introduction to customer journey mapping (2017)

PowerPoint Presentation

THE CUSTOMER EXPERIENCE ECO SYSTEM

4 part series

By CHANTEL BOTHA | [email protected] | FEB 2017

RATIONAL

EMOTIONALSENSORYCUSTOMER Experience IS


It comprises of three aspects:

RationalEmotional and Sensory2

RATIONAL

EMOTIONALSENSORYDid I achieve my goal?Was it good value?

CUSTOMER Experience IS


Rational looks at the aspects, like did the client achieve their goal. Was it good value.

3

RATIONAL

EMOTIONALSENSORYDid it make me feel goodDid I feel good about myself?Do I have a good story to tell?



Emotional includes whether it made the client feel good about themselves. Did they have a good story to tell after the interaction with our brand.4

RATIONAL

EMOTIONALSENSORYSee Hear Taste Smell Feel



Sensory includes the aspects of sight, hearing, taste, smell and feel.

Lets look at the next video for a quick definition.

5


YOU CANNOT, NOT, HAVE AN EXPERIENCE.LOU CARBONE


Lou Carbone says, You cannot, not have an experience. It is more about how haphazard or well managed the experience is.7

THE CUSTOMER EXPERIENCE ECO-SYSTEM

By CHANTEL BOTHA | [email protected] | NOV 2016


1.THE WORLD OFTHE CUSTOMER


2.HOW TO DESIGNFOR THE CUSTOMER


3.CROSS CHANNELEXPERIENCE PORTABILITY


4.THE EMPLOYEE ANDTHEIR EXPERIENCE


Story with actors and stagesThe story is seen from the perspective of the customerThe story focuses on facts but also emotions and empathyWHAT IS A CUSTOMER JOURNEY MAP?


CUSTOMER JOURNEY MAPOnce upon a time What happens next? Why? What happened before? What emotions are the customer feeling? What is the time lapse? What does the customer see, think, experience?

I am excited aboutThey really made me feel confidentI was anxiousI disengage


TYPES OF MAPSAS IS MapService Blueprints

Brand new product/businessAspirational


WAYS OF JOURNEY MAPPINGMap with customersDraw the storyMap with multi-disciplinary internal teamBuild the story




THE BENEFITS OF JOURNEY MAPPING

Oh is that how it works? - AlignmentThat is not how it works - Constructive debateSurely that is not right Corrective designWhy do we do that? Critical EvaluationWhat about that empty space Eliminate white space

We should . Innovation






HOW TO IMPROVE JOURNEYS


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Smooth out the emotionsUpstream solutions earlier in the journeyEarly investment in relationship strong startStretch outside your solution space (prolong greatness)Strong endSmooth transitions


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Remove skips, jumps and white spaceAmplify positive peaksRe-order momentsRe-imagine the journey

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QUESTIONS


introduction to customer journey mapping (2017)

Leadership & Management