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Customer Journey Mapping - Easier, Faster and more Collaborative

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Custellence | The Customer Journey Mapping Tool - Easier, Faster and more Collaborative.
Take Customer Journey Mapping (Experience Mapping, User Mapping) to the next level. Learn how Custellence helps you to spend more time delivering a better Customer Experience and less making customer journey maps.

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Customer Journey Mapping - Easier, Faster and more Collaborative

  1. 1. © Custellence 2017 Utbildning Make Customer Journey Mapping easier, faster and more collaborative Documentation to the webbinar https://goo.gl/jbawDX Hosted by: Daniel Ewerman | CEO Custellence.com & Marc Fonteijn | Co-founder 31Volts | ServiceDesignShow.com
  2. 2. © Custellence 2017 Utbildning 1. I don’t know that much about Customer Journey Mapping 2. I have been participating in Customer Journey Mapping 3. I work with Customer Journey Maps on a daily basis Your experience of Customer Journey Mapping?
  3. 3. © Custellence 2017 Utbildning Do you use any specific tool today for Customer Journey Mapping? Yes, what? / No?
  4. 4. © Custellence 2017 Agenda § Why Customer Journey Mapping § The story about Custellence § Tour in the tool § Map structure § Custellence in your daily work § 6 biggest Customer Journey Mapping mistakes - and what to do instead § Live participants exclusive offer
  5. 5. © Custellence 2017 Why Customer Journey Mapping? …or Experience Mapping, User Mapping, Emotional Mapping
  6. 6. © Custellence 2017 Utbildning The winner is: The one knowing the customers’ best and have the ability to transform that into offers Why map the Customers Journey?
  7. 7. © Custellence 2017 The Customer Journey Map visualizes your business from your customers perspective. … and enables you to improve based on the customers reality and needs! Why Customer Journey Maps?
  8. 8. © Custellence 2017 What is a Customer Journey Map? TIME LINE CUSTOMERS PERSPECTIVE ACTIONS / SOLUTIONS / ORGANIZATIONS PERSPECTIVE
  9. 9. © Custellence 2017 Customer activities and situations organized in a time line An activity could be “waiting for answer” and a situation “What is applicable for me” What is a Customer Journey Map? TIME LINE CUSTOMERS PERSPECTIVE ACTIONS / SOLUTIONS / ORGANIZATIONS PERSPECTIVE
  10. 10. © Custellence 2017 All organizations have Customer Journey’s, some just don’t know what they look like Don’t forget!
  11. 11. © Custellence 2017 The story about Custellence
  12. 12. © Custellence 2017 Service Design pioneers behind Custellence Award winner in the Category: Cultural and Systemic Change within the Public Sector Transformator Design is one of the world's first agencies specialized in Service Design & Customer Experience. They have helped hundreds of organizations to foster love from their customers throughout the past 19 years.
  13. 13. © Custellence 2017 The story about Custellence
  14. 14. © Custellence 2017 • How to go from a project deliverable to a change plan? • How do we share the map in the organization? • How do we create ownership in the organization? • How to keep updating the maps? • How to save all meta data like e.g. customer insights? • How to solve the problems with different versions? • We needed a fast, easy and collaborative tool • We needed a versatile tool to work more freely and adapt to different projects? • A map focused tool for any type of Customer Journey Map, Experience Map, Service Blueprint • We needed more information hierarchy levels • A tool that empowers designers and not replace us The story about Custellence
  15. 15. © Custellence 2017 The story about Custellence SO WE TRIED AND EVALUATED eliverable to a change plan? in the organization? wnership in the organization? maps? ike e.g. customer insights? e problems with different ollaborative tool work more freely and adapt type of Customer Journey vice Blueprint hierarchy levels rs and not replace us
  16. 16. © Custellence 2017 The story about Custellence BUT WE WERE DREAMING OF eliverable to a change plan? in the organization? wnership in the organization? maps? ike e.g. customer insights? e problems with different ollaborative tool work more freely and adapt type of Customer Journey vice Blueprint hierarchy levels rs and not replace us MUSIC SEQUENCER
  17. 17. © Custellence 2017 The story about Custellence NCER SO, IN 2014 WE STARTED TO DEVELOP ü Create your own pattern ü Fast, easy and intuitive ü Real time collaboration
  18. 18. © Custellence 2017 The story about Custellence INDEPENDENT COMPANY SINCE 2016
  19. 19. © Custellence 2017 Tour in the tool Basic functions
  20. 20. © Custellence 2017 MY MAPS INSPIRATION HOW-TO VIDEOS Map list
  21. 21. © Custellence 2017 The map
  22. 22. © Custellence 2017 A - LANE CATERGORY – e.g. Customer Lanes, Touchpoint Lanes B - LANE – e.g Customer Phase, Digital Touchpoint C – SUB LANE – e.g. Needs, Concept images or Documents Information hierarchy A B C
  23. 23. © Custellence 2017 1 – CARD LANE 2 - CARD 4 - SUBLANE 3 - CARD DETAILS 5 – CURVE LANE 6 – LANE CATEGORY Key elements
  24. 24. © Custellence 2017 1 - TEXT OR LINKS 2 - IMAGE 3 - DOCUMENT Card details
  25. 25. © Custellence 2017 ICON Icons and images CARD IMAGE
  26. 26. © Custellence 2017 2 -CREATE 1 - STAY 3 - REMOVE Card status
  27. 27. © Custellence 2017 NAVIGATION TRASHBIN MENU
  28. 28. © Custellence 2017 COLLABORATION SHARE TRANSFER OWNERSHIP DOWNLOAD Menu MAP ARCHIVE
  29. 29. © Custellence 2017 …to the tool https://custellence.com/
  30. 30. © Custellence 2017 Map structure
  31. 31. © Custellence 2017 ONSTAGE BACKSTAGE CUSTOMER JOURNEY
  32. 32. © Custellence 2017 CUSTOMER PHASES CUSTOMER SITUATIONS EMOTIONAL CURVE PROMLEM AREAS SOLUTIONS CONCEPTS DEVELOPMENT AREAS
  33. 33. © Custellence 2017 Describing – BEFORE / DURING / AFTER Describing the activities during BEFORE – e.g. RESEARCH DIFFERENT ALTERNATIVES or SIGN UP Describing the steps in SIGN UP – CHECK IF TIME FITS, LOG IN, CALL GRANDMOTHER Describes the steps when the customer clicks through Map granularity Level 1 Level 2 Level 3 Level 4
  34. 34. © Custellence 2017 Map granularity
  35. 35. © Custellence 2017 Links in Maps Link to a detailed map
  36. 36. © Custellence 2017 Custellence in your daily work
  37. 37. © Custellence 2017 Use Custellence to… Maintain the knowledge Documenting & saving Set change in motion Sharing & involving Improve continuously Updating & Measurement Organize around customer needs Focusing and prioritizing
  38. 38. © Custellence 2017 Custellence is just a tool. - People will create the magic! Custellence drives and enables a new way of working! Custellence is a tool handling the customer and organization intersection in a dynamic way
  39. 39. © Custellence 2017 Start train your skills by copying this Family Vacation Map During AfterBefore Pay the bills Remember experienceTravel homeExperience vacationTravel to location Packing up Dream about next vacation Book travelSelect vacationExplore optionsDesire for travel Packing Making checklistsFind out about school vacation - Talk to friends - Search online Matching timeslot to possible vacation Book online Googling new travel locations - Endless washing - Finding the family cat dead Looking at images Wakeup usually earlySinking ship site's Stressful to match travel with accomodation Can we really do something about this? Not understanding the bill Stressful to prepare and make sure everything is set Sending preparation and countdowns More clear bills Help to dream & bookOther options Timespan solution Help with inspiration Have a regret optionAlso getting suggestions on other locations the same time slot & other times for the same locations Link to a logg-in site to get a good explanation Using the customers wording - Packing lists - weather at location New Category Customer phases Customer Customers journey Activities Category Name Customer Emotional state for the customer CX explanation On Stage Potential opportunities Idea
  40. 40. © Custellence 2017 Utbildning 1. The mistake of mapping Touch Points - you will miss the customers reality and perspective 2. Waiting for research based customer insights before start mapping will hold you back. 3. Get lost by mixing up Customer true maps with internal belief, assumptions, wishful thinking 4. Avoid getting stuck in the middle land between the ASIS and the TOBE map 5. Fail in implementing the changes by keeping the mapping to a small group of people 6. Avoid the common fatal mistake of seeing the map as a project deliverable 6 biggest Customer Journey Mapping mistakes and what to do instead Succeed by mapping customer Activities / Situations first, then Touch Points Just start working with assumptions. It will lead to a thirst for true customer insights Tag customer true, research based insights and separate it from fantasy Get a better over view and progress by one map consisting of both ASIS and TOBE Co-create, share, create involvement and openness – rocket fuel in the change process The map is a starting point for an ongoing activity, keep it updated as a change plan
  41. 41. © Custellence 2017 Utbildning Don’t miss this! Exclusively for live participants! Sign up for a Professional Custellence account within the next 24 hours! And get one hour of Getting-Started or Expert-Review webchat with the team! Thanks you & Happy Mapping! Reach out to us at: hello@custellence.com

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