the customer journey mapping workshop (parts 1 & 2)
TRANSCRIPT
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Journey Mapping Customer Effort
Chris AlbroZendeskDirector, Account Management
@albrochris
What is Journey Mapping?
Journey Mapping is a tool companies use to help them see what their customers truly experience – the real moments of truth and the ways in which
customers go about achieving their needs.
What is Journey Mapping for Customer Effort?
Journey Mapping for customer effort is a tool to identify where customers are expending too much effort to achieve their needs.
Why Journey Map for Customer Effort?
96% of customers that had high-effort experiences reported being disloyal. Only 9% of customers with
low-effort experiences report being disloyal.
Only 1 percent of all customers with low-effort experiences said they’d spread negative word of mouth about the company, compared with a
staggering 81 percent of customers with high-effort experiences who said they’d do the same.
Dixon, Matthew; Toman, Nick; DeLisi, Rick (2013-09-12). The Effortless Experience: Conquering the New Battleground for Customer Loyalty (p. 22 & 150). Penguin Group US. Kindle Edition.
OK great. Where do we start?
Well, with a customer journey, of course.
Customer Effort Score v2.0
Question and answer more universally understood in testing
Wording and layout allows for more natural inclusion in other surveys
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Find anomalies in scoring distribution
Anomalies come in two forms:• A distribution that is
significantly better or worse than the industry
• Specific interactions that fall outside of a normalized distribution
Scoring Best Practices
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Channel specific evaluation tool
Asks a series of diagnostic questions about the experience in that channel
Good for evaluating channels without the context of customer journeys
Customer Effort Audit
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5Customer asked
to log in to website to enter
chat ??
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Customer asked to log in to
website to enter chat
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Top Drivers of Disloyalty
4 out of 5 of these are related to ‘effort’• More than one contact• Repeating information• Perceived effort• Being transferred
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Customer asked to log in to
website to enter chat
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Customer asked to log in to
website to enter chat
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Enable agents to solve low-risk tickets in social channel
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Customer asked to log in to
website to enter chat
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Enable agents to
solve low-risk tickets in
social channel
The 4 Pillars
Low effort companies minimize channel
switching
Low effort companies
maximize next issue avoidance
Low effort companies equip
agents to engineer
experiences
Low effort companies empower
employees
The Math of Loyalty
More customers, more time
More revenue per customer
Improve Customer Retention
Increase Lifetime Value
The Math of Loyalty
Increase customer lifetime value
500,000
$1,250,000
# of customers
5%
% impacted
$500
current ltv
10%
% improvement( )xx x) (
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