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Tooling Around a Journey Map 
A Case Study of Northern Tool + Equipment 
Jen Eckert 
Senior Consulting Partner 
Director, ...
Synopsis Journey Mapping Defined 
Why Should You Consider Journey Mapping? 
The Journey Mapping Toolbox 
Outcomes from Jou...
What is a Customer Journey? 
The customer journey is the 
complete sum of experiences 
that customers go through 
when int...
What is a Customer Journey? 
the act or process of directly 
perceiving events or reality. 
ex·pe·ri·ence 
ik-’spir-ē-ən(t...
Customer Journey Mapping 
Discover Evaluate Buy Access Use Maintain 
• Identifying the experiences your customer will have...
Journey Mapping Case Study: Northern Tool + Equipment
Frequent 
Direct Mail 
Campaigns 
90 Brick and Mortar Locations 
Online Retailer
Contact Center Ecosystem 
Cross Channel Contact Strategy 
Challenge Result 
Limited to no integration between 
channels 
S...
Meet Jim 
(and his family…)
Meet Jim 
Successful Small Business Owner and Master of Many Trades
Meet Jim 
Successful Small Business Owner and Master of Many Trades
It’s 1986… 
Jim needs to purchase a 
new air compressor for his 
new boat dealership. 
What He Wants 
• A Good Brand 
• A ...
So, how did Jim research his options?
When it came time to purchase… 
He could have placed the order via the telephone, or mailed 
in the order from the catalog...
And, if he was happy (or upset) about his purchase?
What He Wants 
• A Good Brand 
• A Fair Price 
• To Purchase from 
Someone He Trusts 
• To Know that the Seller 
Will Stan...
So, how does Jim research his options?
When it comes time to purchase… 
He could drive 200+ miles to the nearest store, but… 
He is much more likely to place an ...
And, if he is happy (or upset) about his purchase?
The Lesson in This 
Jim’s Purchasing Journey Evolved Over the Years 
What He Wanted 
A Good Brand 
A Fair Price 
To Purcha...
Contact Center Ecosystem 
Cross Channel Contact Strategy 
Challenge Result 
Limited to no integration between 
channels 
S...
Journey Mapping 
Tools 
+ + 
Participant Expectations: 
• Be willing (and able) to put yourself in the mindset 
of the cus...
Journey Mapping 
Tools 
Customer Persona 
The characteristics of your target customer, including 
the tasks (s)he is tryin...
Journey Mapping 
Process
Journey Mapping
Journey Mapping 
Breaking it Down 
Touch Point 
An interaction that the customer may 
have with the company or brand. 
Rat...
Journey Mapping 
Breaking it Down 
Channels 
What options does the customer have in 
interacting with your company during ...
Journey Mapping 
Internal and External Factors Will Drive the Journey
Journey Mapping 
Internal and External Factors Will Drive the Journey 
At the beginning of 
the Customer 
Journey, NT+E wa...
The Importance of Voice of the Customer 
Targeted telephone 
interviews 
Surveys 
Posting the Journey 
Map for employees 
...
Journey Mapping 
Strengths 
• Easy to research products and place orders 
• Concise and accurate product 
documentation 
•...
Journey Mapping 
Critical to Forming Your Customer Experience Strategic Roadmap 
• Aligning Customer Experience across all...
Lessons Learned 
Tips for Making your Journey Mapping Exercise a Success 
Be sure to include cross-functional team members...
Lessons Learned 
Tips for Making your Journey Mapping Exercise a Success
Call to Action 
Prepare 
Identify your Target 
Persona 
Assemble a cross-functional 
team 
Set expectations 
about partici...
Questions? 
“…many companies and interactive agencies have 
gotten so caught up in the persona and journey 
map hype that ...
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Tooling Around a Journey Map: A Real-World Case Study on Northern Tool & Equipment

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Tools you need to successfully map the journey of your customers

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Tooling Around a Journey Map: A Real-World Case Study on Northern Tool & Equipment

  1. 1. Tooling Around a Journey Map A Case Study of Northern Tool + Equipment Jen Eckert Senior Consulting Partner Director, Customer Experience Consulting
  2. 2. Synopsis Journey Mapping Defined Why Should You Consider Journey Mapping? The Journey Mapping Toolbox Outcomes from Journey Mapping The Importance of Voice of the Customer Lessons Learned Call to Action A solid understanding of your customer and their journey with your organization must be the foundation of your Customer Experience strategy. So, do you REALLY know your customer? In this session, we will share the tools you need to successfully map your customer journeys, and explore how this valuable information can be used to identify and address pain points for your customers and employees; leading to delighted customers, more engaged employees, and improved bottom line.
  3. 3. What is a Customer Journey? The customer journey is the complete sum of experiences that customers go through when interacting with your company and brand.
  4. 4. What is a Customer Journey? the act or process of directly perceiving events or reality. ex·pe·ri·ence ik-’spir-ē-ən(t)s/ interact /,intər’akt/ brand /brand to act together; to come together and have an effect on each other. name, term, design, symbol, or any other feature that identifies one seller's product as distinct from those of its competitors.
  5. 5. Customer Journey Mapping Discover Evaluate Buy Access Use Maintain • Identifying the experiences your customer will have with your company and brand through the phases of the customer lifecycle.  What touch points will the customer have?  What channels will they use?  How well does that touch point work (from the customer and colleague perspectives)?
  6. 6. Journey Mapping Case Study: Northern Tool + Equipment
  7. 7. Frequent Direct Mail Campaigns 90 Brick and Mortar Locations Online Retailer
  8. 8. Contact Center Ecosystem Cross Channel Contact Strategy Challenge Result Limited to no integration between channels Social E-Commerce Video Next  Customer Service Rep must ask for information already provided by the customer.  Unable to pin point areas within the applications that should be enhanced to improve containment rates.  Additional call volume to contact center and longer handle times. Disparate data sources  Significant manual effort to compile consolidated reporting.  Inability to analyze interaction trends – contact reasons, containment/failure rates, cross-channel volume. Disparate Point of Sale (POS) systems  Limited visibility into sales across channels. End of life ERP  Limited visibility into stock availability. . . . Retail Store Live Call Fax Contact Center Channels
  9. 9. Meet Jim (and his family…)
  10. 10. Meet Jim Successful Small Business Owner and Master of Many Trades
  11. 11. Meet Jim Successful Small Business Owner and Master of Many Trades
  12. 12. It’s 1986… Jim needs to purchase a new air compressor for his new boat dealership. What He Wants • A Good Brand • A Fair Price • To Purchase from Someone He Trusts • To Know that the Seller Will Stand Behind the Product
  13. 13. So, how did Jim research his options?
  14. 14. When it came time to purchase… He could have placed the order via the telephone, or mailed in the order from the catalog, but… Would you have purchased a $3,000 piece of equipment site-unseen?
  15. 15. And, if he was happy (or upset) about his purchase?
  16. 16. What He Wants • A Good Brand • A Fair Price • To Purchase from Someone He Trusts • To Know that the Seller Will Stand Behind the Product It’s 2014… Jim needs to purchase a new air compressor to replace his old one.
  17. 17. So, how does Jim research his options?
  18. 18. When it comes time to purchase… He could drive 200+ miles to the nearest store, but… He is much more likely to place an online order
  19. 19. And, if he is happy (or upset) about his purchase?
  20. 20. The Lesson in This Jim’s Purchasing Journey Evolved Over the Years What He Wanted A Good Brand A Fair Price To Purchase from Someone He Trusts To Know that the Seller Will Stand Behind the Product What Changed Methods for Researching Products Options for Purchasing Technology Comfort Level of Buying “Sight Unseen” Ability to Influence Other’s Future Purchase Decisions
  21. 21. Contact Center Ecosystem Cross Channel Contact Strategy Challenge Result Limited to no integration between channels Social E-Commerce Video Next  Customer Service Rep must ask for information already provided by the customer.  Unable to pin point areas within the applications that should be enhanced to improve containment rates.  Additional call volume to contact center and longer handle times. Disparate data sources  Significant manual effort to compile consolidated reporting.  Inability to analyze interaction trends – contact reasons, containment/failure rates, cross-channel volume. Disparate Point of Sale (POS) systems  Limited visibility into sales across channels. End of life ERP  Limited visibility into stock availability. . . . Retail Store Live Call Fax Contact Center Channels
  22. 22. Journey Mapping Tools + + Participant Expectations: • Be willing (and able) to put yourself in the mindset of the customer. • Be open to learning about aspects of the customer journey that don’t necessarily pertain to your role in the organization. • Recognize that the end goal is to create a more seamless customer experience. • Accept that journey mapping will require significant effort (and time).
  23. 23. Journey Mapping Tools Customer Persona The characteristics of your target customer, including the tasks (s)he is trying to accomplish in his/her journey, the channels/media (s)he may use, and his/her expectations from your company. BEFORE you start, be sure you have a thorough understanding of the customer you are examining Characteristic Comments Social Savvy Late adopter to social media sites like Facebook and Twitter, but frequently visits online communities and forums specific to their trade or personal interests. Tech Savvy Highly mechanically-inclined, but a late adopter to the use of technology. This persona likely has a PC/laptop, and a smart phone, but may not use all the smart phone features. This persona may also have a tablet device, but most likely uses it mainly for internet browsing. Optimism Will spend significant time researching product options/pricing online, but when needs assistance beyond general order placement, will likely fall back to placing a telephone call to a Contact Center, versus investing more than a few minutes using other available self-help options. Tasks •Research Product(s)/Options (NT+E will not be the only place they have looked) •Price Comparisons (89% of customers will compare prices) •Order/Purchase Product •Locate Product Information (Post-Sale) •Product Support (Post-Sale) Channel •Web-Site •Catalog / Contact Center Media •Telephone Call •Email •Fax •Web Chat Expectations •Price and Value are Critical •NT+E Will Stand Behind the Products •Want to be Known •Ease to Purchase •NT+E Accountability •Product Knowledge and Support •Easy returns •Quick Delivery Time •Discounted or Free Shipping •NT+E “Has Their Back” •Account Management in your journey!
  24. 24. Journey Mapping Process
  25. 25. Journey Mapping
  26. 26. Journey Mapping Breaking it Down Touch Point An interaction that the customer may have with the company or brand. Rating How well (or not well) is that interaction working? Is it easy for the customer (and employee) to do business with you?
  27. 27. Journey Mapping Breaking it Down Channels What options does the customer have in interacting with your company during each touch point?
  28. 28. Journey Mapping Internal and External Factors Will Drive the Journey
  29. 29. Journey Mapping Internal and External Factors Will Drive the Journey At the beginning of the Customer Journey, NT+E was very much in control of the journey. As the journey progressed, external factors (namely customer perceptions) became increasingly important. Customer experience is critical to creating and maintaining brand loyalty and advocacy!
  30. 30. The Importance of Voice of the Customer Targeted telephone interviews Surveys Posting the Journey Map for employees to review/provide feedback Validating your Journey Map before taking action
  31. 31. Journey Mapping Strengths • Easy to research products and place orders • Concise and accurate product documentation • Quality products • Brand that invokes pride of ownership • Stand behind the products sold • Effective at driving traffic to e-commerce site • Multiple marketing strategies to encourage customer loyalty Opportunities • Varied CX depending on channel • Limited ability to share key information across channels • Difficult to enact customer service and loyalty programs • Time consuming for CSRs to locate important customer/product information • Inability to personalize the customer experience • Challenges in product fulfillment What did this Journey Map Reveal?
  32. 32. Journey Mapping Critical to Forming Your Customer Experience Strategic Roadmap • Aligning Customer Experience across all channels • Providing consolidated customer information and purchase history to all front line employees • Aligning Contact Center rep performance measurements/pay structure to the Customer Experience strategy • Providing reps with better tools to support the basic CX philosophies of “Know Me”, “Help Me” and “Value Me” CX Focused KPIs Omni- Channel Contact Center Virtual Contact Center Consistent Cross Channel Experience Cross Channel Integration Consistent Agent Message Proactive Customer Service Voice of the Customer
  33. 33. Lessons Learned Tips for Making your Journey Mapping Exercise a Success Be sure to include cross-functional team members Don’t rush the process Revisit the journey and the touch point rankings Validate your findings with your customers Recognize that the customer journey will evolve and change (just like Jim’s purchasing journey)
  34. 34. Lessons Learned Tips for Making your Journey Mapping Exercise a Success
  35. 35. Call to Action Prepare Identify your Target Persona Assemble a cross-functional team Set expectations about participation and the process Create Start by Defining the Persona Brainstorm about the touch points Document the channels Rate the touch points Review Identify the journey drivers and moments of truth Re-visit the Journey Map within the cross-functional team Solicit feedback internally and from your customers Getting Started
  36. 36. Questions? “…many companies and interactive agencies have gotten so caught up in the persona and journey map hype that they skip the research phase and go straight to crafting these documents based on what they think they know about customers… Your end goal is deep customer insights, which just happen to be encapsulated in these particular formats.” Harley Manning and Kerry Bodine Forrester Research “Outside In”

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