CONNECTING JOURNEYS FOR HOLISTIC CX

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BUILDING A CUSTOMER JOURNEY WITHIN A VOICE OF CUSTOMER PROGRAM

o Using a journey map as a design framework for experience researcho Turning individual journeys into a true customer lifecycleo Mapping your CX and operational KPIs to your customers’ journey

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3 DEGREES OF HOLISTIC CUSTOMER EXPERIENCE

1°TransactionalDirect interaction with the customer via in-person, phone, email, online etc.

2°Journey BasedProcesses or services that directly impact the customer

3°RelationalLeadership, vision and strategy supports 1st and2nd degrees

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ATTITUDES

influence EXPERIENCES

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drive BEHAVIOURS deliver RESULTS

BUILDING A CUSTOMER JOURNEY WITHIN A VOICE OF CUSTOMER PROGRAM

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ONBOARDING

Taking out insurance

Buying a car

Applying for a loan

Setting up a frequent flyer account

USE/OWN

Buying a ticket

Taking a flight

Making an insurance claim

Using my phone handset

MAINTAIN

Taking the car to the dealership for service

A support call for technical help

Changing address

RENEWAL

Booking my next ticket

Insurance Policy renew

Buying a new car

Upgrading service

INDIVIDUAL JOURNEYS CONNECT TO BECOME A TRUE CUSTOMER LIFECYCLE

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Searching Booking CheckIn Airport Travel Arrive Renew

DigitalExperience In-personExperience DigitalExp

CUSTOMER JOURNEY : AIRLINE

§ Exit points are stress points§ Exit points are research points§ Sampling model at each touchpoint to

reduce client ‘contact load’§ AND/OR: concentrate on known exit

points with census approach

CUSTOMER JOURNEY : AIRLINE

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Evaluation

Aggregate Travel Portal

Website Visit

Booking system

Support

Ticketing

Complaints

Step

Channels

Awareness

TV Ad

Website Search

Marketing Email

= Top Importance for Customer Conversion

Purchase

Travel AgentContact

Reservations

Mobile App

Flight

Terminal Experience

Boarding

In-Flight

Design your Customer Persona

• Most popular

• High Spender

• New customer

Choose a customer journey for mapping and build a behaviour line

• Most frequent

• Most profitable

• New journey

• Purchase

• Onboarding

• Use/Own

• Maintain

• Renewal

Go through the mapping process

• Behaviour

• People

• Processes/ Things

• Attitudes

• Moment That Matters

• Needs

• KPIs

Use the insights from the mapping process to design new experiences and build your business case for change

• Moment That Matters

• Business Case Hypothesis

Use the Journey Map to decide on your measurement framework

• Who

• What

• When

• Why

• Metrics & KPIs

PERSONA

JOURNEY

MAPPING

INNOVATE

MEASURE

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WHAT ARE YOU GOINGTO MEASURE?

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o VoC (Experience Data) addscontext to Operational Data

o What are the overall aimsof the program?

UTILIZE ANALYTICSTO DRIVE ACTION

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Key Drivers Understand how you are performing along the dimensions most importantto your customers

UTILIZE ANALYTICSTO DRIVE ACTION

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Statistical Significance TestingDetermine the validity of your resultsand conclusions

Customer Churn and Regression AnalysisUnderstand which variables best explain customer behaviour

INSIGHTS

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They’ll vary.Don’t expect something big every week!

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WHAT IS IT WORTH?

Lifetime value of a customer

= Discounted Value of referrals+

# of years customer remains

active

Annual variable contribution per customer

x( )

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“You can’t be good at everything.You must be bad in the service of good. Excellence requires under-performing on the dimensions your customers value least so that you can over-perform on the dimensions your customers value most.”

— Frei/Morriss, 2012Uncommon service; Pos 127

Source: KPMG

Economic value is lost when experience fails to meet expectations resulting in lost revenue and share.

Economic value is maximized when customerexpectations and experience are in alignment.

CustomerExperience

CustomerExpectations

* The negative impact of under-delivery can be up to twice as great as the positive impact of over-delivery

Economic value is lost when experience significantly exceeds expectations, resulting in higher than necessary operating costs.

-$$

-$

Customer Experience is about striking the right balance

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ATTITUDES

influence EXPERIENCES

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drive BEHAVIOURS deliver RESULTS