Transcript

© 2016 Service Excellence Partners

Eight Steps to Mapping Your Customer Journey

Colorado Customer Success Meetup

March 2016

© 2016 Service Excellence Partners

Ed Powers High Technology • 12 years at Hewlett-Packard (sales, marketing, operations) • Co-founded an ASP software start-up in services procurement • Ran IT and operations at five early stage companies High Service • 10 years in luxury travel at 3 start-ups • VP/SVP/COO (led onboarding, services, renewals, referrals) High Performance • Consulting 20 years in Lean Six Sigma, Baldrige, Strategic Management

Systems, Customer Experience and Customer Success • Delivered 96% annual retention, 40% of new sales from referrals, and 32%

lower competitive cost at a $42M membership-based company

© 2016 Service Excellence Partners

Service Excellence Partners www.se-partners.com

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What is the Customer Journey?

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© 2016 Service Excellence Partners

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VP Cross-functional Team Key Business Process

Examples: • New Product Introduction • Order Fulfillment • Customer Experience Read more in my blog post

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Journey Mapping’s True Purpose

Create a common:

• understanding

• vision

• commitment

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Keys to Improvement Success

1. Incorporate change management

2. Lead a good process

3. Execute!

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8 Steps for Better Journey Mapping

1. Form the Right Team

2. Segment and Define Personas

3. Define Experience Phases

4. Analyze Effective and Affective Needs

5. Map Business Processes

6. Refine Controls, Measures, UX

7. Analyze and Prioritize Gaps

8. Execute Improvements

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1. Form the Right Team

Who should be on it?

• Multiple functions

• Deep, firsthand knowledge

• Influential

• 7-9 participants

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2. Segment and Define Personas

Segments:

Customers grouped by common needs

Personas:

Representative, fictional users, influencers or economic buyers

View my webinar

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3. Define Experience Phases

• Observe

• “Mystery shop”

• Hypothesize and verify:

Recognize Investigate Decide Purchase Implement Learn Use/Renew Terminate

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True or False?

People make buying decisions based on product and business value.

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Loyalty Research

Product

Relationship

Market

Trust Moderates Loyalty Adapted from: Ruyter, K., Moorman, L., Lemmink, J. (2001)

Affective Commitment

Calculative Commitment

TRUST Loyalty

High

Low

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Trust is Learned

High

Low

Interactions Source: Chang, L., Doll, B., van’t Wout, M., Frank, M., Sanfey, A. (2010) Seeing is believing: trustworthiness as a dynamic belief. Cognitive Psychology 61 (2010) 87–105

Read more in my white paper

Initial Trust

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4. Analyze Effective and Affective Needs Recognize Investigate Decide Purchase Implement Learn Use/Renew Terminate

Effective Needs

• a • b • c

• a • b • c

• a • b • c

• a • b • c

• a • b • c

• a • b • c

• a • b • c

• a • b • c

Affective Needs • S • C • A • R • F

• S • C • A • R • F

• S • C • A • R • F

• S • C • A • R • F

• S • C • A • R • F

• S • C • A • R • F

• S • C • A • R • F

• S • C • A • R • F

STATUS CERTAINTY AUTONOMY RELATEDNESS FAIRNESS

Source: Rock, D. (2012) “SCARF: a brain-based model for collaborating with and influencing others.” Neuroleadership Journal

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5. Map Business Processes

• Brainstorm

• Affinity

• Consolidate

• Flow

• Assign Owners

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6. Refine Controls, Measures, UX

Control Document

Trigger

Metric

Read more in my blog post

UX

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7. Analyze and Prioritize Gaps

“Is” “Should” Improvement

Gaps

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Multi-Voting

• N/3 votes/person

• Choose most important

• Tally 1 vote per item

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8. Execute Improvements

Read more in my blog post

DO THIS!! 1. Set a 2-hour,

weekly recurring meeting

2. If necessary, reschedule WITHIN the week

3. Stick to it!

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Mindful Customer Experience Design

Recognize Investigate Decide Purchase

Customer Journey

Implement Learn Use/Renew Terminate

Business Process/UX

Effective and Affective Needs

View my services

© 2016 Service Excellence Partners


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