Customer journey mapping

customer journey mapping november 15th 2010 TU Delft, ID 4216 erik roscam abbing, zilver innovation / TU delft

zilver is a creative consultant for brand driven product and service innovation and design management

Our clients: b2b and b2c

customer journey mapping what is it? why is it relevant? when can you use it? How can you use it?

What is CJM?

an example will make it clear:

customer journey mapping is the process of creating a graphical representation of the steps and stages a customer goes through to experience a product or service.

some quick examples:

ETNA consumer journey

NLISIS Customer Journey Prikkel Herkenning Orientatie Besluit Aanschaf Installatie Gebruik Aftersales Prikkel Herkenning Orientatie Besluit Aanschaf Installatie Gebruik Aftersales Inspireren Overtuigen Betrouw- Twijfel Punctualiteit Gevoel van Er bij horen Continue Verrassen Geloofwaardig baarheid wegnemen Efﬁcientie verwenning, Mening geven bevestiging what Zelf ontdekken Herkenning Solide, stabiel, Flexibiliteit Bevestiging Verrassing Loyaliteit Vetrouwen bekend Professio- Voldoening Bevestiging Kennisuitwis- uitbouwen naliteit Begin van seling Betrokken bij relatie Nlisis Trots Verhaal van Trails Cases Gedetailleer- Transparante, Registratie Community Expertise Wil Probleem en Reviews de informatie persoonlijke Reden voor opzetten centrum Laten zien: oplossing Testimonials Informatie op communica- opt-in Userinvolve- Product- how ‘trekproef’ visueel maken Specs: wat maat tie ment launches Wil: vertrouw krijg ik Prijsbeleid Verzorgde Loyaliteits- ‘de vinding’ op expertise precies? fullﬁlment programma Toekomst GC Events Documentaire Website Persoonlijk Webshop 5 step guide Website Website where (beurzen en Youtube Brochure Informatie- Verpakking FAQ Newsletter Launches congressen) Bijzondere Downloadable pakket Bedankmail Online user Sessies Events (e)DM brochure cases en Offerte Newsletter manual Artikelen Usersessies specsheets Track & trace

why is CJM relevant?

people don’t think in isolated experiences

let alone in isolated design disciplines

they derive value and meaning from the total experience

the product the service the advertising the showroom the store the clothing the truck the brochure the website the user’s manual the receptionist the packaging etcetra

value in exchange vs value in use

today’s question: how do you design value in use?

it starts with understanding the eco-system you’re designing

and that requires three design principles: 1: based on the customer journey 2: in a multidisciplinary team 3: based on a guiding vision

1. the customer journey

why is CJM relevant? Because it helps you design eco- systems of lasting value

when can you use CJM?

When you want to learn about the organisations in the ecosystem

Or when you want to learn about the customers in the ecosystem

When you want to learn about the ecosystem itself

objectives for CJM: to understand how customers experience each stage to explore how brand values can be brought to life in each stage to see how different customers go through each stage to understand what objectives and tasks customers have in each stage to scout for innovation opportunities in each stage to increase design effect in each stage to focus the dialogue with the customer in each stage …..etcetera…..

how do you do CJM?

by trying it!

Each group gets a ‘client’ Groups 1-10: the TU Delft Groups 11-21: Schiphol Airport Groups 22-31: your mobile phone provider (T-mobile, Vodafone) Groups 32-42: your general practitioner (huisarts)

1: explore What is the service that the client provides to you as a customer? What are your own experiences with this service? Do you know of other customers’ experiences with this service? Which experiences stand out as really positive and which as really negative? Where do you think this ‘client’ could really use your help?

2: conceptualise create the horizontal axis (time) create the vertical axis (categories)

3: craft draw the map

4: deepen ﬁll in the cells of the map discuss brainstorm try to pay attention to all cells

5: reﬂect what did you learn? was it useful? did you reach your objective? will you use CJM in the future?

good luck and be back at 11:45!

www.zilverinnovation.com www.branddriveninnovation.com erik@zilverinnovation.com twitter: @roscamabbing

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Customer journey mapping

by Erik Roscam Abbing on Nov 17, 2010

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Customer journey mapping — Presentation Transcript