journey maps - blog.morethanmetrics.com · organizations know when something is going wrong through...
TRANSCRIPT
The Why & The What
JOURNEY MAPS
AGENDA◊1. WHY USE JOURNEY MAPS◊2. AN EXAMPLE JOURNEY MAP
JOURNEY MAPS© More Than Metrics
WHY?
JOURNEY MAPS© More Than Metrics
Brings Teams and Organizations Together: Journey Mapping can align the different departments or perspectives within a compa-ny or across organizations and create a common focus.
Competitve Advantage: 89% of companies expect to compete mostly on the basis of customer experience by 2016 – vs. 36% four years ago. *Gartner Research, 2015
Increases Revenue: Poor customer experiences result in an estimated $83 Billion loss by US enterprises each year because of defections and abandoned purchases. Forbes, 2013
7 REASONS TO USE JOURNEY MAPS
JOURNEY MAPS© More Than Metrics
Zoom Out: Journey Maps help you get outside of your organization’s perspectiveand look at your organization or product from multiple points of view. You can create a journey map from that of the customer, of your employees or external stakeholders. Regardless of the perspective, taking a moment to Zoon out can help you actually understand the problem you‘re trying to solve.
Understand Why: Organizations know when something is going wrong through metrics, however, they have a hard time figuring out WHY. Journey Mapping helps us get at the why because it highlights moments of opportunity/moments or intervention.
7 REASONS TO USE JOURNEY MAPS
JOURNEY MAPS© More Than Metrics
Customers influence each other: Customer power has grown, as 73% of firms trust recommendations from friends and family, while only 19% trust direct communication.
Forrester report: “Consumer “Ad-itudes” Stay Strong”, 2012
Not only do people expect it but they are willing to pay for it: 86% of consumers will pay more for a better customer experience. RightNow Customer Experience Impact Report, 2011
7 REASONS TO USE JOURNEY MAPS
JOURNEY MAPS© More Than Metrics
JOURNEY MAPSVisualize the experience of a person or a group of people as a sequence of steps.
JOURNEY MAPS© More Than Metrics
5 6 7 8
TESS
1 4
This is just a high-level perspective …
2 3 9
JOURNEY MAPS© More Than Metrics
Each step or touch point can be separated into smaller steps …
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SEND A TEXT
SCANNING INSTAGRAM
OPENS ORDERING APP
UPDATE PROFILE
COFFEE POINTS ON APP
SOFTWARE UPDATE
JOURNEY MAPS© More Than Metrics
The story of Tess and her cup of coffee … A cup of coffee is a product, right?
JOURNEY MAPS© More Than Metrics
Tess wakes up1
1
TESS
JOURNEY MAPS© More Than Metrics
21
She realizes she is out of coffee and milk
2
TESS
JOURNEY MAPS© More Than Metrics
21 3
She decides to go to Café Bean for coffee
3
TESS
JOURNEY MAPS© More Than Metrics
21 3 4
She drives her car to Café Bean
4
TESS
JOURNEY MAPS© More Than Metrics
32 4 5
TESS
Steps inside Café Bean and waits in line
5
JOURNEY MAPS© More Than Metrics
43 5 6
She chats with the owner and tastes a sample of a muffin
6
TESS
JOURNEY MAPS© More Than Metrics
54 6 7
TESS
She places an order on her smart phone
7
JOURNEY MAPS© More Than Metrics
65 7 8
TESS
She arrives to the counter with her cup of coffee and parfait waiting for her
8
JOURNEY MAPS© More Than Metrics
76 8 9
TESS
She sits down and enjoys a cup of coffee
9
JOURNEY MAPS© More Than Metrics
1 42 3
5 6 87
9
JOURNEY MAPS© More Than Metrics
VISUALIZE CUSTOMER EXPERIENCE
JOURNEY MAPS© More Than Metrics