map your customer journey!
TRANSCRIPT
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MAP YOUR CUSTOME
R JOURNEY!
S t é p h a n e S c h n e i d e r / Tw i t t e r : @ l e s c h n e i d / u k . l i n k e d i n . c o m / i n / l e s c h n e i d
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WHAT IS THE CUSTOMER JOURNEY?
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“The customer journey is a map of what happens to your customer from when they become aware of your product, through the sales and early life experience, ongoing service and ultimately to re-purchase and advocacy.”
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Source: https://www.linkedin.com/pulse/business-basics-differences-b2c-b2b-saas-service-ollitervo-murphy
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Source: http://theuxreview.co.uk/multi-channel-customer-journeys/
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The customer journey is not the operational
flow (what you do to
deliver your products and
services)
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WHY DOES IT MATTER?
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89%of companies expect to compete
mostly on the basis of customer experience by 2016 - vs 36% four years ago. (Gartner Research 2015)
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WHAT IS THE CUSTOMER JOURNEY MAP?
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The Customer Journey Map is a tool to investigate, analyse and ultimately lay the foundations to improve customer
experiences.
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EXPECTED BENEFITS
Better understand our customers
Identify operational inefficiencies
Silo-busting (work as a team, be aligned)
Create a differentiated experience (customer experience)
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TYPE OF JOURNEY MAPPING
Current state
vsTarget state
Timeframeor
Startor
Finish
Customeror
Employeeor
Stakeholder
High-levelvs
Detailed
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VOCABULARYTouchpoint: Interaction and interface between the customer and the company/organisation/brand
Pain point: Area where the customer is likely to experience difficulties or negative emotions
Moment of truth: area where there is the opportunity to “make” or “break” the relationship. A turning point in the customer relationship.
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WORKSHOPC U S T O M E R J O U R N E Y M A P P I N G
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OBJECT IVE
Create a high-level customer journey of a selected customer
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HOW TO DO IT
Focus on one or two moment of truth.
Identify weak points in customer journey (where we let down customers and
processes need to change).
Validate the key stages of user interaction
Collect the information to map
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KEY STAGES
1. Discovery2. Research3. Purchase4. Delivery5. After sales
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INFORMATION TO MAP
Tasks: What is the user trying to achieve at this stage?
Questions: What does the user want to know at this stage?
Touchpoints: How does the user interact with the organisation at this point?
Emotions: What is the user feeling at this stage in the process?
Weaknesses: How does the organisation let the user down at this stage?
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Discovery Research Purchase Delivery After Sales
Tasks
Questions
Touchpoints
Emotions
Weaknesses
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PAPERBOARD AND POST-ITI T I S YO U R T U R N !
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SHARE YOUR
RESULTS!
S t é p h a n e S c h n e i d e r / Tw i t t e r : @ l e s c h n e i d / u k . l i n k e d i n . c o m / i n / l e s c h n e i d