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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 thr...
some quick examples:
ETNA consumer journey
Herkenning
Overtuigen
Geloofwaardig
Herkenning 
Orientatie
Betrouw-
baarheid
Solide, stabiel,
bekend
Besluit
Twijfel
wegne...
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 ...
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 g...
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 i...
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 provid...
1: explore
What is the service that the client provides to you as a customer?
What are your own experiences with this serv...
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
Customer journey mapping
Customer journey mapping
Customer journey mapping
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Customer journey mapping
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Customer journey mapping
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Customer journey mapping
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Customer journey mapping
Customer journey mapping
Customer journey mapping
Customer journey mapping
Customer journey mapping
Customer journey mapping
Customer journey mapping
Customer journey mapping
Customer journey mapping
Customer journey mapping
Customer journey mapping
Customer journey mapping
Customer journey mapping
Customer journey mapping
Customer journey mapping
Customer journey mapping
Customer journey mapping
Customer journey mapping
Customer journey mapping
Customer journey mapping
Customer journey mapping
Customer journey mapping
Customer journey mapping
Customer journey mapping
Customer journey mapping
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Customer journey mapping

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a TU Delft course on customer journey mapping for the course 'context and conceptualisation', november 13th 2010.

Published in: Business, Education
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  • great document content and presentation - might you please send me the slides? Many thanks bozzogu@gmail.com
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  • great course and presentation - might you please send me the slides? gabriele.meissner@aauni.edu
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  • Is there a possibility you could send me the slides? lauraengels1990@gmail.com Thanks!!
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  • Really appreciate if you could send me a copy of the slides. Thank you.
    deyn@yahoo.com
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  • @glenrichardson We can add the slides to our Dropbox on customer journey mapping if you are interested. We'e building a resource centre http://bit.ly/W8eL2B
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Transcript of "Customer journey mapping"

  1. 1. customer journey mapping november 15th 2010 TU Delft, ID 4216 erik roscam abbing, zilver innovation / TU delft
  2. 2. zilver is a creative consultant for brand driven product and service innovation and design management
  3. 3. Our clients: b2b and b2c
  4. 4. customer journey mapping what is it? why is it relevant? when can you use it? How can you use it?
  5. 5. What is CJM?
  6. 6. an example will make it clear:
  7. 7. 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.
  8. 8. some quick examples:
  9. 9. ETNA consumer journey
  10. 10. Herkenning Overtuigen Geloofwaardig Herkenning Orientatie Betrouw- baarheid Solide, stabiel, bekend Besluit Twijfel wegnemen Flexibiliteit Professio- naliteit Aanschaf Punctualiteit Efficientie Bevestiging Voldoening Installatie Gevoel van verwenning, Verrassing Bevestiging Begin van relatie Gebruik Er bij horen Mening geven Loyaliteit Kennisuitwis- seling Aftersales Continue bevestiging Vetrouwen uitbouwen Betrokken bij Nlisis Trots Herkenning Orientatie Besluit Aanschaf Installatie Gebruik Aftersales Prikkel Inspireren Verrassen Zelf ontdekken NLISIS Customer Journey Verhaal van Wil Laten zien: ‘trekproef’ ‘de vinding’ Trails Probleem en oplossing visueel maken Wil: vertrouw op expertise Cases Reviews Testimonials Specs: wat krijg ik precies? Gedetailleer- de informatie Informatie op maat Prijsbeleid Transparante, persoonlijke communica- tie Verzorgde fullfilment Registratie Reden voor opt-in Community opzetten Userinvolve- ment Loyaliteits- programma Expertise centrum Product- launches Prikkel Toekomst GC what how Events (beurzen en congressen) (e)DM Documentaire Youtube Bijzondere brochure Website Brochure Downloadable cases en specsheets Persoonlijk Informatie- pakket Offerte Webshop Verpakking Bedankmail Newsletter Track & trace 5 step guide FAQ Online user manual Website Newsletter Sessies Artikelen Website Launches Events Usersessies where
  11. 11. why is CJM relevant?
  12. 12. people don’t think in isolated experiences
  13. 13. let alone in isolated design disciplines
  14. 14. they derive value and meaning from the total experience
  15. 15. 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
  16. 16. value in exchange vs value in use
  17. 17. today’s question: how do you design value in use?
  18. 18. it starts with understanding the eco-system you’re designing
  19. 19. and that requires three design principles: 1: based on the customer journey 2: in a multidisciplinary team 3: based on a guiding vision
  20. 20. 1. the customer journey
  21. 21. why is CJM relevant? Because it helps you design eco- systems of lasting value
  22. 22. when can you use CJM?
  23. 23. When you want to learn about the organisations in the ecosystem
  24. 24. Or when you want to learn about the customers in the ecosystem
  25. 25. When you want to learn about the ecosystem itself
  26. 26. 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…..
  27. 27. how do you do CJM?
  28. 28. by trying it!
  29. 29. 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)
  30. 30. 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?
  31. 31. 2: conceptualise create the horizontal axis (time) create the vertical axis (categories)
  32. 32. 3: craft draw the map
  33. 33. 4: deepen fill in the cells of the map discuss brainstorm try to pay attention to all cells
  34. 34. 5: reflect what did you learn? was it useful? did you reach your objective? will you use CJM in the future?
  35. 35. good luck and be back at 11:45!
  36. 36. www.zilverinnovation.com www.branddriveninnovation.com erik@zilverinnovation.com twitter: @roscamabbing

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