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Find the Gaps with a Customer Experience Map CRMEvolution 2014


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Businesses are constantly seeking ways to more accurately predict customer behavior and attitudes. Analytical models and market research offer robust information, but are you overlooking an innovative approach to discover what your customers are thinking and doing? Customer experience maps examine customer emotions and attitudes through the learn, buy, enjoy, and advocate stages of the customer life cycle. The map identifies the gaps in your customer experience and delivers a framework for effectively improving it. This presentation walks you through the process of creating a customer experience map and gives real-world examples of how a major financial institution and an entertainment loyalty program were able to use their maps to identify gaps in their communications and processes.

Published in: Marketing

Find the Gaps with a Customer Experience Map CRMEvolution 2014

  1. 1. Finding the Gaps With a Customer Experience Map Jill Hewitt Customer Experience Designer   August 18, 2014
  2. 2. Who Is Catalyst? 2  A marketing agency that helps clients acquire, retain and develop long-term relationships with customers  We specialize in the retail and financial services industries  Jill Hewitt  Customer Experience Designer
  3. 3. Key Takeaways 1.  What is a customer experience map and how to create one 2.  How to use a customer experience map to pinpoint gaps in your customers’ experience 3.  How to apply your findings to create a competitive advantage
  4. 4. Today’s Customer Experience 4 Source: sponsored post by Gigya: “The current state of cross-channel commerce”, August 2014
  5. 5. The Omni-Channel Challenge 5 90% of people move between devices to accomplish a goal 45% of in-store consumers turn to social platforms on their mobile device to influence buying decisions 54% of marketers cite not having a consolidated customer view across channels as the biggest roadblock to a successful cross-channel experience Sources: eMarketer “US Time Spent on Mobile to Overtake Desktop” August, 2013 Retail Systems Research (RSR) “Retailing: Omni-Channel Approach Central to Strategies in 2013” August, 2013
  6. 6.  Corporate projects focus on individual touchpoints, technologies or features without taking into account the total customer experience Start Thinking Holistically 6  Organizations must think holistically
  7. 7. What Is a Customer Experience Map? 7  Illustrates the customer journey across all channels  Presents your customer’s point of view  Describes the highs and lows people feel while interacting with your business  Identifies opportunities Source: Adaptive Path, “The Anatomy of an Experience Map,” November, 2011
  8. 8. What Does it Look Like? 8 Source: nForm, “Experience Maps: Understanding Cross-Channel Experiences for Gamers,” February, 2010
  9. 9. What Does it Look Like? 9 Source: Customer Experience Matters, “LEGO’s Building Block for Good Experiences,” March, 2009
  10. 10. What Does it Look Like? 10 Source: desonance, “Customer Service Mapping &,” June, 2010
  11. 11. What Does it Look Like? Guiding Principles Customer Journey Qualitative Research Takeaways Stages
  12. 12. What Is Your Customer’s Experience? 12  Look at each stage of the customer life cycle Consider BuyEvaluate AdvocateEnjoy
  13. 13. Step 1: Inventory Identify customer touch points across channels
  14. 14. Build an Inventory 14
  15. 15. Build an Inventory 15  Look at the gaps in your touch point inventory – are those opportunities?
  16. 16. Step 2: Research Elicit the customer’s point of view
  17. 17. Observe and interview customers Online surveys Traditional focus groups Online focus group 17 Customer Research
  18. 18. 18  Large geographical reach  Easier for customers to participate  Participants can remain anonymous  Moderator can probe for clarification  Eliminates “group think” and biasing  Results are immediately available Benefits of Online Focus Groups
  19. 19. Customer Feedback 19 “…if I knew that I was close to another reward, I’d be more likely to go to the store sooner than I might have otherwise.”   Linda C. (newbie) “I wish I could have earned more rewards but when I’m just buying for myself the rewards didn’t add up fast enough”   Jessica F. (lapsed member)   Bill M. (longtime member) “Make us feel special for choosing your store. We pay your paychecks, so we make you feel special.”
  20. 20. Step 3: Workshops Analyze and summarize what customers are thinking and feeling
  21. 21. Stakeholder Workshops 21 Include stakeholders who can impact the final customer experience Workshop participants gain customer empathy
  22. 22. Stakeholder Workshops 22
  23. 23. Step 4: Feelings Define the highs and lows
  24. 24. Model Customer Feelings 24 UNHAPPY ELATED Optimal experience Average experience Poor experience SIGN-UP WEEKLY EMAILMAKE PURCHASES EXPIRATION REMINDER EARN REWARD
  25. 25. Step 5: Map Putting it all together
  26. 26. The End Product
  27. 27. Customer Experience Map in Action Banking
  28. 28. 28  Typical banking customer life cycle Consideration Onboarding Ending Relationship Account Opening Expanding Relationship Day-to-Day Account Management
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  32. 32. 32 Who do my friends and family bank with? How do I choose the best account for my needs? Does the bank offer the services and technology I need? How close are the nearest branches and ATMs? How do fees and rates compare to other banks? How big is the bank’s presence (local, national, international)? Does the bank take an interest in my community? How helpful and knowledgeable are the bank employees? Will the bank help me grow and progress financially?
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  36. 36. Pinpoint Opportunities 36
  37. 37. Identifying Customer Themes: Guiding Principles 37  Themes that carry through all stages of the life cycle  Use your guiding principles as a litmus test for the success of organizational initiatives now and in the future
  38. 38. Guiding Principles 38 Know me Remember me Make me feel special Help me succeed Always be there for me Get better connected to your customers. Stay connected with more relevant touches. Proactively optimize their account and make product suggestions that are tailored to them. Continue to improve online tools and technology. Be there 24/7 for your customers: whenever/wherever/ however. “I absolutely want the relationship to feel personalized and the customer service personnel to show interest in me and my needs.” “The bank really hasn’t reached out to me. I would expect more postal mailings as well as emails.” “Connectivity, to me, would be a bank reaching out with specific custom- tailored products and services.” “I would prefer a bank that understands where I am with my financial life, where I want to go, and can provide the knowledge and tools to help me get there.” “I want to be connected to my accounts 24/7, online, whether through a computer or via a mobile app, and if I have a problem with my account, there should be someone available at all times that I can interact with to find a solution.”
  39. 39. Process Summary 39 Inventory Triggers, Touch Points and Channels Conduct Customer Research Develop Initial Model of Customer Feelings Hold Stakeholder Workshops Build Your Customer Experience Map
  40. 40. Key Takeaways 1.  The process pinpoints opportunities by channel, customer segment, and touch points within the life cycle 2.  A customer experience map tells you what your customers are doing, thinking and feeling at each stage of the customer life cycle 3.  In the end your team will have guiding principles and a roadmap of opportunities to improve the overall customer experience
  41. 41. Questions? Jill Hewitt 585.720.4952 @jhewitt98 41