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MAP YOUR CUSTOMER JOURNEY! Stéphane Schneider / Twitter: @leschneid / uk.linkedin.com/in/leschneid

Map your customer journey!

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Page 1: 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

Page 2: Map your customer journey!

WHAT IS THE CUSTOMER JOURNEY?

Page 3: Map your 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.”

Page 4: Map your customer journey!

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

Page 5: Map your customer journey!

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

Page 6: Map your customer journey!

The customer journey is not the operational

flow (what you do to

deliver your products and

services)

Page 7: Map your customer journey!

WHY DOES IT MATTER?

Page 8: Map your customer journey!

89%of companies expect to compete

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

Page 9: Map your customer journey!

WHAT IS THE CUSTOMER JOURNEY MAP?

Page 10: Map your customer journey!

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

experiences.

Page 11: Map your customer journey!

EXPECTED BENEFITS

Better understand our customers

Identify operational inefficiencies

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

Create a differentiated experience (customer experience)

Page 12: Map your customer journey!

TYPE OF JOURNEY MAPPING

Current state

vsTarget state

Timeframeor

Startor

Finish

Customeror

Employeeor

Stakeholder

High-levelvs

Detailed

Page 13: Map your customer journey!

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.

Page 14: Map your customer journey!

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

Page 15: Map your customer journey!

OBJECT IVE

Create a high-level customer journey of a selected customer

Page 16: Map your customer journey!

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

Page 17: Map your customer journey!

KEY STAGES

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

Page 18: Map your customer journey!

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?

Page 19: Map your customer journey!

Discovery Research Purchase Delivery After Sales

Tasks

Questions

Touchpoints

Emotions

Weaknesses

Page 20: Map your customer journey!

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

Page 21: Map your customer journey!

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