workshop spamanagers customer journey mapping 2013
DESCRIPTION
Workshop in Customer Journey Mapping with Spa managersTRANSCRIPT
Ewa Goos
Customer Journey Mapping
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.
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
Ewa Goos
Ewa Goos
Ewa Goos
Ewa Goos
Ewa Goos
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