Couch CXPN 2014 - Customer Journey Mapping

Who Owns Your Brand?

Page 10: Kyle Couch CXPN 2014 - Customer Journey Mapping

ACSI 2014

Page 11: Kyle Couch CXPN 2014 - Customer Journey Mapping

ACSI 2014

Page 12: Kyle Couch CXPN 2014 - Customer Journey Mapping

The Rise of Experience

Page 13: Kyle Couch CXPN 2014 - Customer Journey Mapping

ACSI 2014

Page 14: Kyle Couch CXPN 2014 - Customer Journey Mapping

Regarding the 2014 Decline

“Based on the new ACSI results, growth in consumer spending will continue to be

curtailed as weak customer satisfaction deters repeat buying and low consumer discretionary

income inhibits first-time purchases.”

- Claes Fornell, ACSI Chairman

Page 15: Kyle Couch CXPN 2014 - Customer Journey Mapping

The Value of Customer Experience

Page 16: Kyle Couch CXPN 2014 - Customer Journey Mapping

Glaring Statement of the …

Page 17: Kyle Couch CXPN 2014 - Customer Journey Mapping

Loyalty Programs Rule

Page 18: Kyle Couch CXPN 2014 - Customer Journey Mapping

Hello Dave …

Page 19: Kyle Couch CXPN 2014 - Customer Journey Mapping

Why Journey Map?

Page 20: Kyle Couch CXPN 2014 - Customer Journey Mapping

How they Help

Understand  the  reality  of  

peoples’  lives

Design  and  overhaul  

systems  and  processes

Facilitate  inter-­‐departmental  collaboration  

Make  Decisions

Page 21: Kyle Couch CXPN 2014 - Customer Journey Mapping

Today’s Roadmap

See Expand Identify Plan Build Anchor

Page 22: Kyle Couch CXPN 2014 - Customer Journey Mapping

Seeing

Page 23: Kyle Couch CXPN 2014 - Customer Journey Mapping

Your Baby Is Beautiful

Page 24: Kyle Couch CXPN 2014 - Customer Journey Mapping

Now, let’s be honest…

Page 25: Kyle Couch CXPN 2014 - Customer Journey Mapping

Sunk Costs, Ego, Blinders

Page 26: Kyle Couch CXPN 2014 - Customer Journey Mapping

Look into your past

Page 27: Kyle Couch CXPN 2014 - Customer Journey Mapping

Who is Your Competitor?

Page 28: Kyle Couch CXPN 2014 - Customer Journey Mapping

Confronting Reality

Page 29: Kyle Couch CXPN 2014 - Customer Journey Mapping

Expand

Page 30: Kyle Couch CXPN 2014 - Customer Journey Mapping

The Moment of Truth

Page 31: Kyle Couch CXPN 2014 - Customer Journey Mapping

Before, During & After

Page 32: Kyle Couch CXPN 2014 - Customer Journey Mapping

Before

Page 33: Kyle Couch CXPN 2014 - Customer Journey Mapping

During

Page 34: Kyle Couch CXPN 2014 - Customer Journey Mapping

After

Page 35: Kyle Couch CXPN 2014 - Customer Journey Mapping

Identify

Page 36: Kyle Couch CXPN 2014 - Customer Journey Mapping

The Wrong Journey - Your Journey

Page 37: Kyle Couch CXPN 2014 - Customer Journey Mapping

The Right Journey - Their Journey

Page 38: Kyle Couch CXPN 2014 - Customer Journey Mapping

Customer Journey Map Exercise

Page 39: Kyle Couch CXPN 2014 - Customer Journey Mapping

Plan

Page 40: Kyle Couch CXPN 2014 - Customer Journey Mapping

Contingency Planning

Page 41: Kyle Couch CXPN 2014 - Customer Journey Mapping

Multiple Personas

Page 42: Kyle Couch CXPN 2014 - Customer Journey Mapping

Build

Page 43: Kyle Couch CXPN 2014 - Customer Journey Mapping

Best Practice

Page 44: Kyle Couch CXPN 2014 - Customer Journey Mapping

This is Service Design Thinking

Page 45: Kyle Couch CXPN 2014 - Customer Journey Mapping

Know the Difference

Topic Process Maps Customer Journey Map

Main Focus The company The customer

DescribesThe company’s internal

processes, functions, and

The customer experience

TerminologyTerms and jargon

specific to the company

The customer’s language

Who is involved?Process mapping

specialists and specific departments

All groups involved in the

customer experience

Page 46: Kyle Couch CXPN 2014 - Customer Journey Mapping

It will take time …

Page 47: Kyle Couch CXPN 2014 - Customer Journey Mapping

A Moving Target

Page 48: Kyle Couch CXPN 2014 - Customer Journey Mapping

Anchor

Page 49: Kyle Couch CXPN 2014 - Customer Journey Mapping

Must Share the Same Values

Page 50: Kyle Couch CXPN 2014 - Customer Journey Mapping

Free Slides & Insights

http://www.slideshare.net/kylecouch

ca.linkedin.com/in/kylecouch/

@kylecouch

Page 51: Kyle Couch CXPN 2014 - Customer Journey Mapping