UX STRAT 2013: Jill Hewitt, Journey to a Customer Experience Map

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Jill Hewitt's presentation at UX STRAT 2013

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UX STRAT 2013: Jill Hewitt, Journey to a Customer Experience Map

  1. 1. The Journey to a Customer Experience Map Jill Hewitt   September, 2013
  2. 2. A growing interest 2
  3. 3. A growing interest 3
  4. 4. A growing interest 4
  5. 5. A growing interest 5
  6. 6. A growing interest 6
  7. 7. Opportunity strikes 7  Entertainment Loyalty Program "   Pay an annual fee "   Earn rewards based on dollars spent "   One size fits all communications  Develop a Member Communications Plan  Email  Direct Mail  Text Messages  Mobile App  Website  Social Media
  8. 8. Our mission 8  “We want people to join or renew not just because of how much they can save, but because they love being a member”
  9. 9. Process 9 Triggers, Touchpoints and Channels Inventory Member Research (Online Bulletin Boards) Member Experience Workshops with Client Develop initial model of member experience Complete Analysis of member research
  10. 10. Who do we need to talk to Phase: Member Research 10  Newbies  Renewers " Deciles 1-4  On the fence " Deciles 5-7  Lapsed members Enroll in person Grandfathered in Enroll online
  11. 11. Asking questions the wrong way Phase: Member Research 11  When you use your membership, what do you do? Walk me through what you usually do and what happens in return. Lots of detail is appreciated.
  12. 12. Asking questions the right way Phase: Member Research 12  Let’s tell a story – recount how you first learned about the program. "   How did you learn about it? (read something, someone told you, etc.) "   Where were you? "   How did you feel when you learned about it? "   What did you do once you knew about it? "   Did you join immediately or later? "   Did you need more information than what you got initially?
  13. 13. So much data, so little time Phase: Workshops 13
  14. 14. So much data, so little time Phase: Workshops 14 "  Color code respondents by segment "  Green = newbie "  Pink = on the fence "  Yellow = renewer "  Orange = lapsed members
  15. 15. Putting emotion onto the map Phase: Develop Model 15 get. I want to get my money’s wortH. Showing rewards = enhanced perceived value make It aBoUt me. Personalization = relevan receiving and redeeming rewards Approach reward reward expiration renewing membership 90 days before renewal renewal letting membership lapse Immediately after lapse Learn that a reward is close Earn reward Use reward OR reward expires Learn about renewal Consider renewal Renew membership Decide not to renew Attend as lapsed member ConsiderLearn Renew Decide not to renew A gIve me more. greater value Making the shift from promoting movies to pro movie-going experience at AM
  16. 16. Develop a rough model of member experience Phase: Develop Model 16 SIGN-UP WEEKLY EMAIL RENEWALUSAGE EXPIRATION REMINDERREWARD YEAR ONE UNHAPPY ELATED Optimal experience Average experience Poor experience
  17. 17. The final product 17
  18. 18. Lessons Learned 18 1)  Ask questions the right way •  Research questions should encourage story telling 2)  Understand audience segments •  Color coding your respondent segments helps to identify trends 3)  Use client time wisely •  Give clients interesting and vocal respondents (highs and lows) 4)  Emotions point to communication customization •  Think about how to speak to your happy, indifferent and unhappy customers at each phase
  19. 19. Questions? Jill Hewitt @jhewitt98 jhewitt@catalystinc.com www.catalystinc.com 19

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