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CRM Evolution Conference: How to Create a Customer Experience Map


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Presented at the CRM Evolution Conference, August 18, 2014.

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
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CRM Evolution Conference: How to Create a Customer Experience Map

  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. Source: sponsored post by Gigya: “The current state of cross-channel commerce”, August 2014 Today’s Customer Experience 4
  5. 5. The Omni-Channel Challenge 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 5 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. Start Thinking Holistically Corporate projects focus on individual touchpoints, technologies or features without taking into account the total customer experience 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 Stages Customer Journey Qualitative Research Takeaways
  12. 12. What Is Your Customer’s Experience? Look at each stage of the customer life cycle Consider Evaluate Buy Enjoy Advocate 12
  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 Benefits of Online Focus Groups 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
  19. 19. Customer Feedback “…if I knew that I was close to another reward, I’d be more likely to go to the 19 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) “Make us feel special for choosing your store. We pay your paychecks, so we make you feel special.” Bill M. (longtime member)
  20. 20. Step 3: Workshops Analyze and summarize what customers are thinking and feeling
  21. 21. Stakeholder Workshops Include stakeholders who can impact the final customer experience Workshop participants gain customer empathy 21
  22. 22. Stakeholder Workshops 22
  23. 23. Step 4: Feelings Define the highs and lows
  24. 24. Model Customer Feelings 24 ELATED UNHAPPY SIGN-UP MAKE WEEKLY EMAIL PURCHASES EXPIRATION REMINDER EARN REWARD Optimal experience Average experience Poor experience
  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 Themes that carry through all stages of the life cycle 37 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