Eight steps to mapping your customer journey

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  1. 1. 2016 Service Excellence Partners Eight Steps to Mapping Your Customer Journey Colorado Customer Success Meetup March 2016
  2. 2. 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
  3. 3. 2016 Service Excellence Partners Service Excellence Partners www.se-partners.com
  4. 4. 2016 Service Excellence Partners What is the Customer Journey?
  5. 5. 2016 Service Excellence Partners
  6. 6. 2016 Service Excellence Partners
  7. 7. 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
  8. 8. 2016 Service Excellence Partners
  9. 9. 2016 Service Excellence Partners Journey Mappings True Purpose Create a common: understanding vision commitment
  10. 10. 2016 Service Excellence Partners Keys to Improvement Success 1. Incorporate change management 2. Lead a good process 3. Execute!
  11. 11. 2016 Service Excellence Partners 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
  12. 12. 2016 Service Excellence Partners 1. Form the Right Team Who should be on it? Multiple functions Deep, firsthand knowledge Influential 7-9 participants
  13. 13. 2016 Service Excellence Partners 2. Segment and Define Personas Segments: Customers grouped by common needs Personas: Representative, fictional users, influencers or economic buyers View my webinar
  14. 14. 2016 Service Excellence Partners 3. Define Experience Phases Observe Mystery shop Hypothesize and verify: Recognize Investigate Decide Purchase Implement Learn Use/Renew Terminate
  15. 15. 2016 Service Excellence Partners True or False? People make buying decisions based on product and business value.
  16. 16. 2016 Service Excellence Partners 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
  17. 17. 2016 Service Excellence Partners Trust is Learned High Low Interactions Source: Chang, L., Doll, B., vant Wout, M., Frank, M., Sanfey, A. (2010) Seeing is believing: trustworthiness as a dynamic belief. Cognitive Psychology 61 (2010) 87105 Read more in my white paper Initial Trust
  18. 18. 2016 Service Excellence Partners 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 FAIRNESSSource: Rock, D. (2012) SCARF: a brain-based model for collaborating with and influencing others. Neuroleadership Journal
  19. 19. 2016 Service Excellence Partners 5. Map Business Processes Brainstorm Affinity Consolidate Flow Assign Owners
  20. 20. 2016 Service Excellence Partners 6. Refine Controls, Measures, UX Control Document Trigger Metric Read more in my blog post UX
  21. 21. 2016 Service Excellence Partners 7. Analyze and Prioritize Gaps Is Should Improvement Gaps
  22. 22. 2016 Service Excellence Partners Multi-Voting N/3 votes/person Choose most important Tally 1 vote per item
  23. 23. 2016 Service Excellence Partners 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!
  24. 24. 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
  25. 25. 2016 Service Excellence Partners