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Customer Journey Mapping,
Create a UX Mindset
within Your Organization
Shima Kazerooni
Principal User Researcher, Informat...
About me
• Over a decade of experience as a user researcher
• BS, Software Engineering
• MS, Human-Computer Interaction
82%
of consumers in the U.S.
said they stopped doing
business with a
company due to poor
customer experience.
Source: Righ...
UX versus CX
CX
Customer Experience
Responses at all touch
points with a company
Competency at
corporate level
UX
User Exp...
Customer Journey Map (CJM) Projects
• What is Customer Journey Mapping?
• Why did we use it?
• What was the process?
• Wha...
A Customer Experience Journey Map is an
illustration that represents your customers’
end-to-end journey in distinct stages.
Why did we conduct CJM?
• End-to-end customer
perspective
• Cross-functional
involvement
• Identify key Moments
of Truth t...
Thoseinteractionswiththecompanythatcreate
anemotionalconnectionandinfluenceadecision
Your coffee journey
Your coffee journey (example)
Entry Selection Waitingin Line Ordering Service Quality/Goods
Entry Selection Waitingin Line Ordering Service Quality/Goods
Your coffee journey (example)
Entry Selection Waitingin Line Ordering Service Quality/Goods
Easyaccess,
goodsignage
Your coffee journey (example)
Entry Selection Waitingin Line Ordering Service Quality/Goods
Easyaccess,
goodsignage
Difficulttoreadthe
menu
Your coffee ...
Entry Selection Waitingin Line Ordering Service Quality/Goods
Easyaccess,
goodsignage
Difficulttoreadthe
menu
Thelinemoved...
Entry Selection Waitingin Line Ordering Service Quality/Goods
Easyaccess,
goodsignage
Difficulttoreadthe
menu
Thelinemoved...
Entry Selection Waitingin Line Ordering Service Quality/Goods
Easyaccess,
goodsignage
Difficulttoreadthe
menu
Thelinemoved...
Entry Selection Waitingin Line Ordering Service Quality/Goods
Easyaccess,
goodsignage
Difficulttoreadthe
menu
Thelinemoved...
Journey Mapping
Process
Inside-Out & Outside-In Views
INSIDE OUT OUTSIDE IN
• Market intelligence
• Internal assessment
• Current in-flight projec...
OUTPUTPROCESS
IAmAware IBuy IUse IRenewICompare
Customer Experience
Journey Map
& Moments of Truth
OUTPUT
PROCESS
•Identif...
Customer Experience Journey Map
START
HERE
Job
I Use I RenewI Am Aware I Compare I Buy
THEN GO
HERE
Customer Job:
Toprotec...
Customer Experience Journey Map
START
HERE
I Use I RenewI Am Aware I Compare I Buy
THEN GO
HERE
Moments of Truth
Difficult...
Customer Experience Journey Map
START
HERE
I Use I RenewI Am Aware I Compare I Buy
Difficulttofind
productsonthe
mainpage....
Customer Experience Journey Map
START
HERE
I Use I RenewI Am Aware I Compare I Buy
Customer Job:
Toprotectmy
information
D...
2 Customer Journey Mapping Projects
Get Executive Buy-in
• Gain attention
• Outline CX
activities
• Use persuasion
and repetition
Involve Cross-Functional Teams
• UX
• Product Management
• Engineering
• QA
• Customer Support
• Marketing
• Sales
• Opera...
CX is Not a Destination. It is a Mindset.
Plan & Be Flexible
Timeline
Feb March April May June July Aug
Kickoff Inside-out
Workshop 1
Inside-out
Workshop 2
Outside-in
Workshop
CX Acti...
Debrief and Identify MOTs with the Team
Identify a few Solutions
Inside-out View vs. Outside-in View
I Use I RenewI Am Aware I Compare I Buy
This is what WE thought (inside out)
And this ...
The Map is Not the Treasure
Publicize the CJM Findings
Summary
• Customer Journey Mapping
• Why we used it
• Customer Journey Mapping process
• Lessons learned
Find Gold in Your CustomerJourney Map!
Shima Kazerooni
shkazerooni@yahoo.com
@shkazerooni
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Create a User Experience Mindset Within Your Organization by Conducting Customer Journey Mapping - Shima Kazerooni

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A Customer Experience Journey Map is a very useful tool to understand and improve customer experience. It allows organizations to develop a user experience mindset and gain better insights into customer’s needs. It helps identify key Moments of Truth and drive actionable priorities to improve a product or innovate on creating new products.

When you involve stakeholders in creating a Journey Map, they “walk in the customer’s shoes” and know the story of customer experience. They start telling this story to themselves and others in the organization. The customer stories and insights gained from the Journey Map lead to

identifying actionable items aligned with organizational strategy
prioritizing initiatives
uniting the cross-functional team to take action on the findings
creating better user experiences
In this presentation, you learn

What Customer Journey Mapping is
Why it is important
What is the process for conducting it
How to create a user experience mindset within your organization

Published in: Design
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Create a User Experience Mindset Within Your Organization by Conducting Customer Journey Mapping - Shima Kazerooni

  1. 1. Customer Journey Mapping, Create a UX Mindset within Your Organization Shima Kazerooni Principal User Researcher, Informatica UXPA 2015 @shkazerooni #UXPA2015
  2. 2. About me • Over a decade of experience as a user researcher • BS, Software Engineering • MS, Human-Computer Interaction
  3. 3. 82% of consumers in the U.S. said they stopped doing business with a company due to poor customer experience. Source: RightNow One Bad Experience Can Cost You
  4. 4. UX versus CX CX Customer Experience Responses at all touch points with a company Competency at corporate level UX User Experience Responses from user of product & services Competency at product & service level
  5. 5. Customer Journey Map (CJM) Projects • What is Customer Journey Mapping? • Why did we use it? • What was the process? • What were the results & what did we learn?
  6. 6. A Customer Experience Journey Map is an illustration that represents your customers’ end-to-end journey in distinct stages.
  7. 7. Why did we conduct CJM? • End-to-end customer perspective • Cross-functional involvement • Identify key Moments of Truth to discover actionable insights
  8. 8. Thoseinteractionswiththecompanythatcreate anemotionalconnectionandinfluenceadecision
  9. 9. Your coffee journey
  10. 10. Your coffee journey (example) Entry Selection Waitingin Line Ordering Service Quality/Goods
  11. 11. Entry Selection Waitingin Line Ordering Service Quality/Goods Your coffee journey (example)
  12. 12. Entry Selection Waitingin Line Ordering Service Quality/Goods Easyaccess, goodsignage Your coffee journey (example)
  13. 13. Entry Selection Waitingin Line Ordering Service Quality/Goods Easyaccess, goodsignage Difficulttoreadthe menu Your coffee journey (example)
  14. 14. Entry Selection Waitingin Line Ordering Service Quality/Goods Easyaccess, goodsignage Difficulttoreadthe menu Thelinemoved alongquickly Your coffee journey (example)
  15. 15. Entry Selection Waitingin Line Ordering Service Quality/Goods Easyaccess, goodsignage Difficulttoreadthe menu Thelinemoved alongquickly Confusionat the register Your coffee journey (example)
  16. 16. Entry Selection Waitingin Line Ordering Service Quality/Goods Easyaccess, goodsignage Difficulttoreadthe menu Thelinemoved alongquickly Confusionat the register Friendlyandhelpful staff Your coffee journey (example)
  17. 17. Entry Selection Waitingin Line Ordering Service Quality/Goods Easyaccess, goodsignage Difficulttoreadthe menu Thelinemoved alongquickly Confusionat the register Friendlyandhelpful staff Somethingwasoff Your coffee journey (example)
  18. 18. Journey Mapping Process
  19. 19. Inside-Out & Outside-In Views INSIDE OUT OUTSIDE IN • Market intelligence • Internal assessment • Current in-flight projects • Intellectual property • Employee/supplier ideas • Primary research • Real-time analytics • Customer feedback • Partner /community input Gaining a new perspective from two views. 1 2 3
  20. 20. OUTPUTPROCESS IAmAware IBuy IUse IRenewICompare Customer Experience Journey Map & Moments of Truth OUTPUT PROCESS •Identify Initiative •Identify & Engage Cross-Functional Team •Develop Customer Mindset INPUT •Identify Action Items Aligned with Strategy •Identify Metrics to Monitor and Measure Action Items Customer Journey Mapping Steps
  21. 21. Customer Experience Journey Map START HERE Job I Use I RenewI Am Aware I Compare I Buy THEN GO HERE Customer Job: Toprotectmy information
  22. 22. Customer Experience Journey Map START HERE I Use I RenewI Am Aware I Compare I Buy THEN GO HERE Moments of Truth Difficulttofind productsonthe mainpage. Igotmy product quickly. Idon’tknow howtoget support. Idon’tget renewalemails. WhydoIneedthis product? MOMENTSOF TRUTH Customer Job: Toprotectmy information
  23. 23. Customer Experience Journey Map START HERE I Use I RenewI Am Aware I Compare I Buy Difficulttofind productsonthe mainpage. Igotmy product quickly. Idon’tknow howtoget support. Idon’tget renewalemails. WhydoIneedthis product? MOMENTSOF TRUTH  Market statistics  Industry reports  Partner loyalty  Web analytics Awareness & Compare  User interviews  Surveys  Social monitoring Use THEN GO HERE Listening Posts Customer Job: Toprotectmy information
  24. 24. Customer Experience Journey Map START HERE I Use I RenewI Am Aware I Compare I Buy Customer Job: Toprotectmy information Difficulttofind productsonthe mainpage. Igotmy product quickly. Idon’tknow howtoget support. Idon’tget renewalemails. WhydoIneedthis product? MOMENTSOF TRUTH  Market statistics  Industry reports  Partner loyalty  Web analytics Awareness & Compare  User interviews  Transactional surveys  Social monitoring Use THEN GO HERE Poor Ok Good POTENTIAL LISTENING POSTS
  25. 25. 2 Customer Journey Mapping Projects
  26. 26. Get Executive Buy-in • Gain attention • Outline CX activities • Use persuasion and repetition
  27. 27. Involve Cross-Functional Teams • UX • Product Management • Engineering • QA • Customer Support • Marketing • Sales • Operations
  28. 28. CX is Not a Destination. It is a Mindset.
  29. 29. Plan & Be Flexible
  30. 30. Timeline Feb March April May June July Aug Kickoff Inside-out Workshop 1 Inside-out Workshop 2 Outside-in Workshop CX Action Plan Project 1 Aug Sep Oct Nov Dec Kickoff Inside-out Workshop Outside-in Workshop CX Action Plan Project 2
  31. 31. Debrief and Identify MOTs with the Team
  32. 32. Identify a few Solutions
  33. 33. Inside-out View vs. Outside-in View I Use I RenewI Am Aware I Compare I Buy This is what WE thought (inside out) And this is what we heard from customers (outside in) I Use I RenewI Am Aware I Compare I Buy
  34. 34. The Map is Not the Treasure
  35. 35. Publicize the CJM Findings
  36. 36. Summary • Customer Journey Mapping • Why we used it • Customer Journey Mapping process • Lessons learned
  37. 37. Find Gold in Your CustomerJourney Map!
  38. 38. Shima Kazerooni shkazerooni@yahoo.com @shkazerooni

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