customer journey map
Post on 21-Oct-2014
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‘Customer Journey Map’
Introduction
Need
Characteristics
Components
How to make?
Supplements
References
Define
Behavior
Attitude
Qualitative Quantitative
What people do?
Why people do?
What people say?
How many? How much?
Less explored area
Today, customers actively engage through multiple channels to make quick and educated decisions. The dynamic nature of brand and service switching often provides contradiction between what people say and what they actually do. Due to this, the age old surveys might not reveal the entire truth. The need is to adapt to their real-time experiences. It is becomes paramount to know how customers feel and think.
Customers are no longer passive
Age of Manufacturing (1900-1960)
Age of Distribution (1960-1990)
Age of Information (1990-2010) Age of the
Customer (2010- )
56% of all interactions happen during a multi-event, multi channel journey
http://www.slideshare.net/McK_CMSOForum/customer-journey-analytics-and-big-data?goback=.gmp_1783406.gde_1783406_member_234829088
Due to ongoing exposure through internet, phone (sms, calls), TV, company store, emails and advertisements instead of following the funnel model (where customers narrow down to limited options for buying along the buying journey), customers actively evaluate multiple sets and quickly switch loyalty. Today an overall customer experience spans across different channels.
Thus, old industry marketing rules doesn’t apply
Awareness
From To Linear Funnel Model Loop Model
Familiarity
Consideration
Purchase
Loyalty
Larg
er
su
b-s
et
to
narr
ow
ing
op
tions a
long
the journ
ey
Initial consideration set
Moment of purchase
Information gathering and hopping (active evaluation)
Post purchase experience (ongoing experience)
Loyalty Loop
Introduction
Need
Characteristics
Components
How to make?
Supplements
References
Define
The touch point mapping model
‘Customer Journey Map is a diagram that illustrates the steps your customer(s) go through in engaging with your company’
– HBR
Customer Journey Map tell
• Where to spend your money• Where people are having lot of
pain • What are the moments of truth
• How customers feel while interacting with your organization (the experience)
• How organizations can make effective improvements and innovations to their serviceUser Experience (UX) -> Customer Experience (CX)
Touch Points
• Touch point is any way by which customers can learn about their brands
From To
Consumer Driven Touch Points
- Talk to friends- Searching on
internet- Word of mouth- Research sites
Company Driven Touch Points
- Advertisements- In store product
experience
Introduction
Need
Characteristics
Components
How to make?
Supplements
References
Define
How are you talking to your customers?
The more customers are connected, more they talk about you, your brand and your service. The need for the organizations is to get into those conversations by understanding behavior of multi-channel touch points.
• Customer Journey Maps (CSJ) are not linear but involved active feedback loops
• CSJ show both direct and indirect interaction points (versus persona which mainly concentrate on direct and visible interaction points)
• Generally one map shows one persona (not one person)
• CSJ shows multi-channel experiences including social media interactions
• Company doesn’t have control over all touch point areas
• There is not standard template and is sector specific
Introduction
Need
Characteristics
Components
How to make?
Supplements
References
Define
Source: Youtube
Trivia: 58% of tweeters think that if tweet about a bad experience, the company should respond to them (Source: https://www.youtube.com/watch?v=Xiyd5xXWbso )
Characteristics of Customer Journey Map
Shows how customers perceive their interactions with your company
Introduction
Need
Characteristics
Components
How to make?
Supplements
References
Define
CJM contain following components
- A Timeline - Events of activities- Phases - Related Information (Assumptions)- Touchpoints - Relative highs or lows- Pain points or opportunities.
Phases
Events/Activities
Emotional journey (highs and lows)
Related information
Pain points or opportunitiesSample CJM (Image Source: https://www.youtube.com/watch?v=jnIGMo7zf90 )
TouchPoints
Here is a step by step method to create your Customer Journey Map
Introduction
Need
Characteristics
Components
How to make?
Supplements
References
Define
Step 1
Ana
IT professional
Select a persona for the map
Step 2
Phases
Events
• Draw a timeline• Write events in the
customer journey and define phases
June 2014 Sept. 2014 Oct. 2014August 2014July 2014
Here is a step by step method to create your Customer Journey Map
Introduction
Need
Characteristics
Components
How to make?
Supplements
References
Define
Step 3
Phase 4Phase 1 Phase 2 Phase 3
Draw line of visibility to divide on-stage and backstage
experiences
Line of visibility
Onst
age
Back
sta
ge
June 2014 Sept. 2014 Oct. 2014August 2014July 2014
People and things with which customer comes in direct contact
Customer doesn’t come with direct contact with these but they act only as a support for onstage events
Here is a step by step method to create your Customer Journey Map
Introduction
Need
Characteristics
Components
How to make?
Supplements
References
Define
Step 4
Phase 4Phase 1 Phase 2 Phase 3
Mention touch points (both in terms of people and things)
Line of visibility
Onst
age
Back
sta
ge
People
Things
People
Things
June 2014 Sept. 2014 Oct. 2014August 2014July 2014
Here is a step by step method to create your Customer Journey Map
Introduction
Need
Characteristics
Components
How to make?
Supplements
References
Define
Step 5
Phase 4Phase 1 Phase 2 Phase 3
Mention attitudes and their feelings (highs and lows) – The experience of
the customer
Onst
age
Back
sta
ge
June 2014 Sept. 2014 Oct. 2014August 2014July 2014
+ (Highs)
- (Lows)
Attitude & Feelings
Emotional Journey
Line of visibility
How is she feeling? What
is she thinking?
Here is a step by step method to create your Customer Journey Map
Introduction
Need
Characteristics
Components
How to make?
Supplements
References
Define
Step 6
Add related information (assumptions, facts, charts)
Phase 4Phase 1 Phase 2 Phase 3
Onst
age
Back
sta
ge June 2014 Sept. 2014 Oct. 2014August 2014July 2014
+ (Highs)
- (Lows)
Attitude & FeelingsEmotional Journey
Line of visibility
Related Information
Here is a step by step method to create your Customer Journey Map
Introduction
Need
Characteristics
Components
How to make?
Supplements
References
Define
Step 7
Find moment of ruth, pain points and opportunity areas
Phase 4Phase 1 Phase 2 Phase 3
Onst
age
Back
sta
ge June 2014 Sept. 2014 Oct. 2014August 2014July 2014
+ (Highs)
- (Lows)
Attitude & FeelingsEmotional Journey
Line of visibility
Related Information
Attitudes evaluated for positive or
negative outcome and business impact analyzed to prioritize and find focus areas
Other depictions of Customer Journey Maps
Introduction
Need
Characteristics
Components
How to make?
Supplements
References
Define
http://www.uxmatters.com/mt/archives/2011/09/images/EffectiveUIJourneyMapExample.jpg
http://www.adaptivepath.com/uploads/images/RailEurope_CXMap_FINAL%20copy_001.png
http://desonance.files.wordpress.com/2011/05/map_b_desonance.jpg http://www.heartofthecustomer.com/wp-content/uploads/2013/03/Customer-Journey-Map.png
• Apple’s experience cycle:• http://www.dubberly.com/wp-content/uploads/2009/01/apple_experience_cycle.pdf• Customer Journey canvas: • http://files.thisisservicedesignthinking.com/tisdt_cujoca.pdf• Service Design tools:• http://www.servicedesigntools.org/• Customer journey map game:• http://www.servicedesigntools.org/tools/8• CX (Customer Experience) journey mapping toolkit:• http://designingcx.com/cx-journey-mapping-toolkit/• Crash course in CS journey mapping: • http://designingcx.com/wp-content/uploads/2012/07/Crash-Course-CX-Journey-Mapping-20120731.pdf• McKinsey collection on Customer Journey Map: • http://www.mckinsey.com/client_service/marketing_and_sales/latest_thinking/customer_decision_journey• http://www.slideshare.net/McK_CMSOForum/customer-experience-journey-webinar-v10-091713• http://www.mckinsey.com/insights/marketing_sales/the_consumer_decision_journey
• Writing great experiences customer journey maps• http://www.slideshare.net/joyce_hostyn/writing-great-experiences-customer-experience-journey-maps • http://desonance.wordpress.com/2010/06/16/customer-experience-mapping/ • https://experiencinginformation.wordpress.com/2010/05/10/customer-journey-mapping-resources-on-the-web/• http://sixrevisions.com/user-experience-ux/customer-journey-maps/
• http://www.uxmatters.com/mt/archives/2011/09/images/EffectiveUIJourneyMapExample.jpg• http://www.adaptivepath.com/uploads/images/RailEurope_CXMap_FINAL%20copy_001.png• http://desonance.files.wordpress.com/2011/05/map_b_desonance.jpg• http://www.heartofthecustomer.com/wp-content/uploads/2013/03/Customer-Journey-Map.png
• Images: Examples of journey maps
Introduction
Need
Characteristics
Components
How to make?
Supplements
References
Define
‘Customers are not oranges (one which can be squeezed) but are like a plant (one which requires nurturing)’ - Anonymous