journey to a customer experience map

Journey to a Customer Experience MapBY JILL HEWITT, CUSTOMER EXPERIENCE DESIGNER

WHITE PAPER

Journey to a Customer Experience Map

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3Page©2015 Catalyst. All rights reserved.

of customers prefer an omnichannel shopping

experience

of consumers use two or more screens at the same time to

access unrelated content

of marketers cite not having a consolidated customer view across

channels as the biggest roadblock to a successful cross-channel experience

Executive summary

Businesses are constantly seeking ways to more accurately predict customer behavior and attitudes. Data models and traditional market research often

overlook a research methodology that can tell you what customers are thinking, feeling and doing at each stage of their relationship with you. This methodology, titled “customer experience mapping,” uncovers customer emotions and attitudes through the entire customer life cycle, resulting in opportunities for more relevant communications, better customer relations, higher retention rates, and increased lifetime value.

By cataloging key customer touch points and talking to customers about their experiences during those key touch points, it’s possible to create a customer experience map that provides a concise picture of what customers are thinking, feeling and doing. The map not only identifies gaps in customers’ experiences, it also delivers an actionable framework to improve them.

IN THIS WHITE PAPER WE WILL EXPLORE:

• What is a customer experience map and how to create one

• How to use a customer experience map to pinpoint gaps in your customers’ experiences

• How to apply your findings to create a competitive advantage

60% of shoppers who excluded an institution from consideration did so because they had a bad experience or heard negative things.

Why does customer experience matter?

Customers interact with your brand across multiple channels. They expect a holistic, integrated experience in and across all of them.

RECENT STUDIES HAVE SHOWN THAT:

Sources: eMarketer “US Time Spent on Mobile to Overtake Desktop” August, 2013 Retail Systems Research (RSR) “Retailing: Omni-Channel Approach Central to Strategies in 2013” August, 2013

While marketers recognize the need to adopt an omnichannel strategy, many are struggling to successfully connect consistently with consumers across all available outlets. Most organizations are structured to focus on individual channels, touchpoints, technologies or features rather than the overall brand. A customer experience map bridges this gap and examines how customers interact with your brand during each stage of the customer life cycle.

Bad customer experiences are shared … and shared … and shared

Years ago, a bad customer experience took a lot longer to permeate the public than it does today. But with social media and ratings and review websites, word gets around a lot quicker. Here’s an actual example from the banking industry:

68%45% 54%


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Good customer experiences make a brand stand out

Good reviews are also shared. These two banks had the confidence to allow reviews directly on their website—good, bad or indifferent.

Your customers’ experiences impact the bottom line

When your customers aren’t happy, they vote with their feet. When they’re happy, they’re more likely to recommend you to others and stay loyal—even become advocates. Either way, it affects your bottom line.

What is a customer experience map?

A customer experience map is a strategic tool for presenting your customer’s point of view. It includes four key components:

I DESERVE VIP TREATMENT. Loyalty programs = special treatment

I LOVE THE PROGRAM; I’LL TELL MY FRIENDS.Brand ambassadors = program referrals

HELP ME UNDERSTAND WHAT I GET.Program features awareness =benefits satisfaction

I WANT TO GET MY MONEY’S WORTH. Showing rewards = enhanced perceived value

MAKE IT ABOUT ME. Personalization = relevant messaging

JourneyLearning and Signing Up Find out about program sign upStages

Planning and Attending MoviesReceive card renewal

Receiving and Redeeming Rewards Approach reward reward expiration

Renewing Membership 90 days before renewal renewal

Letting Membership Lapse Immediately after lapse

Learn about program and benefitsAssess program valueSign up

Receive membership cardAttend movies to begin earning rewards

Learn that a reward is closeEarn rewardUse reward OR reward expires

Learn about renewalConsider renewalRenew membership

Decide not to renewAttend as lapsed member

Doing

ConsiderLearn RenewDecide not to

renewAttend as a lapsed

member

Thinking• Will this program benefit me?• How do I sign up?• Will joining take long?• What? An annual fee?• Is this just another sales pitch?• Can’t I just get to my movie?• Hmm. Why not?

• What’s playing this week?• Which theatre is closest?• Which has the best amenities and concessions?• What are my friends doing tonight?• How close am I to a reward?• Where are the offers and special events?• I have to pay a fee to purchase tickets online? Why?

• How will I use my reward?• Should I use the reward now or save it for a special occasion?• Why did it take so long to earn?• Why aren’t there more rewards?• Is it going to be a pain to redeem?• Rewards expire? Why?

• Did I earn rewards this year?• It’s time to renew already?• I have to pay again?• Will I lose out by renewing early?• What are my other expenses?• Do I have time to renew right now?

• Should I have renewed?• Wouldn’t it be nice if I could still get the concession upgrades?• Why didn’t I get more for being a loyal member?

Feeling

Opportunities

• Let down because the company didn’t recognize my loyalty.• Dissatisfied because there’s a renewal cost.

• Make it easy for movie-goers to understand member benefits at a glance • Let movie-goers see what they are missing out on through in-theatre experience • Encourage members to promote the program

• Make it even easier for crew members to sell & promote the program • Partner with Fandango (and others) to promote the program• Leverage segmentation and personalization to deliver relevant messages to members

• Introduce surprise and delight approach for members based on their value• Optimize life cycle communications to reinforce value of program and drive retention• Identify program modifications

$

GIVE ME MORE. Added features & benefits = greater value

Ongoing non linear

Non linear, but time- based

Linear Process

$

Learn

Attend

Earn

Learn—Consider—Sign up

Learn Use

• Jazzed about earning free items.• Comfortable with my research; I’ll sign up next time.• Interested because I think it could save me money.

• Skeptical; I’ll research the program more.• Annoyed. I just want the crew member to leave me alone.

• Appalled that you are asking me to pay for a loyalty program.

• Excited because I want to see new movies.• Intrigued when I get promotions about movies that I want to see.• Glad that the crew members are so friendly.• Enjoy the modern amenities of the theatre.

• Uninterested in promotions that don’t fit my movie tastes.

• Upset that it’s taking so long to earn a reward.• Unhappy with the high cost of movie-going.

• Thrilled. This saved me some money and now I’m hooked.• Happy that it was fast and easy to redeem my reward.• Glad because I earned the reward quickly.

• Discouraged. I wish I got more of a reward.

• Angry that rewards expire. I earned them; they should never expire.

• Grateful for the notice because I don’t want to miss out.• Happy to renew; it was easy. • Pleased that I can use rewards toward renewal cost.

• A little irritated because I just don’t have time now but will renew at my next visit.• Disappointed that I have to pay again.

• Unappreciated.• Mad because I never received a reward.

• Miss the rewards now that my membership has lapsed.

REWARDS REWARDS

u Guiding principles

w Qualitative research

x Opportunities

v Customer journey

When your customers aren’t happy, they vote with their feet.

Sources:1slideshare.net/RightNow/2011-customer-experience-impact-report 2parature.com/infographic-financialcustserv 3McKinsey 4White House Office of Consumer Affairs 5Forrester, The Business Impact of Customer Experience 6Bain & Company

1% of customers feel that their customer experience expectations are always met1

89% of customers stop doing business with a company after a bad experience1

It costs up to 7x more to acquire new customers than retain current ones4

The average company loses up to

30% of their customers

each year3

86% of customers are willing to pay up to 25% more for a better experience1

The importance of a positive customer experience

The high cost of churn

negative experience takes

12 good experiences to make up for it2

One

Positive business impact

Companies who lower

their customer attrition rates

5%

Raise company profits by

up to

95%6

Increase their value

30%6

Enterprise companies who raise

their customer experience

score by

10%

Realize additionalrevenue of

$1 billion5

Companies who raise their

customer retention rate

10%

u�Guiding principles—these emerge as you begin to understand the journey

v�The customer journey—shows what customers have actually done

w�Qualitative online and offline research—conversations with customers to gain insights about what they are thinking and feeling

x�Opportunities—gaps in the customer experience that can be closed by improved marketing and customer service


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How to develop a customer experience map

H ere are five specific steps to guide you on your way.

1. Inventory all triggers, touchpoints and channels

Begin by listing all of your current customer touchpoints by channel under each customer life cycle stage. This important exercise will show the gaps in your touchpoint inventory, and you’ll immediately be able to see where the opportunities are.

STAGE Sign Up Earn Rewards Redeem Renewal Lapsed

CHANNELS

In Store

• This is the first listing

• Second listing is here

• Listing number three comes next

• A fourth listing goes here

• Number five is another listing














Email












Web













Social Media






Mobile








Mail





• This is the first listing • This is the first listing






Out of Home









TRIGGERS, TOUCHPOINTS AND CHANNELS INVENTORY

Ongoing nonlinear Time-based nonlinear Linear

2. Research

Once you’ve completed your inventory, you are ready to start doing some qualitative research. Of course you can pull comments from social media or ongoing research, but it is also very important to set up direct qualitative research to create your customer experience map.

AS YOU PLAN YOUR RESEARCH, YOU’LL NEED TO:

• Identify customer segments to recruit

• Develop a discussion guide that will encourage people to tell a story about what they are doing, thinking and feeling

• Decide what to pay participants

• Prepare questions that will help you probe for clarification and examples

There are a variety of ways to gather qualitative research from customers. You can observe and interview customers on site, conduct online surveys, run traditional focus groups or use online focus groups.

We recommend using online bulletin boards. Essentially, these are online focus groups. They have several advantages over traditional focus groups:

• Large geographical reach

• Easier for customers to participate

• Participants can remain anonymous

• Moderator can probe for clarification

• Eliminates “group think” and biasing

• Results are immediately available

3. Hold workshops

Customer experience workshops are conducted with your internal stakeholders—the people who can impact the final customer experience. When stakeholders read customers’ comments and feelings firsthand, they develop empathy and are more likely to act on and resolve customer experience problems.

CUSTOMER FEEDBACK:

“ I wish I could have earned more rewards but when I’m just buying for myself the rewards didn’t add up fast enough.”

—Jessica F. (lapsed member)

“ Make us feel special for choosing your store. We pay your paychecks, so we make you feel special.”

— Bill M. (longtime member)

— Linda C. (newbie)

—Linda C. (newbie)

“ … if I knew that I was close to another reward, I’d be more likely to go to the store sooner than I might have otherwise.”

GAPS

Look at the gaps in your touchpoint inventory—are they opportunities?


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Day-to-Day Account Management

Expanding Relationship

Ending Relationship

Consideration Account Opening Onboarding

DURING THE WORKSHOPS, WE:

• Read all the comments customers made on the online bulletin boards

• Create a sticky note for each comment—each color indicates a specific research segment

• Group similar comments into themes: disappointment, frustration, surprise, communications timing, etc.

• Look for emerging patterns

4. Develop an initial model of customer feelings

We focus on feelings to identify highs and lows in the customer experience throughout the life cycle. The three lines in the model below represent optimal, average and poor customer experiences.

Customer experience workshops are conducted with your internal stakeholders.

5. Do a complete analysis of your customer research

This analysis pulls all your research together to show you what your customers are thinking, feeling and doing at each stage of their journey with you. The consolidated research is used to build your customer experience map.

Banking Customer Experience Map

PURCHASE ADVOCATE

CU

STO

MER

JO

URN

EY

Ste

ps

• Identify the need for a new financial account

• Assess financial institutions and account types available

• Choose a financial institution and account type(s)

• Open account(s)

• Receive confirmation and account numbers

• Set up online or mobile banking services

• Set up direct deposit

• Order checks

• Receive ATM/debit/credit card

• Deposit money

• Withdraw money

• Check balances

• Pay bills

• Monitor financial health

• Identify the need for new financial services

• Learn about products or services available

• Add or change account products/services

• Identify the steps necessary to move financial assets

• Close account with financial institution

Do

ing

View mail promotion

View advertisements Call a representative

Call representative

Visit branch

Visit branch Receive materials in the mail

Send direct deposit info

Sign up for online banking

Call a rep

Visit website Apply online

Speak with arepresentative

Fill outapplication

Receive account opening documents


Withdraw money

Pay bills

Receive paperwork to sign

Check rates online

Talk with friendsVisit branchReceive account

opening documentsFax/email signed paperwork to bank

Log in

Download mobile app

Deposit money

Receive statements and alerts

Evaluate financial situation

Learn about new services View cross-sell promotions

Receive account closing paperwork

Add account

Research products/services

Initiate account closing

Transfer money and check balancesTH

INKI

NG

• Who do my friends and family bank with?

• How do I choose the best account for my needs?

• Does the bank offer the services and technology I need?

• How close are the nearest branches and ATMs?

• How do fees and rates compare to other banks?

• How big is the bank’s presence (local, national, international)?

• Does this bank take an interest in my community?

• How helpful and knowledgeable are the bank employees?

• Will the bank help me grow and progress financially?

• Will it be difficult to open a new account?

• Will I qualify for the account(s) that I want?

• What does the fine print mean?

• Will I be able to talk to a real person?

• Will the branch representatives take care of all the paperwork?

Acquisition

• What should I expect when my account is taken over by the bank?

• Will I be able to continue working with my advisor from my old bank?

• What will happen to the employees at my local branch?

• What services and features are offered with my new account(s)?

• Will I be able to understand how to use my account?

• Will I have problems logging in to my account online or on my mobile device?

• Will all of my bank accounts transition smoothly?

• Will I be able to reach someone at the bank easily if I have a question or a problem?

• Is my bank looking out for my best interests?

• Are my banking activities and identity secure?

• Can I easily access my accounts wherever and whenever I need to?

• What are these new features all about (e.g., mobile banking)? Are they useful?

• Will it be easy to add a new account?

• Is there a branch nearby where I can talk to someone about adding an account?

• Are there any benefits to switching the account(s) that I have with the bank?

• Will the bank monitor my account(s) and let me know when I should consider a change?

• Can I trust my current bank?

• Are there banks with better interest rates?

• Can I find a bank that doesn’t charge as many fees?

• Will other banks move faster (e.g., refinancing)?

• Is another bank’s promotion worth switching for?

• How difficult and painful will it be to switch banks?

• Can I find a knowledgeable financial team to work for me?

• Are there any loyalty benefits for sticking with the bank?

• Can I live with the frustrations that I have with my bank’s technology?

FEEL

ING

Po

sitiv

e

Comfortable — I’ve done my research

Happy — the bank does a lot of great things for the local community

Confident — my friends/family have recommended the bank

Excited to open my first account

Respected — branch representatives sat down with me and explained options and services

Convinced — switching will deliver a better experience than my current bank

Happy — the reps are here to help me open an account

Thankful — the bank was willing to lend me money

Special — as if my transaction were the only thing happening in the branch

Acquisition

Welcomed during the takeover

Comfortable — the bank knows what is going on and I can ask for help

Empowered to build our home knowing that the bank was backing us

Informed — the site is very comprehensive and explained all of the benefits that come with the account

Comfortable — bank employees don’t make me feel stupid or behind the times when I ask questions about new technology

Pleased — I have met all of the requirements to receive my promotional offer for opening an account

Lucky — I had a smooth transition to the bank. Others did not

Valued — when I am recognized in the branch

Secure — I am alerted when changes are made to my online account

Comfortable — I can reach someone at the branch or by phone if I have a problem with my account

Relieved and happy — it isn’t a fight to get a problem solved

Confident — my questions will be answered by friendly bank personnel

Pleased — my bank supports my community

Valued — when a teller or other employee suggests an option that will earn more interest or have lower fees

Fortunate — the bank is looking out for my best interests

Respected — the bank doesn’t push accounts/services that I don’t want

Intrigued by higher interest rates for checking accounts at other banks

Interested in cash offers to open an account elsewhere

Ind

iffe

rent

Confused — how do offers differ from bank to bank?

Concerned — will I be taking a step backwards, since the bank doesn’t have a global presence?

Worried — will it be difficult? It’s been a long time since I changed accounts

Pleased — I wasn’t rushed and that the process was not stalled

Glad to have it done — one more thing crossed off my to-do list

Acquisition

Indifferent — I didn’t actually choose the bank

Concerned — will I lose access to my money?

Satisfied — my online issues have been dealt with quickly by phone reps

Anonymous — I’m just a number after all the papers are signed

Acquisition

Confused — I didn’t feel like everything was as clear as it could be

Ignored — no communication from the bank since my accounts were transitioned

Easy to keep my money in the same place it has been since I was a kid

OK — as long as everything is handled correctly

Indifferent — my bank is just a place to make payments; I’m a number

Unimportant — they haven’t taken the opportunity or time to approach me and find out what they can do for me

Unsure about some services like mobile banking and overdraft protection and whether they will benefit me

Anonymous — the promotions I receive are generic

Indifferent — I don’t really feel like I have a relationship with the bank

Lazy — I don’t feel like jumping through all the hoops to switch my account(s)

Unappreciated — no one has contacted me or helped me learn how to maximize my banking relationship

Impatient — our mortgage refinancing is taking forever

Unfulfilled — I need a bank with an international presence

Dis

satis

fied

Distrustful of large banks that are sneaky and rude Impatient — waited a long time in a crowded, smelly waiting area

Insecure — branch personnel were not super knowledgeable

Acquisition

Burdened — I had to figure out how to switch some things on my own

Unappreciated — the bank is cold, impersonal and untrustworthy

Frustrated and annoyed — many missteps and fees along the way

Upset — I can’t transfer funds to a friend immediately, even though he has a the bank account

Acquisition

Unsettled — I didn’t have the tools to access my account

Unimportant — ATM/debit cards and new checks were not reissued when promised

Foolish — I was told that my banking service would be the same and it has not turned out that way

Dissatisfied — I feel disconnected; I’d like a better relationship

Frustrated — I keep getting locked out of my online banking account — especially when the Customer Contact Center is closed!

Irritated — I’ve requested that my email address be changed multiple times and it still hasn’t been done

Annoyed — my online account history displays only 90 days of transactions

Unappreciated — I am not rewarded for my loyalty. Why do new customers get all the perks?

Irked — it’s hard to get in touch with my advisor

Disappointed — the bank has not analyzed my patterns and reviewed changes that could benefit me. I’m left to do this work on my own

Uninformed — I don’t receive information about promotions or products

Annoyed by the constant promotional mailings that I receive from the bank

Impatient — tellers at the bank try to upsell me when I’m in a hurry — I’m there for a specific reason

Angry — my bank made a mistake with my bank account

Vulnerable — I felt like my accounts had been compromised

Embarrassed — a customer service representative made me feel dumb, instead of trying to help

Deceived — the bank’s financial practices don’t seem straightforward, and extra fees keep getting added to my account(s)

Exasperated — when I can’t log in to my online account and the Customer Contact Center is closed

OPP

ORT

UN

ITIE

S • Create personal connections with prospective customers

• Make it easy to understand and differentiate between account options

• Share stories from advocates

• Create flexible and customizable account options

• Make account opening simple and straightforward

• Provide customer support at each step of the process

• Welcome and guide acquired customers through conversion

• Follow up on all new customers with personalized communications

• Identify and honor customer communication preferences

• Provide educational tools

• Assign acquired customers to a bank counselor

• Form a relationship with each customer

• Be available to customers

• Encourage and reward loyalty

• Work for each customer’s financial well-being

• Make it easy to grow the relationship

• Provide customized messaging and promotions online

• Provide prompt, expeditious responses to customer concerns

• Follow up personally on all account errors

• Match competitor offers

Consideration Account Opening Onboarding Day-to-Day Account Management Expanding Relationship Ending Relationship

CONSIDER AND EVALUATE

The path to purchase and beyond

This analysis pulls all your research together to show you what your customers are thinking, feeling and doing at each stage of their journey with you.

Customer experience map in action

Since every business model is unique, we chose an example that anyone can relate to—opening a personal bank account. The typical banking customer life cycle looks like this:

Now, lets take a closer look at what customers are doing, thinking and feeling at the very beginning of the journey—the consideration stage.

When considering opening a personal banking account, the customer is influenced by many touch points, including visiting a branch, advertising and direct mail solicitations. Below is a visual representation of the customer journey at this stage:


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PURCHASE ADVOCATE

CU

STO

MER

JO

URN

EY

Ste

ps




• Open account(s)




• Order checks


• Deposit money

• Withdraw money

• Check balances

• Pay bills







Do

ing

View mail promotion


Call representative

Visit branch




Call a rep



Fill outapplication



Withdraw money

Pay bills


Check rates online



Log in

Download mobile app

Deposit money





Add account



Transfer money and check balances

THIN

KIN

G















Acquisition

























• Can I live with the frustrations that I have with my bank’s technology?FE

ELIN

G

Po

sitiv

eComfortable — I’ve done my research









Acquisition



















Ind

iffe

rent






Acquisition





Acquisition














Dis

satis

fied



Acquisition





Acquisition



















OPP

ORT

UN

ITIE

























PURCHASE ADVOCATE

CU

STO

MER

JO

URN

EY

Ste

ps




• Open account(s)




• Order checks


• Deposit money

• Withdraw money

• Check balances

• Pay bills







Do

ing

View mail promotion


Call representative

Visit branch




Call a rep



Fill outapplication



Withdraw money

Pay bills


Check rates online



Log in

Download mobile app

Deposit money





Add account




THIN

KIN

G















Acquisition


























FEEL

ING

Po

sitiv

e










Acquisition



















Ind

iffe

rent






Acquisition





Acquisition














Dis

satis

fied



Acquisition





Acquisition



















OPP

ORT

UN

ITIE
























Guiding principles

Guiding principles will emerge as you begin to understand the customer journey as a whole. Use your guiding principles as a litmus test for the success of

organizational initiatives now and in the future. Here are a few guiding principles:

“ Know me”—get better connected with your customers, personalize the experience

“ Remember me”—stay connected to customers with more relevant touches through direct mail and email

“ Make me feel special”—proactively optimize customer account and suggest products tailored to them

“Help me succeed”—continue to improve online tools and technology

“ Always be there for me”—be available to customers 24/7, whenever/ wherever/however

OPPORTUNITIES

Gaps can pinpoint opportunities for improvement in each stage of the customer life cycle:

• Which customer segments?

• Which channel or touchpoint?

THINKING

What are customers thinking about when they are considering switching banks?

FEELING

How does a customer feel when interacting with your brand? Are you exceeding, fulfilling or falling short of customers’ expectations? Gaps will be easy to see here.


PURCHASE ADVOCATE

CU

STO

MER

JO

URN

EY

Ste

ps




• Open account(s)




• Order checks


• Deposit money

• Withdraw money

• Check balances

• Pay bills







Do

ing

View mail promotion


Call representative

Visit branch




Call a rep



Fill outapplication



Withdraw money

Pay bills


Check rates online



Log in

Download mobile app

Deposit money





Add account




THIN

KIN

G















Acquisition


























FEEL

ING

Po

sitiv

e










Acquisition



















Ind

iffe

rent






Acquisition





Acquisition














Dis

satis

fied



Acquisition





Acquisition



















OPP

ORT

UN

ITIE























The path to purchase and beyondSAMPLE FINANCIAL SERVICES CUSTOMER EXPERIENC MAP


12Page ©2015 Catalyst. All rights reserved.

ABOUT THE AUTHOR

For more than 15 years, Jill Hewitt has designed, researched and evaluated user interfaces across a variety of platforms, including Web, mobile, public kiosks and hardware devices. Her approach is deeply rooted in user-centered design principles. Jill has extensive knowledge in usability and user needs

research methods, all geared toward understanding customer needs and improving customer experiences. She has improved customer experiences for major Fortune 500 brands, including UPS, NPR, Turner Broadcasting, Dell and Paychex. She is currently a customer experience designer at Catalyst, a marketing agency headquartered in Rochester, New York.

Process summary

Key takeaways

1. A customer experience map tells you what your customers are doing, thinking and feeling at each stage of the customer life cycle

2. The process pinpoints where the opportunities are by channel and touch point within the life cycle

3. Create guiding principles and a road map to improve the overall customer experience

Developing a customer experience map is an excellent first step toward improving your customers’ overall experiences and satisfaction. The research and analysis can be completed fairly quickly, providing you with a road map for the coming year and beyond.

1. Triggers,

touchpoints and channels

inventory

2. Customer research

(online focus groups)

3. Stakeholder workshops

4. Develop

initial model of customer

feelings

5. Build your customer

experience map

Developing a customer experience map is an excellent first step toward improving your customers’ overall experiences and satisfaction.

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journey to a customer experience map

Marketing

customer experience

customer emotions

customer behavior

bad customer experiences

bad experience

better customer relations

consolidated customer

integrated experience