how to map customer journeys in your business and identify areas for improvement
TRANSCRIPT
‘Hub How to…’ Map Customer Journeys In Your Business
And Identify Areas For Improvement’
A Presentation for the Farnham Hub by
Linda Huckle People Development Solutions 25th February 2015
My Journey
• Small Businesses
• Micro Businesses
• Higher Education
• Corporate Organisations
• Charity Organisations
• Voluntary Work
Experience and Credentials
What I hope you will takeaway from my talk today:
Understanding of customer journeys
Use some of the methods to analyse your own customer journeys
Identify some quick wins that could make a difference to customer experience in your business
Customers – the 3 P’s
Potential
Present
Past
Influences
• Direct• Indirect
Customer Journeys
• Interactions• Touchpoints
• Moments of Truth
• Customer’s Perspective
The Flyers Journey
1. Phone Call – enquiry
2. Phone Call – chase quote
3. Quotation received
4. Order placed
5. Phone Call – chase delivery
6. Flyers arrive – packaging damaged and 7 flyers ripped
7. High quality flyers
Touchpoints and Moments of Truth
Touchpoint
• Is a point in the journey where there is an interaction with the customer.• Face to face contact
• Telephone contact
• Electronic communications
• Physical interactions (ie buildings)
Moments of Truth
• Key points in the journey where customers may make a crucial decision or evaluate the experience • Purchase
• Come back
• Recommend
The Flyers Journey
1.
Phone Call – enquiry
2.
Prepare quote
3.
Phone Call – chase quote
4.
Quotation received
5.
Order placed by email
6.
Flyers printed
7.
Phone Call – chase delivery
8.
Flyers arrive –packaging damaged and 7 flyers ripped
9.
Phone call - complaint
10.
Email - complaint
11.
High quality flyers
What’s the Point?
• Learning from the Process• Applies to all types of business
• Some more complex journeys than others
• You own the feedback
• Make changes for improvement
• Applying to your business• What are your products/services
• What are your customer experiences?
• How do you know?
• Gathering Evidence
• Honest and constructive feedback
• Evaluate and plan to improve
• Implement changes
Areas to consider
• Most small businesses offer good products/services
• Most small businesses strive to provide good customer service
• What lets customers down are• Communication
• Difficulty in ordering
• Query resolution
• Deliveries
• Speed of service
• Inability to find service or product
• Attitude/behaviours
• Misunderstandings
Potential Change
• Processes
• Training & Development• Knowledge
• Skills
• Attitude
• Common Sense
What’s the next step in the journey?
• Tools and Resources
• Downloadable Customer Journey Map Template
• Downloadable Constructive Questions
• Survey Monkey• Trip Advisor• Facebook Likes and Polls• Twitter• Communicate directly
• Action Plans• Identify the steps in your customer
journeys• Add the Touchpoints• Add the Moments of Truth• Evidence – gather and evaluate• Learn from what you do well – and why• Learn from what you don’t do well and
why• Identify Quick Wins• Take corrective action • Plan for continuous re-evaluation
www.lindahuckle.uk/cjm
www.lindahuckle.uk
@LindaJH84
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