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Strategic service design workshop

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A copy of the slides I did for Glen Eira City Council on Designing the customer Journey

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Strategic service design workshop

  1. 1. Designing for Growth•Empathy•Insight•ActionDanielle MacInnisCustomer Centric Marketerdanielle@macinnismarketing.com.au
  2. 2. InsightsFeelingsActions
  3. 3. Agenda1. Why CustomerExperienceMapping2. Persona’s3. Insight4. Date Night5. Application toyour business
  4. 4. Why invest inCustomer Experience?It takes 12 positiveexperiences to makeup for an unresolvednegative experienceUnderstanding Customers, Ruby Newell-Legner
  5. 5. Rewards
  6. 6. Sally WhiteReal Quotes:Key Questions:Goals:Challenges Problem/Pain points:InfluencersConsiderations or factors:TimingPersona’s
  7. 7. Our new personasThey live a digitallifestyleThey live and breathesocial networks andmobile devices
  8. 8. Personas75% if the workforcewill be Gen Y in 2025
  9. 9. Before Scenario After ScenarioSub-taskScenarioConsideration/InfluencersPain PointsFunctionality* inspired by Todd Warfels task analysis grid
  10. 10. Customer ExperienceMapping
  11. 11. The Journeyhas changed
  12. 12. Designing the journey
  13. 13. Our Journey
  14. 14. Stage of Journey Stage of JourneyPersonna 1“girl”Personna 2“guy”Poor Experience Great Experience OpportuntitiesWhere Research and PlanningHow BookingWhat ExperienceCommunication Post ExperienceGood Bye Feeling/ ActionsA first date with “theone” – Gen X.
  15. 15. Our JourneyThe dateActionsWhat people aredoingEmotionsFeelings andPerceptionsNeedsWhat people aretrying to satisfyPeopleWho is involvedContentPlace andEnvironmentProducts and Services
  16. 16. What is theCustomer Journey?+-Research Try BuyEvaluateBuying a TVBooking a HolidayTrying a restaurantActionsEmotionsQuestions or NeedsTouchpointsjourney
  17. 17. Reviewing the journeyTouchpoints
  18. 18. Reviewing the journey
  19. 19. Designing for GrowthResearch and Planning
  20. 20. Designing for GrowthBooking
  21. 21. Designing for GrowthTouch point
  22. 22. Designing for GrowthMoments of Wow
  23. 23. Designing for GrowthFun
  24. 24. Designing for GrowthAtmosphere
  25. 25. Designing for GrowthSuitability
  26. 26. Designing for GrowthAdventure
  27. 27. Designing for GrowthEnergy
  28. 28. Designing for GrowthAttention to Detail
  29. 29. Designing for GrowthBehaviours
  30. 30. Designing for GrowthReactions
  31. 31. Designing for GrowthMemorable
  32. 32. Designing for GrowthOutcomes
  33. 33. Designing for GrowthDisappointments
  34. 34. Designing for GrowthWow Moments
  35. 35. Designing for GrowthWow Moments
  36. 36. Distance between twoexpectations
  37. 37. Designing for GrowthDifferentCustomerJourney Models
  38. 38. Customer ExperienceMapping
  39. 39. Humanising ServicesMy systemIdentify thecurrent JourneyDiscoverCollect InsightIdentifyPatterns andEvaluateBuild profileAnticipateVisionSet goals andAlign theExperienceTechnologyProcessPeople
  40. 40. Tools to Audit• Customer Empathy Audit• Customer Service Aptitude• Test your customer Centricity• Humanize online Asssessment• Customer Culture tools• Buyer Persona Institute – Persona Template• Mltcreative -Up-close and-persona tool
  41. 41. Next Steps:Ready to learn how to grow your business withEmpathy, Insights and Actions?•Take the customer service test•Book in a Customer ExperienceMapping WorkshopMore info at:www.strategicservicedesign.com.auDanielle MacInnisCustomer Centric Marketerdanielle@macinnismarketing.com.au0400507037Connect on LinkedInDanmacinnis
  42. 42. Reviewing the journeyTouchpointsBack Up SlidesCustomerJourney Models
  43. 43. Reviewing the journeyTouchpointsB2B Example
  44. 44. Reviewing the journeyTouchpointsExample
  45. 45. Reviewing the journeyTouchpointsCustomer Experience Model• by Jagan Neman
  46. 46. Reviewing the journeyTouchpointsLevels of CustomersExperience(MARS) Forrester
  47. 47. The CustomerExperience Pyramid
  48. 48. Thought Leader Books

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