2. What is Customer JourneyManagement?Direct Marketing
Consultancy Jan Carlzen, Scandinavian Airways A qualitative tool
Understand brand experience at each touch point: Customer needs
Customer experienceMoments of truth 3. 3 dimensions of customer
journeymeasurementDirect Marketing ConsultancyBrandCustomer Feel:
Do:Brand promise vs. ExperienceJourneyHow many, what,Brand
experience Mapping Mapping where, when Customer Experience Mapping
Think:Operational experience 4. Direct Marketing
ConsultancyCustomer Journey Mapping 5. What it is Direct Marketing
Consultancy Measures how prospects and customers behave From
acquisition to attrition Movement within and between channels and
at each touch point Retail or FTF Inbound call centre Web Outbound
marketing Product or Service engagement Showing customer numbers
and drop outs Using a common measure 6. How its doneDirect
MarketingConsultancy Staff interviews and workshops Review of key
MI reports: Web analytics Call centre stats Marketing plans and
results Service reports Mystery shopping Time and motion studies 7.
What can it do Direct Marketing Consultancy Illustrate how
prospects and customer interact with a company Identify hot spots
and inefficiencies Quantify the opportunity cost Build a business
case to focus and galvanise effort Make improvements to:
Communications Staff training Process or service design
Organisation culture and alignment 8. A typical mapDirect Marketing
ConsultancyUnderwriting TSCSalesError yK calls455 NTU cK PRM
block67%xK Twice weekly NTU email5%6% 12% Save54% 14% 9%18%2k
Conditions Property, Summary of YourContactPaymentof quote Your
details address &Cover & quote Details Details SalesHuman
Discounts Details4,44410k 2k 2k 222200 5k (Aggregator
999)Recalculate5.2/personUnderwriting PRM block Error
15K5KAggregators Quote s222k 22kNTU cK All numbers have been
changed 9. Case History: Halifax Insurance Direct
MarketingConsultancy Retail, call centre, customer services, web,
outbound marketingchannels 38 quick-wins with potential to generate
15% incremental sales Contact strategy 40% Increasing frequency,
following up Client contacts Cross functional thinking 36% Using
their portfolio of brands more effectively, brand consistency,
productconsistency Better use of technology 24% Fixing broken web
functionality, making online underwriting more flexible,greater use
of email and SMS Plus 15 long term opportunities 10. Direct
MarketingConsultancyCustomer experience mapping CASE STUDIES 11.
Direct MarketingConsultancy 12. Direct MarketingConsultancy 13.
Direct MarketingConsultancy 14. CaptureLive ReportAction W.W.W MD /
BoardRegionalManager14http://reports.csmsurveys.com/login 15.
Direct Marketing
Consultancyhttp://customerservicemeasurement.com/services/analytics
16. Direct Marketing
Consultancyhttp://customerservicemeasurement.com/services/analytics
17. Direct Marketing
Consultancyhttp://customerservicemeasurement.com/services/analytics
18. Direct Marketing
Consultancyhttp://customerservicemeasurement.com/services/analytics
19. Direct Marketing
Consultancyhttp://customerservicemeasurement.com/services/analytics
20. Direct Marketing Consultancy UKUSAIndiaBulgariaHungryExperience
Experience ExperienceExperienceExperience893 5 9Price 17Price 21
Price 5Price 9 Price 9Business Benefits- Real-time measurement =
Quality experience- Cost saving: 12 per call x 93,000 (2010 1.1M)
21. Direct Marketing ConsultancyBrand experience mapping 22. Direct
MarketingConsultancyProcess:5+ Qualinterviews,Map points,Quant
score,id key points,id solutions. 23. Direct
MarketingConsultancyImplementation challenges 24. Direct
MarketingConsultancyChallenges Cross functional alignment Competing
priorities Company culture Dash board to monitor impact Maintaining
commitment over the longer-term 25. A typical large project process
Direct MarketingConsultancy 26. Q&ADirect Marketing Consultancy
Brand Customer Experience Journey Mapping MappingCustomer
Experience Mapping Martin Wright:
[email protected] Oakleigh Wood:
[email protected]
