strategic service design workshop
DESCRIPTION
A copy of the slides I did for Glen Eira City Council on Designing the customer JourneyTRANSCRIPT
Insights
Feelings
Actions
Agenda
1. Why Customer Experience Mapping2. Persona’s3. Insight4. Date Night5. Application to your business
Why invest in Customer Experience?
It takes 12 positive
experiences to make up for an
unresolved negative
experienceUnderstanding Customers, Ruby Newell-Legner
Rewards
Sally WhiteReal Quotes:
Key Questions:
Goals:
Challenges Problem/Pain points:
Influencers
Considerations or factors:
Timing
Persona’s
Our new personas
They live a digital lifestyle
They live and breathe social networks and
mobile devices
Personas
75% if the workforce will be Gen Y in 2025
Before Scenario After Scenario
Sub-task
Scenario
Consideration/Influencers
Pain Points
Functionality
* inspired by Todd Warfel's task analysis grid
Customer ExperienceMapping
The Journey has changed
Designing the journey
Our Journey
Stage of Journey
Stage of Journey
Personna 1“girl”
Personna 2“guy”
Poor Experience Great Experience Opportuntities
Where Research and Planning
How Booking
What Experience
Communication Post Experience
Good Bye Feeling/ Actions
A first date with “the one” – Gen X.
Our JourneyThe date
ActionsWhat people are
doing
EmotionsFeelings and Perceptions
NeedsWhat people are trying to satisfy
PeopleWho is involved
ContentPlace and
Environment
Products and Services
What is the Customer Journey?
+
-
Research Try Buy
Evaluate
Buying a TVBooking a HolidayTrying a restaurant
Actions
Emotions
Questions or Needs
Touchpoints
journey
Reviewing the journey
Touchpoints
Reviewing the journey
Designing for Growth
Research and Planning
Designing for Growth
Booking
Designing for Growth
Touch point
Designing for Growth
Moments of Wow
Designing for Growth
Fun
Designing for Growth
Atmosphere
Designing for Growth
Suitability
Designing for Growth
Adventure
Designing for Growth
Energy
Designing for Growth
Attention to Detail
Designing for Growth
Behaviours
Designing for Growth
Reactions
Designing for Growth
Memorable
Designing for Growth
Outcomes
Designing for Growth
Disappointments
Designing for Growth
Wow Moments
Designing for Growth
Wow Moments
Distance between two expectations
Designing for Growth
Different
Customer Journey Models
Customer Experience Mapping
Humanising Services
My system
Identify the current Journey
Discover
Collect InsightIdentify
Patterns and Evaluate
Build profileAnticipate
Vision
Set goals and Align the
Experience
Technology
ProcessPeople
Tools to Audit
• Customer Empathy Audit
• Customer Service Aptitude
• Test your customer Centricity
• Humanize online Asssessment
• Customer Culture tools
• Buyer Persona Institute – Persona Template
• Mltcreative -Up-close and-persona tool
Next Steps:Ready to learn how to grow your business withEmpathy, Insights and Actions?
•Take the customer service test
•Book in a Customer Experience Mapping Workshop
More info at:
www.strategicservicedesign.com.au
Danielle MacInnisCustomer Centric Marketer
Connect on LinkedInDanmacinnis
Reviewing the journey
Touchpoints
Back Up Slides
Customer Journey Models
Reviewing the journey
Touchpoints
B2B Example
Reviewing the journey
Touchpoints
Example
Reviewing the journey
Touchpoints
Customer Experience Model • by Jagan Neman
Reviewing the journey
Touchpoints
Levels of Customers Experience (MARS) Forrester
The Customer Experience Pyramid
Thought Leader Books