the customer journey mapping workshop (parts 1 & 2)

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Journey Mapping Customer Effort

Chris AlbroZendeskDirector, Account Management

@albrochris

What is Journey Mapping?

Journey Mapping is a tool companies use to help them see what their customers truly experience – the real moments of truth and the ways in which

customers go about achieving their needs.

What is Journey Mapping for Customer Effort?

Journey Mapping for customer effort is a tool to identify where customers are expending too much effort to achieve their needs.

Why Journey Map for Customer Effort?

96% of customers that had high-effort experiences reported being disloyal. Only 9% of customers with

low-effort experiences report being disloyal.

Only 1 percent of all customers with low-effort experiences said they’d spread negative word of mouth about the company, compared with a

staggering 81 percent of customers with high-effort experiences who said they’d do the same.

Dixon, Matthew; Toman, Nick; DeLisi, Rick (2013-09-12). The Effortless Experience: Conquering the New Battleground for Customer Loyalty (p. 22 & 150). Penguin Group US. Kindle Edition.

OK great. Where do we start?

Well, with a customer journey, of course.

Customer Effort Score v2.0

Question and answer more universally understood in testing

Wording and layout allows for more natural inclusion in other surveys

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Find anomalies in scoring distribution

Anomalies come in two forms:• A distribution that is

significantly better or worse than the industry

• Specific interactions that fall outside of a normalized distribution

Scoring Best Practices

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Channel specific evaluation tool

Asks a series of diagnostic questions about the experience in that channel

Good for evaluating channels without the context of customer journeys

Customer Effort Audit

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5

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5Customer asked

to log in to website to enter

chat ??

5

Customer asked to log in to

website to enter chat

??

Top Drivers of Disloyalty

4 out of 5 of these are related to ‘effort’• More than one contact• Repeating information• Perceived effort• Being transferred

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Customer asked to log in to

website to enter chat

??

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Customer asked to log in to

website to enter chat

??

Enable agents to solve low-risk tickets in social channel

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Customer asked to log in to

website to enter chat

??

Enable agents to

solve low-risk tickets in

social channel

The 4 Pillars

Low effort companies minimize channel

switching

Low effort companies

maximize next issue avoidance

Low effort companies equip

agents to engineer

experiences

Low effort companies empower

employees

The Math of Loyalty

More customers, more time

More revenue per customer

Improve Customer Retention

Increase Lifetime Value

The Math of Loyalty

Increase customer lifetime value

500,000

$1,250,000

# of customers

5%

% impacted

$500

current ltv

10%

% improvement( )xx x) (

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