customer journey mapping introduction en
DESCRIPTION
Learn how customer journey’s can be applied to drive business performance improvementTRANSCRIPT
Customer Journey MappingTurning Thought Into Action
© EarlyBridge 28-11-2010
The ambition
2
Companies want to create long-term, loyal customer relationships. Delivering the right customer experience is more important than ever because
every contact with customers, independent of the channel or medium, can be a moment-of-truth for customers. By developing and delivering the right
customer experiences, companies can make conscious choices in both the functional and emotional aspects of how they want to treat their
customers. Customer Journey Mapping is a methodology that helps organisations to design and develop the right customer experiences to drive
brand loyalty and deliver the desired business performance.
© EarlyBridge
Customer Experience Management: our vision
Effective customer experience management helps organisations create and manage the desired customer experience for their customers. It supports
companies in engaging customers in a personal and relevant way through their product offering, their customer processes and their channel mix – and
aligning these elements with the customer needs. By looking through the eyes of their customers, companies can make informed choices about how
they want to meet customer expectations – and when and where they choose to provide added-value to customers in order to bring their brand to
life. We work with our clients to design and improve their strategy, organisation and processes in order to deliver the right customer experiences to
achieve their business objectives.
A company builds their brand in two ways: by investing top-down in
marketing and communication to actively tell customers who they are
and what they stand for. And bottom-up by actively delivering on the
brand in their one-to-one contacts with their customers.
The starting point for everything that EarlyBridge does is that effective
customer contact is possible only when the processes and the
organizational behavior reinforce the marketing strategy and brand
values of the company. It is crucial that the customer experience
delivered by a company seamlessly aligns with the brand, and delivers on
the brand promise in each and every customer interaction. The
customer experience doesn’t have to be the best customer experience
– it has to be the right one. One that meets customer expectations and
connects with customers in a relevant way based on their needs.
We help companies build their customer experience landscape by
building insights into their customers and their customers’ needs. Using
Customer Journey Mapping, we design the desired customer experience
across channels using the 5 building blocks of our Customer
Engagement Model, ensuring that the experience design considers the
brand and the different types of customers to create the right customer
experiences.
Strategy
&
Brand experience
Kanaal
&
Proces
People
& Organisation
28-11-2010 3
© EarlyBridge
Analyse the customer
journey’s of your
competitors or best-in-class companies
Develop new customer journey’s
Improve existing
customer journey’s
Activate a new strategy by translating it
into multi-channel journey’s
Design new product introductions
integrating marketing and service
activities
Develop more effective campaigns and
CRM activities
Integrate new channels into the channel
mix from the customer perspective
Translate brand values into customer
interactions
Identify strengths and weaknesses in
marketing positioning compared to
competition
Find ways to differentiate from
competition and become best-in-class
Renew and reinvigorate existing
strategies to drive results
Gain insights into missed opportunities
and discover new ‘claims’ to entice
customers
Uncover and act on opportunities to
improve customer satisfaction, NPS or
Customer Effort Score
Identify and resolve gaps and problems in
the current customer experience
Redesign and improve existing processes
Gather voice-of-the-customer feedback
and pinpoint real customer needs
Eliminate negative effects within
customer contact and channels on brand
and reputation
Customer Journeys have multiple uses for driving marketing, sales and service performance
Customer Journey’s can be used in different ways
28-11-2010 4© EarlyBridge
© EarlyBridge 28-11-2010
Customer Journey’s and the organisation
Designing and developing Customer Journey’s is a collective activity within an organisation, involving Marketing, Products, Service, Support and
Channels departments. They form a multi-disciplinary team from different corners of the organisation to work together with us to design the
customer journey’s that deliver the right customer experience. We provide the process and the discipline of our approach and combine our
expertise in customer experience management with the strengths and insights of the internal organisation to get the best results.
5© EarlyBridge
Identify and
prioritize
business
requirements
Build
Customer
Journey’s
Implement pilots
to realize the
desired customer
experience
Create and develop
persona’s
Inputs and
starting points
Brand values
Customer
insights
Organisational
insights
Functional
customer
experience
Time
Quick service via retailshop
Shop assistent weigert de klantenservice namens de klant te bellen; klant gevraagd zelf te bellen
Shop assistent spreekt voicemail in dat issue is opgelost
Problemen met installatie; FAQs helpen niet
Websupport paginas bieden geen oplossing
Eerste contactcenter agent onbeleefd; luistert niet
2nd contactcenter agent luistert; lost probleem op
NPS
Awareness via ATL campagnes
Te complex om te kopen online
Shopping experience
Issues met contract met snelle service
Emotional
customer
experience
6. Joint campaigns
with local retailers
5. Phone follow-
up for info
requests
4. CRM
awareness
campaign to Philips
personnel
1. Pre-launch registration for
“keep me posted” emails.
2. CRM awareness
campaign to
existing consumers
in the database
3. Invitation to
attend local
viewing events
7. Cross-sell email
to relevant
consumers (gold
cables, audio
components, etc.)
8. Post-purchase
service check
(Philips Online
Store)
9. Post-repair
service check
10. Proactive tips
and tricks
Pre-Purchase Experience
Purchase Experience
Post-Purchase Experience
Analysis Phase Design Phase Planning PhaseImplementation
Phase
© EarlyBridge 28-11-2010
Using Customer Journey Mapping to refine an existing product or service offering
During the Analysis Phase, we make transparent how customers experience the existing end-to-end process for the chosen product or service. This
analysis follows the customer through the organisation and illustrates their customer journey across a range of needs. Insights can be gathered using
different methodologies, such as indepth interviews with customers, insights-gathering with employee focus groups, analysis of existing channel traffic
or external customer research.
During the Design Phase, a series of ‘I-questions’ are chosen as the backbone of the exercise. The customer journey’s are mapped from the
perspective of different customer types using the persona’s and the team is challenged to make their brand values shine through for the customer in
the choices that they make in how the want to meet customer expectations and when, where and how they want to provide added value.
In the Planning Phase, the group creates a roadmap and makes choices in what actions have the highest priorities, moving immediately into the
Implementation Phase to improve the existing product or service offering.
6
I want to get
more enjoyment
out of my
product
I want to
subscribe
I have a
problem
I want advice
about how I can
change
providers
I want more
information
about
subscribing
I want help with
installation
Outside-in (customer perspective) and I-questions
“I want help with
installation”
“I want to buy a
subscription”
2 3
“I want information”
1
© EarlyBridgeIllustration
© EarlyBridge
Customer Journey Mapping in practice
From product focus to consumer focus…
...in order to differentiate from the competition and drive Net Promoter Score
728-11-2010© EarlyBridge
Integrate service design
with product marketing
Define multi-channel
consumer experience
Align communication and
processes
© EarlyBridge
Customer Journey Mapping in practice
From ‘one-size-fits-all’ to personalized customer processes…
...in order to create more customer-focused processes and bring the brand values to life in customer contact
828-11-2010© EarlyBridge
Identify customer groups
and needs
Align customer processes
to needs
Improve communication
and branding
© EarlyBridge
Customer Journey Mapping in practice
Strategy translated into practice…
...in order to become more customer-focused across the range of distribution channels
928-11-2010© EarlyBridge
Recognize differences in
customer groups
Align processes with
customer needs
Improve communication
and customer contact
© EarlyBridge
Customer-centric thinking for product marketing…
...in order to appeal to a broader range of customer groups and improve relevancy in communication
Customer Journey Mapping in practice
1028-11-2010© EarlyBridge
Identify customer groups
and needs
Identify opportunities for
expanding reach
Improve customer
communication
© EarlyBridge 28-11-2010© EarlyBridge
What we do
11
Customer Experience Management
Strategy and Roadmap
Customer Journey Mapping
Multi-channel customer strategy
Experience Based Training
Customer-focused CRM and
Customer Base Management
Consultancy
Proof-of-concepts & Pilots
Change management &
Implementation
Workshops & Training
Insights, Opportunities &
ImprovementsStrategy & Vision
Consultancy &
Implementation
Customer Experience Scan
Multi-Channel Maturity Scan
Sales Performance Scan
Service Performance Scan
© EarlyBridge
Why EarlyBridge?
EarlyBridge specializes in customer experience and one-to-one
customer contact. We believe that delivering the right
customer experience is the key to successful company
performance.
We know that the only way to bring brand values to life for
customers is to deliver a branded customer experience in each
and every customer interaction – regardless of channel.
EarlyBridge is the winner of the G-CEM Customer Strategy
Award 2008, alongside a runner-up position in the Gartner
CRM Excellence Awards 2008 and a Gold Award in the
National Contact Center Awards in 2005.
28-11-2010© EarlyBridge
Finalist Gartner CRM Excellence Award
EMEA, Runner-Up
Winnaar GCEM Customer Strategy Award
2008 – Europe Region
Winnaar Nationale Contact Center Award
2005
28-11-2010 13
