Customer Journey FAQs
Answers to the most commonly asked questions
What is customer journey?
•

•

Customer Journey describes the interactions people have with a
company over time via all a...
How can Customer Journey build
advocacy?
Companies can improve customer value by
improving customer journeys in four ways:...
Isn’t it all about delighting
customers?
•

•
•
•

Much has been said about exceeding
customer expectations and delighting...
Which department should own
customer journey?
•

•
•
•

Customers are the one group most likely to experience output
from ...
What is Customer Journey
Mapping?
•

•
•

•
•

Customer journey maps show the steps people take, across all
channels as th...
How do you create a customer
journey map?
•

•
•
•

•
•

•

This simple five step process will enable any
company to build...
How do you design better customer
journeys?
• Customer Journey Design has a very broad span including:

•
•

-

Brand expr...
How do CX, UX and Customer
Journey differ?
•

•
•
•

•

We use CX (Customer Experience) and Customer Journey
interchangeab...
How do Customer Journey and
Customer Contact Strategy relate?
•
•
•
•

Customer Contact Strategy is what to say to who whe...
What do you do?
•

We help companies create more profitable customer
relationships by:
- better understanding their custom...
What services do you offer?
Insight | Design | Transformation
•

•
•

Insight
- Customer journey mapping, qualitative and ...
What companies have you
worked with?
Who are you?
•

Our team includes expert researchers, analysts, designers, UX
specialists and project managers. They are l...
How do we contact you?
Customer Journey Consultancy
The Innovation Centre
Broad Quay
Bath BA1 1UD
(01225) 336977
http://cu...
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Customer Journey FAQs - answers to the most common customer journey questions -

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Here you will find answers to the most common questions we are asked about Customer Journey. What is Customer Journey,

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  • AXA Wealth – Restructure, develop CX strategy and build web/CX capability. A platform provider. Change development roadmap from richer feature set to improved UX. Also web rationalisation, what are the journeys, what content makes sense, redesign navigation and rationalise content to meet journey needs.Halifax - CJ through multiple channels to improve sales conversion and retention. Lots of the changes were web based. Analytics , underwriting, quote process and better use of portfolio of brands in their stable.Stannah – customer journey as prospects become increasingly disabled and move to purchase. Providing and presenting content that supports that journey.L&Q – Customer Service and develop a service proposition that meets customers expectations.RIAS – New web site, improving cross channel efficiency (web quote – telephone follow-up within 20 minutes)Dell – International customer communications. B2B and B2C.HTC & Microsoft – proposition work and explaining complex technical products to non-technical audiences. Values and benefits rather than features and chip sets.
  • Customer Journey FAQs - answers to the most common customer journey questions -

    1. 1. Customer Journey FAQs Answers to the most commonly asked questions
    2. 2. What is customer journey? • • Customer Journey describes the interactions people have with a company over time via all available channels - Telephone, digital, in-branch, mail, face to face and so on - It also spans the interactions people have with your advertising and marketing output; broadcast or direct marketing Customer Journey concerns itself with what people do, what they experience and get from the company, what they expect and how they feel about those interactions and the company as a result
    3. 3. How can Customer Journey build advocacy? Companies can improve customer value by improving customer journeys in four ways: 1. Make it easier for customers to do business with you 2. Ensuring what you offer and what you say to It’s customers and prospects is more relevant to distinct their needs at that moment in time 3. Improving the quality and consistency of customer interactions 4. Ensuring what you do and say at every touchpoint delivers your distinct brand promise It’s easy It’s for me It’s good 6
    4. 4. Isn’t it all about delighting customers? • • • • Much has been said about exceeding customer expectations and delighting customers However research shows that it is far more important to make it easy for customers Customer Effort Score is a better predictor of future purchase and value than Customer Satisfaction or Net Promoter Score* Bells and whistles can be irrelevant, or downright infuriating if you’ve not got the basics right *’Stop trying to delight your customers’, Harvard Business School, 2010 http://customerjourney.uk.com/customer-journey/customer-effort/
    5. 5. Which department should own customer journey? • • • • Customers are the one group most likely to experience output from every function of an organisation Develop better customer experiences therefore requires the collaboration and alignment of every function We most usually get our briefs from Marketing who have responsibility for customer insight and key elements of overall customer experience such as brand values. However successful Customer Journey implementation needs senior sponsorship and cross functional collaboration from an early stage.
    6. 6. What is Customer Journey Mapping? • • • • • Customer journey maps show the steps people take, across all channels as they interact with a company It can focus on a single type of interaction (purchase, service enquiry, renewal, complaint etc) Or it can look across the entire customer lifecycle from first enquiry to eventual attrition. Maps can be very broad-brush, generated in a single work-shop Or more detailed drawing on extensive analysis and showing: - The numbers of people who take each step and how many drop out - Insights about why people do what they do - Insights into how customers feel at key moments of truth
    7. 7. How do you create a customer journey map? • • • • • • • This simple five step process will enable any company to build good customer journey maps http://customerjourney.uk.com/customerjourney/customer-journey-mapping/ Existing MI should include web and telephone analytics, marketing output and response, retail figures and sales data Missing MI can include customer research, shadowing and UX to understand motivations and emotional responses Video and design, including animation can bring customer journeys to life A simple, internal only view of the customer journey can take a few days Expect a detailed map, including customer research to take up to three months.
    8. 8. How do you design better customer journeys? • Customer Journey Design has a very broad span including: • • - Brand expression (brand value delivery in daily interactions) Web and user interface design Customer contact strategy Service design Agencies like ours and internal teams can produce these in response to customer insight However delivering profound transformation, ensuring your solution is consistently delivered and meets customer needs requires: - Collaborative design; with other functions and with customers - And iterative design; regular testing of concepts internally and externally as they evolve to ensure they do indeed deliver the desired benefit
    9. 9. How do CX, UX and Customer Journey differ? • • • • • We use CX (Customer Experience) and Customer Journey interchangeably Some practitioners feel CX deals primarily with how customers feel, the emotional response to interactions and with ‘delighting’ customers Others think Customer Journey is associated primarily with physical interactions (behaviour), contact strategy and reducing customer effort. We make no such distinction; we look at Customer Journey in the round. UX or web usability is restricted to online experiences and so is a sub-set of Customer Journey which is deliberately multi-channel in outlook
    10. 10. How do Customer Journey and Customer Contact Strategy relate? • • • • Customer Contact Strategy is what to say to who when However customers think what you do is more important than what you say Customer Journey spans both and helps manage the total customer relationship Customer Contact Strategy is a key component of Customer Journey, it supports and helps deliver successful customer experiences
    11. 11. What do you do? • We help companies create more profitable customer relationships by: - better understanding their customers’ motivations and experiences across all touch-point and the entire customer lifecycle - designing better customer experiences - helping companies implement change that will enable them to consistently deliver those experiences
    12. 12. What services do you offer? Insight | Design | Transformation • • • Insight - Customer journey mapping, qualitative and quantitative research, shadowing, mystery shopping, web analytics and UX, service tracking, benchmarking and customer effort score. Design - Proposition, customer journey design, service design, customer contact strategy, brand expression, web design Transformation - Mentor cross functional groups, nurture cross functional alignment, validate and prioritise CJ changes, cross-functional project plans, practical management coaching, iterative testing, process mapping, functional specifications, project management. - http://customerjourney.uk.com/what-we-do/our-services/
    13. 13. What companies have you worked with?
    14. 14. Who are you? • Our team includes expert researchers, analysts, designers, UX specialists and project managers. They are led by Martin Wright and Stephen Grey Martin Wright An MBA qualified marketer with over 20 years experience leading Agencies and as a Marketing Director. Martin has led extensive Customer Journey projects for Clients including Halifax General Insurance, AXA Wealth, London & Quadrant and Clarkes. He has also developed and delivered customer loyalty programs for RBS, Unipart and developed Customer Contact strategies for Nationwide Building Society and CSMA Stephen Grey Stephen has 25 years experience as Customer Services Director for Abbey National and GE Capital. He has also been MD of a pioneering CX and Service Innovation consultancy. He is responsible for turning insight into change ensuring it is aligned with business strategy, understood by front-line staff and supported with processes and technology. Stephen has helped Orange, the Post Office, Aviva and the NHS deliver new services and improve existing ones.
    15. 15. How do we contact you? Customer Journey Consultancy The Innovation Centre Broad Quay Bath BA1 1UD (01225) 336977 http://customerjourney.uk.com Martin.wright@customerjourney.uk.com Stephen.grey@customerjourney.uk.com

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