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Introduction to Customer Journey Mapping (2017)

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Introduction to Customer Journey Mapping. This presentation is part of a 4 part series covering an introduction to Customer Journey Mapping. It also contains sample customer journey maps.

Find more resources and information on www.brandlove.co.za
Email us on hello@brandlove.co.za

Published in: Leadership & Management
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Introduction to Customer Journey Mapping (2017)

  1. 1. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017 THE CUSTOMER EXPERIENCE ECO SYSTEM 4 PART SERIES
  2. 2. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017 RATIONAL EMOTIONAL SENSORY CUSTOMER EXPERIENCE IS…
  3. 3. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017 RATIONAL Did I achieve my goal? Was it good value? CUSTOMER EXPERIENCE IS…
  4. 4. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017 EMOTIONAL Did it make me feel good Did I feel good about myself? Do I have a good story to tell? CUSTOMER EXPERIENCE IS…
  5. 5. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017 SENSORY See Hear Taste Smell Feel CUSTOMER EXPERIENCE IS…
  6. 6. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017
  7. 7. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017 YOU CANNOT, NOT, HAVE AN EXPERIENCE. LOU CARBONE
  8. 8. BY CHANTEL BOTHA | hello@brandlove.co.za | NOV 2016 THE CUSTOMER EXPERIENCE ECO-SYSTEM
  9. 9. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017 1. THE WORLD OF THE CUSTOMER
  10. 10. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017 2. HOW TO DESIGN FOR THE CUSTOMER
  11. 11. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017 3. CROSS CHANNEL EXPERIENCE PORTABILITY
  12. 12. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017 4. THE EMPLOYEE AND THEIR EXPERIENCE
  13. 13. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017 Story with actors and stages The story is seen from the perspective of the customer The story focuses on facts but also emotions and empathy WHAT IS A CUSTOMER JOURNEY MAP?
  14. 14. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017 CUSTOMER JOURNEY MAP Once upon a time… What happens next? Why? What happened before? What emotions are the customer feeling? What is the time lapse? What does the customer see, think, experience? I am excited about… They really made me feel confident I was anxious… I disengage…
  15. 15. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017 TYPES OF MAPS AS IS Map Service BlueprintsBrand new product/business Aspirational
  16. 16. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017 WAYS OF JOURNEY MAPPING Map with customers Draw the storyMap with multi-disciplinary internal team Build the story
  17. 17. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017
  18. 18. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017
  19. 19. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017 THE BENEFITS OF JOURNEY MAPPING “Oh is that how it works?” - Alignment “That is not how it works” - Constructive debate “Surely that is not right” – Corrective design “Why do we do that?” – Critical Evaluation “What about that empty space” – Eliminate white space “We should ….” – Innovation
  20. 20. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017 CUSTOMER JOURNEY MAP § Dial straight from search results page § Specials for the day listed. POST-ORDERORDERPRE-ORDER SEARCH FOR PIZZA CHOOSE PIZZARIA ORDER PIZZA COLLECT PIZZA ENJOY PIZZA STAGES ACTIONS STATE EXCEED EXPECTATIONS FAIL EXPECTATIONS CUSTOMER EMOTIONS § Know my loca on – closest branch § Added value offering § Offered a be er special on order § Pay online § Personally greeted by name, offered addi onal menu items, alterna ve payment gateway § Complimented on pizza choice and toppings § Enjoy micro beers with pizza § No contact details, no reviews, specials or call to ac on § Website not intui ve, difficult to navigate § Unclear telephone line, agent not informed. § Free parking unavailable, ignored nby manager § Team hates pizza, allergic to toppings MOOD HUNGER VALUED FRUSTRATED FOCUSED IRRITATED TRUSTING UNSATISFIED HAPPY NEGLECTED INDULGENT DISAPPOINTED
  21. 21. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017
  22. 22. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017
  23. 23. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017
  24. 24. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017 HOW TO IMPROVE JOURNEYS
  25. 25. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017 Smooth out the emotions Upstream solutions earlier in the journey Early investment in relationship – strong start Stretch outside your solution space (prolong greatness) Strong end Smooth transitions
  26. 26. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017 Remove skips, jumps and white space Amplify positive peaks Re-order moments Re-imagine the journey + –
  27. 27. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017 QUESTIONS

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