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Customer Journey Mapping for
Innovation
Customer Faithful > Journey Maps for Innovation 2
3 steps to innovation from customer journey maps
1.  The roles and shape...
Customer Faithful > Journey Maps for Innovation 3
The Traditional View of Customer Journey Mapping
Every step has
uniform ...
Customer Faithful > Journey Maps for Innovation 4
Leave behind the idea of journey map = process
This ‘patient pathway’ sh...
Customer Faithful > Journey Maps for Innovation 5
Embrace the idea of journey map = landscape
For innovation, customer jou...
Customer Faithful > Journey Maps for Innovation 6
Example: The Landscape of a Patient Experience
Diagnosis(
Ge+ng(over(the...
Customer Faithful > Journey Maps for Innovation 7
Feel free to add a little structure to these activities (see next slides...
Customer Faithful > Journey Maps for Innovation 8
Developing innovation insight from/after your journey map
•  Draw a line...
Customer Faithful > Journey Maps for Innovation 9
Assigning an innovation role for customer journeys
Customer Faithful > Journey Maps for Innovation 10
Developing innovation insight from/after your journey map
•  Jobs - the...
Customer Faithful > Journey Maps for Innovation 11
Developing innovation insight from/after your journey map
•  Functional...
Customer Faithful > Journey Maps for Innovation 12
Watch this TV advert - Volkswagen Tiguan Advert 2016
https://www.youtub...
Customer Faithful > Journey Maps for Innovation 13
Developing innovation insight from/after your journey map
•  Functional...
Customer Faithful > Journey Maps for Innovation 14
Watch this - Gillette Adjustable Razor 1961 - TV commercial
https://www...
Customer Faithful > Journey Maps for Innovation 15
Developing innovation insight from/after your journey map
•  Functional...
Customer Faithful > Journey Maps for Innovation 16
“Smooth, Clean, Close”
Gillette has been innovating around these since ...
Customer Faithful > Journey Maps for Innovation 17
Developing innovation insight from/after your journey map
Outcomes need...
Customer Faithful > Journey Maps for Innovation 18
Developing innovation insight from/after your journey map
•  Outcomes n...
Customer Faithful > Journey Maps for Innovation 19
Developing innovation insight from/after your journey map
•  Outcomes n...
Customer Faithful > Journey Maps for Innovation 20
Developing innovation insight from/after your journey map
•  Constraint...
Customer Faithful > Journey Maps for Innovation 21
Developing innovation insight from/after your journey map
•  Now try ad...
Customer Faithful > Journey Maps for Innovation 22
Your Next Steps…
•  Make a plan for how you can create feedback and
ins...
Customer Faithful > Journey Maps for Innovation 23
Find out more at customerfaithful.com
Here’s what we’ll cover today:
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Innovating with Customer Journey Maps

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This presentation is aimed at helping organisations improve their brand proposition, by being truly focused on the customer.
It is part of workshop programme, focusing on the value of customer experience.

Published in: Marketing
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Innovating with Customer Journey Maps

  1. 1. Customer Journey Mapping for Innovation
  2. 2. Customer Faithful > Journey Maps for Innovation 2 3 steps to innovation from customer journey maps 1.  The roles and shapes of journey maps 2.  The data you need from/via journey maps in order to innovate 3.  How to structure that data to make it happen in your business
  3. 3. Customer Faithful > Journey Maps for Innovation 3 The Traditional View of Customer Journey Mapping Every step has uniform size and importance? …is there a focus here?! This is defined in internal language and internal process - when do customers talk about “post rental”?
  4. 4. Customer Faithful > Journey Maps for Innovation 4 Leave behind the idea of journey map = process This ‘patient pathway’ shows the clinical treatment steps a patient will encounter for a type of cancer. Yet, there is no reference to how patients experience these steps. In fact the only reference to “patient” at all is in the title. The sole context of this map is the internal process. The truth is that it’s not a patient pathway at all, but rather a treatment process. This teaches organisations to only see half the story and lose the context. To see the disease, not the person.
  5. 5. Customer Faithful > Journey Maps for Innovation 5 Embrace the idea of journey map = landscape For innovation, customer journey maps should be built on customer-defined environments, that show landmarks in peoples’ lives rather than places in company processes. The information will be less of a celebration of ‘Big Data’ and more of a nuanced interpretation of where and how organisations & brands play a role in peoples’ lives.
  6. 6. Customer Faithful > Journey Maps for Innovation 6 Example: The Landscape of a Patient Experience Diagnosis( Ge+ng(over(the(shock(and( coming(to(terms( Finding(Ways(to(Cope( Keeping(stable( +( =( Tell(it(to(m e(straight( Connect(diagnosis(w ith(sym ptom s( Diagnose(m e(early(to(give(m e(m ore(op@ons( Dealing(w ith(dreaded(new s( Consider(how (this(w ill(affect(m y(life( I(need(a(clear(next(step( Present(the(plan(w ith(sensi@vity( Tell(m e(all(the(op@ons(and(give(a(recom m enda@on( Tell(m e(the(truth(about(the(treatm ent( Explain(w ho(I(can(talk(to( Show (m e(the(scan(and(m ake(it(tangible( Give(m e(the(bare(essen@als(to(read( Consider(how (this(w ill(affect(m y(life((again)( Se+ ng(m yself(som e(personal(goals( Reaching(out(for(special(m om ents( Finding(som ething(posi@ve(in(every(day( Star@ng(the(day(on(a(posi@ve( Don't(let(nega@ve(thoughts(get(in( Prepare(m e(for(the(possibility(of(side(effects( Coping(w ith(side(effects(through(the(treatm ent(cycle( Understanding(dosage(and(effects(for(m e( Having(a(person(to(talk(to((not(about(health)( Good(hum our(helps( Help(m e(w ith(im posed(restric@ons(e.g(insurance( M acm illan(help(iden@fy(any(benefits(I'm (en@tled(to(( Able(to(deal(posi@vely(w ith(an(em ployer( value(of(professional(support((once(accessed)( M ake(the(best(of(the(w eeks(off( Stay(posi@ve(through(the('dow n'(cycle( Guide(m e(if(I(need(a(drug('holiday'( Ge+ ng(the(drugs(w hen(I(need(them ( Tell(m e(how (m y(tum our(has(changed( A(rela@onship(w ith(m y(team (not(just(consultant( The$mRCC$Pa*ent$Experience$(diagnosis$may$include$pre;metasta*c)$ Delivered(Base(Line( Importance(Goal(Line( ©2013(
  7. 7. Customer Faithful > Journey Maps for Innovation 7 Feel free to add a little structure to these activities (see next slides), but resist the temptation to include your own opinion •  Personal and 360° interviews – good for in-depth questioning of an individual(s) about his or her interest / experiences with a product/service. The benefit here is that we can get really in-depth about how it impacts someone’s life, not just when/ how they make a purchase. •  Observation/Shadowing/Social Media – monitoring how people behave in different environments is hugely insightful - how they interact with things and people around them. Observation is usually without consent (kind of polite spying!) whereas shadowing is sitting alongside them, with the opportunity to ask questions along the way. •  Surveys – ideal for taking ideas and issues identified from qualitative research (such as those above) and validating their appeal. Can provide statistical backup of how widely attractive innovation ideas might be. Results can be split by segment. •  Focus groups – great for comparing a few different innovation ideas to identify strengths & weaknesses (not so good for creating blue-sky ideas) Where to listen out and explore for customer data:
  8. 8. Customer Faithful > Journey Maps for Innovation 8 Developing innovation insight from/after your journey map •  Draw a line down the middle of a piece of paper •  Summarise your proposition on the LH side Quick Prep Exercise Your Proposition
  9. 9. Customer Faithful > Journey Maps for Innovation 9 Assigning an innovation role for customer journeys
  10. 10. Customer Faithful > Journey Maps for Innovation 10 Developing innovation insight from/after your journey map •  Jobs - the tasks / activities that customers are trying to get done •  Outcomes - what customers are trying to achieve (think ‘metrics that define success’) •  Constraints – what is preventing customers from adopting/trying something new What specific data do you need to innovate?
  11. 11. Customer Faithful > Journey Maps for Innovation 11 Developing innovation insight from/after your journey map •  Functional job = the task(s) the customer wants to accomplish •  Personal job = the way customers want to feel in a certain circumstance •  Social job - how customers want to be perceived by others Breaking down customer ‘jobs to be done’
  12. 12. Customer Faithful > Journey Maps for Innovation 12 Watch this TV advert - Volkswagen Tiguan Advert 2016 https://www.youtube.com/watch?v=YLzC_b1Q5BE
  13. 13. Customer Faithful > Journey Maps for Innovation 13 Developing innovation insight from/after your journey map •  Functional job = the task(s) the customer wants to accomplish •  Personal job = the way customers want to feel in a certain circumstance •  Social job - how customers want to be perceived by others What ‘jobs to be done’ is the Tiguan doing here?
  14. 14. Customer Faithful > Journey Maps for Innovation 14 Watch this - Gillette Adjustable Razor 1961 - TV commercial https://www.youtube.com/watch?v=4vWzo3raPuQ
  15. 15. Customer Faithful > Journey Maps for Innovation 15 Developing innovation insight from/after your journey map •  Functional job = the task(s) the customer wants to accomplish •  Personal job = the way customers want to feel in a certain circumstance •  Social job - how customers want to be perceived by others What ‘jobs to be done’ is the Gillette razor doing here?
  16. 16. Customer Faithful > Journey Maps for Innovation 16 “Smooth, Clean, Close” Gillette has been innovating around these since 1961 1971 - clean 1998 – smooth, clean 2005 – clean, close 2010 – smooth, close
  17. 17. Customer Faithful > Journey Maps for Innovation 17 Developing innovation insight from/after your journey map Outcomes need a structure: •  e.g. increase the number of times that the blade feels like new Adding Outcomes
  18. 18. Customer Faithful > Journey Maps for Innovation 18 Developing innovation insight from/after your journey map •  Outcomes need a structure: •  e.g. increase the number of times that the blade feels like new DIRECTION UNIT OF MEASURE DESIRED OUTCOME Adding Outcomes
  19. 19. Customer Faithful > Journey Maps for Innovation 19 Developing innovation insight from/after your journey map •  Outcomes need a structure: •  e.g. reduce the time it takes to get a clean shave DIRECTION UNIT OF MEASURE DESIRED OUTCOME Adding Outcomes
  20. 20. Customer Faithful > Journey Maps for Innovation 20 Developing innovation insight from/after your journey map •  Constraints are much simpler - what’s getting in the way? •  e.g. travel toiletries – when the international airline regulations changed after 9/11 many of these items were no longer allowed as carry on luggage. •  More constraints - contractual issues, inertia factors, switching costs, availability, compatibility, on-sell fears, code of conduct Recognising Constraints
  21. 21. Customer Faithful > Journey Maps for Innovation 21 Developing innovation insight from/after your journey map •  Now try adding some jobs to be done (functional / personal / social) •  How well do they fit with your proposition? Back to the Exercise Your Proposition Jobs to be done (functional / social / personal)
  22. 22. Customer Faithful > Journey Maps for Innovation 22 Your Next Steps… •  Make a plan for how you can create feedback and insight opportunities to create a customer journey map •  As an innovator, look to add some structure to gain insight specifically about: 1.  jobs to be done 2.  outcomes 3.  constraints •  Tweet me how you get on & for advice! @cust_faithful
  23. 23. Customer Faithful > Journey Maps for Innovation 23 Find out more at customerfaithful.com Here’s what we’ll cover today:

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