Customer Journey Mapping - Michiel Ooms

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Customer Journey Mapping - Michiel Ooms

  1. 1. The journey from today to tomorrow Michiel Ooms - Sr. Creative Consultant
  2. 2. Source: http://www.flickr.com/photos/14242173@N03/2331670902/
  3. 3. Source: http://www.flickr.com/photos/14242173@N03/2331670902/ Celebrating The launch of the website!
  4. 4. Source: http://www.flickr.com/photos/kumaneko/5499747804/
  5. 5. Source: http://www.flickr.com/photos/kumaneko/5499747804/ Relaxing After a period of hard working!
  6. 6. Meanwhile Everyday life resumes!
  7. 7. HOW CAN WE? " Organize and orchestrate the (digital) channels " to increase reach, revenue, value and loyalty?
  8. 8. Important To surprise the customer…!
  9. 9. Important …with a tailormade treatment!
  10. 10. BUYING PROCESS ...How do I decide? I want to buy... VISIT COMPETITOR WEBSITE GOOGLE VACATIONS VISIT COMPANY WEBSITE CONSULTS FELLOW TRAVELLER GOOGLE OTHER DESTINATION ASK PEERS ATTENDS FACEBOOK CAMPAIGN RECEIVES VOUCHER CODE SEARCH BEST DEAL COMPARES WITH COMPETITOR BOOKS VACATION PACKAGE SHARES TRAVEL INTENTIONS
  11. 11. Source: http://deliciousbday.com/2012/05/23/hongkong-disneyland-part-1-disneys-hollywood-hotel/
  12. 12. Mismatch No relevancy in offering!
  13. 13. 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
  14. 14. Strategy Design Construction Adjust Optim ize Test and evaluate Groei
  15. 15. 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.
  16. 16. 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.
  17. 17. User needs Strategy and themes 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 I want to board without hassle PERSONA 1 PERSONA 2 Legend 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 safe I 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 safe I want to board without hassle
  18. 18. Strategy and themes OFFLINE 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 PRIMARY THEME SECUNDARY THEME TERTIARY THEME Legend I want to board without hassle PERSONA 1 PERSONA 2 Legend They enjoy their flight Tools to manage procedures SELF SERVICE Facilitate user accounts ACCESS Identify passengers ACCESS Make it accessible for all devices ACCESS Offe product CO Make it easy to order CONVERSION Digital touchpoints to ask questions CUSTOMER SERVICE Compare flights and destinations INSPIRE Multi session, cross device support INSPIRE Tools to manage procedures SELF SERVICE Facilitate user accounts ACCESS Identify passengers ACCESS Make it accessible for all devices ACCESS Offe product CO Make it easy to order CONVERSION Digital touchpoints to ask questions CUSTOMER SERVICE Compare flights and destinations INSPIRE Multi session, cross device support INSPIRE
  19. 19. Customer Journey 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 PRIMARY THEME SECUNDARY THEME TERTIARY THEME Legend LANDING PAGES 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 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
  20. 20. Channels Content 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 LANDING PAGES BOOKING TOOL MANAGE BOOKING MANAGE BOOKING NEWSLETTER SOCIAL MEDIA SOCIAL MEDIA SMS SMS SERVICE EMAILSERVICE EMAIL SERVICE EMAIL APP APP SURPRISE SUGGEST SUPPORT SURPRISE SUGGEST SUPPORT SURPRISE SUGGEST SUPPORT SURPRISE SUGGEST SUPPORT SURPRISE SUGGEST SUPPORT SURPRISE SUGGEST SUPPORT SURPRISE SUGGEST SUPPORT SURPRISE SUGGEST SUPPORT SURPRISE SUGGEST SUPPORT SURPRISE SUGGEST SUPPORT Sheila logs on to airline.com with her agent ID and selects a flight, a car and golf bags 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 check in by using Phil’s smartphone 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 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 BOOKING TOOL MANAGE BOOKING SERVICE EMAIL CUSTOMER SERVICE BOOKING TOOL MANAGE BOOKING SERVICE EMAIL CUSTOMER SERVICE
  21. 21. Channels Content 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 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 SURPRISE SUGGEST SERVE SUPPORT SURPRISE SUGGEST SERVE SUPPORT SURPRISE SUGGEST SERVE SUPPORT SURPRISE SUGGEST SERVE SUPPORT
  22. 22. 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
  23. 23. How to create a customer journey?
  24. 24. Source: http://thinkin.frogdesign.com/energy-thinkin/blog/energy-think-begins.html
  25. 25. 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! ! !
  26. 26. Insight Create insight into the variables!
  27. 27. Discussion Jointly experience the journey!
  28. 28. Diversity Combine different dimensions!
  29. 29. WHAT IS NEEDED? 1-3 Workshops ~ Broad delegation from within the organization" ~ Enough space, Post-Its and Sharpies"
  30. 30. 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…
  31. 31. 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"
  32. 32. A LITTLE EXERCISE Invite a group of stakeholders ~ Identify the “main stages”" ~ Map a typical user story
  33. 33. SHARE YOUR RESULT Sent me a picture of your workshop results" mooms@mirabeau.nl"
  34. 34. 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

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