3 ways to use customer journey mapping, portland ad federation, january 2014

ISITE Design

Journey Mapping

January 23, 2014 :: Portland Ad Federation

Barbara Holmes Just a small town girl. Livin' in a

lonely world. She took the midnight train, goin' anywhere.

@volleyballbarb

Colin O’Neill Just a city boy. Born and raised in

South Detroit. Also took the midnight train goin' anywhere.

@oneill_colin

•  Why Journey Mapping?

•  Three types of maps:

–  Ethnographic Technique

–  “As Is” Snapshot of a Business/Process

–  Future State

•  What, Why, When, Who (and a little bit of How)

•  How to use your Map

•  Q&A

Agenda

@volleyballbarb @oneill_colin

Fron0ers, 1983

Source: Forrester

Acquisition

Connection

Loyalty

Need

Compare

Discover

Research

Purchase

Decide

Use

Get Help

Share

Personalize

Partner Evangelize

Tribe

Search

Customer Experience Ecosystem

Function

Value

Meaning Connected Journeys


Multiple Contexts


Digital Customer Experience Strategy

Source: May 18, 2011, “Why You Need A Digital Customer Experience Strategy” Forrester report

Customers’ goals Who are they, what are

their goals and behaviors?

Content

What do customers need to do to accomplish their

goals?

Personality How should the brand

be expressed throughout all interactions?

Touchpoints Where do customers consume content?

Digital customer experience

strategy


It’s not what we say. It’s how we help.

@volleyballbarb @oneill_colin chiefmartech.com

It’s going to be ok.

“The more digital we get, the more human we must be.”

Gatum Ramdurai, Google

•  Complex interactions across connected touch points •  Customers expect parity across channel and device

•  Teams need a shared language and reference point •  Technology is changing established processes and

expectations

•  Business isn’t typically all that great at holistic thinking

Why journey mapping?


•  A tool to manage interconnected cross-channel experiences

•  Helps orchestrate touch points over time and space

•  Inventories all touch points to illustrate the journey with clarity and precision

•  Helps forge alignment around what’s most important

•  Brings a human perspective to organizational and tactical discussions

What does it do?


•  A tool to collect insight and embed empathy •  A shared lens to collaborate through

•  A way to understand the connections and handoffs between touch points

•  A way to identify opportunities for improvement

•  And to make better decisions

What is the value?


But!

A map is not a destination.

Improve today’s experience

Transform the organization

Sustain cultural change

Time

Cu

sto

mer

exp

erie

nce

qu

alit

y Customer-focused transformation

@volleyballbarb @oneill_colin Outside In, Forrester

Reproduced from The Etude, October, 1913


1913

Captured, 1981

Ethnographic Journey Maps

•  WHAT: Hand-drawn sketches that answer a core question

•  WHY: To capture deeper, more relevant stories from customers

•  WHEN: During interviews, as a tool to spark a conversation

•  WHO: Current customers and non-customers •  HOW: Ask person to draw their answer to the core

question; then debrief


How

•  Ask one open-ended question, “How do/did you…?” to frame the journey map activity

•  Allow 5 - 10 min to draw: 15 min to describe

•  Use open/closed questions to fill in knowledge gaps and probe for thinking, feeling, doing data

•  Record the interview session for later referral


•  How did you choose your primary mode of transportation?

•  Debrief:

–  What did you think

–  What did you do

–  What did you feel

www.kerismith.com/WishJarTales/connect_dots.jpg

Exercise

Revela0on, 2008

As Is Journey Maps

•  WHAT: Data visualization derived from customer data, business data, trend data, analytics, etc. Reveals of what is happening now.

•  WHY: Reveals opportunities for a business; catalyzes customer-centric thinking

•  WHEN: Prior to embarking on a transformative initiative; when customer feedback indicates

•  WHO: Stakeholders from the business; customers; prospects

•  HOW: Data collection and analysis; affinity mapping; data visualization


Business •  Process/Lifecycle • Goals •  Brand Impression •  Touch points

Customer • Goals •  Emotions •  Touch points

Tim

e Characteristics


hSp://www.edutxt.co.uk/preloginjsp/edutxt/customer_journey.jsp

Service

Platform

Nick Finck, Übermind @volleyballbarb @oneill_colin

Persona-based Journey

Comcast experience map, nForm @volleyballbarb @oneill_colin

Touch Points

getallyourducksinarow.com @volleyballbarb @oneill_colin

Internal Processes


Customer Journey Phases Loosening of status quo

Commit to change

Explore op0ons

Compare solu0ons

Commit to

solu0on

Step Back

Jus0fy the

decision

Make the selec0on

Use the service

Advocate

Discover

Consider

Decide

Use

@volleyballbarb @oneill_colin SiriusDecisions

Customer Journey Map

•  Stages •  Touch Points

•  Customer Needs •  Customer Expectations

•  Customer Activities •  Emotional State

•  Opportunities


http://jasonfurnell.wordpress.com/2010/08/04/customer-journey-sketchboards/

Elements of an As Is Journey Map

•  Experience phases •  Customer types

•  The journey itself •  Points of delight/opportunities

•  Points of pain/service barriers

•  Specific touch points and interactions

•  What the experience is like; the highs and lows

•  Key to explain the map


Evolu0on, 1979

Future State Journey Maps

•  WHAT: Data visualization based on a goal-state 3 to 5 years in the future

•  WHY: Informs technology roadmap; informs content strategy and staffing to fulfill on the desired goal

•  WHEN: Periodically, to keep the business focused on the goals and future

•  WHO: Stakeholders from the business •  HOW: Brainstorming, roleplaying and connected

thinking. For example, write a letter from the future (storytelling parsed into touch points)


http://blogdotcrmitdotcom.files.wordpress.com/2013/12/customers.jpg @volleyballbarb @oneill_colin

hSp://www.graphicrecordingstudio.com/blog/2013/11/28/crea0ng-‐a-‐vision-‐map-‐for-‐asmp-‐colorado @volleyballbarb @oneill_colin


Elements of a Future State Journey Map

•  Tell a story from a customer’s perspective •  Outline specific touch points

•  Describe the expected experience for each touch point

•  Identify triggers to start the journey

•  Focus on transitions between the steps in the journey


Greatest Hits, 1988


Recap

•  Journey Maps are a powerful tool to align and manage customer/user experiences across devices, channels and time

•  Ethnographic Maps help you quickly capture real-world stories from people

•  “As is” Journey Maps reveal business opportunities through a customer lens

•  Future State Journey Maps help make a vision seem achievable and identify the evolution required and the potential benefits

Digital is everything.

Connection is everything.

•  Bruce Temkin http://experiencematters.wordpress.com/2009/03/03/legos-building-block-for-good-experiences/

•  Jason Hobbs http://www.boxesandarrows.com/person/122-jasonhobbs

•  Boxes and Arrows http://www.boxesandarrows.com/view/journeys_needs

•  The Yard Creative http://www.theyardcreative.com/bandqhongkong.html

•  Engine Group http://www.enginegroup.co.uk/service_design/m_page/customer_journey_mapping

•  Adam Richardson http://blogs.hbr.org/cs/2010/11/using_customer_journey_maps_to.html

•  Joyce Hostyn http://www.joycehostyn.com/blog/2010/03/22/visualizing-the-customer-experience-using-customer-experience-journey-maps/

•  People and Participation.net http://www.peopleandparticipation.net/display/Methods/Customer+Journey+Mapping

References

We help brands embrace the power of digital to align around their customer.

www.isitedesign.com

3 ways to use customer journey mapping, portland ad federation, january 2014

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