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TRANSCRIPT
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Multi-Channel Customer Journeys
Connecting the Touch Points
Workshop at UX Hong Kong18 February 2012
Dr. Geke van Dijk, Strategy DirectorDr. Bas Raijmakers, Creative Director
STBY London/Amsterdam
Case Study: project for IB-Group
IB-Group: Scholarships, course registration and certificates for all universities and colleges in The Netherlands. Financial service provider for students of all ages.
Research question:How can we motivate students to arrange all their affairs with us online? We have an extensive online presence, but need to be available through all channels. However we want students to contact us primarily online. What is the best strategy to do this and what new service concepts can we deliver?
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Example: People’s House co-creation workshop
Holistic approach:How do young students manage their personal finance, and deal with IB-Group?
Interviews with 25 first year students at their homes.
Asking them about recent and actual customer journeys
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Iris: Apply for studentship and Public Transport Card
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Bob: Changing his residential address
Studentship is often first experience with personal finance. Learning process with trial and error.
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Expectations IB-Group on student channel choice
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Reality of reported channel choices
Two problematic attitudes that IB-Group needs to anticipate on:
1. “I'll see what happens”
2. “I need complete certainty”
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Workshop with managers from various departments to generate ideas for new services, based on insights from research
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Immersion in Persona 1 “I'll see what happens”
Immersion in Persona 2 “I need complete certainty”
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Idea generation
Scenarios to anticipate on routines and motivations of personas
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Follow-up research
Experiences and needs from parents of young students towards contacts with IB-Group.
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How do parents support their children in their contacts with IB-Group?
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Alina: Change from current course to new one
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Claudia: Change from current course to new one
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Claudia: Change residential address
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Teenagers do not snap to full independence the moment they turn 18. Parents are often advising and patching up.
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Visualisation of contrasting attitudes
Parents on foreground Parents on background
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Parent
Visualisation of information needs
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Parent
Visualisation of issues & challenges
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Parents have a need for better overviews and possibility to contact IB-Group.
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Workshop with staff from various departments to generate ideas for new services, based on insights from research
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Project results for IB-Group
• Better understanding of mix of contacts
• Improved information on website
• Improved call centre scripts
• Internal focus on client perspective
• Better synchronisation between departments
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Exercise 1
Let's try out some of this.....
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Exercise 1
Let's try out some of this.....
..... let's map the Customer Journeys of your trips to get here at UXHK.
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t UXHK
todayyesterdaylast weeklast month earlier this week
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• Take one of the template sheets
• Remember how you prepared to go to UXHK
• Not just today, also recall the first orientation you did
• Write down what steps you took to find out where to go and how to get here
• Do not go in too much detail yet
Instructions Exercise 1
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Next step....
... a bit more detail and structure.
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on
Purpose of this customer journey:
Ahold Customer Journey - Indicate the touch points with Ahold Corporate Communication and explain related motivations/ experiences on the right
First name:
Role: Investor/ Media/ NGO
yjw
1.
2.
2.
3.
4.
5.
8.
7.
6.
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• Now work in pairs
• Each take one Customer Journey sheet
• 'Researcher' completes CJ for 'participant'
• Change roles after 15 minutes
• Annotate all the multi-channel touchpoints
• Include contact with social environment
Instructions Exercise 2
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Next step....
... sharing and understanding the Customer Journey experiences.
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• Now work together with 4-6 people
• First briefly explain the Customer Journeys to each other
• Discuss the highs and lows in the customer experience
• Mark the touch points where the User Experience seems to be challenged
Instructions Exercise 3
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Next step....
Recognising themes & recurrent patterns...
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• Work with same 4-6 people
• Try to identify recurrent patterns or themes in the Customer Journeys
• Make a visual to illustrate this pattern/theme
• Keep in mind that you may only have 10 minutes to explain this to someone
Instructions Exercise 4
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Next step....
Identifying challenges & opportunities...
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• Choose for which service provider you want to generate advise on improvements
• Review low points in CJs and annotate challenges in main visual -> need to innovate
• Review high points in CJs and annotate opportunities in main visual -> nice to innovate
Instructions Exercise 5
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Next step....
Ideas for service innovations.....
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• What advise could you give to the service provider to innovate their service offering?
Instructions Exercise 6
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Each group to briefly present:
What pattern or issue did you observe?
What was the challenges you identified?
What was the opportunity you identified?
What is the advise you generated?
Share & discuss
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Multi-Channel Customer Journeys
Connecting the Touch Points
For further information please contact:
Geke van Dijk
+44 77 99 05 06 77