© TribeCX Ltd 2017
Introduction to Customer Experience:
Customer Journey Mapping and Best Practices
QuestionPro, TribeCX LtdAugust 2017
Vivek Bhaskaran, CEO David Hicks, CEO
Speakers
QuestionPro Customer Experience intelligence software to build better customer relationships with people who are your customers to grow customer lifetime value
TribeCX Founders: Globally recognized leading CX Practitioners
Best practice CX calibration & capability development
CX toolkit & remote support
Practitioner led: outcome focused
Calibrate your CX @ www.TribeCX.com
TribeCX: Brief Intro
Agenda: Practical advice to get into action
• Definition of Customer Experience
• Customer Mapping
• Customer Metrics
• Benchmarking
• Next Steps
Customer experience is “a blend of a company’s rational performance and the emotions
evoked in all the interactions with the customer, across all touch points”
Overview: Customer Experience - Definition
Consistently great experiences don’t happen by chance.
They are the outcome of deliberately designed customer journeys.
The challenge is to get the entire business aligned behind a purposely designed experience that is persistently and consistently delivered
Customer Experience - Definition
“People will forget what you said, people will forget what you did, but people will never forget how you made them feel”.
- Maya Angelou
Design for emotions
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Purposefully designed end-to-end CX drives improvements in:
• Business Efficiency• Customer Effectiveness
Customer Experience Leaders Outperform
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Customer ExperienceLaggards -38.7%
S&P 500 Index 16.2%
Customer Experience Leaders 45.1%
Customer Experience Laggards-38.7%
Watermark defines Customer Experience Leaders and Laggards as the top ten and bottom ten rated public companies in Forrester Research 2007 – 2016 Customer Experience Index studies. Comparison is based on performance of equally – weighted, annually adjusted stock portfolios of Customer Experience Leaders and Laggards relative to the S&P 500 index.
Fix
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tyTactical actions are not enough: It ALL needs to work
Functionally driven tactical
Experience improvements
will only get you a limited way
Concerted cross business effort to
purposefully design Experience and
align the organization to deliver it
Optimise
Develop core CX capabilities
Source: Bain & Forrester 2016
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Most organizations have a long way to go
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Just start…it’s a journey!
Strategy/Vision
Tactics/Design
Ethos/Culture
Learning/Feedback
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The CX approaches used by successful companies:
Metrics
Mapping
Benchmarking
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The Emirates Journey
Just start…it’s a journey!
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© TribeCX Ltd 2017
Customer Experience is now a Competence -not a Function
Customer Experience is now in our DNA
A Perfect Product
Delivered by Caring People
In a Timely Fashion
Supported by Effective Problem Resolution Processes
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© TribeCX Ltd 2017
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© TribeCX Ltd 2017
Staying in front:
Co-creation Differentiation Premium Pricing
21© TribeCX Ltd 2017
Like to read more …?
REPRINTH03D2OPUBLISHED ON HBR.ORG DECEMBER 28, 2016
ARTICLECUSTOMERS
The Most Common Reasons Customer Experience Programs Fail byRyanSmithandLukeWilliams
Join TribeCX Linked in group
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The CX approaches used by successful companies:
Metrics
Mapping
Benchmarking
© TribeCX Ltd 2016© TribeCX Ltd 2017
© TribeCX Ltd 2017
Use Mapping to Diagnose E2E Journey
Customer Journey Mapping: How to do it?
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Client Services
MOT
Pain Point
Both
Review all current Customer Metrics to ensure they alignwith key areas for customers
Customer Journey Mapping: Best Practices
Source: Mulberry Consulting 2014
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Customer Journey
Time Values
RecognitionValues
ComfortValues
Confidence Values
Safety Values
Freedom/ ControlValues
Tension
Frustration
Makers
Breakers
Post Flight
The Customer
Experience
Travel toDestination
Disembark
Pass throughSecurity
Pass throughSecurity
© TribeCX Ltd 2017
© TribeCX Ltd 2017
Customer Journey Mapping: Best Practice
© TribeCX Ltd 2017
Customer Journey Mapping: Best Practice
Want to learn more?
Just starting, already underway, or expert?
Join our global vibrant community on LinkedIn to learn more
© TribeCX Ltd 2017
Check out www.TribeCX.com
We can help:
Best practice CX calibration & capability development
CX toolkit & remote support
Practitioner led : outcome focused
Calibrate your CX @ www.TribeCX.com
Questions?
David Hicks
Tel: +1 347 227 5182
www.tribecx.com@TribeCX
London Office HQSuite 1307, 601 International House,
223 Regent Street, London, W1B 2QD, EnglandT: +44 7940 344924
Dubai OfficeSuite 313, Building 10, Dubai
Media City, Dubai, UAET: +971 4 390 1997
New York OfficeSuite 14D, 171 East 84th StNew York, NY 10028 USA
T: +1 347 227 5182
Vivek Bhaskaran
www.questionpro.com@QuestionPro
