CUSTOMER EXPERIENCEFrom research to journey mapping

Harikrishnan

menon

I think renaming tiger bread giraffe bread is a brilliant idea - it looks much more like the blotches on a giraffe than the stripes on a tiger, doesn't it?

It is called tiger bread because the first baker who made it a looong time ago thought it looked stripey like a tiger. Maybe they were a bit silly.

-Chris King (age 27 & 1/3)

of all consumers

will never go back to an organization

after a negative experience

87%

unhappy

customers don’t

complain

96%of them simply

leave

91%other unhappy

customers who

have remained

silent

26friends about the

bad experience

15

For a Customer

complaint there

are

Every unhappy

customer will talk

to

Gave 1 week for

the companies to

respond

50%Started doing

business with the

competitors

89%Posted a negative

comment on

social media

26%of those

comments were

ignored

79%

The company

was unavilable

58%Said they knew

more than the

company reps

knew

57%Didn’t get their

name right

51%Will pay for a

better experience

86%

of the customers

believe you

don’t care about them

68%9%

14%

5%3% 1%

68%

Source: Smashing Magazine

Customer Loyalty

Acquiring a new customer can cost up to 5 times more than retaining a current customer

Customer Retention Customer Acquisition

FEELINGS

THOUGHTS

EMOTIONS

Customer Experience

Mobile

Print Media

Store Social

Customer Care

Friends

Customer Journey

RESEARCH

NEEDCOMPARE

& DECIDE

BUY

SERVICE

Aspiration

Influence

Peer Pressure

Dissatisfaction

Website

Friends

Advertisements

Social Media

Review Website

Apps

Stores

Expert Advice

Comparison Tools

Websites

Apps

Friends

Offers

Stores

Brand

Cost

Expert Advice

Credit/EMI

Service

Warranty

Trends

Features

Location

Durability

Resale Value

Pay

Store

Online

Mode of Payment

Invoice

Mode of Delivery

Maintenance

Customer Care

Help

Delivery

Quality

Feedback

T

O

U

C

H

P

O

I

N

T

S

Product/Service Journey

RESEARCH

IDEATE

DESIGNMarket

Customer

OPPORTUNITY MARKETING

SELL

SERVICE

Trends

Bench Marking

Features

Technology

Data Analysis

Values

Brainstorming

Road Map

Design Strategy

Marketing Strategy

Design Roadmap

Design Sketches

Prototype

Implementation

Training

Testing

Costing

Merchandising

Advertisement

Website

Store

Merchandising

Apps

Blogs

Tie Ups

Payment Gateway

Mode of Payment

Credit

Invoice

Mode of Delivery

Up Selling

Cross Selling

Demos

Consultants

Feedback

Maintenance

T&C

Customer Care

Offers

Social Media

Offers

Events

Games

Email

SMS

T

O

U

C

H

P

O

I

N

T

S

Touchpoints

Mobile

Ads

Store

Social

Customer Care

T&C

Website

Features

Service

Offers

Price

Specification

Digital Marketing

Digital MarketingDesignSales

MarketingSales

Digital MarketingDesign

Sales

Positive experience for customer, but negative impact on the business

A Bangalore Mall – A Case Study

0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

5

Avg

Sco

re

Touchpoints

Avg Score vs Touchpoints

CUSTOMEREXPERIENCEPROCESS

DISCOVER UNDERSTAND DESIGN ITERATE IMPLEMENT

CX

AGILE

DESIGN

THINKING

DESIGN THINKINGPROCESS

Empathize

Define

Ideate

Prototype

Test

Design Thinking is about taking

a human centered and iterative

approach to problem solving

BUSINESS DESIGN

DESIGN

THINKING

US$8.94 billion US$14.65 billion US$ 1.364 billion US$31 million

Poor customer experiences result in a loss by US enterprises each year

because of defections and abandoned purchases

US$83 billion

Impact of CX on Business

Source

https://goinstant.com/blog/the-effect-of-competition-on-customer-experiences

http://blogs.forrester.com/megan_burns/12-03-28-our_data_once_again_shows_that_better_customer_experience_yields_millions_in_revenue_benefit

Oracle

Thank you !

@harikrishnanc