Download - Eight steps to mapping your customer journey
© 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
© 2016 Service Excellence Partners
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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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!
© 2016 Service Excellence Partners
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