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Customer Journey Map in B2B projects

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Epoca presented at Service Design Drinks Milan #3 how to use the customer journey map tool in b2b projects, showcasing a case-study they have been working on in the last years.

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Customer Journey Map in B2B projects

  1. 1. EPOCA @ Service Design Drinks 18th February 2016 Talent Garden Milano Customer Journey Map in B2B projects @epocaricerca @SDDMilan #sddm #servicedesign
  2. 2. Who we are Valeria Adani Service Lead @Epoca epocaricerca.it @ValeriaAdani Susanna De Besi Service designer @Epoca epocaricerca.it Silvia Ottavia Siviero Service & UX designer @Epoca epocaricerca.it @silvia_ottavia
  3. 3. Where we come from Politecnico di Milano
  4. 4. Where we come from Politecnico di Milano Tonji University Shanghai
  5. 5. Where we come from Politecnico di Milano Tonji University Shanghai Univesidade Federal do Paraná Curitiba
  6. 6. Where we come from Politecnico di Milano EPOCA Bologna Tonji University Shanghai Univesidade Federal do Paraná Curitiba since 2013
  7. 7. Where we work Epoca is a small, innovative consulting studio based in Bologna, Italy. It was born in 2007 as an academic spin off of the Department of Engineering Science of the University of Modena and Reggio Emilia.
  8. 8. What we do... Service & Experience Design Technology & ICT Organization & process design
  9. 9. How we work » USER-CENTRED DESIGN » LEAN APPROACH » DESIGN THINKING » Service design » User Experience & User Interface » Facilitation & Co-design » Business process design » Organizational analysis » Change management » Enterprise technologies » Mobile technologies » System integration
  10. 10. Our clients
  11. 11. How can Customer Journey Map support the analysis in B2B projects?
  12. 12. Journey Map “The customer journey map is an oriented graph that describes the journey of a user by representing the different touchpoints that characterize his interaction with the service” Servicedesigntools.org Pic by HBR hbr.org/2013/09/the-truth-about-customer-experience
  13. 13. Customer Journey Map Consumer User Emotional Customer Experience ... Journey Map
  14. 14. Customer Journey Map Consumer User Emotional Customer Experience ... Journey Map
  15. 15. We use it to... Analyse the as is Design the future steps Understand the company
  16. 16. Why we use it USER JOURNEYS » Demonstrating the vision for the project user journeys are a great way to communicate what you are trying to achieve with stakeholders. » Understand user behavior User journeys can help you work out how users interact with your system and what they expect from it. » Identify possible functionality by understanding the key needs and tasks the user want to do to, help to understand what sort of functional requirements will help enable those tasks.
  17. 17. Why we use it B2B USER JOURNEYS » Identify how different stakeholders interacts with the different areas of the business » Understand where expectations are set and delivered » Understand and evaluate the complexity of a B2B setting In a B2B setting there are many people weighing in on any decision: processes are much more complicated and there is hardly ever just one person that makes up a “customer.” Plus, the people who get involved have different roles and responsibilities, making the “experience” an amalgamation of many different processes. » Understand and evaluate long-term value and ROI Long term value and ROI are critical and complex in B2B, and it doesn’t happen from a single interaction/experience with any individual touchpoint.
  18. 18. How we implement customer journey maps Through internal interviews & observations: » to understand internal processes and flows » to verify touchpoints, tasks and interactions at each stages » to understand pain points and moments of truth
  19. 19. How we implement customer journey maps Through customer/supplier (both current and lost) input through interviews, focus groups and workshops » to validate the journey both in terms of stages and touchpoints » to understand important touchpoints for customers » to understand pain points for customers » to understand gaps in internal vs. external perception
  20. 20. How we implement customer journey maps Through internal workshops: » to validate the customer journey » to establish a high-level view of the customer journey » to establish buy-in at senior level » to start thinking about things from the customer's point of view
  21. 21. Journey Map | One practical example User journey map to  improve the service proposition and  support the digital transformation  of a Facility Management company_
  22. 22. We use it to... Analyse the as is Design the future steps Understand the company
  23. 23. Understanding the company
  24. 24. Understanding the client experience ICON: Factory by Luboš Volkov | The Noun Project B2B
  25. 25. Understanding the client experience ICON: Factory by Luboš Volkov | The Noun Project CHALLENGE 1 who is the client?
  26. 26. Understanding the client experience MAN by Wilson Joseph | The Noun project BUILDING MANAGER
  27. 27. Understanding the client experience MAN by Wilson Joseph | The Noun project BUILDING MANAGER CFO CEO
  28. 28. Understanding the client experience MAN by Wilson Joseph | The Noun project BUILDING MANAGER CFO CEO ON SITE REFERENT EMPLOYEE
  29. 29. Understanding the client experience MAN by Wilson Joseph | The Noun project BUILDING MANAGER CFO CEO ON SITE REFERENT EMPLOYEE ON SITE EMPLOYEE
  30. 30. Understanding the client experience MAN by Wilson Joseph | The Noun project CHALLENGE 1 who is the client? TIP 1 ● Define the different groups of customers and to establish how different their “journey” with the company can be ● Focus on one stakeholder at a time ● Define which is the most relevant and strategic within the project ● Track relevant interactions among the different client stakeholders
  31. 31. The aim_Understanding the company CHALLENGE 2 going beyond silos: understanding internal processes
  32. 32. The aim_Understanding the company   » understand the company context 
  33. 33. The aim_Understanding the company   » live the company context : the war room
  34. 34. The aim_Understanding the company   » live the company context : the modus operandi
  35. 35. The aim_Understanding the company   » live the company context : the people
  36. 36. The aim_Understanding the company   » live the company context : the people
  37. 37.   » understand internal processes : the tasks The aim_Understanding the company
  38. 38. The aim_Understanding the company   » understand internal processes : the flows
  39. 39. The aim_Understanding the company
  40. 40. The aim_Understanding the company CHALLENGE 2 going beyond silos: the company TIP 2 ● Immerse yourself in the company environment ● Understand internal dynamics ● Understand internal processes and motivations
  41. 41. The aim_Understanding the company CHALLENGE 3 going beyond silos: understanding the client
  42. 42. The aim_Understanding the company   » understand the client : stimulate honest feedback
  43. 43. The aim_Understanding the company   » understand the client : observe in real context 
  44. 44. The aim_Understanding the company   » understand the client : take risks 
  45. 45. The aim_Understanding the company CHALLENGE 3 going beyond silos: the client TIP 3 ● Help your client to take some risks ● Go beyond B2B “polite” relationship ● Try to meet both engaged and disengaged clients ● Help the client to speak out honestly
  46. 46. » Map and understand the roles  » Map and analyse the internal processes  » Map and analyse the external interactions  Understanding the company& the client experience
  47. 47. » from “silos” POV to user POV » from vertical to horizontal » from internal processes to user experience Company complexity
  48. 48. » mapping & understanding touchpoints and interactions » understanding the importance of tangible moments of interactions » understanding the different experience of remote and on site touchpoints Touchpoints complexity
  49. 49. Experience complexity » connecting tasks and needs to touchpoints » evaluating the solidity and coherence of the customer experience
  50. 50. Company complexity: outputs » New Value proposition  » New company strategy, focus on enhancing the user central role  » New organizational chart 
  51. 51. We use it to... Analyse the as is Design the future steps Understand the company
  52. 52. Designing the next steps
  53. 53. The aim_designing the next steps » Redefine the experience of the clients (Building Manager) in each step of the process » Redesign the touchpoints (with people and devices) » Redefine the activities of internal roles (Facility Managers) » Redesign the processes of the maintenance works and cleaning service (core service)
  54. 54. Build the journey map WHO and WHAT
  55. 55. Build the journey map WHO and WHAT Touchpoint  Actions  Involved  actors  Level of   criticality  Emotions  Pain points ...
  56. 56. Build the journey map WHEN Touchpoint  Actions  Involved  actors  Level of   criticality  Emotions  Pain points ... The moments of the experience in chronological order: - first meeting - Start Up phase - Intervention request - etc.
  57. 57. Build the journey map Touchpoint  Actions  Involved  actors  Level of   criticalit y  Emotions  Pain points ...
  58. 58. Build the journey map Touchpoint  Actions  Involved  actors  Level of   criticalit y  Emotions  Pain points ...
  59. 59. Build the journey map Touchpoint  Actions  Involved  actors  Level of   criticalit y  Emotions  Pain points ...
  60. 60. Facility manager Journey Map
  61. 61. How we started building it...
  62. 62. Offline first... Starting with a wall, some pencils, post-it to build better, iteratively and in group: create, change, move, add, remove parts... 
  63. 63. ...turn into digital
  64. 64. ...turn into digital To be an useful tool, the journey map has to:  » be always updated  » be shared among the internal team and the client team  » be visible and clear in the design space 
  65. 65. @epocaricerca @SDDMilan #sddm #servicedesign ? Customer Journey Map in B2B projects ?

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