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Indiana Jones Maps the Customer Journey
Analise Polsky, Business Solutions Manager, SAS Best Practices
@AnalisePolsky
@AnalisePolsky
Let’s play Name that Data.
Male
Intelligent
Enjoys exploring the unknown
Well-traveled
Father from the United Kingdom
Multi-talented
Ties to the 1940’s
#1
?
@AnalisePolsky
And the answer is…
Fictional movie
character, Indiana Jones.
Real-life rock star,
Brian May of Queen.
Data out of context is data that
rarely becomes useful information.
Photo by: Thomas Steffan via Wikimedia Commons
(Creative Common Attribution)
@AnalisePolsky
He once got lost in his own museum.Part 1
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What prevents us
from delivering a
better customer
experience?
Omnipresent
Experience
consistent accurate timely authentic
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Pop Quiz #1: True or False?
With so many options out there
loyalty doesn’t matter anymore.
@AnalisePolsky
False!
70% of buying experiences are based on how
the customer feels they are being treated. Source: McKinsey http://www.helpscout.net/75-customer-service-facts-quotes-statistics/
Every customer interaction counts, whether
it is in person, on the phone or online.
@AnalisePolsky
Pop Quiz #2: Select the best answer.
89% of consumers do which of the following?
A. Make product recommendations online.
B. Abandon an online transaction if their questions
or concerns are not quickly addressed.
C. Stopped doing business with a company after
experiencing poor customer service.
D. Use their smartphones while in a physical store.
@AnalisePolsky
There’s [isn’t] an app for that.
“Too often we tend to think of change in
a very singular mindset, technology. But
technology is not the real issue, not the
root cause. It’s an effect, for sure… [but]
the real driver of societal change is
society itself, not your smartphone.”
–John HayesCMO at American Express
@AnalisePolsky
Data or insight?
Archaeology is the search for fact...
not truth. If it's truth you're looking
for, Dr. Tyree's philosophy class is
right down the hall.
Source: http://www.imdb.com/title/tt0097576/quotes
–Indiana Jones
@AnalisePolsky
We don't need the diary, Dad. Marcus has the map.
Part 2
@AnalisePolsky
The life cycle, the journey, the experience.
The Life Cycle (Macro)Customer phases and interaction
points throughout customer
relationship.
Based on brand and behavioral
research, purchase influences,
media and usage studies etc.
Accountability points: CMO
The Journey (Micro)Visual or graphic representation of
a customer interaction based on a
specific goal / objective / outcome
(e.g., buying a car).
Behavioral data and research,
employee feedback and
stakeholder analysis.
Accountability points: CXO,
CMO (Digital and Brand Strategy)
The Experience (Mix)HBR article defines it as your customer’s end-
to-end journey with you. It is the cumulative
impact of multiple touchpoints over time,
which result in a real relationship feeling or
lack of it.
Emphasis on context, behavior,
personalization preferences, behavioral
research, employee feedback, stakeholder
analysis and media studies.
Accountability points: Cross-functional,
CXO, Chief Customer Officer
@AnalisePolsky
One customer’s journey.84% of smartphone shoppers use their phones
while in a physical store. –ThinkGoogle
71% more likely to purchase based
on social media referrals. –HubSpot
88% of consumers trust online reviews as much
as personal recommendations. –BrightLocal
DID YOU KNOW?
Day 1 Day 5Day 2 Day 3 Day 4
I need to buy a
new microwave.
touch points
Purchase
made.
Comparison
shopping begins.
Additional
research.
Research
online reviews.
She researches
opinions via social
channels: Facebook,
Twitter, Yelp, etc. She writes a review
about her experience
and the product.
She receives a
promotional email
from a retailer.
While in store she
receives a promotional
text for 10% off.touch points
activities
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“X” never, ever marks the spot.
Source: http://www.imdb.com/title/tt0097576/quotes
–Indiana Jones
Where does the map really lead?
@AnalisePolsky
The customer value and the customer journey.
systems &
processes
2 d
ays
la
ter
@AnalisePolsky
Fill in the Blanks.
Systems &
processes
Steps
Touchpoints
Time
Expectations
Days, minutes, hours for each step
What is the customer expectation at each step?
Identify your business objective and the customer objective first.
@AnalisePolsky
Because you are looking for the Holy Grail!
Part 3
@AnalisePolsky
Capitalizing the customer experience.
Photo by: Ricky Brigante via Flickr (Creative Common License)
@AnalisePolsky
If you're a Scottish
Lord, then I am
Mickey Mouse.
–Butler
Source: http://www.imdb.com/title/tt0097576/quotes
How dare he.
–Indiana Jones
@AnalisePolsky
3 qualities of customer intimacy.
Preferences
Behaviors
Intent
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A few self-assessment questions. ARE YOU/DO YOU YES NO
DON’T KNOW
(thoughts?)
…have ready access to integrated touch point data?
…understand how to modify existing business process
as given the non-linear customer journey?
…have the authority or support to enlist cross-functional
teams in improving the customer experience?
…understand the crossover points between marketing
and other departments in relation to the digital strategy?
…aware of your company’s current digital strategy?
@AnalisePolsky
A few customer mapping best practices.
Establish a common language.
Engage cross-functional stakeholders.
Focus on customer-centric activities.
Embrace a nimble view of the customer.
Define a measurement framework.
@AnalisePolsky
You’ve got to start with the customer
experience and work back toward the
technology – not the other way around.
–Steve JobsCofounder, Chairman and CEO of Apple Inc.
Photo by: segagman via Flickr (Creative Common License)
Advice from a legend.
@AnalisePolsky
Photo by: @RidgeRooms
“This Belongs In a Museum!”