workshop spamanagers customer journey mapping 2013

9
Ewa Goos Customer Journey Mapping

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Workshop in Customer Journey Mapping with Spa managers

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Page 1: Workshop spamanagers customer journey mapping 2013

Ewa Goos

Customer Journey Mapping

Page 2: Workshop spamanagers customer journey mapping 2013

Ewa Goos

What is Customer Journey Mapping?

• A process for creating insight and be more attentive to guests' expectations and actual experiences in every guest interaction.

• Teach us how we can improve every guest interaction to create wow experiences and thus more loyal guests.

Page 3: Workshop spamanagers customer journey mapping 2013

Ewa Goos3

Designing the customer experience

1. Before

Designing the

customer

experience in

every customer

Interaction

2. During

Value enhancers

Value destroyers

3. After

Customer feedback

4. Make it happen

To act upon customer feedback

Guest perspective

Organization

perspective

”Moments of truth”

= Guest experience

Page 4: Workshop spamanagers customer journey mapping 2013

Ewa Goos

Page 5: Workshop spamanagers customer journey mapping 2013

Ewa Goos

Page 6: Workshop spamanagers customer journey mapping 2013

Ewa Goos

Page 7: Workshop spamanagers customer journey mapping 2013

Ewa Goos

Page 8: Workshop spamanagers customer journey mapping 2013

Ewa Goos

Page 9: Workshop spamanagers customer journey mapping 2013

Ewa Goos

Workshop• Choose a “type guest" – for example two female friends are going on a spa

weekend

• Write down all interaction points, before - during-after the experience itself

• Define guest probable expectations at every interaction point - what is important for the experience to be a fantastic

• Define so called Value enhancers and Value destroyers, consider what you need to create with for example attitude, social interaction, personal values and extraordinary skills to deliver value enhancers and minimize value destroyers

• Define what kind of information is important for the guest at each interaction point

• Discuss how you think these interaction points are especially on your own Spa