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DesignThinking 101 - Customer Journey Mapping

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DesignThinking 101 - Customer Journey Mapping

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This is the slide-deck used during the introduction to Customer Journey Mapping.
This 90 minutes session is part of a series of short and focused masterclasses. The series is meant for people who have little or no experience applying design thinking methods, tools and frameworks.
This is a Masterclass by Arne van Oosterom

This is the slide-deck used during the introduction to Customer Journey Mapping.
This 90 minutes session is part of a series of short and focused masterclasses. The series is meant for people who have little or no experience applying design thinking methods, tools and frameworks.
This is a Masterclass by Arne van Oosterom

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DesignThinking 101 - Customer Journey Mapping

  1. 1. Arne van Oosterom Creative Leadership Coach Founder DesignThinkers Advisor HBA & Director HBA Amsterdam
  2. 2. WHERE DOES IT COME FROM? CUSTOMER JOURNEY MAPPING
  3. 3. “People don’t want to buy a quarter-inch drill. They want a quarter-inch hole!” Theodore Levitt/ Marketing Myopia/ 1960 MARKET MYOPIA
  4. 4. People don’t simply buy products or services, they ‘hire’ them to make progress in speci fi c circumstances. Clayton Christensen / 2005 JOBS-TO-BE-DONE
  5. 5. “a company intentionally uses services as the stage, and goods as props, to engage individual customers in a way that creates a memorable event.” Pine & Gilmore / Welcome to the Experience Economy/ 1998 THE EXPERIENCE ECONOMY
  6. 6. All fi rms are service fi rms; all markets are centred on the exchange of service, and all economies and societies are service based. Vargo & Lusch / 2004 SERVICE DOMINANT LOGIC
  7. 7. The fi rst authors to write about ‘User Journey Maps’ were Chip Bell and Ron Zemke in their 1989 book, Service Wisdome CUSTOMER JOURNEY MAPPING
  8. 8. Horizontal Timeline / Stages / Chapter / Story
  9. 9. Horizontal Timeline / Stages / Chapter / Story Zoom in & zoom out What happens before & after?
  10. 10. Zoom in & zoom out What happens before & after? Horizontal Timeline / Stages / Chapter / Story
  11. 11. WHAT IS IT? CUSTOMER JOURNEY MAPPING
  12. 12. Capturing, visualise and structure data into a story Research Tool
  13. 13. Maps the “cumulative impact of multiple touchpoints” - Forbes - Research Tool
  14. 14. CONSUMER JOURNEY MAP PATIENT JOURNEY MAP EMPLOYEE JOURNEY MAP ON- AND OFF-BOARDING JOURNEY MAP STAKEHOLDER JOURNEY MAP
  15. 15. B TO B B TO C
  16. 16. HOW DO YOU USE IT? CUSTOMER JOURNEY MAPPING
  17. 17. INNOVATE OR IMPROVE?
  18. 18. Write your questions in the chat
  19. 19. WHY DO YOU USE IT? CUSTOMER JOURNEY MAPPING
  20. 20. To understand moments of truth and unmet needs of customers, patients and stakeholders Research Tool
  21. 21. O ff ers an holistic view of the user experience Research Tool
  22. 22. To build empathy with people in the system Research Tool
  23. 23. Interviews, Cultural Probes, Desk Research, Observation, Ethnography, Surveys Research Tool
  24. 24. What People do Big Data Quantitative Research
  25. 25. Why people do what they do Small Data Qualitative Research Design Research
  26. 26. Persona 1 NYCMansionPersonasand CustomerJourneyMap documentation Mr. & Mrs. Smith Identity The 40-60 year old woman, NYC resident, she is a world traveler, well-cultured, educated and has her days filled with board meetings, charity events and other business. Background Mrs. Smith has not shopped with Cartier and has made a point not to as she feels Cartier is too commercial and feels that brands such as Harry Winston are more relevant to her fashion taste. She does rely on the opinions of her social group and often shopping or doing things groups. All while wanting something special that her friends do not have. Problem/Needs Mrs. Smith has a 25th anniversary coming up and would like to dress for the occasion. Quote “I don”t want to see myself coming and going…” Opportunity – Need to draw Mrs. Smith into the store either through special events, windows installation, friend/social group that can lure her in.
  27. 27. Choose a Topic like Shopping for clothes Going to the dentist or doctor Stages
  28. 28. Stages
  29. 29. Stages Vertical: What do we want know?
  30. 30. Stages Question ? ?Question Vertical: What happens here? Swim-lane Swim-lane
  31. 31. Stages Emotion
  32. 32. Stages Emotion Why?
  33. 33. WHEN DO YOU USE IT? CUSTOMER JOURNEY MAPPING
  34. 34. The Tool - The Method The Activity - The Result Map & Mapping
  35. 35. - THE MAPPING ACTIVITY HELPS ALLIGN TEAMS - IT CREATES A COMMON LANGUAGE AROUND IMPROVEMENT AND INNOVATION - INSIDE OUT THINKING & OUTSIDE IN THINKING - INTERNAL MARKETING INSIDE
  36. 36. BASED ON INTERNAL KNOWLEDGE ASSUMPTIONS JOURNEY MAP To make implicit knowledge explicit Team building & Shared Language Practice
  37. 37. BASED ON RESEARCH: AS-IS-JOURNEY MAP To build empathy Uncover customer needs To uncover opportunities to improve or innovate
  38. 38. BASED ON IMAGINATION: FUTURE JOURNEY MAP Design Tool
  39. 39. Service Blueprint Organisational Process Map Implementation Tool CUSTOMER JOURNEY MAP / PART 2
  40. 40. Research Tool Design Tool Measuring & Continuous Learning OUTSIDE
  41. 41. EXPLORE (RE)FRAME IMPLEMENT diverge converge diverge converge create choice make choice create choice make choice DOUBLE DIAMOND
  42. 42. Stages Emotion Why? Touchpoints Touchpoints / Artifacts / Services / Products / Channels ? ? ? ? ? ?
  43. 43. CUSTOMER JOURNEY MAPPING
  44. 44. CUSTOMER JOURNEY MAPPING
  45. 45. CUSTOMER JOURNEY MAPPING
  46. 46. Horizontal Timeline / Stages / Chapter / Story Emotional Journey Context: Why this emotion? Moments Of Truth Touchpoints / Artifacts / Services / Products / Channels Stakeholders / Departments / Organisations Customer Insight / Need + Barrier / Opportunity area ? ? ? ? ? ?
  47. 47. VISUALISING DATA
  48. 48. CUSTOMER JOURNEY MAPPING
  49. 49. CUSTOMER JOURNEY MAPPING
  50. 50. CUSTOMER JOURNEY MAPPING
  51. 51. CUSTOMER JOURNEY MAPPING
  52. 52. CUSTOMER JOURNEY MAPPING
  53. 53. Customer Journey Mapping for Hiring and Onboarding Service MIA She is a Senior Brand Manager based in Luxembourg. OBJECTIVES She is extremely focused on delivering results. She is sociable and likes to stay ahead of new trends’ QUOTE “THE BEST MOMENT FOR ME IS DEFINITELY WHEN I GOT APPOINTED TO WORK FOR THE NO. 1 GLOBAL BRAND! I FEEL PROUD EVERY DAY TO WORK FOR THIS BRAND” CAREER WEBSITE CAREER WEBSITE HR Services to Support and Delight Service Scenario 03 CAREER WEBSITE Service Scenario 04 ON-BOARDING PLANNING Manager ONBOARDING PLAN ONBOARDING PLAN EXPERIENCESTAGESTOUCHPOINTS NEW HIRE An aspirational Customer Journey of a Newly Hired Associate. phoneSocial media & contacts Network events CONSIDERING/SEARCH NEGOTIATING DECIDING OFFER STARTING JOBFEELINGWELCOME CAREER PLANNING ACTIONS The Candidate finds information on the KO website. The Candidate completes interviews. The Candidate easily submits job application. Initial communication confirms mutual interest. The Candidate gets ready for the interview. The Candidate provides references for final process. The Candidate receives the final offer letter. The Candidate resigned from the current job. The Candidate receives personalized feedback via email & phone. The Candidate receives tips for the scheduled interview. The offer package is delivered and negotiated. The offer is signed and returned. The Welcome Package is received by Candidate. Candidate receives call from manager. Candidate is introduced to Buddy. “I AM VERY EXCITED ABOUT POSSIBLE JOB OPPORTUNITIES AT KO.” “THE PROMPT FEEDBACK MADES ME FEEL VERY CONFIDENT.” “I FEEL VERY CONFIDENT BECAUSE THE JOB DESCRIPTIONS WERE INSPIRING AND CLEAR.” “I APPRECIATED THE ACCURACY AND QUALITY OF PACKAGES.” “I’M EXCITED AND ANXIOUS ABOUT JOB INTERVIEWS BUT HAVING RECEIVED DETAILS FROM THE T.A.P., I’M FEELING CONFIDENT & PREPARED FOR MY INTERVIEWS.” “I AM DELIGHTED TO START MY NEW JOB AND I’M THRILLED WHEN I RECEIVE MY WELCOME PACK.” “I’M DELIGHTED TO TALK TO MY NEW MANAGER & MEET MY ON BOARDING BUDDY.” “AWESOME FEELING TO START MY NEW JOB AT COCA-COLA” “‘I FEEL REALLY AT HOME AS EVERYTHING HAS BEEN TAKEN CARE OF” “I’M FEELING CONFIDENT AND AT HOME IN MY NEW ROLE” “HAPPY FEELING ABOUT ONGOING CAREER PLANNING WITH MANAGER AND BUDDY” “I LIKE THE PROMPT AND PESONAL CONTACT, IT MOTIVATED ME A LOT!” “I HAPPILY ACCEPTED THIS FANTASTIC OFFER.” BACKOFFICENARRATIVE I think it’s time for a new challenge, in a place where I can contribute & be creative. There’s no growth potential here, it’s time to go online and see what’s out there. Mia gets an email from the T.A.P. to say she has been selected for interview and has scheduled a time. Mia is delighted when she receives more information about the role, the type of interview & a link to the KO website to help her prepare. Mia receives an email from the T.A.P. to say the interview went well and they would like to schedule another. Mia has now settled into her new job. Her Manager helps her create her career plan & explains how she can help her to achieve her goals by providing the right training opportunities. She is very happy in her new role and sees there is room for her career to advance. Mia gets an email from the T.A..P. to tell her she has been successful & KO would like to offer her the job. T.A.P. tells her she will send her the offer letter. Mia receives the offer letter & discusses some final negotiations. She is excited to be starting with KO & returns the signed offer letter. Mia has started her new job and is settling in. She continues to have meetings with her On Boarding Buddy & Manager to discuss her progress. Her Manager begins her career planning discussions. Mia is thrilled when she receives a welcome pack from KO in the post. Along with some KO goodies she also receives details about the Co. & an org chart to help her see where her role fits in the Co. Her Buddy shows her around the office and sets her up at her desk. Her Buddy explains the on boarding plan & how it works. Mia is glad she has someone to help her. Mia gets a welcome call from her Manager to chat about the new role & tells her she will be supported by a Buddy while on boarding. Mia is really excited to start her new job, where is meets the team & her on boarding Buddy. Mia tells her friend that she saw this cool job on KO website and she tells her how easy it was for her to apply for the job on the KO website using her Linked In profile. Mia looks for further information about the role on the KO website and she finds the video testimonial about the role provides her with a real sense of what the new role entails. T.A.P. T.A.P. Buddy Buddy The Talent receives the application and make it available for the Talent Acquisition Partners The recruitment staff keeps the communication with Candidate active and useful T.A.P. recives the information about candidate and gets ready for Candidate first Interview T.A.P. stays in contact with the Candidate for feedback and to schedule further interviews if required. planning T.A.P. prepares the draft offer package T.A.P. sends the official offer letter T.A.P. contacts S.P.C. to activate On-Boarding process S.P.C. receives notification about the successful Candidate and sends out Welcome Pack S.P.C. involves Manager & On Boarding Buddy in On Boarding Plan The On Boarding Process has been activated and all the stakeholders can track its progress using the Case Management Tool All stakeholders synchronize on the On Boarding Plan The P3 Program is discussed and activated The Manager develops a Career plan with the Associate & ensures a plan for growth Offer Manager Manager Starting job: Candidate is now Associate. Associate meets new team. Team Associate receives the On Boarding Plan. Updating onboarding plan (30 days). Performance/career planning. All stakeholders meet to discuss the Plan. Updating onboarding plan (90 days). P3 Program Buddy P3 Program C.M.T. C.M.T.Manager Managerphone T.A.P. S.P.C. S.P.C. S.P.C. S.P.C. S.P.C. T.A.P. Welcome Package email email emailKO website KO website KO website KO website KO website KO website KO website C.M.T. C.M.T. CUSTOMER JOURNEY MAPPING
  54. 54. CUSTOMER JOURNEY MAPPING
  55. 55. Personas Prototyping Stakeholder Mapping Facilitation

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