What is Customer Journey Mapping?


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This presentation works through understanding how you can use customer journey mapping in your organisation... for an in depth description, please visit http://customerservicemeasurement.com/customer-satisfaction-resources/customer-insight-events/february-2011-customer-journey-mapping

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  • Where a range of customers have individual route maps to a singular service within a broader service network such as the NHS, how can CJM be applied to collate these in order to capture customers experiences in a sensible and cvoherent way
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What is Customer Journey Mapping?

  1. 1. Customer Journey Management<br />Martin Wright: martin@martinwrightassociates.co.uk<br />Oakleigh Wood: oakleigh@csmsurveys.com<br />
  2. 2. What is Customer Journey Management?<br />Jan Carlzen, Scandinavian Airways<br />A qualitative tool <br />Understand brand experience at each touch point:<br />Customer needs<br />Customer experience <br />‘Moments of truth’<br />
  3. 3. 3 dimensions of customer journey measurement<br />Proposition vs.<br />experience<br />Customer: What, where, when, how<br />Operational experience<br />
  4. 4. Customer Journey Mapping<br />
  5. 5. What it is<br />Measures how prospects and customers behave<br />From acquisition to attrition<br />Movement within and between channels and at each touch point<br />Retail or FTF<br />Inbound call centre<br />Web<br />Outbound marketing<br />Product or Service engagement<br />Showing customer numbers and drop outs<br />Using a common measure<br />
  6. 6. How its done<br />Staff interviews and workshops<br />Review of key MI reports:<br />Web analytics<br />Call centre stats<br />Marketing plans and results<br />Service reports <br />Mystery shopping<br />Time and motion studies<br />
  7. 7. What can it do<br />Illustrate how prospects and customer interact with a company<br />Identify hot spots and inefficiencies<br />Quantify the opportunity cost <br />Build a business case to focus and galvanise effort<br />Make improvements to:<br />Communications<br />Staff training<br />Process or service design<br />Organisation culture and alignment<br />
  8. 8. A typical map<br />Sales<br />Underwriting <br />Error 1K<br />TSC 7.8K <br />calls<br />455<br />NTU 14.3K<br />PRM block <br />6K<br />67%<br />Twice weekly <br />NTU email <br />5% <br />6%<br />12%<br />54%<br />14%<br />9%<br />18%<br />Save<br />2k<br />Conditions<br /> of quote<br />Human<br />Summary of <br />Cover & <br />Details<br />Your <br />quote <br />Property, <br />address & <br />Discounts<br />Sales<br />Contact <br />Details<br />Payment <br />Details<br />Your details<br />4,444<br />(Aggregator <br />999)<br />20k<br />12k<br />222<br />200<br />29k<br />15k<br />Recalculate <br />3.98/person<br />Underwriting <br />Error 15K<br />PRM block <br />5K<br />NTU 60K<br />Quote s<br />Aggregators<br />222k<br />22k<br />
  9. 9. Case History: Halifax Insurance<br />Retail, call centre, customer services, web, outbound marketing channels<br />38 quick-wins with potential to generate 15% incremental sales <br />Contact strategy 40% <br />Increasing frequency, following up Client contacts<br />Cross functional thinking 36% <br />Using their portfolio of brands more effectively, brand consistency, product consistency<br />Better use of technology 24% <br />Fixing broken web functionality, making online underwriting more flexible, greater use of email and SMS<br />Plus 15 long term opportunities<br />
  10. 10. Customer experience mapping<br />CASE STUDIES<br />
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  14. 14. Capture Live Report Action<br />W.W.W<br />MD / Board<br />Regional<br />Manager<br />14<br />http://reports.csmsurveys.com/login<br />
  15. 15. Capture Live Report Action<br />W.W.W<br />MD / Board<br />Regional<br />Manager<br />15<br />http://reports.csmsurveys.com/login<br />
  16. 16. Capture Live Report Action<br />W.W.W<br />MD / Board<br />Regional<br />Manager<br />16<br />http://reports.csmsurveys.com/login<br />
  17. 17. http://customerservicemeasurement.com/services/analytics<br />
  18. 18. http://customerservicemeasurement.com/services/analytics<br />
  19. 19. http://customerservicemeasurement.com/services/analytics<br />
  20. 20. http://customerservicemeasurement.com/services/analytics<br />
  21. 21. http://customerservicemeasurement.com/services/analytics<br />
  22. 22. Business Benefits<br />- Real-time measurement = Quality experience<br />- Cost saving: £12 per call x 93,000 (2010 £1.1M)<br />
  23. 23. Brand experience mapping<br />
  24. 24. Process:<br />5+ Qual interviews,<br />Map points,<br />Quant score,<br />id key points,<br />id solutions.<br />
  25. 25. Implementation challenges<br />
  26. 26. Challenges<br />Cross functional alignment<br />Competing priorities<br />Company culture<br />Dash board to monitor impact<br />Maintaining commitment over the longer-term <br />
  27. 27. A typical large project process<br />
  28. 28. Q&A<br />Customer<br />Journey <br />Mapping<br />Brand <br />Experience<br />Mapping<br />Customer<br />Experience<br />Mapping<br /><ul><li>Martin Wright: martin@martinwrightassociates.co.uk
  29. 29. Oakleigh Wood: oakleigh@csmsurveys.com</li>