kyle couch cxpn 2014 - customer journey mapping
DESCRIPTION
These slides are a sub-set of material I presented at the Customer Experience Professionals Association (CXPA) CXPA Day Event. The material served as a primer for both Customer Experience, Customer Service, Sales, and Marketing Professionals to begin to understand the importance of developing a comprehensive Customer Journey Map.TRANSCRIPT
Do You Know Where They're Going?
Becoming an Effective Customer Journey Map Cartographer.
Are You Experienced?
Is it worth it?
Loyalty Rules
One Shot
Four Pillars
The Shift is On
Who Owns Your Brand?
ACSI 2014
ACSI 2014
The Rise of Experience
ACSI 2014
Regarding the 2014 Decline
“Based on the new ACSI results, growth in consumer spending will continue to be
curtailed as weak customer satisfaction deters repeat buying and low consumer discretionary
income inhibits first-time purchases.”
- Claes Fornell, ACSI Chairman
The Value of Customer Experience
Glaring Statement of the …
Loyalty Programs Rule
Hello Dave …
Why Journey Map?
How they Help
Understand the reality of
peoples’ lives
Design and overhaul
systems and processes
Facilitate inter-‐departmental collaboration
Make Decisions
Today’s Roadmap
See Expand Identify Plan Build Anchor
Seeing
Your Baby Is Beautiful
Now, let’s be honest…
Sunk Costs, Ego, Blinders
Look into your past
Who is Your Competitor?
Confronting Reality
Expand
The Moment of Truth
Before, During & After
Before
During
After
Identify
The Wrong Journey - Your Journey
The Right Journey - Their Journey
Customer Journey Map Exercise
Plan
Contingency Planning
Multiple Personas
Build
Best Practice
This is Service Design Thinking
Know the Difference
Topic Process Maps Customer Journey Map
Main Focus The company The customer
DescribesThe company’s internal
processes, functions, and
The customer experience
TerminologyTerms and jargon
specific to the company
The customer’s language
Who is involved?Process mapping
specialists and specific departments
All groups involved in the
customer experience
It will take time …
A Moving Target
Anchor
Must Share the Same Values
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