Cxjourney

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The Customer Experience Journey is the path of touchpoints between customer and company that leads from contact to conversion

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Cxjourney

  1. 1. The Customer Experience Journey– from contact to conversionSøren Muus[sir·n·moose]User experience | Service Design@sorenmuussorenmuus@gmail.com
  2. 2. The Customer Experience Journey- About the Customer Experience Journey- About the tools Customer Experience Journey
  3. 3. The Customer Experience JourneyThe Customer Experience Journey is series ofevents that leads from the first contact to the finalconversion. Each event contains a number ofTouch points – both digital and physical, thattogether make a unique impact, and create aUser Experience, valuable and useful to bothour clients and their customers.Our objective is to simplify the customersjourney, through all touch points, in order tooptimize conversion. Customer Experience Journey
  4. 4. About the Customer Experience Journey Customer Experience Journey
  5. 5. The Customer Experience Journey The Elements of the CXjourney The Dynamics of the CXjourneyContact Conversion Customer Experience Journey
  6. 6. The Customer Experience Journey The Elements of the CXjourney The Dynamics of the CXjourneyContact Conversion Customer Experience Journey
  7. 7. The Customer Experience Journey The Elements of the CXjourney The Dynamics of the CXjourneyContact Conversion Customer Experience Journey
  8. 8. The Customer Experience JourneyThe Elements of the CXjourneyThe Dynamics of the CXjourney Customer Experience Journey
  9. 9. The Customer Experience Journey The Elements of the CXjourney The Dynamics of the CXjourneyContact Conversion Customer Experience Journey
  10. 10. The Customer Experience Journey The Elements of the CXjourney The Dynamics of the CXjourneyContact Conversion Customer Experience Journey
  11. 11. The Customer Experience Journey The Elements of the CXjourney The Dynamics of the CXjourneyContact Engagement Desire Re-engagement Conversion Conscious Considering Determined Experienced Before During AfterAttention Interaction Decision Action Customer Experience Journey
  12. 12. About the tools Customer Experience Journey
  13. 13. Business Model CanvasPersona TemplateExperience ScopeJourney ScriptTouchpoint Matrix KP KA VP CR S Key Key Value Customer Segments Partners Activities Proposition Relationships KR C Key Channels Resourses CS RS Cost Revenue Structure Streams Customer Experience Journey
  14. 14. Business Model CanvasPersona TemplateExperience ScopeJourney ScriptTouchpoint Matrix KP KA VP CR S Key Key Value Customer Segments Partners Activities Proposition Relations KR C Key Channels Resourses CS RS Cost Revenue Structure Streams Customer Experience Journey
  15. 15. Business Model CanvasPersona TemplateExperience ScopeJourney ScriptTouchpoint MatrixBackground: Personal info: Narrative:- Persona’s relation - Name - the story that creates to the target group - Age empathy- Demographics - Job - Location Statement:Behavior: - civilian status - The quote that distills- Psychographics - Internet usage/exp. the character of the- Scenarios persona Goals: - User wants - User needs - User’s motives - Business objectives Customer Experience Journey
  16. 16. Business Model CanvasPersona TemplateExperience ScopeJourney ScriptTouchpoint Matrix Before During AfterEVENTTimeDescriptionExternal participantsInternal participantsTouchpointsActionsService evidencePeakPromiseUser goalBusiness objective Customer Experience Journey
  17. 17. Business Model CanvasPersona TemplateExperience ScopeJourney ScriptTouchpoint MatrixEVENT: Journey Script Brand promise, peak service evidence Name of eventAdvertising Part of scenario CRM Synopsis Back story/previous eventsSocial Media Participants: Social Media Business/ Synopsis Touchpoint user goals (external) PersonaOrganic search Internal Next event Supporting processesPrevious event Touchpoints Action Promise Supporting processes Evidence Peak UserGoal, needs, wants, motivesExpectation Business objectives Experience Output/Next events Customer Experience Journey
  18. 18. Business Model CanvasPersona TemplateExperience ScopeJourney ScriptTouchpoint Matrix Primary Primary Primary Touchpoint Matrix Primary TP TP TP TP 1. Primary Touchpoint 1.1 Secondary Touchpoint 1.2 Secondary Touchpoint 1.3 Secondary Touchpoint 1.3.1 Granular Touchpoint 1.3.2 Granular Touchpoint Secondary Secondary Secondary 1.3.3 Granular Touchpoint TP TP TP 1.4 Secondary Touchpoint 1.5 Secondary Touchpoint 2. Primary Touchpoint 2.1 Secondary Touchpoint 2.2 Secondary Touchpoint Granular Granular Granular 2.2.1 Granular Touchpoint TP TP TP 2.2.2 Granular Touchpoint 2.3 Secondary Touchpoint 2.4 Secondary Touchpoint 2.5 Secondary Touchpoint Customer Experience Journey
  19. 19. The tools in short:Business Model CanvasGives insight and understanding of the business model itselfPersona TemplateHumanizes the segments and targets behaviorExperience ScopeProvides a overview of the total customer experienceJourney ScriptSuggests each of the improved events that makes the customer journeyTouchpoint MatrixDescribes all points of contact between brand, product and customers, inboth physical and digital channels. Customer Experience Journey
  20. 20. The Customer Experience Journey Report Customer Experience Journey
  21. 21. The Customer Experience Journey Report applies directly to:The overall business planProduct strategyWeb strategyCustomer Service planningMarketing and sales strategyPlanning of Social MediaEstablishment of Customer Engagement PlatformAdjustment of general User Experience Customer Experience Journey
  22. 22. Customer Journey – AS IS ? Customer Experience Journey
  23. 23. Customer Journey – TO BE Customer Experience Journey
  24. 24. Thank you!for your attentionSøren Muus[sir·n·moose]User experience | Service Design@sorenmuussorenmuus@gmail.com Customer Experience Journey

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