DDeBoard Customer Journey Maps: Visualizing an engaging customer experience STC Philadelphia Metro Chapter April 2013


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My presentation provides an introduction to Customer Journey Maps, their purpose and how to create them. It discusses their components and the types of journey maps. Finally, I discussed the benefits of journey maps.

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DDeBoard Customer Journey Maps: Visualizing an engaging customer experience STC Philadelphia Metro Chapter April 2013

  1. 1. Customer Journey Maps: Visualizing an Engaging Customer Experience Donn DeBoard STC Philadelphia Chapter Vertex, Inc. April 17, 2013
  2. 2. About the presenter• 25 years as an award-winning technical communicator developing clear, engaging content in software and financial services industry.• Senior Information Developer, Vertex Inc., a tax technology company in Berwyn, PA.• STC Associate Fellow• STC Community Outreach Committee• Interaction Design Association (IxDA).• Information Architecture Institute (IAI) .• User Experience Professionals Association (UxPA).
  3. 3. Technical communicators need to understand their customers.
  4. 4. You’re here to see your customer’s point-of-view using your product.
  5. 5. You have limited understanding of how your customer uses your product.
  6. 6. You’d like clarity on an engaging customer experience.
  7. 7. Poll Question #1: What do you know about Customer Journey Maps?• Nothing: This is new concept to me.• A little: I’ve heard the term before.• Moderate: I’ve seen examples and used Customer Journey Maps at work.• Expert: I teach Customer Journey Maps at work.
  8. 8. Share your stories about a recent vacation from beginning to end.
  9. 9. Lego Customer Journey Map (Hostyn)
  10. 10. Travel with me to learn about Customer Journey Maps.
  11. 11. Discover Customer Journey Maps
  12. 12. Visualize customer interactions with product.
  13. 13. Orienteering uses specialized topographical map.
  14. 14. What is customer engagement?Customer engagement is thinking and acting as customers do: A series of inter-related interactions (touch points) that together, create their ‘customer experience.’” - Craig McCulloch
  15. 15. Customer Journey Maps show how a customer experiences a product.
  16. 16. Review and frame customer steps.
  17. 17. Customer Journey Maps are customer–centric.
  18. 18. Customer Journey Maps showcustomer touch points and emotions.
  19. 19. Review Customer Journey Maps components.
  20. 20. Understand the essentials ofCustomer Journey Maps.
  21. 21. When to create aCustomer Journey Map
  22. 22. Types of Customer Journey Maps
  23. 23. Poll Question #2: Do you understand the concept of Journey Maps?• Yes: So far, so good. I’m with you.• Uncertain: I think I understand. I’ll ask questions later.• No: Let me ask questions now.
  24. 24. Learn how to createCustomer Journey Maps
  25. 25. Lego Customer Journey Map (Hostyn)
  26. 26. Customer Journey Map processoverview (Part 1)
  27. 27. 1. Identify customer ecosystem.
  28. 28. 2. Identify specific customer journey.
  29. 29. 3. Identify customer steps or actions.
  30. 30. Customer Journey Map processoverview (Part 2)
  31. 31. 4. Identify touch points beneath customer actions.
  32. 32. Channels vs. touch points.
  33. 33. 5. Identify moments of truth.
  34. 34. Customer Journey Map processoverview (Part 3)
  35. 35. 6. Track ebb and flow of emotional journey.
  36. 36. 7. Blueprint backstage processes
  37. 37. 8. Improve and innovate.
  38. 38. Uncover the benefits ofCustomer Journey Maps
  39. 39. Review the Benefits ofCustomer Journey Maps
  40. 40. Identify customer pain points with your product.
  41. 41. Create an internal customer-focused communication tool.
  42. 42. Build empathy with customers.
  43. 43. Identify metrics forCustomer Journey Maps
  44. 44. Create shared value for your customers and business.
  45. 45. Monitor customer satisfaction.
  46. 46. Plan for customer delight.
  47. 47. Apply your learning.
  48. 48. Planning a railroad trip to Europe
  49. 49. Building your own map
  50. 50. Share your maps
  51. 51. Completed Rail Europe Map
  52. 52. Reflections
  53. 53. Poll Question #3: Do you think Journey Maps would be beneficial for you?• Yes: I can see several ways to apply Customer Journey Maps at work.• Uncertain: I can see the benefits of Customer Journey Maps. I’m not certain where to apply them at work.• No: I can’t see any use for Customer Journey Maps at work.
  54. 54. You had a limited understanding ofhow your customer uses your product.
  55. 55. You have clarity on an engaging customer experience.
  56. 56. Thank you. Questions?
  57. 57. Connect with me. You are welcome to contact me with questions and comments. Email: donn.deboard@vertexinc.com LinkedIn: http://www.linkedin.com/ in/donndeboard Twitter: @donndeboard
  58. 58. For more informationCobb, Dale. “Creating Your Own Customer Journey Map,” http://servantselling.blogspot.com/2008/01/creating- your-own-customer-journey-map.html, January, 2008.Davey, Neil.”Customer Journey Mapping and the Social Customer: The Four Implications to Know,” MyCustomer.com, April 30, 2012Edwards, Mel. “Customer Journey Mapping,” http://desonance.wordpress.com/2010/06/16/custom er-experience-mapping, June 10, 2010.Engine Services Design. “Customer Journey Mapping,” http://www.enginegroup.co.uk/service_design/ m_page/customer_journey_mapping, Date accessed: November, 2011.
  59. 59. For more informationFlom, Joel. “The Value of Customer Journey Maps: A UX Designer’s Personal Journey.” UX Matters, http://www.uxmatters.com/mt/archives/2011/09 /the-value-of-customer-journey-maps-a-ux- designers-personal-journey.php, September 7, 2011.Gleneicki, Annette. “Customer Interaction Maps: Plotting the Customer’s Journey,” http://www.allegiance.com/blog/customer- interaction-maps-plotting-the- customer%e2%80%99s-journey/869, October 18, 2010.
  60. 60. For more informationHolst, Christian. “UX and the Kanos Model,” http://baymard.com/blog/kano-model, Baymard Institute, February 7,2012.Hostyn, Joyce. “Visualizing the Customer Experience using Customer Experience Journey Maps,” http://www.joycehostyn.com/blog/2010/03/22/ visualizing-the-customer-experience-using- customer-experience-journey-maps/, March 22, 2010.
  61. 61. For more informationHoward, Jeff. “Using Diary Studies for Customer Journey Mapping, http://designforservice.wordpress.com/2009/12/ 17/ using-diary-studies-for-customer-journey- mapping/, December 2009.Kalbach, James. Customer Journey Mapping Resources on the Web,” http://experiencinginformation.wordpress.com/2 010/05/10/customer-journey-mapping- resources-on-the-web/ , May 10 2010,updated September 17, 2011.
  62. 62. For more informationMcCulloch, Craig. “ Creating an optimal customer experience,” .Net Magazine, http://www.netmagazine.com/opinions/creating- optimal-customer-experience. August 9, 2011.McMullin, Jess. “Searching for the Center of Design”, Boxes and Arrows, http://www.boxesandarrows.com/view/ searching_for_the_center_of_design, (originally posted September 9, 2003), reposted November, 2011.
  63. 63. For more informationNeiboer, Harry. “Value-centered Design,” http://blogs.infosupport.com/value-centered- design/, November 16, 2005.Oxford Strategic Marketing. “Customer Journey Mapping: An Introduction” and “Customer Journey Mapping: A Practicioner’s Guide,” Cabinet Office website (Sept 2009, last visited May 2010).Peck, Valerie and Anne Cramer. “Best Practices in Customer Journey Mapping,” http://www.slideshare.net/TPDashboard/best- practices-in-customer-experience-mapping. 2012.
  64. 64. For more informationRichardson, Adam. “Using Customer Journey Maps to Improve Customer Experience,” Harvard Business Review, http://blogs.hbr.orgs/cs/2010/11/using_customer_ journey_maps_to.html, November 15, 2010.Risdon, Chris. “Mapping the Experience,” (IA Summit 2012). March, 2012. http://www.slideshare.net/ livebysatellite/ia-summit-2012-mapping-the- experience.Solis, Brian. “Why User Experience is Critical to Customer Relationships,” Fast Company, http://www.fastcompany.com/1815756/the- importance-of-ux-in-customer-engagement , February 14, 2012.
  65. 65. For more informationStollery, Richard. “Legos Customer Strategy: Lego Rebuilds Customer Loyalty, Brick by Brick,” An Post Mail Media Unit, Dublin, http://www.anpost.ie/AnPost/AnPostDM/New s/DMNews/2009/Richard+Stollery+- +Lego.htm, Aug 12, 2009Temkin, Bruce. “Customer Experience Matters.” http://experiencematters.wordpress.com/
  66. 66. For more informationTorio, James. “Experience Maps Identify Inefficiencies and Opportunities”. UX Magazine. http://jamestorio.com/blog/2011/10/17/experience- maps-identify-inefficiencies-and-opportunities/ . October 4, 2011.Urbina, Noz. “Giving Customers What They Want: Integrating Content in the Customer Lifecycle.” http://www.slideshare.net/nozurbina/2012-10-lava- conintegratingwiththecustomerlifecycledisti.van Oosterom , Arne. “Mapping Out Customer Experience Excellence: 10 Steps to Customer Journey Mapping,” http://www.mycustomer.com/topic/customer- intelligence/customer-journey-mapping/105167#, December 3, 2010.