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Creating a Customer-Focused Customer Experience Journey Map

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Customer journey maps go by different names, such as customer experience maps, journey maps, and touch point maps. Journey maps serve as a visual means to identify the steps your customer goes through …

Customer journey maps go by different names, such as customer experience maps, journey maps, and touch point maps. Journey maps serve as a visual means to identify the steps your customer goes through as they experience your product or service and the impact of each. Customer journey maps chart your customer’s experience and help you target improvements with the greatest return. By identifying those steps in the customer experience with the greatest impact, your journey map becomes a centerpiece of your customer experience planning process. Learn more at www.heartofthecustomer.com/blog!

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  • 1. Creating a Customer-Focused Customer Experience Journey Map Presented by: Jim Tincher Principal Consultant, Heart of the Customer ©2013 Heart of the Customer Jim Tincher, Jim@HeartoftheCustomer.com
  • 2. What is a Customer Journey Map? • Customer journey maps go by different names, such as customer experience maps, journey maps, and touch point maps. • Journey maps serve as a visual means to identify the steps your customer goes through as they experience your product or service and the impact of each. • Customer journey maps chart your customer’s experience and help you target improvements with the greatest return. • By identifying those steps in your customer experience with the greatest impact, your journey map becomes a centerpiece of your customer experience planning process. ©2013 Heart of the Customer Jim Tincher, Jim@HeartoftheCustomer.com
  • 3. 2 common reasons to use a Customer Journey Map 1. Identify all the touch points that make up your customers’ experience, in order to improve your company’s impressions at these touch points. 2. Understand the emotional impact of interactions in your existing customer experience. ©2013 Heart of the Customer Jim Tincher, Jim@HeartoftheCustomer.com
  • 4. Identify all the touch points that make up your customers’ experience Touch Point Maps show each customer interaction within a larger experience. A primary goal is to understand which touch points are used, and how each assists or interferes with your customers’ goals in the process. Many experiences include touch points outside of your direct control, such as friends and family, social media and third-party websites. Each has an impact on the journey and needs to be understood. ©2013 Heart of the Customer Jim Tincher, Jim@HeartoftheCustomer.com
  • 5. Touch Point Map Example ©2013 Heart of the Customer Jim Tincher, Jim@HeartoftheCustomer.com
  • 6. Understand the emotional impact of interactions in your existing customer experience. Every journey has an emotional impact on your customer, even in a business-to-business relationship. Emotional Impact Maps target a specific phase or interaction in your experience and how each interaction builds or destroys value in your customers’ eyes. ©2013 Heart of the Customer Jim Tincher, Jim@HeartoftheCustomer.com
  • 7. Emotional Impact Map Example ©2013 Heart of the Customer Jim Tincher, Jim@HeartoftheCustomer.com
  • 8. Ten guiding principles of a customer-focused journey map 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. Represent your customer’s perspective Measure your brand promise Start with qualitative research Zero in on your customer segments Include your customer goals Communicate your customer emotions Document your touch points Highlight your moments of truth Show your customer time progression Ditch the PowerPoint ©2013 Heart of the Customer Jim Tincher, Jim@HeartoftheCustomer.com
  • 9. 1. Represent your Customer’s perspective Your journey map needs to represent the interactions as your customer experiences it. Is most of customer education complete before they ever visited your website? If so, this impacts how you go to market. If so, how can you influence these other sites’ content to improve their chances of winning? ©2013 Heart of the Customer Jim Tincher, Jim@HeartoftheCustomer.com
  • 10. 2. Measure your brand promise A journey map begins with your brand promise, and identifies how it is supported by your customer experience. If your brand promise is to have an experience that is effortless, highly customized, or unique, then your journey map needs to show whether your customers feel you are meeting that goal. ©2013 Heart of the Customer Jim Tincher, Jim@HeartoftheCustomer.com
  • 11. 3. Start with qualitative research Qualitative research allows you to understand the “why” of your experience. Depending on the scope, the mapping process can involve journaling, interviews or ethnographies. Quantitative surveys provide a critical role to provide more certainty, but require a strong qualitative process first. ©2013 Heart of the Customer Jim Tincher, Jim@HeartoftheCustomer.com
  • 12. 4. Zero in on your customer segments Different segments experience your products and services very differently. In a service company one segment could spend two hours researching the category while another segment spends over six weeks doing the same, using very different tools. Trying to combine these very different experiences creates a diluted map that applies to no one. ©2013 Heart of the Customer Jim Tincher, Jim@HeartoftheCustomer.com
  • 13. 5. Include your customer’s goals A great journey map shows what your customer is trying to accomplish at each stage of the process. Goals change as your process unfolds, and interactions need to be designed to address the goals at the current stage of the process. ©2013 Heart of the Customer Jim Tincher, Jim@HeartoftheCustomer.com
  • 14. 6. Communicate your customer’s emotions Emotions are critical to any experience, whether B2B or B2C, and the best customer journey maps clearly communicate these emotions and how they change as the experience unfolds. Some maps use happy and unhappy faces to communicate the customer’s emotional state. Instead you can use satisfaction scores and colors to show the relative state of your customer’s emotional responses. ©2013 Heart of the Customer  Jim Tincher, Jim@HeartoftheCustomer.com
  • 15. 7. Document your touch points Many customer journey maps are built primarily to demonstrate the order and type of touch points. The best maps show the emotional impact of each touch point. ©2013 Heart of the Customer Jim Tincher, Jim@HeartoftheCustomer.com
  • 16. 8. Highlight your Moments of Truth We define a Moment of Truth as a touch point with high impact to the rest of the process. Different providers use this term to mean different things. Some interactions matter more than others. Great maps identify those critical Moments of Truth. For example, a bad clinic check-in taints the rest of the patient experience. You can document the Moment of Truth with a Plus Sign (the check-in process on this map highly influences the rest of the journey). ©2013 Heart of the Customer Jim Tincher, Jim@HeartoftheCustomer.com
  • 17. 9. Show your customer’s time progression The length of your customer experience can vary depending on the customer segment or the context, which is critical to understand. Does your customer’s typical call last 30 seconds or 10 minutes? Did shoppers spend 20 minutes or 40 hours deciding on a product? How does this vary by segment? And what might be causing this variation? ©2013 Heart of the Customer Jim Tincher, Jim@HeartoftheCustomer.com
  • 18. 10. Great maps don’t use PowerPoint! Why limit yourself to PowerPoint for something as important as your customer experience? You don’t need to purchase expensive mapping software – desktop publishing software can work fine. But use something with the flexibility to create a great map. Your map should be an oversized creation that can become the focal point for conversations – not something projected in a dark room. ©2013 Heart of the Customer Jim Tincher, Jim@HeartoftheCustomer.com
  • 19. Four optional principles of a customerfocused journey map Break the experience into phases. Include NonCustomers. ©2013 Heart of the Customer Bring in Customer Verbatims. Incorporate your other Voice of the Customer components. Jim Tincher, Jim@HeartoftheCustomer.com
  • 20. A. Break the experience into phases In a longer experience, customers accomplish different things at different stages. For example, early shopping phases typically involve trying to understand what criteria is important, whereas later phases are more transactional. Shorter transactions may not require phases. ©2013 Heart of the Customer Jim Tincher, Jim@HeartoftheCustomer.com
  • 21. B. Bring in customer verbatims While not strictly required, verbatims bring the customer experience to life. If not used in your journey map, then definitely include them in the surrounding education. ©2013 Heart of the Customer Jim Tincher, Jim@HeartoftheCustomer.com
  • 22. C. Consider including non-customers In a pre-sales journey, non-customers may be following a different path to make a decision. In one case non-customers might be far more likely to use in-person meetings to make a purchase decision – if your company doesn’t offer that, it would be good to know about this gap. It will directly impacts your customer experience strategy. ©2013 Heart of the Customer Jim Tincher, Jim@HeartoftheCustomer.com
  • 23. D. Incorporate your other Voice of the Customer components Rather than being separate from other research, the journey map should reflect components of your Voice of the Customer program to link it to your other efforts. NPS, Satisfaction, the Customer Effort Score or any other common metrics should be used here to link to existing customer research used by your company. For more on the Customer Effort Score, visit www.heartofthecustomer.com/customer-experiencescore-how-hard-is-it-to-be-your-customer/ ©2013 Heart of the Customer Jim Tincher, Jim@HeartoftheCustomer.com
  • 24. For more detail Download the white paper on this topic at: http://www.heartofthecustomer.com/wpcontent/uploads/2013/05/Creating-a-CustomerFocused-Customer-Experience-Map-WhitePaper1.pdf ©2013 Heart of the Customer Jim Tincher, Jim@HeartoftheCustomer.com
  • 25. About the Author - Jim Tincher Jim is the Principal Consultant at Heart of the Customer. Jim has more than 20 years of experience in driving customer engagement and intimacy from small business to Fortune 500 companies. Jim’s Voice of the Customer expertise has led to engagements as far-reaching as developing consumer tests at Best Buy, creating a Customer Insights capability at UnitedHealth Group, and consulting with clients ranging from global fast food companies to utilities to international manufacturing and service companies. Jim is a dynamic keynote speaker, passionate about building a world-class customer experience that results in customers who come back time and again. Contact Jim at jim@heartofthecustomer.com or 612-747-4021. ©2013 Heart of the Customer Jim Tincher, Jim@HeartoftheCustomer.com

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