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TRANSCRIPT
Confidential and Proprietary
Presented by:
Peter Haid, Managing Director,
Touchpoint Dashboard
Kate Kompelien, Associate Director, CX Research
Best Buy
Digital Customer Experience Strategies
September 13th, 2016
Visualization is nice.
Enterprise action is critical.
From Journey Mapping
To Journey
ManagementFeaturing
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TOUCHPOINT DASHBOARD EXISTS BECAUSE…
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Scenario B
► You are thinking:» That was amazing! What incredible initiatives we started
right then and there.
» I’m thankful that IT saw the ROI for the back office changes.
» Did you see the CEO’s face? Priceless!
» Which stakeholder do I present to next?
» What should I map next?
» I’m ready for next week’s core team meeting!
► You are feeling:» Accomplished
» Valuable
► You are doing:» Managing all initiatives from the workshop
» Collaborating real-time on the journey map with the same team from the workshop
» Sharing/validating the content-rich customer story to internal/external stakeholders.
Scenario A
► You are thinking:» That was amazing! What incredible insights we got from the
map.
» How can I bottle the energy from that session?
» What do I do with all these sticky notes?
» When will the consultants we hired get us the “pretty visual” we paid them for?
» How do I track all the next steps? Or fund them?
► You are feeling:» Hopeful
» Anxious
► You are doing:» Taping the map to walls
» Snapping pictures of the map with your phone
» Trying to re-engage stakeholders
» Looking for a way to share the story
IT’S BEEN FOUR WEEKS SINCE YOUR JOURNEY MAPPING WORKSHOP…
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CX PROS ARE GETTING REALLY EMOTIONAL ABOUT JOURNEY MAPPING!
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THE EMOTIONS ARE HIGH DUE TO THE MISSING ELEMENT: JOURNEY MANAGEMENT
Journey Mapping
Journey Management
ExistingSolutions
Sticky Notes on Walls
In Person Workshops
Con$ultant$Microsoft Excel Microsoft
PowerPoint
Microsoft SharePoint /
Project
… Meh ? ...
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TPD SOLVES FOR CUSTOMER JOURNEY VISUALIZATION THRU ENTERPRISE ACTION
Our journey mapping community is thriving
F500 brands are using TPD to evolve from journey maps into journey management.
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PLEASE PAUSE FOR A MOMENT OF SILENCE AS WE SAY GOODBYE TO THE HARD WAY
RIP Paper MapsWe will always remember when…
► Mapping was just on walls
► We believed mapping was too complex!
► We didn’t use templates
► We couldn’t capture VOC into our maps
► Our maps died off but the tape never did
► We didn’t have a way to track initiatives by touchpoint?
► Nobody could understand the true emotion of the customer journey
► We kept 3M in business
► We dug around post it note mud looking for gold
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BUILD FROM TEMPLATES FOR YOUR ENTERPRISE
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BRING THE CONVERSATION TO THE MAP
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SEEK VALIDATION AND PERFORMANCE FROM CUSTOMERS
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KNOW THE MOMENTS THAT MATTER
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TAKE THE JOURNEY ON THE VIRTUAL ROAD
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DON’T LEAVE THE WORKSHOP WITHOUT ASSIGNING INITIATIVES AND TASKS
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MANAGE THE ENTERPRISE ACTION & REPORT TO ALL LEVELS
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PROBLEM STATEMENT
BEST BUY INTRO
► Lack of organizational alignment slows omni-channel
progress.
► Traditional strategy sessions often focus too much on
what we can do today and what is best for the business,
not necessarily our customers, using metrics such as
total sales, sales growth or gross margin KPI’s.
► We often miss entirely the problems we have created
for our shoppers and how to solve for them.
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JOURNEY MAPPING
► Aligns key stakeholders to the current state of our
customers shopping experience and allows a
cross functional team to understand pain points
and emotions we need to solve for our shoppers.
► This sets us up to brainstorm unique and ownable
ways to deliver differentiated and meaningful
experiences to our shoppers across channels and
the end to end shopping process.
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Cross Functional Team
A group of 20 cross disciplined team
members at Best Buy spent a day creating a
view of our brand target customers
shopping for Connected Home products.
Ahead of creating the map, the team
reviewed all available data we had on our
customer’s shopping behavior, the category,
known need states, pain points and
emotional triggers.
MAP OVERVIEW
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OUTPUT
IDEATION
A smaller group ideated around how
mobile apps could solve for our pain
points.
CO-CREATION
We next ran a workshop with our
target customers to build on these
ideas. Prioritized ideas were used to
visualize how future state of shopping
would look like at Best Buy.
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Maps can be used in multiple ways
MAP USAGE
1 Input into Future State Vision
2 Used to ask for funding
3 Used with category or strategy lens on how to solve identified problems
4 Re-Use Maps as a starting point for new categories or new mindsets
5 To Educate other stakeholders or dependencies to get buy-in
6 To identify gaps in knowledge and recommend additional research needs
7 To identify where to Market that provides the best and most timely experiences
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OPEN DISCUSSION
Questions?
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WE ARE IN THE BUSINESS OF CHANGING CX MOODS – WILL YOU JOIN US?
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THANK YOU
Peter HaidManaging Director, Touchpoint Dashboard
[email protected] @PeterHaid
Kate KompelienAssociate Director, Customer Experience Research
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