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Workshop customer journey mapping (EN) - SEE 2018

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Step into the shoes of your new employee with Customer Journey Mapping.

When you want to deliver the ultimate customer experience, the customer journey shouldn’t hold any secrets for you. During the workshop Customer Journey Mapping, you’ll experience how creating a customer journey can give you insight into the customer’s experience during important touch points. A crucial step in improving any service or process when your services are all about the customer.

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Workshop customer journey mapping (EN) - SEE 2018

  1. 1. Customer focus #SEE18 Customer Journey Mapping Anke van de Kerkhof TOPdesk
  2. 2. Agenda • Theory • Workshop
  3. 3. Theory • What is a service? • Why does an excellent service experience matter? • How does Customer Journey Mapping work?
  4. 4. A service is a time dependent, intangible experience.
  5. 5. A service happens over time.
  6. 6. Services are produced and consumed at the same time. The customer is one of the co-creators of the service.
  7. 7. Let’s collect some examples
  8. 8. What makes the difference?
  9. 9. Why does it matter?
  10. 10. Service Experience What is the percentage of consumers that is willing to pay more for an excellent service experience? 86%*Walker. (2013) Customers 2020: A progress report
  11. 11. Engaged employees • Happy employees are more productive • Happy employees make happy customers
  12. 12. What is customer journey mapping?
  13. 13. A customer journey map is a diagram that illustrates the steps your customer goes through in engaging with your company
  14. 14. Why Customer Journey Mapping? • Interactions • End-to-end customer experience • Identify opportunities!
  15. 15. Customer Journey in 3 steps How to start
  16. 16. Step 1 Persona • Personal information • Work experience • Goals and values • Preferences
  17. 17. Step 2 • Phases • Steps • Visuals • Means of communication
  18. 18. Step 3 • Emotions • Pain points
  19. 19. Let’s get started!
  20. 20. Exercise 1 – Watch interviews • Watch the interviews • Take notes • Story that happens? • Means of communication? • Moments of joy/concerns/etc.?
  21. 21. Exercise 2 – Create Storyline • Take a look at the Customer Journey Map • Create a chronological order of steps • 3-7 steps
  22. 22. Exercise 3 – Mapping emotion curve • Draw the emotion curve • And add emotions
  23. 23. Exercise 4 – Defining pain points • Define the pain points underneath the steps of the negative emotions
  24. 24. Exercise 5 – Define Means of Communication • Identify the means of communication for all the steps • Write them down on post-its • Add them to the map
  25. 25. Exercise 6 – Generate ideas • Come up with ideas to improve the customer journey Rules: • Withhold judgment • Encourage crazy ideas • Go for volume
  26. 26. Exercise 7 – Prepare a one minute sales pitch • Pick the best idea • 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?
  27. 27. Let’s present!
  28. 28. Tips & Tricks Do it yourself
  29. 29. Get started! Customer journey starterskit • Customer journey template • Cheat sheet • Tips & tricks for excellent interviews • Examples of interview questions
  30. 30. Customer focus #SEE18 Customer Journey Mapping Anke van de Kerkhof TOPdesk ankek@topdesk.com https://www.linkedin.com/in/ankevandekerkhof/ https://page.topdesk.com/nl/customer-journey

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