Mapping the customer experience: innovate using customer experience journey maps

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Post on 21-Apr-2017




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  • mapping the customer experience @joyce_hostyn flickr

  • The Experience Cycle, Hugh Dubberly

    compelling captures


    orienting help them

    navigate the world

    embedded become part of their lives

    generative promise

    more good things

    reverberating you just have

    to try this

    connect & attract


    interact extend & retain


  • notices damage, takes pictures & fills in clam form

    takes pictures & fills in claim form

    2 weeks later

    no record of claim

    no open ticket

    so, youre saying the service tech closed the ticket &

    since you dont have an open ticket, you cant do anything until you send out another tech to open a new ticket?

    make it to 2nd level service

    only thing I can do is copy everything thats happened into

    an email and send it on

    why I havent been called back? the visit

    was so the service tech could give the go ahead

    to replace the dishwasher!

    2 weeks later

    months (and lots of hair pulling) later

    brand new service shows up & asks why am I here? whats wrong with the dishwasher?

    Well replace the dishwasher. But a service tech has to give the go ahead. Well send one over.

    youve got to be kidding me... what a way to make me feel

    warm & fuzzy

    guess they havent heard of the plain English campaign

    Im calling with your issue number

    you misplaced the insurance claim one of the service techs filed,

    so he has to do another visit to prepare

    the claim?

  • no content to enable decision


    no proactive education,

    incorrect use

    dissolving rubber, mold, leaking, no troubleshooting,

    disenchanted service tech

    fail to know me, fail to resolve issues,

    fail to educate during service, lost


    detract you really dont

    want to go through this M



    M M

    connect & attract


    interact extend & retain


  • Empathy is not walking in anothers

    shoes. First, you must remove

    your own. Scott Cook, Founder Intuit

  • Statistics are merely indicators. Like numbers and gauges on the dashboard of a car. No single reading can advise on the

    health of the car. The gauges, along with the sound of the car itself, the handling, look and feel, and smell of burning rubber

    all combine to give an indication that your beloved motor may be under the weather.

    ~Art of Community

  • design for service???? this is service design???

    journey maps promote emotional contact with insight, distilling research into a concise, visually compelling story of the customers experience

  • experience as story


    Emotions determine memory when we recount a memory, were sharing the experience of the story we created, not the actual experience

  • customers always have an experience (good, bad, indifferent)

    Managing the Total Customer Experience, MIT Sloan

  • our emotional brain (95%)

    our rational brain (5%)

    Consciously and unconsciously filter clues and organize them into rational

    and emotional impressions

  • emotions influence what we remember, how we evaluate encounters, & our decisions

    Designing the Soft Side of Customer Service, MIT Sloan

  • trust is a primitive psychological variable essential to building relationships

  • control over our environment & knowledge of how events are going to evolve is a fundamental psychological need

  • experiences


    inside out systems misery moments

    Brandon Schauer, The (Near) Future of Managing Experiences

    as a result of

    interactions (touchpoints)

    with emotional resonance

    which happen in a specific channel

    are the stories you tell yourself

  • Customer experience is the full, end-to-end experience. It starts when you first hear about Amazon from a friend, and ends when you get the package in the mail and open it. Jeff Bezos

  • Customer experience is the perception that customers have of their interactions with an organization. Bruce Temkin

  • How to Lead the Customer Experience

    Rather than creating a set of messages and images that associate a company and its products with emotional values, experience pioneers will be focused on creating a business that delivers the brand as an experience incorporating these values.

  • connect emotionally

    foster sense of


    build trust and relationships

    help people make

    informed decisions

    engage in conversation

    design interactions (touchpoints) that

    outside in magic moments

    brand as experience

  • lifetime experience from the first time they go to our web site through the last time they ever use one of our cars and decide not to be a member any more. [We] map that cycle and follow it. ~Scott Griffith, CEO Zipcar

  • We dont do advertising any more. We just do cool stuff, it sounds a bit wanky, but thats just the way it is. Advertising is all about achieving awareness, and we no longer need

    awareness. We need to become part of peoples lives and digital allows us to do that. ~Simon Pestridge, Nike UK

  • Youve gotta start with the customer experience and work backwards to

    the technology. ~Steve Jobs

  • what experience are you trying to deliver?

  • information rich environments



    living a healthy life



    ask provocative questions what will the future look like for

  • who is your who?

  • aka the hero not a passive user

  • sick patient

    consumer of health

    products and services

    Reframing Health, Hugh Dubberly

  • aging as medical

    problem to manage


    nursing home

    orderlies, aids, nurses

    receive care

    human habitat (relationships)


    give and receive care

  • student lifelong learner

  • mentor of heroes

    who actively

    chart their own


    provider of applications and services to passive users

  • What do they

    HEAR? boss

    colleagues influencers


    What do they

    SEE? environment

    friends colleagues

    what work offers

    What do they

    THINK & FEEL & FEAR? what really counts

    major preoccupations worries & aspirations

    What do they

    SAY & DO? attitude in public

    appearance behavior towards others

    PAIN fears | frustrations | obstacles

    Source: XPLANE and Business Model Generation by Alexander Osterwalder

    GAIN wants/needs | measures of success | benefits

  • heroes arent Vulcans people are ruled by emotion, not logic

    what does this do? how much does it cost?

    what are the features?

    how does this make me feel? does it provide meaning or pleasure? how will it affect me?

  • ask what value as mentor you offer your hero

    on their journey



  • what are they experiencing?

  • map the story of the current journey

    experience audit

  • Bruce Temkin, Mapping the Customer Journey

    collect internal insights

    develop hypothesis

    research customer processes, needs, perceptions

    analyze customer research

    map the journey visually

  • desonance

    Map the journey visually

  • Value of Customer Journey Maps

  • nForm

  • Source: DCA, Victims of crime


    l of s




    Reporting the crime

    Before the trial At court After the trial








    Police investigation

    Reported crime

    immediately. Police very good told him what to do and who was coming. Felt secure

    Identity parade. No coaching, no

    reassurance wouldnt meet attacker

    Barrister not very confidence


    Drove him home - grateful, but didnt feel like standard


    Would report a crime again, because found out defendant had been held for 5 months. But court experience was a waste of time

    Received call from detective

    Gave statement in police car

    felt were helping him

    Drove around looking for attacker waste of time as in marked

    car Had to go to the

    detective foreign territory.

    Police station disconcerting

    Gave formal statement.

    Worried whether

    justice would be done. Detective

    seemed dim. Changed the

    statement into his own


    Phone conversations with detective

    kept in touch

    Called up to identify

    criminal on computer system seemed


    Identified attacker felt good, this

    will be straightforward

    Few days before trial,

    still no information on process

    Called Witness Service as

    wanted to speak to barrister. Told

    to arrive early on the day.

    Seemed disorganised

    Pack from Witness Service. Personal contact became formal. No information about process


    Case submitted

    to CPS. Unclear

    where next contact

    from. Had to ask


    Didnt see barrister,

    and detective


    In locked witness room cut off

    Little contact with anyone only detective

    Didnt go into court at all on day 1. No information on why. Lack of

    information most frustrating thing

    Witnesses have to be flexible but

    judges arent (lunch 12-1).


    Food terrible had to go out

    Told to come back next day.

    Not a big problem

    Asked to see

    barrister again. Did but he wasnt


    Called - court room an alien

    situation. From a tiny room to a

    theatre. Everyone else in

    the know

    Judge asked if he would like to

    sit only introduction

    Jury is a sea of faces

    Accused got off

    Got off because he had been identified on computer

    system before line-up (which made evidence invalid. Police knew this was a problem, so why didnt


    Other reason was that a detail of appearance had

    changed. Frustrating, knew it was him

    Only communication with detective. Happy to explain


    Detective told him You should have said Too late now

    Detective gave him background to

    accused: first offence, had been held since

    arrest. Felt a bit better

    Worried attacker could come to house

    September March

  • MAYA Design, Carnegie Library of Pittsburgh,

    Research the customer personas

  • Identify important journeys to map

    actual: travel to an event

    transactional: apply for old age pension

    experiential: live in an old age home

    emotional: mental journey experienced over time (aging)

    relationship building: development of a relationship over time (Shahbazim)

    rite of passage: major life change (retirement)

  • Innovation through Design Thinking

    Break the journey into stages from customer point of view

  • Travel Experiences by Christopher Tallec

    Capture each personas unique experience

  • Capture the backstory that begins before you enter the stage

    become awarelearn about it

    decide to learnis this working for me?

    first usehow do I get started?

    build experienceintermittent use

    become proficientits how I do things

    championadvocate to others

    past experiencewhat else Ive used

    Store documents in email, personal drive, and shared drive.

    Consult binders of procedures.

    Use web at home.

    Have a personal mobile phone for keeping in touch with family.

    Poor perception of enterprise apps based on prior experience.

  • Captura

    Identify triggers into the experience (voluntary or propelled)

  • Home Theatre Journey by Frog Design

    Identify motivations triggering progress between stages

  • Identify channels where interactions occur




  • Inventory touchpoints for each channel

  • Gianluca Brugnolis Photography Touchpoints Matrix

    Connect the dots across multiple channels

  • Capture what theyre THINKING & FEELING at each touchpoint

  • Starbucks Customer Experience Little Springs Design

  • What are their questions?

  • What barriers & pain points block progress to the next stage






    fun & image





  • Visualize emotional highs and lows

  • Innovation through Design Thinking

    Reflect mood of the emotional journey

  • Map emotional (sensory) cues at each stage visual





  • an emotional cue is anything that can be

    discerned, perceived, or sensed (or

    recognized by its absence)


    Highlight moments of truth, ownable moments forms opinion

    turns corner

    makes decision

    determines perception of value

    differentiates brand

  • Designing for Delight, @gilescolborne

    Moments of anxiety

  • Extend with back stage interactions

  • And support processes

  • Is this a potential switching moment? An explicit choice to hire or fire a solution or change a habitual behavior? Is this the right moment? Are there unmet preconditions. Better moments?


    What are the opportunities for being proactive, relieving anxiety, combining or eliminating touchpoints, providing great recovery, or delivering a wow or breakthrough experience? How can you move them to the next stage (by reframing thinking, providing emotional cues, influencing a behavior, introducing a touchpoint, removing a touchpoint)?

    What are the experience drivers? What do they value? How do they measure success? How do you measure success?

    insights, levers, opportunities

    value drivers


    journey stage

    Map the task or job theyre trying to get done, problem theyre trying to solve, or need theyre trying to satisfy. Then map their interactions with you (the touchpoints) to see where they interact with your people, processes, services, content, artifacts or systems.

    What are their questions? How do they frame and evaluate their experience?



    What emotional cues or triggers (sound, tone, visual signals, word paintings, body language, touch, smell, taste) are your touchpoints signaling?

    emotional cues

    What are their emotions & motivations throughout the experience? Map their highs & lows.

    What channels are they using for their interactions with you?


  • This is Service Design Thinking

  • tell the story of the existing journey

    emotional highs, lows, moments of truth

  • how can you reinvent their experiences?

  • brand experiences as story platform

  • identified four experience environments to reinvent

    accident site experience

    repair/claims settlement experience

    share my driving habits experience

    getting an on-line quote experience

  • claim

    high anxiety


  • accident claim

    taken care of, reassured

    reduce fraud (disputed claims, high legal fees), shorter cycle time

  • research buy

    Am I getting a good deal? Worry.


  • research buy

    trust, delight, action

    frees Progressive from money-losing proposition, burdens competitors

  • focus on the lifetime experience

    use the cars for the first time review their online billing for the first time

    problem on the side of the road refuel the car

    get into an accident ~Scott Griffith, CEO Zipcar

  • research sign up ?but isnt it cheaper to own my own car?

    anxiety, uncertainty

  • research sign up

    worry alleviated, questions answered, reassured

  • parking tickets

    parking ticket pay ?

    forgetful, unaware

  • parking tickets

    parking ticket pay

    co-pilot (improved in-vehicle experience), reminded, aware, educational marketing, fun

  • issue leave ?unhappy | annoyed | unsure

  • easy to complain engender trust, delight

    issue advocate complain

  • problem?

  • xx

    teachable moment delight, more value out of card

    opportunity to build relationships average increase of more t...


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