customer journey mapping - peter
DESCRIPTION
Peter Martin's excellent theoretical description of Customer Journey MappingTRANSCRIPT
Customer journey mapping
Jury’s Inn29 April 2010
Garag
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Why bother?
Maximise customer satisfactionReduce effortOptimise marketing spendMinimise wasteDeliver the best possible customer experience for the
least costPerpetuate good practice and eradicate bad practice
Why bother? – 2
Because interesting things happen…
End result
Happy customer:– Buys more– Costs less• To acquire• To keep• To satisfy
– Buys more often– Your best promotional medium
How to get there
Understand:– what the customer wants – at every stage– how they’d find out about it– where they’d go for more information– how they want to buy it– how they want it delivered– how much support they need– when– where– over what time scale
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Understanding how customers want to transact, how many convert from each stage to the next, via which media and at what cost will give you your marketing ROI, the value of each customer at every stage and justify everything you spend.
Routes to market
Routes to market map
Importance of Process
Every customer goes through a process on every transaction
Different customer segments will want difference experiences of the process, depending on:– likes and dislikes– personal characteristics– buying context– level of experience
So the process may need to be different for different segments
Moments of truth
Understand all the touch points - not too many or too fewPlan them in minute detailPlan for things going wrong
How to do it
Divide the journey into stagesDefine what the customer needs at the end of each
stage, and how long it should take
How to do it
Divide the journey into stagesDefine what the customer needs at the end of each
stage, and how long it should takeDefine who is involved - departments, channels,
individuals
How to do it
Divide the journey into stagesDefine what the customer needs at the end of each
stage, and how long it should takeDefine who is involved - departments, channels,
individuals, etcPlan the journey, using the routes that the customer (by
segment) wants to use
How to do it
Divide the journey into stagesDefine what the customer needs at the end of each stage, and
how long it should takeDefine who is involved - departments, channels, individuals, etcPlan the journey, using the routes that the customer (by
segment) wants to usePlan the activities necessary to provide the customer with what
he wants, when he wants it, where he wants it:– What messages through which media at which stages– Who does what and when
How to do it
Divide the journey into stagesDefine what the customer needs at the end of each stage, and how
long it should takeDefine who is involved - departments, channels, individuals, etcPlan the journey, using the routes that the customer (by segment)
wants to usePlan the activities necessary to provide the customer with what he
wants, when he wants it, where he wants it:– What messages through which media at which stages– Who does what and when
Plan for things going wrong – assess where fail points are and how to correct them
How to do it
Divide the journey into stagesDefine what the customer needs at the end of each stage, and how long it
should takeDefine who is involved - departments, channels, individuals, etcPlan the journey, using the routes that the customer (by segment) wants to
usePlan the activities necessary to provide the customer with what he wants,
when he wants it, where he wants it:– What messages through which media at which stages– Who does what and when
Plan for things going wrong – assess where fail points are and how to correct them
Assess cost and time required for each activity
How to do it
Divide the journey into stagesDefine what the customer needs at the end of each stage, and how long it should takeDefine who is involved - departments, channels, individuals, etcPlan the journey, using the routes that the customer (by segment) wants to usePlan the activities necessary to provide the customer with what he wants, when he
wants it, where he wants it:– What messages through which media at which stages– Who does what and when
Plan for things going wrong – assess where fail points are and how to correct themAssess cost and time required for each activityMeasure effectiveness and customer satisfaction at each stage
“Interesting things”
Delivery improvesOpportunities and new ideas are spottedConsensus buildingMoney is savedCustomers are happierDelivery is consistentMeasurement processes can be built inDelivery can be simplified and shortened
Benefits
Costs fully understoodWasteful processes can be avoidedService elements become scalableStaff training easierRole definition easier
