UXSTRAT Journey to a Customer Experience Map


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These are the slides for the 10-minute talk that was delivered at UXSTRAT in Atlanta.

Much discussion and attention has been given to customer journeys and experience maps in the UX field recently. Our team applied this research approach to the membership experience for an entertainment loyalty program. We talked to four distinct groups: newbies, fence sitters, recently renewed and lapsed members. By segmenting the audience, we were able to identify communications and interactions that led some members to satisfaction and deeper engagement and left others feeling unappreciated. In the end, we concocted a customer experience map that highlights critical points within the membership life cycle where interactions need to be customized toward member behavior.

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  • Our challenge: how to we create a communications plan that will move the yellow and orange lines up.
  • UXSTRAT Journey to a Customer Experience Map

    1. 1. The Journey to a Customer Experience Map Jill Hewitt September, 2013
    2. 2. A growing interest 2
    3. 3. Opportunity strikes 3 Entertainment Loyalty Program Pay an annual fee Earn rewards based on dollars spent One size fits all communications Develop a Member Communications Plan Email Direct Mail Text Messages Mobile App Website Social Media
    4. 4. Our mission 4 “We want people to join or renew not just because of how much they can save, but because they love being a member”
    5. 5. Process 5 Triggers, Touchpoints and Channels Inventory Member Research (Online Bulletin Boards) Member Experience Workshops with Client Develop initial model of member experience Complete Analysis of member research
    6. 6. Who do we need to talk to Phase: Member Research 6 Newbies Renewers Deciles 1-4 On the fence Deciles 5-7 Lapsed members Enroll in person Grandfathered in Enroll online
    7. 7. Asking questions the wrong way Phase: Member Research 7 When you use your membership, what do you do? Walk me through what you usually do and what happens in return. Lots of detail is appreciated.
    8. 8. Asking questions the right way Phase: Member Research 8 Let’s tell a story – recount how you first learned about the program. How did you learn about it? (read something, someone told you, etc.) Where were you? How did you feel when you learned about it? What did you do once you knew about it? Did you join immediately or later? Did you need more information than what you got initially?
    9. 9. So much data, so little time Phase: Workshops 9 Only have the group analyze select questions Color code respondents by segment Green = newbie Pink = on the fence Yellow = renewer Orange = lapsed members
    10. 10. Putting emotion onto the map Phase: Develop Model 10 Showing rewards = enhanced perceived value Personalization = re roach reward reward expiration 90 days before renewal renewal Immediately after lapse n that a reward is close reward reward OR reward expires Learn about renewal Consider renewal Renew membership Decide not to renew Attend as lapsed member ConsiderLearn Renew Decide not to renew greater value
    11. 11. Develop a rough model of member experience Phase: Develop Model 11 SIGN-UP WEEKLY EMAIL RENEWALUSAGE EXPIRATION REMINDERREWARD YEAR ONE UNHAPPY ELATED Optimal experience Average experience Poor experience
    12. 12. The final product 12
    13. 13. Lessons Learned 13 1) Ask questions the right way • Research questions should encourage story telling 2) Understand audience segments • Color coding your respondent segments helps to identify trends 3) Use client time wisely • Give clients interesting and vocal respondents (highs and lows) 4) Emotions point to communication customization • Think about how to speak to your happy, indifferent and unhappy customers at each phase
    14. 14. Questions? Jill Hewitt @jhewitt98 jhewitt@catalystinc.com www.catalystinc.com 14