Customer Touchpoint Mapping

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Customer Touchpoint Mapping

  1. 1. Customer Touchpoint Mapping Darren Ramia-Topp NeuroPower Group darren.ramia-topp@neuropowergroup.com
  2. 2. What do you think you give your customers?
  3. 3. What do your customers feel they currently get?
  4. 4. What is Customer Experience? Customer Service Custo er’s Expectations Customer Experience Customer Service is everything the customer can: • See • Hear • Smell • Taste • Touch Reality Customer Expectations are what the customer bring to the interaction They are based on: • Previous experience • Recency • Primacy • Hearsay • Association • Priming Not Reality The customer experience is ased o usto er’s perception of the interaction with a company, measured by how far above or below their baseline expectations the interaction was. These expectations are not based in reality, they are base on perceptions.
  5. 5. Three Elements of a Customer Journey Customer Experience Result Interaction Access
  6. 6. Touchpoint Mapping Process Customer Objective Information Access Primary Interaction Primary Result Secondary Interaction Secondary Result Customer Outcome
  7. 7. Action Plan • Identify your main products/service to be mapped • Build draft maps to start socialising them • Define the pain and pleasure points • Talk to your customers to validate your assumptions • Talk to your customers to confirm pain and pleasure points • Talk to your customers to create action plan to address painpoints • Talk to your customers about the design of their product or service • Talk to your customers about the best ways to measure you • Talk to your customers about how you can make it easy for them
  8. 8. Customer Touchpoint Mapping Darren Ramia-Topp NeuroPower Group darren.ramia-topp@neuropowergroup.com

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