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Customer Experience Journey Mapping
7 Missing Practices for Higher ROI
Customer Experience Journey Mapping
© Copyright 2014 ClearAction LLC. All rights reserved.
A diagram of steps customers take to get and use a solution
• A picture says a thousand words
• Our understanding of customers is typically fuzzy
• Table-stakes, moments of truth, and delighters
• Common view across departments
• Tie what we’re doing to what customers are doing
• Opportunities to differentiate: improve and innovate
• Everybody’s doing it!
Why
What
Customer Journey Maps Tell a Story
Source: Mel Edwards, Desonance.wordpress.com
Dozens of Customer Journey Map Formats Exist
Source: Carol Buehrens, Happy Raving Customers
Most Customer Journey Maps Focus on Touch-points
Source: Jim Tincher and SMS Research Advisors
Most Customer Journey Maps Focus on Steps/Tools/Feelings
Source: JohnLevensen.com
Some Customer Journey Maps Are About Your Processes
Source: UXmatters.com
NeedAwareness
NeedExtinction
EvaluatingAlternatives
AdditionalInformation
SalesContact
Posters, Flyers, Ads, Word-of-Mouth, Website
OrderingActivities
FulfillmentActivities
Problem ResolutionCross-Sell, Community
Initial UseExperience
Interaction withOther Stuff
Familiarization& Learning
Usage StepsInitiatingSituation
ConsideringNeeds
IdentifyingAlternatives
InitialAssessment
Decision Process
Adaptation,Extension,Disposal
OU
R
PR
OC
ESSE
SC
UST
OM
ERS’
P
RO
CES
SES
AWARENESS CONSIDERATION PURCHASE DELIVERY LOYALTY
TOUCH-POINTS
WHAT WE USUALLY THINK OF FOR MAPPING
BUT THIS DOES NOT REFLECT THE ACTUAL CX
FOR ROI, MAP THE JOURNEY EXACTLY AS CUSTOMERS SEE IT
INITIATING SITUATION SETS TONE FOR CUSTOMER EXPECTATIONS
INTEGRATION IS WHAT THE CUSTOMER IS ACTUALLY BUYING
Characterizes the expectation set across the entire customer journey:
… aspirational? … corrective? … necessary evil? … other?Focus of the customer: what they’re trying to get done
by buying/accessing your products/services
= guiding light for everything you do
What is the Actual Customer Experience Journey?
© Copyright 2014 ClearAction LLC. All rights reserved.
7 Missing Practices in Most Customer Journey Mapping
© Copyright 2014 ClearAction LLC. All rights reserved.
Avoid short-changing yourself & your customers!
1) Allow the customer to define the start & end
2) Explore their whole journey – not just touch-points
3) Include all influencers of purchase decisions
4) Discover inherent measures of goodness for expectations
5) Identify what the purchase is combined with
6) Define CX personas based on expectation sets
7) Apply findings to every department company-wide
What
Why
Allow the Customer to Define the Start & End
Explore Their Whole Journey
© Copyright 2014 ClearAction LLC. All rights reserved.
Include All Influencers of Purchase Decisions
© Copyright 2014 ClearAction LLC. All rights reserved.
Discover Inherent Measures of Goodness for Expectations
© Copyright 2014 ClearAction LLC. All rights reserved.
Let the Customer Prioritize Expectations
© Copyright 2014 ClearAction LLC. All rights reserved.
Identify What the Purchase is Combined With
© Copyright 2014 ClearAction LLC. All rights reserved.
Capabilities A customer’s job-to-be-done
integratesyour offering with other …
Your Offerings / Solutions
(Customer’s Job-to-be-Done)
(Means-to-an-End)
Integrated withOther Things
• People
• Processes
• Products
• Services
• Technologies
Define CX Personas Based on Expectation Sets
© Copyright 2014 ClearAction LLC. All rights reserved.
Desired Outcomes
Initiating Situation
Undesired Outcomes
Value Criteria
Ultimate Objective
(Functional, Social, Personal) (Metric, Rank, Frustration)
Value Criteria
Current Solutions(Use, Ad-hoc, Barriers)
Increase …Increase …Increase …
Minimize …Minimize …Minimize …
(Functional, Social, Personal) (Metric, Rank, Frustration)
Customer’s Steps(Activities, Decisions)
Example worksheet to characterize customer experience persona: What the customers are trying to get done
Segment customers by initiating
situation which drives expectations
Use CX journey map info
Functional: product/service
Social: implications on boss,
colleagues, etc.
Personal: implications on
career goals, stress, etc.
Customers have
built-in metrics
subconsciouslyWork-arounds reveal
innovation opportunities
for your products,
services, processes,
policies, business
models, information,
etc.
Use this worksheet to create persona descriptions,
and add demographics & psychographics
Actionability! Most personas are humanizing but not actionable
Why
1) Focus on what the customer is trying to get
done in each step of their journey related to
purchases from your company
2) Explore the customers’ subconscious
expectations via hands-on exercises that
allow them to group and prioritize and write
on laminated diagrams/words/images: we
gain insights by observing their process and
hearing their explanation of what they’ve
created
3) Scope the customer experience from the
customer’s awareness of a need through
the point when they deem the need to no
longer exist
4) Do a broad-brush of the journey first, to
reveal where drill-downs (deep dives) will
yield the most value
KEY TO EXPECTATIONS & INNOVATION
90% OF THINKING IS NON-VERBAL
INNOVATION & REVENUE OPPORTUNITIES
SEE THE BIG-PICTURE OF CX, AVOID SILOS
CX management approach: CX optimization approach:
1) Focus on touch-points
(revenue-emphasis, what the
company is trying to get done)
2) Identify process steps
Use photos, focus groups,
ethnography
3) Create a series of journey maps
about pre-defined touch-points /
personas
4) Start with highest revenue /
pain journeys
7 Ways to Take Journey Mapping to Higher ROI
© Copyright 2014 ClearAction LLC. All rights reserved.
5) Segment customers by commonalities
in their expectation sets
(as determined by initiating situation and/or
what they’re integrating their purchase with
(hardware/software/people/processes/
technologies))
6) Characterize the customer experience
persona by what they expect in each step
of their journey, what pains they deal with,
their typical workarounds, and their wildest
dreams wish list
7) Envision application of our findings
to innovation, improvement, and culture:
each employee deepening their awareness of how their job impacts customer success
(engineering, manufacturing, IT, HR, safety,
quality, operations, marketing, service,
sales, VoC, corporate strategy, etc.)
EASIER TO MANAGE CX/EXPECTATIONS
GUIDE DECISIONS, ACTIONS, INNOVATION
MAXIMIZE ROI ON MAPPING
CX management approach: CX optimization approach:
5) Segment customers traditionally
(demographics, psychographics)
6) Characterize customer persona by
demographics, lifestyle
7) Apply findings to marketing,
service, sales
7 Ways to Take Journey Mapping to Higher ROI
© Copyright 2014 ClearAction LLC. All rights reserved.
Alternatives to Customer Experience Journey Mapping
© Copyright 2014 ClearAction LLC. All rights reserved.
Respect what customers have told you: comments!
• Text mining, voice-mining
• Surveys, user groups, advisory boards, social media
• Contact center, sales/service logs, CRM, etc.
• Front-line employees’ observations
• Customers’ supplier report cards, lost sales analysis
• Root cause workshops
How
What
• Identify expectations and jobs-to-be-done
• Characterize CX expectations personas
• Segment customers per expectation set• Improve pain points for cost savings
• Design experiences for higher revenue
• Redesign VoC to capture/refine the CX journey
Act
3 Success Factors for Customer Experience Excellence
© Copyright 2014 ClearAction LLC. All rights reserved.
1) It’s about the customer!• They’re ‘the boss’
• Translate their world to yours later
2) ROI lasts when you are aligned to the customer• Act on customers’ advice
• Change the company, not the customer
3) Ideal customer experience is seamless• Bust silos
• Work cross-functionally always
ROI
Do you like these concepts?
Let us help you master them
to increase your company’s growth!
Contact us today:
tel +1 408 687 9700
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the customer experience requires
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the internal cooperation needed.”
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Consulting Roles
We have provided ClearWisdom™ to dozens of companies
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Customer Experience Optimization Talk Show
Hear interviews with companies such as:Adobe, Aon, CenturyLink, Cisco, Citrix,
Coca Cola Enterprises, Dell, EMC, GE, HP, ICW, Intuit, Kimpton, NCR, Philips, Safelite,
Sungard, SunTrust, Symantec, TELUS, tw telecom, Virgin Mobile, Wells Fargo
http://ClearActionCX.com/cx-podcasts
e-books available at ClearActionCX.com/cx-books
or Amazon Kindle:Metrics You Can Manage For Success
Customer Experience Improvement MomentumInnovating Superior Customer Experience
white paper available at ClearActionCX.com/cx-articles
Employee Engagement in Superior Customer Experience: 4 Overlooked Key
Competencies for Sustainable Results
Resources about customer experience optimization
See more at
http://ClearActionCX.com/best-practices
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For More About Customer Experience:
www.ClearActionCX.com/best-practices
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