Martin van KrimpenCustomer Experience Director

Customer Journey Mapping

Customer Journey Mapping

“Customer Journey Mapping is a technique that can help you build a better understanding of how your customers interact with your company and your brand”.

Definition Customer Journey

Customer Journey Diversity

Why should we do Customer Journey Mapping?

Reasons not to start Customer Journey Mapping

Is your organization ready?

Service Profit Chain

Think creative, be creative

Impact on Strategic Decisions

Impact on Tactical Decisions

Impact on Operational Decisions

Customer Journeys connect Silos

Start Mapping the Customer Journey

Customer Insight

Anatomy of a Journey Map

Five Journey Mapping Tips

1) Start small (be assumptive)2) Keep it collaborative (cross-functional)3) Build initial Journey Maps in person4) Use consistent sticky note colors5) Make your Journey Maps visible

The CX Workshop Experience

Innovation vs Customer Needs

Meet Sofia

Traditional MRI Room

GOES

TO

INITIAL

DOCTOR

RIDES TO

HOSPIT’L

CHECKS

IN

WALKS

TO MRI

ROOM

SEES MRI

MACHINE

CRIES &

RESISTS

SEES

DOCTOR

ENTER

GETS A

SHOT

GOES

THROUG

H MRI

………

DOCTOR MOMCHECKIN

NURSE

IMAGING

TECHMOM

DOCTOR

ANESTH.

IMAGING

TECH

MRI

MACHINE

DESK &

COMPUTCHARTCAR

TAKE-

HOME

PACKET

MRI

MACHIN

E

SHOT &

DRUGS

AM I

REALLY

SICK?

THAT

LOOKS

SCARY!

WILL IT

HURT

ME?!

MOM

CAN’T

HELP?

NO! NO!

PLEASE

NO!

I’M

REALLY

NERVOUS

WISH I

WAS AT

SCHOOL

TECH.

WRITER

SYSTEM

ADMIN.

HOSPITAL

BLDG MGRDOUG

PATIENT

SAFETY

TEAM

IMAGING

TECH

STAFF

PAGING

SYSTEM

PATIENT

RECORD

SYSTEM

RESERV.

SYSTEM

IMAGING

RECORD

SYSTEM

DRUG

ROOM

EVALUATE & IDENTIFY OPPORTUNITIESBased on deep customer understanding

Nurse

FEEL

SAFE

FEEL

BETTER

TISSUES

POSITION

PATIENT

TAKE

IMAGE

DEVEL

OP

IMAGE

Great Experience by Story Telling

Think Big, start Smart!

Step by Step Approach

Omni-Channel – CX consistency

Omni Channel Customer Journey DNA

Beyond a Brown Paper Exercise

“There is no more B2B or B2C. It’s H2H: Human to Human.” – Bryan Kramer

Mindset Shift

Conclusions

How do you eat an Elephant?

Martin van Krimpen

Customer Experience Director

Personal Information