The 5 Competencies for Customer Journey Mapping
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Customer journey mapping brings design thinking into your organization to identify and solve key pain points your customers face. In our new webinar, 5 Competences for Customer Journey Mapping, you’ll learn how to map customer journeys and bring them to life: from recruiting your team to integrating mapping into your Voice of Customer program.
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The 5 Competencies for Customer Journey Mapping
- 1. The 5 Competencies of Customer Journey Mapping
- 2. CX STRATEGISTSME // QUALTRICS Léonie Brown @LeonieBrownCX
- 3. without data, IT’S JUST A STORY without a story, IT’S JUST DATA
- 4. 4 getting started with journey mapping BUILD A CUSTOMER PERSONA BUILD A CUSTOMER JOURNEY RECRUIT YOUR MAPPING TEAM FIND THE MOMENT THAT MATTERS INNOVATE & MEASURE PERSONA JOURNEY MAPPING INNOVATE MEASURE
- 5. 5
- 10. CUSTOMER JOURNEY MAPPING …visually illustrates customers’ processes, needs & perceptions throughout their interaction and relationship with an organization
- 11. CUSTOMER JOURNEY MAPPING …visually illustrates customers’ PROCESSES, needs & perceptions throughout their interaction and relationship with an organization
- 12. CUSTOMER JOURNEY MAPPING …visually illustrates customers’ PROCESSES, NEEDS & perceptions throughout their interaction and relationship with an organization
- 13. CUSTOMER JOURNEY MAPPING …visually illustrates customers’ PROCESSES, NEEDS & PERCEPTIONS throughout their interaction and relationship with an organization
- 14. 14 the four “i”s of journey mapping INSIGHTS IMPACT ISSUES/OPPORTUNITIES INNOVATION
- 15. 15 Who are they really… • Name • Age • Job Role • Family Status • Professional Goals • Personal Goals CUSTOMER PERSONAS
- 16. 16 • Help you build a deeper understanding of your customer • Derive from insights, demographic data, interviews… • May have 1, 5, even 20 or more • B2B may have multiple customers (and hence personas) for each opportunity and for relationship surveys CUSTOMER PERSONAS
- 17. • Early thirties, living in London, in a stable relationship, no children. • Working for DSS (Insurance Company) as an analyst • Seeking excitement and multicultural experiences, like to build relationships and passionate about foreign cultures. • Wants to spend less time juggling data and more time putting together useful insights Diana
- 18. 18 Taking out insurance Buying a car Applying for a loan Setting up a loyalty card account Taking the car to the dealership for service A support call for technical help Changing address Buying a ticket Making a claim Using my phone handset Insurance Magazine subscription Buying a new car Upgrading service Choosing a customer journey for mapping CUSTOMER ONBOARDING MAINTAIN USE/OWN RENEWAL
- 19. 19 one persona, many journeys • When you want to focus on highly valuable customers to your business or when you want to focus on your largest base of customers • When you want to map the entire ‘lifecycle’ of the customer MULTIPLE MAPPING
- 20. 20 one journey, many personas When the journey itself is more important than the individual customers passing through it (i.e.: complete compliance required) MULTIPLE MAPPING buy
- 22. 22 ROLES Building a mapping team FRONTLINE STAFF DAY-TO-DAY MANAGEMENT CORPORATE TEAMS HR BUSINESS SUPPORT FUNCTIONS
- 23. 23 the moment that matters MAXIMUM IMPACT DURING THE EXPERIENCE – NEGATIVE OR POSITIVE IN THAT MOMENT, WHAT ARE THE PEOPLE/THINGS/PROCESSES INVOLVED AND WHAT METRICS ARE IMPACTED – NPS, CSAT, CLV WHAT DATA DO WE ALREADY HAVE?
- 24. 24 innovation BRAINSTORM FILTER ASSESS TEST…IS IT FEASIBLE, VIABLE, DESIRABLE?
- 25. 25 getting started with journey mapping BUILD A CUSTOMER PERSONA BUILD A CUSTOMER JOURNEY RECRUIT YOUR MAPPING TEAM FIND THE MOMENT THAT MATTERS INNOVATE & MEASURE PERSONA JOURNEY MAPPING INNOVATE MEASURE
- 26. without data, IT’S JUST A STORY without a story, IT’S JUST DATA
Editor's Notes
- This is where using your Voice of the Customer program really comes into focus – when paired with a powerful tool like Journey Mapping which helps you to decide: When to ask your customers for their views What you should ask them at those particular touchpoints Optimise your resources and investment in improving your Customer Experience
- Source: Forrester’s Q4 2015 Forrester/Heidrick & Struggles Global Evolved CMO/CCO Online Survey (Twenty percent of respondents do not know the size of their organization’s budget for CX initiatives.) *Source: Forrester’s Customer Experience Index Online Survey, US Consumers 2016 †Source: Forrester’s Q4 2015 US Customer Experience Maturity Online Survey
- Customers all follow a particular pattern as they decide to interact with an organisation – they discover a need, do their research, make a purchase, get delivery, own/use, maintain, and hopefully recommend…until it’s time to buy again and if you get it right, come straight back to you. I like to call this the Customer Experience Rollercoaster – customers will stay on the ride with you until they get sick! 86% of customers have abandoned a company due to ONE bad experience. Source: Customer Experience Impact Report by Harris Interactive/RightNow, 2010
- So hopefully you want your customers to look like this!
- Maybe even like this,
- But DEFINITELY not like this!
- Diana Early thirties no children, in a stable relationship Very successful sales person in the medical imaging sector (first job) working at a successful local player, but starting to get bored Despite a difficult economic environment, she has always managed to overachieve. For the last two years, she has successfully lead very complex sales cycles and has demonstrated her ability to innovate by crafting original sales propositions and messaging that have significantly improved win rates. Her former manager, who originally hired her, was promoted a year ago – she got on extremely well with her and they socialized outside of work. She was hoping to get the job, but a manager from another department was nominated. She was disappointed but accepted the decision as the new manager had more experience than her. The new manager is a nice person, he recognises her seniority and gives her full autonomy, but perhaps too much? They have never talked about potential future steps in her career. She is currently closing the biggest deal of her career with a group of private hospitals in Europe. It’s her first experience with international deals, and she is very excited. She is expecting the final papers to be signed in the next few days.
- I might choose to run multiple journeys for a single customer
- OR I might choose to run the SAME journey for multiple customers
- There are lots of different tools available to produce your map – from Post It Notes to process mapping solutions to graphical UX type software. The point is to establish the steps in the customer’s journey, and assess their needs & perceptions at each point.
- Once we have gone through the mapping process – we need to choose a MOMENT THAT MATTERS Where that moment has the biggest impact on the whole experience You will already have data from operational systems (how much did they spend? Did they return a product? Etc) to info from your VoC program (existing NPS and CSAT scores, for example)
- By looking at what is happening in the MOMENT THAT MATTERS, you can begin to brainstorm some new innovations to improve the experience from the CUSTOMER’S perspective. What would make a difference here? Then you filter those ideas – Is it feasible? Is it desirable? Is it viable? Then you assess – What metrics will be impacted? Do these align with the company’s objectives? And once you have implemented your innovations, you can use the power of your insight platform to TEST how well those innovations have worked! Did we get the impact we were hoping for? What was the ROI on that innovation? (did customers spend more, rate their satisfaction more highly, did we gain market share…) Without a means of checking in via a successful VoC program you’ll never really know if it was your action that ‘moved the needle’ or many other factors in the background (did your competitor just put their prices up?)
- This is where using your Voice of the Customer program really comes into focus – when paired with a powerful tool like Journey Mapping which helps you to decide: When to ask your customers for their views What you should ask them at those particular touchpoints Optimise your resources and investment in improving your Customer Experience