advanced marketing experience journey a.a. 2015-16 ... · advanced marketing a.a. 2015-16...
TRANSCRIPT
“CUSTOMER EXPERIENCE JOURNEY, AS A STRATEGIC DESIGN PROCESS, PROVIDE ALL THE ELEMENTS OF A BUSINESS WITH A UNIFYING ORGANIZATIONAL MAP.”
Joseph Pine
I NS I G H T. U N D E RSTAN D WH AT TRU LY D R IV ES YOU R CUSTOM E RS G IV E PEO P LE E MOT IONS AN D STOR I ES TO T E LL
P R ACT I C E TH E ART OF R ESONAT I N G FOCUS Stop talking about you
CUSTOMER EXPERIENCE
People-centred approaches
Provide a baseline for customer centric transformation
Improve quality and foster a culture of innovation
MAPPING THE JOURNEY
The Power of Putting Customers at the Center of Your Business
…(for real)
Kerry Bodine: https://vimeo.com/78569959
WHEN CAN JOURNEY MAPPING BE USED?
Understanding & diagnosing experiences
Designing experiences (redesign existing, create new)
Implementing (as blue prints)
Communicating (align, train, orient)
WHO TO INVITE?
Customers (yes, you can do it!)
Those who interact with customers every day Frontline staff ie. sales, members of the call centre or customer service
Staff who are responsible for the various elements of the customer journey i.e marketing office members, persons responsible for analytics review and monitoring; product develope
Those who need to support the decision Senior management;
USEFUL TO
Key influencers from across the organisation on the importance of user experience
They will better understand how to serve their customers and carry out further research.
It also helps identify weak points in the customer journey. Places where the organisation is letting customers down and processes need to change.
GE OPTIMA CX EXPERIENCE
From Great Product To Great Experience
Doug Dietz: https://www.youtube.com/watch?v=jajduxPD6H4
KLM LOST & FOUND SERVICE
KLM’s dedicated Lost & Found team at Amsterdam Airport
Schiphol is on a mission to
reunite lost items as soon as
possible with their legitimate
owner.
KLM: https://www.youtube.com/watch?v=NK-T_t166TY
HOW TO MAP A CUSTOMER’S JOURNEY
Select a specific customer to map
Map a customer ’s step-by-step experience
Add customer attitudes and goals
Map touch points & systems “on stage” and “back stage”
Identify problems & opportunities and prioritize
9 KEYS STEPS
• Review Goals
• Gather Research
• Touchpoint and Channel brainstorms
• Empathy map
• Brainstorm with lenses
• Affinity diagram
• Sketch the journey
• Refine and digitize
• Share and use
UX Mastery: https://www.youtube.com/watch?v=mSxpVRo3BLg
LEGO EXPERIENCE WHEEL
We understand what is and what is not important to the customer
in that experience and then we
design a ‘wow’ experience to
improve it.
Richard Stollery, LEGO
CX JOURNEY MAPPING TIPS
Identify a specific customer prospects, frustrated customers,
extreme users!
Work from point A to B map upstream and down
Keep it collaborative use post-it notes, life-size artifacts
Focus on moments that matter start lo-res, use appropriate detail
Start with assumptions then validate and gather more data
Share to set the stage for companywide
improvements
6 LAWS
1. Every interaction creates a personal reaction.
2. People are instinctively self-centered.
3. Customer familiarity breeds alignment.
4. Unengaged employees don't create engaged customers.
5. Employees do
what is measured, incented, and celebrated.
6. You can’t fake
Temkin Group: https://www.youtube.com/watch?v=SHgb4BNdxbc
KEY TAKE AWAY POINTS
Map to understand & diagnose experience issues
Use maps to reframe and reimagine experiences
Redesign experiences to influence attitudes
Leverage mapping to connect, collaborate, & align