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Understanding the Impact of a Complete Customer Journey : Sandra Dartnell

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This presentation was developed for a workshop to educate small businesses. It was presented to SMEs for Velocity Growth Hub and Natwest Business at an event organised by SEMLEP.

The session on Customer Experience Strategy (CX) will introduce you to how the journey maps together and what customer needs you must address at each stage. The aim is to provide an understanding the the impact of a joined-up approach to customer experience (CX) at MD level. 

In short

_Mind the gap
Any trading business has a customer journey and there will always be gaps.
Why? Your business and your products don’t exist in isolation. They are constantly subject to changing circumstances. The trick is not to aim to remove the gaps and be done. The trick is to be aware of the overall shape of your business from a customer perspective…
And to act constantly and incrementally to make small, significant improvements across it.

_What is our focus today?

1. Making sure that you have a mental model of how customers experience products and services

2. Making sure that you have an overview of what customer needs you must address across the journey

3. Making sure that you leave feeling that you can take action to bring out the value of your business to your customers

_Conclusion

The impact of mapping a complete customer journey to a framework

By having a mental model of the whole journey you are able to better understand and shape your business.

You are in a better position to shape your product to meet customer needs across the journey, ongoing.

You are in a better position to meet strategic business goals through a range of smaller initiatives, ongoing

Investing in incremental improvements across the complete journey spreads risk and enables change in more controlled, rapid and measurable ways.

Investing in incremental improvements across the complete journey allows value to move across the journey be not trapped in any one stage.

For further information contact sandra@thinkingcx.com

Published in: Business
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Understanding the Impact of a Complete Customer Journey : Sandra Dartnell

  1. 1. Welcome _Hello. I am Sandra. Who do we have here today?
  2. 2. What’s important to you _Products _Prices _Your company _Your perspective
  3. 3. What’s important to your customers _The value that your Products + Services (Your Company) bring to their lives and their sense of self _Their perspective
  4. 4. Mind the gap Any trading business has a customer journey and there will always be gaps
  5. 5. Why? Your business and your products don’t exist in isolation. They are constantly subject to changing circumstances
  6. 6. The trick The trick is not to aim to remove the gaps and be done
  7. 7. The trick The trick is to be aware of the overall shape of your business from a customer perspective…
  8. 8. The trick And to act constantly and incrementally to make small, significant improvements across it.
  9. 9. Who am I? _Sandra Dartnell _ThinkingCX
  10. 10. Thinking = Strategy CX = Customer Experience (Needs, Benefits) Actions What is ThinkingCX?
  11. 11. _Helping you communicate your value to your customers In one sentence
  12. 12. _Background
  13. 13. _Current
  14. 14. What is our focus today?
  15. 15. Understanding the Impact of a Complete Customer Journey Making sure that you have a mental model of how customers experience products and services
  16. 16. Making sure that you have an overview of what customer needs you must address across the journey Understanding the Impact of a Complete Customer Journey
  17. 17. Making sure that you leave feeling that you can take action to bring out the value of your business to your customers Understanding the Impact of a Complete Customer Journey
  18. 18. The next 45 minutes _Mental model _Needs across the journey _Action to bring out value to customers
  19. 19. “Design in support of people” Living with Complexity, Donald A. Norman, 2011, Chapter 5
  20. 20. www.thinkingcx.com/thinkingcx-news-opinion/cx-strategy-complete-customer-journey Experience Design, A Framework for Integrating Brand, Experience, and Value, Excerpt from Section II: Tools and Frameworks Chapter 7: Customer Journey Framework, Patrick Newbery & Kevin Farnham. Contagious, Jonah Berger. Agile Experience Design, Lindsay Ratcliffe & Marc McNeill. Where Good Ideas Come From, Steven Johnson. Living with Complexity, Donald A. Norman. _Sources – All bound together by the idea of value creation for people
  21. 21. The mental model Customer journey framework
  22. 22. Credit: Experience Design, A Framework for Integrating Brand, Experience, and Value, Excerpt from Section II: Tools and Frameworks Chapter 7: Customer Journey Framework, Patrick Newbery & Kevin Farnham, page 142 _seven stages _note the cross-over _note the circularity _note the lines running throughout
  23. 23. Credit: Experience Design, A Framework for Integrating Brand, Experience, and Value, Excerpt from Section II: Tools and Frameworks Chapter 7: Customer Journey Framework, Patrick Newbery & Kevin Farnham, page 142
  24. 24. Credit: Experience Design, A Framework for Integrating Brand, Experience, and Value, Excerpt from Section II: Tools and Frameworks Chapter 7: Customer Journey Framework, Patrick Newbery & Kevin Farnham, page 142 Touchpoints Intended outcomes Business model Business strategy Marketing / sales strategy Account managment / support / CRM Financial and operational
  25. 25. Credit: Experience Design, A Framework for Integrating Brand, Experience, and Value, Excerpt from Section II: Tools and Frameworks Chapter 7: Customer Journey Framework, Patrick Newbery & Kevin Farnham, page 142
  26. 26. Credit: Experience Design, A Framework for Integrating Brand, Experience, and Value, Excerpt from Section II: Tools and Frameworks Chapter 7: Customer Journey Framework, Patrick Newbery & Kevin Farnham, page 142 _I must _I want _I like _I am feeling _I heard _Time of day _Level of distraction _What would be useful is…
  27. 27. _where does the energy you spend on creating value for your customer currently focus …when you have a new product …and when your product is ongoing Credit: Experience Design, A Framework for Integrating Brand, Experience, and Value, Excerpt from Section II: Tools and Frameworks Chapter 7: Customer Journey Framework, Patrick Newbery & Kevin Farnham, page 142
  28. 28. _note that 5 is wide _potential to add real value _over time = relationships _make new friends, but keep the old Credit: Experience Design, A Framework for Integrating Brand, Experience, and Value, Excerpt from Section II: Tools and Frameworks Chapter 7: Customer Journey Framework, Patrick Newbery & Kevin Farnham, page 142
  29. 29. Needs across the journey Customer journey framework Exploring the needs of people across the customer journey framework – Sandra Dartnell, July 2017
  30. 30. The point that a person becomes aware of a product or brand, and a (possible) need for it 1 Awareness _What are the prompts that tend to make a customer aware of a need in your sector? _Can you tap into events that trigger recognition of a need? _Where are the opportunities _New circumstance - life change / new orbit _Breakdown – personal / technical / physical _After the initial introduction of a product are you keeping any focus on awareness? Exploring the needs of people across the customer journey framework – Sandra Dartnell, July 2017 Diagram – top right. Credit: Experience Design, A Framework for Integrating Brand, Experience, and Value, Excerpt from Section II: Tools and Frameworks Chapter 7: Customer Journey Framework, Patrick Newbery & Kevin Farnham, page 142
  31. 31. A useful tool for planning business strategy and tactics for when considering the point at which the a person becomes aware of a product or brand, and a (possible) need for it 1 Awareness Contagious: Why Things Catch On, Jonah Berger, 2013 _ 6 STEPPS – a very handy resource when decision making _Social currency – things that make us look good _Triggers – consider the context _Emotion – when we care, we share _Public – built to show _Practical value – news you can use _Stories – information travels easily in anecdotes Exploring the needs of people across the customer journey framework – Sandra Dartnell, July 2017 Diagram – top right. Credit: Experience Design, A Framework for Integrating Brand, Experience, and Value, Excerpt from Section II: Tools and Frameworks Chapter 7: Customer Journey Framework, Patrick Newbery & Kevin Farnham, page 142
  32. 32. The point that the need becomes real for a person and the alternatives are weighed 2 Consideration _Are you speaking to both rational and emotional needs? _Customers need to know how and why your product is a fit for them and their needs _Is the customer being shown a reason to make a choice? Exploring the needs of people across the customer journey framework – Sandra Dartnell, July 2017 Diagram – top right. Credit: Experience Design, A Framework for Integrating Brand, Experience, and Value, Excerpt from Section II: Tools and Frameworks Chapter 7: Customer Journey Framework, Patrick Newbery & Kevin Farnham, page 142
  33. 33. A useful example of the customer being shown a reason to make a choice when the alternatives are being weighed 2 Consideration Twist Bullet Pencil, Select options, $38.00–$42.50 A modern take on a vintage classic, the Twist Bullet Pencil is designed to protect your pencil and your pocket. Golden Bear Orange #2 Pencils (12 Pack) – Made in the USA, Add to cart, $2.95 Golden Bear #2 pencils are made in the USA out of Genuine, California grown, Incense-cedar and are durable enough for everyday use in the office, at school and at home. Exploring the needs of people across the customer journey framework – Sandra Dartnell, July 2017 Diagram – top right. Credit: Experience Design, A Framework for Integrating Brand, Experience, and Value, Excerpt from Section II: Tools and Frameworks Chapter 7: Customer Journey Framework, Patrick Newbery & Kevin Farnham, page 142
  34. 34. The point that a person takes the decision to act 3 Purchase _Are you making it easy to act? _Do the experience and tools you are providing a person with build confidence? _Customers need to know where to buy and how to buy _Are your giving them clear direction and signaling how you’d like them to behave? Exploring the needs of people across the customer journey framework – Sandra Dartnell, July 2017 Diagram – top right. Credit: Experience Design, A Framework for Integrating Brand, Experience, and Value, Excerpt from Section II: Tools and Frameworks Chapter 7: Customer Journey Framework, Patrick Newbery & Kevin Farnham, page 142
  35. 35. A useful example of the customer being guided through the process of consideration to purchase across platforms by consistency of imagery, naming and clear prompts to act 3 Purchase With thanks to Nila Holden Ad. Category Product info + Purchase point Exploring the needs of people across the customer journey framework – Sandra Dartnell, July 2017 Diagram – top right. Credit: Experience Design, A Framework for Integrating Brand, Experience, and Value, Excerpt from Section II: Tools and Frameworks Chapter 7: Customer Journey Framework, Patrick Newbery & Kevin Farnham, page 142
  36. 36. The point that a person should enjoy the out of the box experience 4 First use _Are you making it easy? _Can you make it even easier? _Does the experience build confidence? _Customers need a short, smooth path to use and value _Are your supporting them in their first use? _Are you giving them clear direction and signaling how you’d like them to behave? Exploring the needs of people across the customer journey framework – Sandra Dartnell, July 2017 Diagram – top right. Credit: Experience Design, A Framework for Integrating Brand, Experience, and Value, Excerpt from Section II: Tools and Frameworks Chapter 7: Customer Journey Framework, Patrick Newbery & Kevin Farnham, page 142
  37. 37. 4 First use Exploring the needs of people across the customer journey framework – Sandra Dartnell, July 2017 Diagram – top right. Credit: Experience Design, A Framework for Integrating Brand, Experience, and Value, Excerpt from Section II: Tools and Frameworks Chapter 7: Customer Journey Framework, Patrick Newbery & Kevin Farnham, page 142 With thanks to Joli More information A useful example of the customer being supported through their first use experience of a jarred food product by clear prompts, ways to ask for support and use ideas online
  38. 38. A persons day-to-day experience. The period that a persons satisfaction might decline 5 Ongoing use _Are you looking at what people are saying about use of your product over time? _Are you making use of the positives? _Are you making use of the negative? _Are you encouraging people to share their experiences and ideas with you? To tell you what they think and show you what they do? Exploring the needs of people across the customer journey framework – Sandra Dartnell, July 2017 Diagram – top right. Credit: Experience Design, A Framework for Integrating Brand, Experience, and Value, Excerpt from Section II: Tools and Frameworks Chapter 7: Customer Journey Framework, Patrick Newbery & Kevin Farnham, page 142
  39. 39. 5 Ongoing use _There is no wrong when it comes to use A useful example of how you can actively gather important business intelligence and learning from the real day-to-day use of your products by customers Exploring the needs of people across the customer journey framework – Sandra Dartnell, July 2017 Diagram – top right. Credit: Experience Design, A Framework for Integrating Brand, Experience, and Value, Excerpt from Section II: Tools and Frameworks Chapter 7: Customer Journey Framework, Patrick Newbery & Kevin Farnham, page 142
  40. 40. The point where value to a person ends…or does it? 6 Discontinue _What is actually happening here? _Is your product obsolete? _Or does the person have a change of circumstance? _How might your behaviour at this point influence them, to influence their world? Exploring the needs of people across the customer journey framework – Sandra Dartnell, July 2017 Diagram – top right. Credit: Experience Design, A Framework for Integrating Brand, Experience, and Value, Excerpt from Section II: Tools and Frameworks Chapter 7: Customer Journey Framework, Patrick Newbery & Kevin Farnham, page 142
  41. 41. A useful example of how you can add value at the point of discontinuation _Be of service _Allow pause _Let them go 6 Discontinue Exploring the needs of people across the customer journey framework – Sandra Dartnell, July 2017 Diagram – top right. Credit: Experience Design, A Framework for Integrating Brand, Experience, and Value, Excerpt from Section II: Tools and Frameworks Chapter 7: Customer Journey Framework, Patrick Newbery & Kevin Farnham, page 142
  42. 42. A point where can value can be added for a person 7 Recycle/ Renew Exploring the needs of people across the customer journey framework – Sandra Dartnell, July 2017 Diagram – top right. Credit: Experience Design, A Framework for Integrating Brand, Experience, and Value, Excerpt from Section II: Tools and Frameworks Chapter 7: Customer Journey Framework, Patrick Newbery & Kevin Farnham, page 142
  43. 43. A useful example of how you can add value to a person at the point of discontinuation by supporting a desire to discontinue sustainably…and benefit from their disposition to share their positive feelings 7 Recycle/ Renew _Emotion – when we care, we share _Practical value – news you can use _Stories – information travels easily in anecdotes _Social currency – things that make us look good Exploring the needs of people across the customer journey framework – Sandra Dartnell, July 2017 Diagram – top right. Credit: Experience Design, A Framework for Integrating Brand, Experience, and Value, Excerpt from Section II: Tools and Frameworks Chapter 7: Customer Journey Framework, Patrick Newbery & Kevin Farnham, page 142
  44. 44. Actions to bring out value to customers Customer journey framework Exploring the needs of people across the customer journey framework – Sandra Dartnell, July 2017 Diagram – top right. Credit: Experience Design, A Framework for Integrating Brand, Experience, and Value, Excerpt from Section II: Tools and Frameworks Chapter 7: Customer Journey Framework, Patrick Newbery & Kevin Farnham, page 142
  45. 45. _Develop a product (talking to customers about their needs) _Launch the product (a minimal viable product* ‘MVP’ to a sample group of customers and find out what needs are met _Market a better product (with consideration of behaviour - where and when needs arise And out how needs are met) *only what is essential to test a hypothesis What might do _Develop a product _Launch a product _Market a product What might you better do Exploring the needs of people across the customer journey framework – Sandra Dartnell, July 2017 Diagram – top right. Credit: Experience Design, A Framework for Integrating Brand, Experience, and Value, Excerpt from Section II: Tools and Frameworks Chapter 7: Customer Journey Framework, Patrick Newbery & Kevin Farnham, page 142
  46. 46. _Deliver a product (with consideration of the first use experience) _Support a product (by monitoring and redefining it to better suit customer needs over time) _Keep brand, messages, channels consistent (responsive to new opportunity arising from intelligence) What might do _ Deliver a product _Support a product _Keep brand, messages, channels consistent What might you better do Exploring the needs of people across the customer journey framework – Sandra Dartnell, July 2017 Diagram – top right. Credit: Experience Design, A Framework for Integrating Brand, Experience, and Value, Excerpt from Section II: Tools and Frameworks Chapter 7: Customer Journey Framework, Patrick Newbery & Kevin Farnham, page 142
  47. 47. _Join up, spill over and continuously learn _Listen to the needs of existing customers and use them to innovate from the outside in What might do _Keep parts separate _Innovate from the inside out What might you better do Exploring the needs of people across the customer journey framework – Sandra Dartnell, July 2017 Diagram – top right. Credit: Experience Design, A Framework for Integrating Brand, Experience, and Value, Excerpt from Section II: Tools and Frameworks Chapter 7: Customer Journey Framework, Patrick Newbery & Kevin Farnham, page 142
  48. 48. “You are not looking for the wisdom of the crowd, but the wisdom of someone in the crowd.” Where Great Ideas Come From, Steven Johnson, 2010 page 58 Exploring the needs of people across the customer journey framework – Sandra Dartnell, July 2017
  49. 49. The impact of mapping a complete customer journey to a framework By having a mental model of the whole journey you are able to better understand and shape your business Exploring the needs of people across the customer journey framework – Sandra Dartnell, July 2017
  50. 50. The impact of mapping a complete customer journey to a framework You are in a better position to shape your product to meet customer needs across the journey, ongoing Exploring the needs of people across the customer journey framework – Sandra Dartnell, July 2017
  51. 51. The impact of mapping a complete customer journey to a framework You are in a better position to meet strategic business goals through a range of smaller initiatives, ongoing Exploring the needs of people across the customer journey framework – Sandra Dartnell, July 2017
  52. 52. The impact of mapping a complete customer journey to a framework Investing in incremental improvements across the complete journey spreads risk and enables change in more controlled, rapid and measurable ways Exploring the needs of people across the customer journey framework – Sandra Dartnell, July 2017
  53. 53. The impact of mapping a complete customer journey to a framework Investing in incremental improvements across the complete journey allows value to move across the journey be not trapped in any one stage Exploring the needs of people across the customer journey framework – Sandra Dartnell, July 2017
  54. 54. ThinkingCX Provides independent value- focused strategy that is sector considered and customer experience (CX) driven. .
  55. 55. ThinkingCX Works directly with directors, focused on the areas of core value proposition, customer experience (CX) and audience engagement. .
  56. 56. ThinkingCX All activity is designed to help people identify problems and opportunities, and to improve their individual and team approach to customer experience strategy. .
  57. 57. ThinkingCX Bring ideas, clarity and focus to your business.
  58. 58. Skype Sandra.Dartnell On the phone On site Out and about @ThinkingCX Where is ThinkingCX?
  59. 59. Please do feedback
  60. 60. Thank you
  61. 61. Questions

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