create a user experience mindset within your organization by conducting customer journey mapping -...
TRANSCRIPT
Customer Journey Mapping, Create a UX Mindset
within Your Organization
Shima Kazerooni Principal User Researcher, Informatica UXPA 2015 @shkazerooni #UXPA2015
About me
• Over a decade of experience as a user researcher
• BS, Software Engineering
• MS, Human-Computer Interaction
82% of consumers in the U.S. said they stopped doing business with a company due to poor customer experience. Source: RightNow
One Bad Experience Can Cost You
UX versus CX
CX
Customer Experience
Responses at all touch points with a company Competency at corporate level
UX
User Experience
Responses from user of product & services Competency at product & service level
Customer Journey Map (CJM) Projects
• What is Customer Journey Mapping?
• Why did we use it?
• What was the process?
• What were the results & what did we learn?
A Customer Experience Journey Map is an illustration that represents your customers’ end-to-end journey in distinct stages.
Why did we conduct CJM?
• End-to-end customer perspective
• Cross-functional involvement
• Identify key Moments of Truth to discover actionable insights
Those interactions with the company that create an emotional connection and influence a decision
Your coffee journey
Your coffee journey (example)
Entry Selection Waiting in Line Ordering Service Quality/Goods
Entry Selection Waiting in Line Ordering Service Quality/Goods
Your coffee journey (example)
Entry Selection Waiting in Line Ordering Service Quality/Goods
Easy access,
good signage
Your coffee journey (example)
Entry Selection Waiting in Line Ordering Service Quality/Goods
Easy access,
good signage Difficult to read the
menu
Your coffee journey (example)
Entry Selection Waiting in Line Ordering Service Quality/Goods
Easy access,
good signage Difficult to read the
menu
The line moved
along quickly
Your coffee journey (example)
Entry Selection Waiting in Line Ordering Service Quality/Goods
Easy access,
good signage Difficult to read the
menu
The line moved
along quickly
Confusion at the
register
Your coffee journey (example)
Entry Selection Waiting in Line Ordering Service Quality/Goods
Easy access,
good signage Difficult to read the
menu
The line moved
along quickly
Confusion at the
register
Friendly and helpful
staff
Your coffee journey (example)
Entry Selection Waiting in Line Ordering Service Quality/Goods
Easy access,
good signage Difficult to read the
menu
The line moved
along quickly
Confusion at the
register
Friendly and helpful
staff
Something was off
Your coffee journey (example)
Journey Mapping Process
Inside-Out & Outside-In Views
INSIDE OUT OUTSIDE IN • Market intelligence
• Internal assessment
• Current in-flight projects
• Intellectual property
• Employee/supplier ideas
• Primary research
• Real-time analytics
• Customer feedback
• Partner /community input
Gaining a new perspective from two views.
1 2
3
OUTPUT PROCESS
I Am Aware I Buy I Use I Renew I Compare
Customer Experience Journey Map
& Moments of Truth
OUTPUT PROCESS
• Identify Initiative
• Identify & Engage
Cross-Functional
Team
•Develop Customer
Mindset
INPUT
• Identify Action Items Aligned with Strategy
• Identify Metrics to Monitor and Measure Action Items
Customer Journey Mapping Steps
Customer Experience Journey Map
START HERE
Job
I Use I Renew I Am Aware I Compare I Buy
THEN GO HERE
Customer Job: To protect my information
Customer Experience Journey Map
START HERE
I Use I Renew I Am Aware I Compare I Buy
THEN GO HERE
Moments of Truth
Difficult to find products on the main page.
I got my product quickly.
I don’t know how to get support.
I don’t get renewal emails.
Why do I need this product?
MO
ME
NT
S O
F
TR
UT
H
Customer Job: To protect my information
Customer Experience Journey Map
START HERE
I Use I Renew I Am Aware I Compare I Buy
Difficult to find products on the main page.
I got my product quickly.
I don’t know how to get support.
I don’t get renewal emails.
Why do I need this product?
MO
ME
NT
S O
F
TR
UT
H
Market statistics
Industry reports
Partner loyalty
Web analytics
Awareness & Compare
User interviews
Surveys
Social monitoring
Use
THEN GO HERE
Listening Posts
Customer Job: To protect my information
Customer Experience Journey Map
START HERE
I Use I Renew I Am Aware I Compare I Buy
Customer Job: To protect my information
Difficult to find products on the main page.
I got my product quickly.
I don’t know how to get support.
I don’t get renewal emails.
Why do I need this product?
MO
ME
NT
S O
F
TR
UT
H
Market statistics
Industry reports
Partner loyalty
Web analytics
Awareness & Compare
User interviews
Transactional surveys
Social monitoring
Use
THEN GO HERE
Poor Ok Good
POTENTIAL LISTENING POSTS
2 Customer Journey Mapping Projects
Get Executive Buy-in
• Gain attention
• Outline CX activities
• Use persuasion and repetition
Involve Cross-Functional Teams • UX
• Product Management
• Engineering
• QA
• Customer Support
• Marketing
• Sales
• Operations
CX is Not a Destination. It is a Mindset.
Plan & Be Flexible
Timeline
Feb March April May June July Aug
Kickoff Inside-out Workshop 1
Inside-out Workshop 2
Outside-in Workshop
CX Action Plan
Project 1
Aug Sep Oct Nov Dec
Kickoff Inside-out Workshop
Outside-in Workshop
CX Action Plan
Project 2
Debrief and Identify MOTs with the Team
Identify a few Solutions
Inside-out View vs. Outside-in View
I Use I Renew I Am Aware I Compare I Buy
This is what WE thought (inside out)
And this is what we heard from customers (outside in)
I Use I Renew I Am Aware I Compare I Buy
The Map is Not the Treasure
Publicize the CJM Findings
Summary
• Customer Journey Mapping
• Why we used it
• Customer Journey Mapping process
• Lessons learned
Find Gold in Your Customer Journey Map!
