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Customer journey maps: the Why and the What

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1. Why use journey maps
2. An example journey map

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Published in: Marketing

Customer journey maps: the Why and the What

  1. 1. The Why & The What JOURNEY MAPS
  2. 2. AGENDA ◊1. WHY USE JOURNEY MAPS ◊2. AN EXAMPLE JOURNEY MAP JOURNEY MAPS © More Than Metrics
  3. 3. WHY? JOURNEY MAPS © More Than Metrics
  4. 4. Brings Teams and Organizations Together: Journey Mapping can align the different departments or perspectives within a compa- ny or across organizations and create a common focus. Competitve Advantage: 89% of companies expect to compete mostly on the basis of customer experience by 2016 – vs. 36% four years ago. * Gartner Research, 2015 Increases Revenue: Poor customer experiences result in an estimated $83 Billion loss by US enterprises each year because of defections and abandoned purchases. Forbes, 2013 7 REASONS TO USE JOURNEY MAPS JOURNEY MAPS © More Than Metrics
  5. 5. Zoom Out: Journey Maps help you get outside of your organization’s perspectiveand look at your organization or product from multiple points of view. You can create a journey map from that of the customer, of your employees or external stakeholders. Regardless of the perspective, taking a moment to Zoon out can help you actually understand the problem you‘re trying to solve. Understand Why: Organizations know when something is going wrong through metrics, however, they have a hard time figuring out WHY. Journey Mapping helps us get at the why because it highlights moments of opportunity/moments or intervention. 7 REASONS TO USE JOURNEY MAPS JOURNEY MAPS © More Than Metrics
  6. 6. Customers influence each other: Customer power has grown, as 73% of firms trust recommendations from friends and family, while only 19% trust direct communication. Forrester report:“Consumer “Ad-itudes” Stay Strong”, 2012 Not only do people expect it but they are willing to pay for it: 86% of consumers will pay more for a better customer experience. RightNow Customer Experience Impact Report, 2011 7 REASONS TO USE JOURNEY MAPS JOURNEY MAPS © More Than Metrics
  7. 7. JOURNEY MAPS Visualize the experience of a person or a group of people as a sequence of steps. JOURNEY MAPS © More Than Metrics
  8. 8. 5 6 7 8 TESS 1 4 This is just a high-level perspective … 2 3 9 JOURNEY MAPS © More Than Metrics
  9. 9. Each step or touch point can be separated into smaller steps … 7 SEND A TEXT SCANNING INSTAGRAM OPENS ORDERING APP UPDATE PROFILE COFFEE POINTS ON APP SOFTWARE UPDATE JOURNEY MAPS © More Than Metrics
  10. 10. The story of Tess and her cup of coffee … A cup of coffee is a product, right? JOURNEY MAPS © More Than Metrics
  11. 11. Tess wakes up1 1 TESS JOURNEY MAPS © More Than Metrics
  12. 12. 21 She realizes she is out of coffee and milk 2 TESS JOURNEY MAPS © More Than Metrics
  13. 13. 21 3 She decides to go to Café Bean for coffee 3 TESS JOURNEY MAPS © More Than Metrics
  14. 14. 21 3 4 She drives her car to Café Bean 4 TESS JOURNEY MAPS © More Than Metrics
  15. 15. 32 4 5 TESS Steps inside Café Bean and waits in line 5 JOURNEY MAPS © More Than Metrics
  16. 16. 43 5 6 She chats with the owner and tastes a sample of a muffin 6 TESS JOURNEY MAPS © More Than Metrics
  17. 17. 54 6 7 TESS She places an order on her smart phone 7 JOURNEY MAPS © More Than Metrics
  18. 18. 65 7 8 TESS She arrives to the counter with her cup of coffee and parfait waiting for her 8 JOURNEY MAPS © More Than Metrics
  19. 19. 76 8 9 TESS She sits down and enjoys a cup of coffee 9 JOURNEY MAPS © More Than Metrics
  20. 20. 1 42 3 5 6 87 9 JOURNEY MAPS © More Than Metrics
  21. 21. VISUALIZE CUSTOMER EXPERIENCE JOURNEY MAPS © More Than Metrics

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