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The Journey to Customer Journeys

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An overview of customer journeys trends, practices, tips and best practices

Published in: Marketing

The Journey to Customer Journeys

  1. 1. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 1 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph We are all on a Journey A Journey to Customer Journeys
  2. 2. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 2 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph Let’s start with the end in mind The vision?
  3. 3. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 3 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph What’s the view like from the top? The vision
  4. 4. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 4 The finish line Frictionless CX Maximum Value touchpoints Predicting what they’ll do next Understand motivation and behaviors Maximum Lifetime Value = Sum of all touchpoints (all types) The vision
  5. 5. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 5 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph What’s the most important organization quality to become a CX leader?
  6. 6. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 6 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph Organizational processes Customer processes Orchestrated co-processes The vision
  7. 7. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 7 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph Main benefit: short-cut to the funnel The vision Source: HBR
  8. 8. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 8 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph Example: Sungevity Journey Strategy Source: HBR: https://hbr.org/2015/11/competing-on-customer-journeys “Open this to find out how much the Edelman family can save on energy costs with solar panels”. Source: Google earth click click
  9. 9. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 9 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph Example: Sungevity Journey Strategy Custom calculations of energy savings based on family’s energy use, the roof angle, presence of nearby trees, and energy- generation potential of 23 panels Sales rep looking at same pages Sends links to videos click 2 days later… Source: HBR: https://hbr.org/2015/11/competing-on-customer-journeys
  10. 10. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 10 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph Example: Sungevity Journey Strategy Names + numbers of nearby homes as references. Tailored lease ready emailing it, going through ut E-signing website Website landing page updated Source: HBR: https://hbr.org/2015/11/competing-on-customer-journeys
  11. 11. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 11 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph Example: Sungevity Journey Strategy Names + numbers of nearby homes as references. Tailored lease ready going through it together E-signing landing pages updated Tracking progress of permit and installation + alerts Source: HBR: https://hbr.org/2015/11/competing-on-customer-journeys
  12. 12. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 12 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph Example: Sungevity Journey Strategy Regular reports on panels’ energy generation and resulting savings Tips on ways to conserve energy (customized) Fastest growing residential solar business player Sales doubled in the past year due to journeys strategy Source: HBR: https://hbr.org/2015/11/competing-on-customer-journeys
  13. 13. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 13 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph What makes journeys “stickier”? 1. Automation/Digitalization of manual processes 2. Proactive personalization 3. Contextual Interaction 4. Journey Innovation The vision
  14. 14. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 14 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph Journey Innovation
  15. 15. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 15 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph Design, refine & extend 1. Ongoing experimentation 2. Find out what works 3. Find journey extensions, new sources of value The vision Travel management From recipe app to pantry management Platform 2nd hand products
  16. 16. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 16 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph The ultimate goal: The Digital Factory* Customer experiences = Products  Agile teams, SCRUM  Scrum – sprints development  Iterative, ongoing changes  Customer success management  Real time analytics The vision *Deloitte Digital
  17. 17. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 17 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph The Technology Vision Touchpoints & channels Org. Processes Customer Journeys Orchestration Data & Analytics The vision
  18. 18. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 18 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph The essentials
  19. 19. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 19 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph Some Customer Journey Terminology Why?
  20. 20. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 20 A person’s life Your brand’s part in a person’s life
  21. 21. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 21 A person’s life Your brand’s part in a person’s life Your brand’s part in a person’s life
  22. 22. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 22 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph The Parallel Path A person’s life Brand relevant part
  23. 23. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 23 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph The Parallel Path Need, Want, Expect, Value…. Customer side Brand Side Brand, Product, Process, Site, Mobile, Value…
  24. 24. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 24 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph
  25. 25. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 25 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph The Parallel Path Customer Experience Customer Journey
  26. 26. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 26 Customer Experience The lifelong relationship of a person with a company, as it is perceived from the person’s point of view and containing all of the elements that form this relationship.
  27. 27. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 27 Customer Journey The Complete set of communications, actions and assets that a customer encounters and/or engages with, during, and as a part of, their lifelong relationship with the company.
  28. 28. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 28 Touchpoints Occasions where the Customer Experience and the Customer Journey converge. In many cases this convergence is initiated by the company and involves at least one of the following: Communication, Product, Action or Information.
  29. 29. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 29 Value The going currency in the customer/company relationship. A mutual perception of appropriate derived value is the one and only condition to the continuation and fruition of the relationship.
  30. 30. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 30 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph Now let’s break it down Customer Journey
  31. 31. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 31 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph The journey breaks down into segments. A segment can be a journey in itself (Sub-Journey) Segment These are not market segments!
  32. 32. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 32 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph A segment is a series of touch points. ValueEnter Exit It welcomes a customer from a previous segment It creates value It sends the customer off to the next segment
  33. 33. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 33 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph Customer Journey Sub- Journey Segment Segment Sub- Journey Segment Segment Sub- Journey Segment Segment
  34. 34. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 34 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph Which person goes to which segment? Define “Personas” A “Persona” is a characterization of a person or a group of people, in terms of all the possible parameters that enable us to define timely needs. A persona is the HD version of what used to be called a target audience.
  35. 35. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 35 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph Which person goes to which segment? A Persona is the determining factor for assignment to segments and journeys New sub-Personas may be born as a result of additional information which is attributed to subsets of customers as they move through segments.
  36. 36. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 36 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph A segment is not a linear entity Enter It is dependent on Actions and reactions It may be dynamic It tries to have an answer to any possible scenario Exit Exit Exit Exit
  37. 37. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 37 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph We’ve gathered some tips and warning signs: Warnings of Pitfalls Insights & Tips
  38. 38. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 38 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph You can’t please them all 1. Define your business goal 2. Choose 1-2 most relevant journeys & map them 3. Invest in design phase (research, interviews...) 4. Choose 2-3 journey sections (=customer task) that most affect relevant business goal
  39. 39. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 39 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph Beware of the product/brand trap!
  40. 40. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 40 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph Message design Think in terms of the “customer process” What’s the term he/she would use? Don’t improve existing journeys, reinvent them Tip: Involve advertising people for “message design”
  41. 41. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 41 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph Pitfall: Inadequate skills shortage Source: MarketingCharts.com
  42. 42. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 42 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph Understand the “why” behind CX CX analytics is your next topic for 2017! • Use analytics to understand “why” customers behave as they do • Acting upon insights Path analysis, session replay, segment level + individual views, cross-channel attribution… Data Insight Action
  43. 43. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 43 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph Siloed Organizational Structure Organization
  44. 44. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 44 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph Wanted: new structures to support constant change
  45. 45. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 45 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph Source: HBR “Competing on Customer Journeys” Source: HBR https://hbr.org/2015/11/competing-on-customer-journeys
  46. 46. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 46 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph Source: HBR https://hbr.org/2015/11/competing-on-customer-journeys
  47. 47. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 47 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph Source: HBR https://hbr.org/2015/11/competing-on-customer-journeys
  48. 48. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 48 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph Wanted: super hero. Deep understanding of consumer world Data scientist Technologist Story teller Doesn’t mind some “junior” tasks T person
  49. 49. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 49 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph Look for T people
  50. 50. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 50 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph Who do you need on your ? • Customer journey team:  Journey manager  Planning (research, analysis)  Operations-execution  Analyst – Optimization, analytics  Design • Technical integrator • Creative • Agency Collaboration with IT, sales, service & operations
  51. 51. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 51 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph Culture & Processes Culture Processes
  52. 52. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 52 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph Agile processes Fail fast: Experimentation Test-and-learn “Fast-lane” for ideas experimentation Processes for scaling
  53. 53. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 53 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph Thank you. Enjoy your journey!

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