Customer Journey Mapping workshop
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This document outlines how to conduct a customer journey mapping workshop. It begins with an introduction to the theory of customer journey mapping, including definitions of key concepts like services and service design. It then details the steps to conduct a customer journey mapping workshop, including watching customer interviews, creating a storyline and mapping steps, mapping an emotion curve, defining pain points, generating ideas to improve the customer journey, and presenting ideas. The overall goal of the workshop is to illustrate a customer's experience engaging with a company through a journey map in order to identify opportunities to improve the customer experience.
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Customer Journey Mapping workshop
- 1. Customer Journey Mapping Hannah Price and Sarah Bilton h.price@topdesk.com s.bilton@topdesk.com
- 2. Agenda • Theory • Workshop • Presenting ideas
- 3. Theory • What is a Service? • What is Service Design? • How does Customer Journey Mapping work?
- 4. What is a Service? • A service is an intangible experience. • A service happens over time. • Services are produced and consumed at the same time. The customer is one of the co-creators of the service.
- 5. Let’s collect some examples
- 7. Service Experience • What is the percentage of consumers that is willing to pay more for an excellent service experience? 86%
- 8. Employee Satisfaction • Happiness makes employees more productive 12%
- 9. A customer journey map is a diagram that illustrates the steps your customer goes through in engaging with your company
- 10. Why Customer Journey Mapping? • Touchpoints • End-to-end customer experience • Identify opportunities! • 3 stages …
- 11. Customer Journey in 3 Stages How to start
- 12. Stage 1 • Persona • Personal information • Work experience • Goals and values • Preferences
- 13. Stage 2 • Steps • Means of communication (Touchpoints)
- 14. Stage 3 • Emoti-scores • Emotions • Pain points
- 16. Exercise 1 – Watch interviews • Watch the interviews • Take notes • Story that happens? • Means of communication? • Moments of joy/concerns/etc.?
- 17. Exercise 2 – Create Storyline • Take a look at the Customer Journey Map • Create a chronological order of steps • 3-7 steps • Add the means of communication (touch points)
- 18. Exercise 3 – Mapping emotion curve • Draw the emotion curve • Use emoticons as points on the graph • And add emotions • Emotion examples • Annoyance, surprise, delighted, anticipatory, self conscious, frustrated, bored, unsure, impressed etc.
- 19. Exercise 4 – Defining pain points • Define the pain points underneath the steps of the negative emotions
- 20. Exercise 5 – Generate ideas and Present • Come up with ideas to improve the customer journey • Rules: • Withhold judgment • Encourage crazy ideas • Go for volume • Pick the best idea - Prepare a one minute sales pitch • Describe it in more detail • How does this idea improve the customer journey? • How would it make the customer feel? • What would the new customer journey look like?
- 21. Let’s present!
- 23. Get started! • Customer journey starter kit • Customer journey template • Cheat sheet • Online resouces
- 24. #ToT18 Thank you TOPdesk Hannah Price Sarah Bilton
- 25. TOPdesk on Tour 2018 Working towards better collaboration
Editor's Notes
- Good afternoon everyone and thank you for attending our customer journey mapping workshop! I am Sarah and this is my colleague Hannah, and together we form part of the consultancy team for TOPdesk UK. As consultants we spend a lot of our time on site at customers, and actually there are a lot of familiar faces here which is nice! One of the things we see on site often, is when we discuss the goals of a service desk, the concept of the service catalogue is now well recognized as a way of ___. But going one step further to actually map out these processes from the customers point of view is still a fairly under-utilized method of service design. SO our goal today is to introduce you to this method and how it benefits not only your customers but your team too.
- To begin, we will explore some of the essential theory of service design, which we will then apply in a workshop, where we step into the shoes of our customers, to map out their highs and lows – literally! And then finally we will round off by present the outcomes of our workshop to one another, to see the creative ideas we have developed to improve some of our customer’s pain points.
- Here are some of the key questions we are going to address first to add some context
- Well, To answer the question “What is service design”, we first need to establish a common understanding of service. We use the word service all the time when we refer to service provision/ service catalogue/service desks, perhaps without considering what service actually is! Show of hands: who knows the definition of a service? Topdeskers – i include you in this too! Can anyone give me a suggestion? Okay thank you yes! Definition: A service is a time dependent, intangible experience. It’s not a physical product we can see or touch – we cant hold onto a service of next day delivery or a wake up call. A service happens over time. So if i use a service like amazon to buy my halloween costume, the service isnt just the costume that is delivered to me. It starts when I begin my search with some costume ideas and ends when I recieve my product, and the product looks like i expect. And not a costume which would fit my dog.. Services are produced and consumed at the same time. The customer is one of the co-creators of the service. If I go to get my nails done, then the service is produced by the nail technician and consumed by me (or my nails) at the same time. Therefore I am one of the co-creators of the service, and my interactions / mood can influence how I view the service. Now this final bit is perhaps a weird concept – i dont go into the nail salon with the intention of being a co-creator of a service!
- Often the bad examples are the things we hold onto and remember more than the positive experiences, which is evident if you search for examples of this on social media! Giving one bad example? From Service Design WS – Sarah’s example Who would like to share their bad example with the group? And can we hear an excellent experience? Good! Consider what made service A Better than B, we will come back to it.
- To start Service Design.. Service design is essentially a design discipline that deals with the shaping of service that fits the wishes and needs of the intended customer. This is all about the Service you provide, not so much the product you are delivering. For example... You have two coffee shops – next to each other – sell the same coffee – for the same price Service design – makes you choose for one coffee shop and not for the other.. You pick one over the other because.. You will be glad of the baristas – they surprise you with their coffee Arts – you will be faster – there are finer seating areas-you can pay With easier Service Design the service is in fact directed.. It often plays a determining role in why one organization is successful and the other not..
- customers are more willing to go to coffeeshop B and tell their friends about it. Even though the premise was that the price is equal, they probably would visit coffee shop B if it was more expensive. Research has shown that consumers are willing to pay more for an excellent experience. Can you guess what the percentage of consumers is that is willing to do so? (Who thinks less than 50%? More than 50%? More than 75%? More than 90?)
- . Happiness is well and good, but doesn’t pay the bills. Not just the customer who wins. The business does too. research has shown increased employee happiness leads to higher job productivity. In the study above (2015), chocolate, fruit and drinks were provided to employees. This led to a significant increase in productivity. In general, the research shows that employee happiness increases productivity by around 12%. The better experience that we can provide our end users, we are contributing to success of the business. This is also about giving your employees the tools they need to do their job. “How much time have you lost from your work for having to log this incident” time wasted per year, per month, translate that into pay. It's also important to remember that a service’s users are not just its customers. When staff (internal) are let down by applications and processes they get frustrated, that frustration floods out into the customer realm. Happy staff = happy customers. Aka – this helps your operators too!! Employee satisfaction leads to an increase in job productivity. https://wol.iza.org/uploads/articles/315/pdfs/are-happy-workers-more-productive.pdf http://wrap.warwick.ac.uk/63228/7/WRAP_Oswald_681096.pdf Oswald, Andrew J. , Proto, Eugenio and Sgroi, Daniel. (2015) Happiness and productivity. Journal of Labor Economics, 33 (4). pp. 789-822
- But the Concept of Service design is huge! I am sure you can appreciate the many different ways that we could look into designing a service. We will look at one tool today: CJM. What is it: A customer journey map is a very simple idea: a diagram that illustrates the steps your customer(s) go through in engaging with your company, whether it be a product, an online experience, retail experience, or a service, or any combination https://hbr.org/2010/11/using-customer-journey-maps-to
- Touchpoints: through the eyes of your customer you can see all the interactions with your company. End-to-end customer experience: Customer Journey Mapping can give you insights into where the customer’s interactions with your company/ department start and end. You might have defined your services, such as onboarding, from the moment your new colleague walks into the door. You might be surprised to find out that they consider their first interview already part of the proces! You might think that you already know what your customers expience, but you only see it from one perspective. From one department. Opportunities:
- How do we actually go about building this? There are 3 stages ....
- Stage 1 - We need to start with the customers themselves! So we need to leave the confines of our office and go out and speak to customers. Who are they? What are their preferences to working, their limitations? Interview the customers to get this information. Invest time to do this properly – You think you know your customer and their thoughts, and you might try to do this yourself as if you were the customer experiencing the service to save time. DONT! We will have on obvious bias, and we an understanding of what happens once the service is requested, so we wont be objective. This technique of creating persona’s is widely used in other industries – for example in the legal it’s used to create the average person to test case theories against. In courts it is used to test arguments against a phantom jury. ----- Interview the customers to get this information Invest their time to do this properly – You think you know your customer, might try to do this yourself to save time. Dont. “The average person” Talk to a wide range of people, what are the common themes. Does seem quite fluffy but many people do this. (Crime shows, legal show, marketing examples) Benefit of this, dont need to keep going back to the buiness to to interview and find perpsective.
- The next step is to pick one service – just one service! Pick one service, e.g. Employee commencement, ordereing equipment, Phases = on your story board today, top level – so this may be as simple as requesting the service, recieving the service, after the service. Underneath that we need to think about the steps which make up these phases. Steps = devoid of emotion – so we dont state here whether it is a good or bad experience, just the step itself! (maybe they fell down a hole which is in front of the service desk as they go to pick up their new phone. That is fine. We just write it down. Then finally we identify what the means of touchpoint is. So they might call us, they may recieve an automated email from us, they may read about it on our website. They may speak to us in person. They could recieve a delivery.
- So on their journey, we are going to map out their highs and lows on a map. Then we are going to identify their emotion that they are feeling. And not just happy or sad. Did they feel confused, frustrated, maybe a bit silly! Here we can identify the existing paint points – for example they may feel uncertain after not hearing back
- HP
- During the interviews. 6(-9) mins
- During the interviews. 5mins – 5 steps We have watched 3 interviews here we are now going to map one experience for all 3. Remember at the moment, the steps themselves and the emotions we feel about them are distinct. We aren’t thinking about whether the steps are good or not, just what they are!!
- HP Announce time for each exercise Put a timer on the big screen 3 mins Emotionsl Annoyed, frustrated, delighted, anticpatory, self consious,
- SB Announce time for each exercise Put a timer on the big screen 4 mins
- HP 6 mins
- 8 mins (1 per group)
- SB
- Whizz stop tour, just to introduce. Taster Consultant can help you spend more time. Any Qs, contact us