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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

@AnalisePolsky

What prevents us

from delivering a

better customer

experience?

Omnipresent

Experience

consistent accurate timely authentic

@AnalisePolsky

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

@AnalisePolsky

“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

@AnalisePolsky

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!”