customer journey mapping - michiel ooms
DESCRIPTION
TRANSCRIPT
The journey from today to tomorrow
Michiel Ooms - Sr. Creative Consultant
Source: http://www.flickr.com/photos/14242173@N03/2331670902/
Source: http://www.flickr.com/photos/14242173@N03/2331670902/
Celebrating
The launch of the website !
Source: http://www.flickr.com/photos/kumaneko/5499747804/
Source: http://www.flickr.com/photos/kumaneko/5499747804/
Relaxing
After a period of hard working !
Meanwhile
Everyday life resumes !
HOW CAN WE?
"Organize and orchestrate the (digital) channels "
to increase reach, revenue, value and loyalty?
Important
To surprise the customer… !
Important
…with a tailormade treatment !
BUYING PROCESS
...How do I decide?
I wantto buy...
VISITCOMPETITOR
WEBSITE
GOOGLEVACATIONS
VISITCOMPANYWEBSITE
CONSULTSFELLOW
TRAVELLER
GOOGLEOTHER
DESTINATION
ASKPEERS
ATTENDSFACEBOOKCAMPAIGN
RECEIVESVOUCHER
CODE
SEARCHBESTDEAL
COMPARESWITH
COMPETITOR
BOOKSVACATIONPACKAGE
SHARESTRAVEL
INTENTIONS
Source: http://deliciousbday.com/2012/05/23/hongkong-disneyland-part-1-disneys-hollywood-hotel/
Mismatch
No relevancy in offering !
THIS WILL RESULT IN
Loss in conversion and revenues, "
~
Increase of costs ! "~
Lower customer satisfaction "
"
solution: linking insights to relevant offers
!solution: targeted campaigns, shorter time-to-market
and increased automation "
"solution: personal, consistent and fast contact points
Strategy Design Construction
Adjust
Opt
im
ize
Test and evaluate
Groei
A user scenario that gives insight in the !touch points (offline, desktop or mobile) "
of a user uses over time. ""
There’s not one customer journey: combinations and variations are endless.
Continuously evolving overview of what "the business and our users want over time "
"Along with examples of possible customer journeys,
related projects and relevant content and its channels.
CustomerJourney
User needs
Strategy andthemes
Channels
ORIENTATION PLAN AND BOOK ADD AND ALTER CHECK-IN FLIGHT AT DESTINATION ADD AND ALTER CHECK-IN FLIGHT EVALUATION
Content
OFFLINE
DESKTOP
MOBILE
ORIENTATION PLAN AND BOOK ADD AND ALTER CHECK-IN FLIGHT AT DESTINATION ADD AND ALTER CHECK-IN FLIGHT EVALUATION
ORIENTATION PLAN AND BOOK ADD AND ALTER CHECK-IN FLIGHT AT DESTINATION ADD AND ALTER CHECK-IN FLIGHT EVALUATION
ORIENTATION PLAN AND BOOK ADD AND ALTER CHECK-IN FLIGHT AT DESTINATION ADD AND ALTER CHECK-IN FLIGHT EVALUATION
ORIENTATION PLAN AND BOOK ADD AND ALTER CHECK-IN FLIGHT AT DESTINATION ADD AND ALTER CHECK-IN FLIGHT EVALUATION
Experience map
PRIMARY THEME
SECUNDARY THEME
TERTIARY THEME
Legend
I want to
board without
hasslePERSONA 1
PERSONA 2
Legend
LANDING PAGES
BOOKING TOOL
MANAGE BOOKING MANAGE BOOKING
NEWSLETTER
SOCIAL MEDIA SOCIAL MEDIA
SMS SMS
SERVICE EMAILSERVICE EMAIL SERVICE EMAIL
APP APP
SURPRISE
SUGGEST
SERVE
SUPPORT
SURPRISE
SUGGEST
SERVE
SUPPORT
SURPRISE
SUGGEST
SERVE
SUPPORT
SURPRISE
SUGGEST
SERVE
SUPPORT
SURPRISE
SUGGEST
SERVE
SUPPORT
SURPRISE
SUGGEST
SERVE
SUPPORT
SURPRISE
SUGGEST
SERVE
SUPPORT
SURPRISE
SUGGEST
SERVE
SUPPORT
SURPRISE
SUGGEST
SERVE
SUPPORT
SURPRISE
SUGGEST
SERVE
SUPPORT
Sheila shows Tom several
resorts in the Nice area
Sheila logs on to airline.com
with her agent ID and selects a
flight, a car and golf bags
Tom adds missing
passport details of his friends
Tom and his friends would
like to play golf in Spain
Tom visitis the
Pin High travel store
Tom discusses adding extra
options with his friends
Tom and his friends pre-order
some drinks with discount
Tom and his friends
receive a confirmation mail.
The mail comes extra options too.
Based on the e-mail,
Tom’s friend Phil
decides to add extra baggage
Tom and his friends receive
their boarding passes
Tom prints boarding
passes for everybody
They enjoy their flight
and buy some more drinks
They collect their rental
car and drive to the resort
Tom and his friends play
golf every day
They check in by using
Phil’s smartphone
They receive a ‘thank you for flying
with us’ email with an invitation for
a review
They make use of the available
information to find out where to
collect their rental car
Tom and his friends receive
real time flight status updates
Tom shares some of his
golfing pictures on Facebook
Based on customer feedback,
she recommends “Happy Golf Resort”
Tom agrees on the resort,
and Sheila takes an option
Tom asks for
available flights
Tom and his friends
all check in for themselves
Tom calls his friends
to set up a meeting at
the airport
He gets notifications of
flight status information
Tom and his friends play golf in Spain
I want to be in
the holiday mood
I want to
check-in quickly
I want to
feel at ease
I want flight
and destination
information
I want to board
quickly and easily
I want to
check in without
hassle
I want to
board without
hassle
I want to feel
comfortable
and safeI want to
board without
hassle
I want to be in
the holiday mood
I want to
check-in quickly
I want to
feel at ease
I want flight
and destination
information
I want to board
quickly and easily
I want to
check in without
hassle
I want to
board without
hassle
I want to feel
comfortable
and safeI want to
board without
hassle
CustomerJourney
User needs
Strategy andthemes
Channels
ORIENTATION PLAN AND BOOK ADD AND ALTER CHECK-IN FLIGHT AT DESTINATION ADD AND ALTER CHECK-IN FLIGHT EVALUATION
Content
OFFLINE
DESKTOP
MOBILE
ORIENTATION PLAN AND BOOK ADD AND ALTER CHECK-IN FLIGHT AT DESTINATION ADD AND ALTER CHECK-IN FLIGHT EVALUATION
ORIENTATION PLAN AND BOOK ADD AND ALTER CHECK-IN FLIGHT AT DESTINATION ADD AND ALTER CHECK-IN FLIGHT EVALUATION
ORIENTATION PLAN AND BOOK ADD AND ALTER CHECK-IN FLIGHT AT DESTINATION ADD AND ALTER CHECK-IN FLIGHT EVALUATION
ORIENTATION PLAN AND BOOK ADD AND ALTER CHECK-IN FLIGHT AT DESTINATION ADD AND ALTER CHECK-IN FLIGHT EVALUATION
Experience map
PRIMARY THEME
SECUNDARY THEME
TERTIARY THEME
Legend
I want to
board without
hasslePERSONA 1
PERSONA 2
Legend
LANDING PAGES
BOOKING TOOL
MANAGE BOOKING MANAGE BOOKING
NEWSLETTER
SOCIAL MEDIA SOCIAL MEDIA
SMS SMS
SERVICE EMAILSERVICE EMAIL SERVICE EMAIL
APP APP
SURPRISE
SUGGEST
SERVE
SUPPORT
SURPRISE
SUGGEST
SERVE
SUPPORT
SURPRISE
SUGGEST
SERVE
SUPPORT
SURPRISE
SUGGEST
SERVE
SUPPORT
SURPRISE
SUGGEST
SERVE
SUPPORT
SURPRISE
SUGGEST
SERVE
SUPPORT
SURPRISE
SUGGEST
SERVE
SUPPORT
SURPRISE
SUGGEST
SERVE
SUPPORT
SURPRISE
SUGGEST
SERVE
SUPPORT
SURPRISE
SUGGEST
SERVE
SUPPORT
Sheila shows Tom several
resorts in the Nice area
Sheila logs on to airline.com
with her agent ID and selects a
flight, a car and golf bags
Tom adds missing
passport details of his friends
Tom and his friends would
like to play golf in Spain
Tom visitis the
Pin High travel store
Tom discusses adding extra
options with his friends
Tom and his friends pre-order
some drinks with discount
Tom and his friends
receive a confirmation mail.
The mail comes extra options too.
Based on the e-mail,
Tom’s friend Phil
decides to add extra baggage
Tom and his friends receive
their boarding passes
Tom prints boarding
passes for everybody
They enjoy their flight
and buy some more drinks
They collect their rental
car and drive to the resort
Tom and his friends play
golf every day
They check in by using
Phil’s smartphone
They receive a ‘thank you for flying
with us’ email with an invitation for
a review
They make use of the available
information to find out where to
collect their rental car
Tom and his friends receive
real time flight status updates
Tom shares some of his
golfing pictures on Facebook
Based on customer feedback,
she recommends “Happy Golf Resort”
Tom agrees on the resort,
and Sheila takes an option
Tom asks for
available flights
Tom and his friends
all check in for themselves
Tom calls his friends
to set up a meeting at
the airport
He gets notifications of
flight status information
Tom and his friends play golf in Spain
Tools to
manage procedures
SELFSERVICE
Facilitate
user accounts
ACCESS
Identify
passengers
ACCESS
Make it accessible
for all devices
ACCESS
Offe
product
CO
Make it easy
to order
CONVERSIONDigital touchpoints
to ask questions
CUSTOMERSERVICE
Compare flights
and destinations
INSPIRE
Multi session,
cross device support
INSPIRE
Tools to
manage procedures
SELFSERVICE
Facilitate
user accounts
ACCESS
Identify
passengers
ACCESS
Make it accessible
for all devices
ACCESS
Offe
product
CO
Make it easy
to order
CONVERSIONDigital touchpoints
to ask questions
CUSTOMERSERVICE
Compare flights
and destinations
INSPIRE
Multi session,
cross device support
INSPIRE
CustomerJourney
User needs
Strategy andthemes
Channels
ORIENTATION PLAN AND BOOK ADD AND ALTER CHECK-IN FLIGHT AT DESTINATION ADD AND ALTER CHECK-IN FLIGHT EVALUATION
Content
OFFLINE
DESKTOP
MOBILE
ORIENTATION PLAN AND BOOK ADD AND ALTER CHECK-IN FLIGHT AT DESTINATION ADD AND ALTER CHECK-IN FLIGHT EVALUATION
ORIENTATION PLAN AND BOOK ADD AND ALTER CHECK-IN FLIGHT AT DESTINATION ADD AND ALTER CHECK-IN FLIGHT EVALUATION
ORIENTATION PLAN AND BOOK ADD AND ALTER CHECK-IN FLIGHT AT DESTINATION ADD AND ALTER CHECK-IN FLIGHT EVALUATION
ORIENTATION PLAN AND BOOK ADD AND ALTER CHECK-IN FLIGHT AT DESTINATION ADD AND ALTER CHECK-IN FLIGHT EVALUATION
Experience map
PRIMARY THEME
SECUNDARY THEME
TERTIARY THEME
Legend
I want to
board without
hasslePERSONA 1
PERSONA 2
Legend
LANDING PAGES
BOOKING TOOL
MANAGE BOOKING MANAGE BOOKING
NEWSLETTER
SOCIAL MEDIA SOCIAL MEDIA
SMS SMS
SERVICE EMAILSERVICE EMAIL SERVICE EMAIL
APP APP
SURPRISE
SUGGEST
SERVE
SUPPORT
SURPRISE
SUGGEST
SERVE
SUPPORT
SURPRISE
SUGGEST
SERVE
SUPPORT
SURPRISE
SUGGEST
SERVE
SUPPORT
SURPRISE
SUGGEST
SERVE
SUPPORT
SURPRISE
SUGGEST
SERVE
SUPPORT
SURPRISE
SUGGEST
SERVE
SUPPORT
SURPRISE
SUGGEST
SERVE
SUPPORT
SURPRISE
SUGGEST
SERVE
SUPPORT
SURPRISE
SUGGEST
SERVE
SUPPORT
Sheila shows Tom several
resorts in the Nice area
Sheila logs on to airline.com
with her agent ID and selects a
flight, a car and golf bags
Tom adds missing
passport details of his friends
Tom and his friends would
like to play golf in Spain
Tom visitis the
Pin High travel store
Tom discusses adding extra
options with his friends
Tom and his friends pre-order
some drinks with discount
Tom and his friends
receive a confirmation mail.
The mail comes extra options too.
Based on the e-mail,
Tom’s friend Phil
decides to add extra baggage
Tom and his friends receive
their boarding passes
Tom prints boarding
passes for everybody
They enjoy their flight
and buy some more drinks
They collect their rental
car and drive to the resort
Tom and his friends play
golf every day
They check in by using
Phil’s smartphone
They receive a ‘thank you for flying
with us’ email with an invitation for
a review
They make use of the available
information to find out where to
collect their rental car
Tom and his friends receive
real time flight status updates
Tom shares some of his
golfing pictures on Facebook
Based on customer feedback,
she recommends “Happy Golf Resort”
Tom agrees on the resort,
and Sheila takes an option
Tom asks for
available flights
Tom and his friends
all check in for themselves
Tom calls his friends
to set up a meeting at
the airport
He gets notifications of
flight status information
Tom and his friends play golf in Spain
Tom adds missing
passport details of his friends
Tom and his friends pre-order
some drinks with discount
Tom and his friends
receive a confirmation mail.
The mail comes extra options too.
Based on the e-mail,
Tom’s friend Phil
decides to add extra baggage
Tom and his friends receive
their boarding passes
Tom prints boarding
passes for everybody
Tom and his friends
all check in for themselves
Tom calls h
to set up a
Tom adds missing
passport details of his friends
Tom and his friends pre-order
some drinks with discount
Tom and his friends
receive a confirmation mail.
The mail comes extra options too.
Based on the e-mail,
Tom’s friend Phil
decides to add extra baggage
Tom and his friends receive
their boarding passes
Tom prints boarding
passes for everybody
Tom and his friends
all check in for themselves
Tom calls h
to set up a
CustomerJourney
User needs
Strategy andthemes
Channels
ORIENTATION PLAN AND BOOK ADD AND ALTER CHECK-IN FLIGHT AT DESTINATION ADD AND ALTER CHECK-IN FLIGHT EVALUATION
Content
OFFLINE
DESKTOP
MOBILE
ORIENTATION PLAN AND BOOK ADD AND ALTER CHECK-IN FLIGHT AT DESTINATION ADD AND ALTER CHECK-IN FLIGHT EVALUATION
ORIENTATION PLAN AND BOOK ADD AND ALTER CHECK-IN FLIGHT AT DESTINATION ADD AND ALTER CHECK-IN FLIGHT EVALUATION
ORIENTATION PLAN AND BOOK ADD AND ALTER CHECK-IN FLIGHT AT DESTINATION ADD AND ALTER CHECK-IN FLIGHT EVALUATION
ORIENTATION PLAN AND BOOK ADD AND ALTER CHECK-IN FLIGHT AT DESTINATION ADD AND ALTER CHECK-IN FLIGHT EVALUATION
Experience map
PRIMARY THEME
SECUNDARY THEME
TERTIARY THEME
Legend
I want to
board without
hasslePERSONA 1
PERSONA 2
Legend
LANDING PAGES
BOOKING TOOL
MANAGE BOOKING MANAGE BOOKING
NEWSLETTER
SOCIAL MEDIA SOCIAL MEDIA
SMS SMS
SERVICE EMAILSERVICE EMAIL SERVICE EMAIL
APP APP
SURPRISE
SUGGEST
SERVE
SUPPORT
SURPRISE
SUGGEST
SERVE
SUPPORT
SURPRISE
SUGGEST
SERVE
SUPPORT
SURPRISE
SUGGEST
SERVE
SUPPORT
SURPRISE
SUGGEST
SERVE
SUPPORT
SURPRISE
SUGGEST
SERVE
SUPPORT
SURPRISE
SUGGEST
SERVE
SUPPORT
SURPRISE
SUGGEST
SERVE
SUPPORT
SURPRISE
SUGGEST
SERVE
SUPPORT
SURPRISE
SUGGEST
SERVE
SUPPORT
Sheila shows Tom several
resorts in the Nice area
Sheila logs on to airline.com
with her agent ID and selects a
flight, a car and golf bags
Tom adds missing
passport details of his friends
Tom and his friends would
like to play golf in Spain
Tom visitis the
Pin High travel store
Tom discusses adding extra
options with his friends
Tom and his friends pre-order
some drinks with discount
Tom and his friends
receive a confirmation mail.
The mail comes extra options too.
Based on the e-mail,
Tom’s friend Phil
decides to add extra baggage
Tom and his friends receive
their boarding passes
Tom prints boarding
passes for everybody
They enjoy their flight
and buy some more drinks
They collect their rental
car and drive to the resort
Tom and his friends play
golf every day
They check in by using
Phil’s smartphone
They receive a ‘thank you for flying
with us’ email with an invitation for
a review
They make use of the available
information to find out where to
collect their rental car
Tom and his friends receive
real time flight status updates
Tom shares some of his
golfing pictures on Facebook
Based on customer feedback,
she recommends “Happy Golf Resort”
Tom agrees on the resort,
and Sheila takes an option
Tom asks for
available flights
Tom and his friends
all check in for themselves
Tom calls his friends
to set up a meeting at
the airport
He gets notifications of
flight status information
Tom and his friends play golf in Spain
BOOKING TOOL
MANAGE BOOKING
SERVICE EMAIL
CUSTOMER SERVICE
BOOKING TOOL
MANAGE BOOKING
SERVICE EMAIL
CUSTOMER SERVICE
CustomerJourney
User needs
Strategy andthemes
Channels
ORIENTATION PLAN AND BOOK ADD AND ALTER CHECK-IN FLIGHT AT DESTINATION ADD AND ALTER CHECK-IN FLIGHT EVALUATION
Content
OFFLINE
DESKTOP
MOBILE
ORIENTATION PLAN AND BOOK ADD AND ALTER CHECK-IN FLIGHT AT DESTINATION ADD AND ALTER CHECK-IN FLIGHT EVALUATION
ORIENTATION PLAN AND BOOK ADD AND ALTER CHECK-IN FLIGHT AT DESTINATION ADD AND ALTER CHECK-IN FLIGHT EVALUATION
ORIENTATION PLAN AND BOOK ADD AND ALTER CHECK-IN FLIGHT AT DESTINATION ADD AND ALTER CHECK-IN FLIGHT EVALUATION
ORIENTATION PLAN AND BOOK ADD AND ALTER CHECK-IN FLIGHT AT DESTINATION ADD AND ALTER CHECK-IN FLIGHT EVALUATION
Experience map
PRIMARY THEME
SECUNDARY THEME
TERTIARY THEME
Legend
I want to
board without
hasslePERSONA 1
PERSONA 2
Legend
LANDING PAGES
BOOKING TOOL
MANAGE BOOKING MANAGE BOOKING
NEWSLETTER
SOCIAL MEDIA SOCIAL MEDIA
SMS SMS
SERVICE EMAILSERVICE EMAIL SERVICE EMAIL
APP APP
SURPRISE
SUGGEST
SERVE
SUPPORT
SURPRISE
SUGGEST
SERVE
SUPPORT
SURPRISE
SUGGEST
SERVE
SUPPORT
SURPRISE
SUGGEST
SERVE
SUPPORT
SURPRISE
SUGGEST
SERVE
SUPPORT
SURPRISE
SUGGEST
SERVE
SUPPORT
SURPRISE
SUGGEST
SERVE
SUPPORT
SURPRISE
SUGGEST
SERVE
SUPPORT
SURPRISE
SUGGEST
SERVE
SUPPORT
SURPRISE
SUGGEST
SERVE
SUPPORT
Sheila shows Tom several
resorts in the Nice area
Sheila logs on to airline.com
with her agent ID and selects a
flight, a car and golf bags
Tom adds missing
passport details of his friends
Tom and his friends would
like to play golf in Spain
Tom visitis the
Pin High travel store
Tom discusses adding extra
options with his friends
Tom and his friends pre-order
some drinks with discount
Tom and his friends
receive a confirmation mail.
The mail comes extra options too.
Based on the e-mail,
Tom’s friend Phil
decides to add extra baggage
Tom and his friends receive
their boarding passes
Tom prints boarding
passes for everybody
They enjoy their flight
and buy some more drinks
They collect their rental
car and drive to the resort
Tom and his friends play
golf every day
They check in by using
Phil’s smartphone
They receive a ‘thank you for flying
with us’ email with an invitation for
a review
They make use of the available
information to find out where to
collect their rental car
Tom and his friends receive
real time flight status updates
Tom shares some of his
golfing pictures on Facebook
Based on customer feedback,
she recommends “Happy Golf Resort”
Tom agrees on the resort,
and Sheila takes an option
Tom asks for
available flights
Tom and his friends
all check in for themselves
Tom calls his friends
to set up a meeting at
the airport
He gets notifications of
flight status information
Tom and his friends play golf in Spain
SURPRISE
SUGGEST
SERVE
SUPPORT
SURPRISE
SUGGEST
SERVE
SUPPORT
SURPRISE
SUGGEST
SERVE
SUPPORT
SURPRISE
SUGGEST
SERVE
SUPPORT
It helps us better understand "our business goals "
and the user needs over time. ""
This knowledge enables us to develop and design for a desirable user experience (appropriate, relevant, pleasurable, efficient, …)
and achievement of business goals
How to create
a customer journey?
Source: http://thinkin.frogdesign.com/energy-thinkin/blog/energy-think-begins.html
Workshop activities
Step1: Define the high-level process steps !
Step 2: Identify the dimensions !
Step 3: Start mapping your personas !
Step 4: Sketch the different scenarios !
Step 5: Repeat step 4 for each cross-section !!!
Insight
Create insight into the variables !
Discussion
Jointly experience the journey !
Diversity
Combine different dimensions !
WHAT IS NEEDED?
1-3 Workshops ~
Broad delegation from within the organization "~
Enough space, Post-Its and Sharpies "
It is not a one-time exercise " "
Evaluate and update the customer journey on a regular basis Customer needs and behavior will change due to:
technology, economics, maturity, etcetera…
HOW TO USE IT
Relate your user-stories to the “needs” ~
As a brainstorm facilitator "~
Frame, reframe and reimagine experiences "~
Leverage mapping to connect, collaborate and align "
A LITTLE EXERCISE
Invite a group of stakeholders
~ Identify the “main stages” "
~
Map a typical user story
SHARE YOUR RESULT
Sent me a picture of your workshop results "[email protected] "
The journey of a thousand miles "must begin with a single step "Chinese proverb
Source: http://www.tourist-destinations.com/2011/06/chinese-wall-china.html