relate live nyc: customer journey mapping
Post on 22-Jan-2018
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#RelateLive
Roshni SondhiZendesk
Director, Customer Success
Sary BrunnerZendesk
VP, Customer Success
96%of customers that had high-effort experiences reported being disloyal.
9%of customers with low-effort experiences report being disloyal.
1%of all customers with low-effort experiences said they’d spread negative word of mouth about the company.
81%of customers with high-effort experiences who said they’d do the same.
Dixon, Matthew; Toman, Nick; DeLisi, Rick (2013-09-12). The Effortless Experience: Conquering the New Battleground for Customer Loyalty (p. 22 & 150). Penguin Group US. Kindle Edition.
What is Journey Mapping?
Journey Mapping is a tool companies use to help them see what their
customers truly experience—the real moments of truth and the ways in which customers go about
achieving their needs.
What is Journey Mapping for Customer Effort?
Journey Mapping for Customer Effort is a tool to identify where customers
are expending too much effort to achieve their needs.
Meenu Meenu and her sister participate in
FashionCo’s ‘Be the Buyer’ marketing
program.
Meenu shares the ‘Be the Buyer’ blog post with
her social network.
Meenu places two more orders over the course of the next 3 months.
Meenu is asked out on a date by a long-time
romantic interest of hers.
She orders 3 dresses as potential outfits for the
date. The dresses arrive 3 days later.
Meenu tries on the dresses; one she doesn’t
like, one was the right size butdidn’t fit and the
last was a totally difefernt item. The
missing item was her fave…
She posts this on FB: “uggh, was to go folks messed up my order—I NEED my dress before
my big date.”
FashionCo’s social team responds and invites her
to a live chat session.
FashionCo gets the correct dress
overnighted, sets up a return gives her a 20%
coupon.
Meenu posts: “Thanks for making things right @FashionCo” on FB.
Meenu rocks her first date
FashionCo Customer Since
2010 Lifetime Value
$10,050 Average Order Value
$150 Engagement
Style Gallery, Product reviews, Facebook & Twitter
Meenu
Meenu and her sister participate in FashionCo’s ‘Be the Buyer’ marketing program.
Meenu shares the ‘Be the Buyer’ blog post with her social network.
Meenu places two more orders over the course of the next 3 months.
Meenu is asked out on a date by a long-time romantic interest of hers.
FashionCo Customer Since
2010 Lifetime Value
$10,050 Average Order Value
$150 Engagement
Style Gallery, Product reviews, Facebook & Twitter
Meenu
FashionCo Customer Since
2010 Lifetime Value
$10,050 Average Order Value
$150 Engagement
Style Gallery, Product reviews, Facebook & Twitter
Meenu
She orders 3 dresses as potential outfits for the date. The dresses arrive 3 days later.
Meenu tries on the dresses; one she doesn’t like, one was the right size but didn’t fit and the last was a totally different item. The missing item was her fave…
She posts this on FB: “uggh, was to go folks messed up my order—I NEED my dress before my big date.”
FashionCo’s social team responds and invites her to a live chat session.
FashionCo gets the correct dress overnighted, sets up a return gives her a 20% coupon.
Meenu posts: “Thanks for making things right @FashionCo” on FB.
Meenu rocks her first date
FashionCo Customer Since
2010 Lifetime Value
$10,050 Average Order Value
$150 Engagement
Style Gallery, Product reviews, Facebook & Twitter
Meenu
and invites her to a live chat session.
The 4 pillars
Low effort companies
minimize channel switching
Low effort companies
maximize next issue avoidance
Low effort companies equip
agents to engineer experiences
Low effort companies empower
employees
The math of loyalty
More customers, more time
More revenue per customer
Improve Customer Retention
Increase Lifetime Value
The math of loyalty
Increase customer lifetime value
$1,250,000
500,000
# of customers
5%
% impacted
$500
current ltv
10%
% improvement( )xx x) (
Key takeawaysFour-up
2
Reducing effort for your customers can increase business value
Effort is a key piece of loyalty
1 4
Give it a shot! Talk to the ZD team at our booth about working together to do an Optimization or Strategic Assessment with your team!
3
Journey mapping for customer effort is an approachable, effective tool to diagnose areas of effort
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