Journey to a Customer Experience Map

Journey to a Customer Experience Map
BY JILL HEWITT, CUSTOMER EXPERIENCE DESIGNER
WHITE PAPER

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3Page©2015 Catalyst. All rights reserved.
of customers prefer an
omnichannel shopping
experience
of consumers use two or more
screens at the same time to
access unrelated content
of marketers cite not having a
consolidated customer view across
channels as the biggest roadblock to a
successful cross-channel experience
Executive summary
Businesses are constantly seeking ways to more accurately predict customer
behavior and attitudes. Data models and traditional market research often
overlook a research methodology that can tell you what customers are thinking,
feeling and doing at each stage of their relationship with you. This methodology,
titled “customer experience mapping,” uncovers customer emotions and attitudes
through the entire customer life cycle, resulting in opportunities for more relevant
communications, better customer relations, higher retention rates, and increased
lifetime value.
By cataloging key customer touch points and talking to customers about their
experiences during those key touch points, it’s possible to create a customer
experience map that provides a concise picture of what customers are thinking,
feeling and doing. The map not only identifies gaps in customers’ experiences, it
also delivers an actionable framework to improve them.
IN THIS WHITE PAPER WE WILL EXPLORE:
• What is a customer experience map and how to create one
• How to use a customer experience map to pinpoint gaps in your
customers’ experiences
• How to apply your findings to create a competitive advantage
60% of shoppers
who excluded an
institution from
consideration
did so because
they had a bad
experience or heard
negative things.
Why does customer experience matter?
Customers interact with your brand across multiple channels. They expect a
holistic, integrated experience in and across all of them.
RECENT STUDIES HAVE SHOWN THAT:
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
While marketers recognize the need to adopt an omnichannel strategy, many are
struggling to successfully connect consistently with consumers across all available
outlets. Most organizations are structured to focus on individual channels,
touchpoints, technologies or features rather than the overall brand. A customer
experience map bridges this gap and examines how customers interact with your
brand during each stage of the customer life cycle.
Bad customer experiences are shared … and shared …
and shared
Years ago, a bad customer experience took a lot longer to permeate the public than
it does today. But with social media and ratings and review websites, word gets
around a lot quicker. Here’s an actual example from the banking industry:
68%45% 54%

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Good customer experiences make a brand stand out
Good reviews are also shared. These two banks had the confidence to allow
reviews directly on their website—good, bad or indifferent.
Your customers’ experiences impact the bottom line
When your customers aren’t happy, they vote with their feet. When they’re happy,
they’re more likely to recommend you to others and stay loyal—even become
advocates. Either way, it affects your bottom line.
What is a customer experience map?
Acustomer experience map is a strategic tool for presenting your customer’s
point of view. It includes four key components:
I DESERVE VIP TREATMENT.
Loyalty programs = special treatment
I LOVE THE PROGRAM;
I’LL TELL MY FRIENDS.
Brand ambassadors = program referrals
HELP ME UNDERSTAND WHAT I GET.
Program features awareness =
benefits satisfaction
I WANT TO GET MY MONEY’S WORTH.
Showing rewards =
enhanced perceived value
MAKE IT ABOUT ME.
Personalization = relevant messaging
Journey
Learning and Signing Up
Find out about program sign upStages
Planning and Attending Movies
Receive card renewal
Receiving and Redeeming Rewards
Approach reward reward expiration
Renewing Membership
90 days before renewal renewal
Letting Membership Lapse
Immediately after lapse
Learn about program and benefits
Assess program value
Sign up
Receive membership card
Attend movies to begin earning rewards
Learn that a reward is close
Earn reward
Use reward OR reward expires
Learn about renewal
Consider renewal
Renew membership
Decide not to renew
Attend as lapsed member
Doing
ConsiderLearn Renew
Decide not to
renew
Attend as a lapsed
member
Thinking
• Will this program benefit me?
• How do I sign up?
• Will joining take long?
• What? An annual fee?
• Is this just another sales pitch?
• Can’t I just get to my movie?
• Hmm. Why not?
• What’s playing this week?
• Which theatre is closest?
• Which has the best amenities and concessions?
• What are my friends doing tonight?
• How close am I to a reward?
• Where are the offers and special events?
• I have to pay a fee to purchase tickets online? Why?
• How will I use my reward?
• Should I use the reward now or save it for a special occasion?
• Why did it take so long to earn?
• Why aren’t there more rewards?
• Is it going to be a pain to redeem?
• Rewards expire? Why?
• Did I earn rewards this year?
• It’s time to renew already?
• I have to pay again?
• Will I lose out by renewing early?
• What are my other expenses?
• Do I have time to renew right now?
• Should I have renewed?
• Wouldn’t it be nice if I could still get the concession upgrades?
• Why didn’t I get more for being a loyal member?
Feeling
Opportunities
• Let down because the company didn’t recognize my loyalty.
• Dissatisfied because there’s a renewal cost.
• Make it easy for movie-goers to understand member benefits at a glance
• Let movie-goers see what they are missing out on through in-theatre experience
• Encourage members to promote the program
• Make it even easier for crew members to sell promote the program
• Partner with Fandango (and others) to promote the program
• Leverage segmentation and personalization to deliver relevant messages to members
• Introduce surprise and delight approach for members based on their value
• Optimize life cycle communications to reinforce value of program and drive retention
• Identify program modifications
$
GIVE ME MORE.
Added features benefits =
greater value
Ongoing non linear
Non linear, but time-
based
Linear Process
$
Learn
Attend
Earn
Learn—Consider—Sign up
Learn Use
• Jazzed about earning free items.
• Comfortable with my research; I’ll sign up next time.
• Interested because I think it could save me money.
• Skeptical; I’ll research the program more.
• Annoyed. I just want the crew member to leave me alone.
• Appalled that you are asking me to pay for a loyalty program.
• Excited because I want to see new movies.
• Intrigued when I get promotions about movies that I want to see.
• Glad that the crew members are so friendly.
• Enjoy the modern amenities of the theatre.
• Uninterested in promotions that don’t fit my movie tastes.
• Upset that it’s taking so long to earn a reward.
• Unhappy with the high cost of movie-going.
• Thrilled. This saved me some money and now I’m hooked.
• Happy that it was fast and easy to redeem my reward.
• Glad because I earned the reward quickly.
• Discouraged. I wish I got more of a reward.
• Angry that rewards expire. I earned them; they should never expire.
• Grateful for the notice because I don’t want to miss out.
• Happy to renew; it was easy.
• Pleased that I can use rewards toward renewal cost.
• A little irritated because I just don’t have time now but will renew
at my next visit.
• Disappointed that I have to pay again.
• Unappreciated.
• Mad because I never received a reward.
• Miss the rewards now that my membership has lapsed.
REWARDS REWARDS
u
Guiding principles
w
Qualitative research
x
Opportunities
v
Customer journey
When your
customers aren’t
happy, they vote
with their feet.
Sources:
1
slideshare.net/RightNow/2011-customer-experience-impact-report 2
parature.com/infographic-financialcustserv 3
McKinsey
4
White House Office of Consumer Affairs 5
Forrester, The Business Impact of Customer Experience 6
Bain Company
1%
of customers feel that their customer experience expectations are always met1
89%
of customers stop doing business with a company after a bad experience1
It costs up to7xmore
to acquire new customers
than retain current ones4
The average company loses up to
30%
of their customers
each year3
86%
of customers are willing to pay up to 25% more for a better experience1
The importance of a positive customer experience
The high cost of churn
negative experience takes
12 good experiences
to make up for it2
One
Positive business impact
Companies
who lower
their customer
attrition rates
5%
Raise
company
profits by
up to
95%
6
Increase
their value
30%
6
Enterprise
companies
who raise
their customer
experience
score by
10%
Realize
additional
revenue of
$1
billion5
Companies
who raise their
customer
retention rate
10%
u Guiding principles—these emerge as you begin to understand the journey
v The customer journey—shows what customers have actually done
w Qualitative online and offline research—conversations with customers to
gain insights about what they are thinking and feeling
x Opportunities—gaps in the customer experience that can be closed by
improved marketing and customer service

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How to develop a customer experience map
Here are five specific steps to guide you on your way.
1. Inventory all triggers, touchpoints and channels
Begin by listing all of your current customer touchpoints by channel under
each customer life cycle stage. This important exercise will show the gaps in
your touchpoint inventory, and you’ll immediately be able to see where the
opportunities are.
STAGE Sign Up Earn Rewards Redeem Renewal Lapsed
CHANNELS
In Store
• This is the first listing
• Second listing is here
• Listing number three comes next
• A fourth listing goes here
• Number five is another listing
Email
Web
Social Media
Mobile
Mail
• This is the first listing • This is the first listing
Out of Home
TRIGGERS, TOUCHPOINTS AND CHANNELS INVENTORY
Ongoing nonlinear Time-based nonlinear Linear
2. Research
Once you’ve completed your inventory, you are ready to start doing some
qualitative research. Of course you can pull comments from social media or
ongoing research, but it is also very important to set up direct qualitative
research to create your customer experience map.
AS YOU PLAN YOUR RESEARCH, YOU’LL NEED TO:
• Identify customer segments to recruit
• Develop a discussion guide that will encourage people to tell a story about
what they are doing, thinking and feeling
• Decide what to pay participants
• Prepare questions that will help you probe for clarification and examples
There are a variety of ways to gather qualitative research from customers.
You can observe and interview customers on site, conduct online surveys, run
traditional focus groups or use online focus groups.
We recommend using online bulletin boards. Essentially, these are online
focus groups. They have several advantages over traditional 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
3. Hold workshops
Customer experience workshops are conducted with your internal
stakeholders—the people who can impact the final customer experience.
When stakeholders read customers’ comments and feelings firsthand,
they develop empathy and are more likely to act on and resolve customer
experience problems.
CUSTOMER FEEDBACK:
“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)
—Linda C.
(newbie)
—Linda C. (newbie)
“… 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.”
GAPS
Look at the gaps
in your touchpoint
inventory—are they
opportunities?

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Day-to-Day Account
Management
Expanding
Relationship
Ending
Relationship
Consideration Account Opening Onboarding
DURING THE WORKSHOPS, WE:
• Read all the comments customers
made on the online bulletin boards
• Create a sticky note for each
comment—each color indicates a
specific research segment
• Group similar comments into
themes: disappointment,
frustration, surprise,
communications timing, etc.
• Look for emerging patterns
4. Develop an initial model
of customer feelings
We focus on feelings to identify highs and lows in the customer experience
throughout the life cycle. The three lines in the model below represent optimal,
average and poor customer experiences.
Customer experience
workshops are
conducted with your
internal stakeholders.
5. Do a complete analysis of your customer research
This analysis pulls all your research together to show you what your customers
are thinking, feeling and doing at each stage of their journey with you. The
consolidated research is used to build your customer experience map.
Banking Customer Experience
CUSTOMERJOURNEY
Steps
• Identify the need for a new financial account
• Assess financial institutions and account types available
• Choose a financial institution and account type(s)
• Open account(s)
• Receive confirmation and account numbers
Doing
View mail promotion
View advertisements Call a representative
Call representative
Visit branch
Visit branch
Visit website Apply online
Speak with a
representative
Fill out
application
Receive
paperwork to sign
Check rates online
Talk with friends
Fax/email signed
paperwork to bank
KING
• 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?
• Will it be difficult to open a new account?
• Will I qualify for the account(s) that I want?
• What does the fine print mean?
• Will I be able to talk to a real person?
• Will the branch representatives take care of all the pap
Consideration Account OpeningThis analysis pulls
all your research
together to show
you what your
customers are
thinking, feeling
and doing at each
stage of their
journey with you.
Customer experience map in action
Since every business model is unique, we chose an example that anyone can relate
to—opening a personal bank account. The typical banking customer life cycle looks
like this:
Now, lets take a closer look at what customers are doing, thinking and feeling at
the very beginning of the journey—the consideration stage.
When considering opening a personal banking account, the customer is influenced
by many touch points, including visiting a branch, advertising and direct mail
solicitations. Below is a visual representation of the customer journey at this stage:

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PURCHASE
Call representative
Visit branch
materials
in the mail
deposit info for online
banking
Call a rep
representative application opening documents
Receive
paperwork to sign
Talk with friends
Visit branchReceive account
opening documents
Fax/email signed
paperwork to bank
Receive statements and alerts
THINKING
• How big is the bank’s presence (local, national, international)?
• Does this bank take an interest in my community?
• How helpful and knowledgeable are the bank employees?
• Will the bank help me grow and progress financially?
• Will the branch representatives take care of all the paperwork?
Acquisition
• What should I expect when my account is taken over by the bank?
• Will I be able to continue working with my advisor from my old bank?
• What will happen to the employees at my local branch?
• What services and features are offered with my new account(s)?
• Will I be able to understand how to use my account?
• Will I have problems logging in to my account online or
on my mobile device?
• Will all of my bank accounts transition smoothly?
• Will I be able to reach someo
or a problem?
• Is my bank looking out for m
• Are my banking activities an
• Can I easily access my acco
FEELING
Positive
Comfortable — I’ve done my research
Happy — the bank does a lot of great things for the local community
Confident — my friends/family have recommended the bank
Excited to open my first account
Respected — branch representatives sat down with me and explained options
and services
Convinced — switching will deliver a better experience than my current bank
Happy — the reps are here to help me open an account
Thankful — the bank was willing to lend me money
Special — as if my transaction were the only thing happening in the branch
Acquisition
Welcomed during the takeover
Comfortable — the bank knows what is going on and I can ask for help
Empowered to build our home knowing that the bank was backing us
Informed — the site is very comprehensive and explained all of the benefits
that come with the account
Comfortable — bank employees don’t make me feel stupid or behind the
times when I ask questions about new technology
Pleased — I have met all of the requirements to receive my promotional
offer for opening an account
Lucky — I had a smooth transition to the bank. Others did not
Valued — when I am recogniz
Secure — I am alerted when c
Comfortable — I can reach so
a problem with my account
Relieved and happy — it isn’t
Confident — my questions wil
Pleased — my bank supports
Indifferent
Confused — how do offers differ from bank to bank?
Concerned — will I be taking a step backwards, since the bank doesn’t
have a global presence?
Worried — will it be difficult? It’s been a long time since I changed accounts
Pleased — I wasn’t rushed and that the process was not stalled
Glad to have it done — one more thing crossed off my to-do list
Acquisition
Indifferent — I didn’t actually choose the bank
Concerned — will I lose access to my money?
Satisfied — my online issues have been dealt with quickly by phone reps
Anonymous — I’m just a number after all the papers are signed
Acquisition
Confused — I didn’t feel like everything was as clear as it could be
Ignored — no communication from the bank since my accounts were
transitioned
Easy to keep my money in the
OK — as long as everything is
Indifferent — my bank is just a
Unimportant — they haven’t t
me and find out what they can
Dissatisfied
Distrustful of large banks that are sneaky and rude Impatient — waited a long time in a crowded, smelly waiting area
Insecure — branch personnel were not super knowledgeable
Acquisition
Burdened — I had to figure out how to switch some things on my own
Unappreciated — the bank is cold, impersonal and untrustworthy
Frustrated and annoyed — many missteps and fees along the way
Upset — I can’t transfer funds to a friend immediately, even though he has
a the bank account
Acquisition
Unsettled — I didn’t have the tools to access my account
Unimportant — ATM/debit cards and new checks were not reissued when
promised
Foolish — I was told that my banking service would be the same and it
has not turned out that way
Dissatisfied — I feel disconne
Frustrated — I keep getting lo
especially when the Customer
Irritated — I’ve requested that
and it still hasn’t been done
Annoyed — my online accoun
Unappreciated — I am not rew
get all the perks?
Irked — it’s hard to get in touc
OPPORTUNITIES
• Create personal connections with prospective customers
• Make it easy to understand and differentiate between account options
• Share stories from advocates
• Create flexible and customizable account options
• Make account opening simple and straightforward
• Provide customer support at each step of the process
• Welcome and guide acquired customers through conversion
• Follow up on all new customers with personalized communications
• Identify and honor customer communication preferences
• Provide educational tools
• Assign acquired customers to a bank counselor
• Form a relationship with eac
• Be available to customers
• Encourage and reward loyal
CONSIDER AND EVALUATE
anking Customer Experience MapSteps
• Open account(s)
• Set up online or mobile banking services
• Set up direct deposit
• Order checks
• Receive ATM/debit/credit card
• Deposit money
• Withdraw money
• Check balances
• Pay bills
• Monitor fina
• Identify the
• Learn about
• Add or chan
Doing
View mail promotion
Call representative
Visit branch
Visit branch Receive
materials
in the mail
Send direct
deposit info
Sign up
for online
banking
Call a rep
Speak with a
representative
Fill out
application
Receive account
opening documents
Receive account
opening documents
Withdraw money
Pay bills
Receive
paperwork to sign
Check rates online
Talk with friends
opening documents
Fax/email signed
paperwork to bank
Log in
Download
mobile app
Deposit money
Learn ab
View cr
Transfer money and check balances
THINKING
Acquisition
• Will I be able to reach someone at the bank easily if I have a question
or a problem?
• Is my bank looking out for my best interests?
• Are my banking activities and identity secure?
• Can I easily access my accounts wherever and whenever I need to?
• What are th
Are they use
• Will it be ea
• Is there a br
an account?
• Are there an
the bank?
• Will the ban
a change?
Positive
and services
Acquisition
Valued — when I am recognized in the branch
Secure — I am alerted when changes are made to my online account
Comfortable — I can reach someone at the branch or by phone if I have
Relieved and happy — it isn’t a fight to get a problem solved
Confident — my questions will be answered by friendly bank personnel
Pleased — my bank supports my community
Valued — whe
earn more inte
Fortunate —
Respected —
Indifferent
Acquisition
Acquisition
transitioned
Easy to keep my money in the same place it has been since I was a kid
OK — as long as everything is handled correctly
Indifferent — my bank is just a place to make payments; I’m a number
Unimportant — they haven’t taken the opportunity or time to approach
me and find out what they can do for me
Unsure about
and whether th
Anonymous —
Indifferent —
Consideration Account Opening Onboarding Day-to-Day Account Management Expandi
The p
Guiding principles
Guiding principles will emerge as you begin to understand the customer journey
as a whole. Use your guiding principles as a litmus test for the success of
organizational initiatives now and in the future. Here are a few guiding principles:
“Know me”—get better connected with your customers, personalize the
experience
“Remember me”—stay connected to customers with more relevant touches
through direct mail and email
“Make me feel special”—proactively optimize customer account and suggest
products tailored to them
“Help me succeed”—continue to improve online tools and technology
“Always be there for me”—be available to customers 24/7, whenever/
wherever/however
OPPORTUNITIES
Gaps can pinpoint
opportunities for
improvement in each
stage of the customer
life cycle:
• Which customer
segments?
• Which channel or
touchpoint?
THINKING
What are customers
thinking about when
they are considering
switching banks?
FEELING
How does a customer
feel when interacting
with your brand? Are you
exceeding, fulfilling or
falling short of customers’
expectations? Gaps will
be easy to see here.
Banking Customer Experience Map
PURCHASE ADVOCATE
CUSTOMERJOURNEY
Steps
• Open account(s)
• Set up online or mobile banking services
• Set up direct deposit
• Order checks
• Receive ATM/debit/credit card
• Deposit money
• Withdraw money
• Check balances
• Pay bills
• Monitor financial health
• Identify the need for new financial services
• Learn about products or services available
• Add or change account products/services
• Identify the steps necessary to move financial assets
• Close account with financial institution
Doing
View mail promotion
Call representative
Visit branch
Visit branch Receive
materials
in the mail
Send direct
deposit info
Sign up
for online
banking
Call a rep
Speak with a
representative
Fill out
application
Receive account
opening documents
Receive account
opening documents
Withdraw money
Pay bills
Receive
paperwork to sign
Check rates online
Talk with friends
opening documents
Fax/email signed
paperwork to bank
Log in
Download
mobile app
Deposit money
Evaluate ﬁnancial situation
Learn about new services
View cross-sell promotions
Receive account closing paperwork
Add account
Research products/services
Initiate account
closing
Transfer money and check balances
THINKING
Acquisition
• Will I be able to reach someone at the bank easily if I have a question
or a problem?
• Is my bank looking out for my best interests?
• Are my banking activities and identity secure?
• Can I easily access my accounts wherever and whenever I need to?
• What are these new features all about (e.g., mobile banking)?
Are they useful?
• Will it be easy to add a new account?
• Is there a branch nearby where I can talk to someone about adding
an account?
• Are there any benefits to switching the account(s) that I have with
the bank?
• Will the bank monitor my account(s) and let me know when I should consider
a change?
• Can I trust my current bank?
• Are there banks with better interest rates?
• Can I find a bank that doesn’t charge as many fees?
• Will other banks move faster (e.g., refinancing)?
• Is another bank’s promotion worth switching for?
• How difficult and painful will it be to switch banks?
• Can I find a knowledgeable financial team to work for me?
• Are there any loyalty benefits for sticking with the bank?
• Can I live with the frustrations that I have with my bank’s technology?
FEELING
Positive
and services
Acquisition
Valued — when I am recognized in the branch
Secure — I am alerted when changes are made to my online account
Comfortable — I can reach someone at the branch or by phone if I have
Relieved and happy — it isn’t a fight to get a problem solved
Confident — my questions will be answered by friendly bank personnel
Pleased — my bank supports my community
Valued — when a teller or other employee suggests an option that will
earn more interest or have lower fees
Fortunate — the bank is looking out for my best interests
Respected — the bank doesn’t push accounts/services that I don’t want
Intrigued by higher interest rates for checking accounts at other banks
Interested in cash offers to open an account elsewhere
Indifferent
Acquisition
Acquisition
transitioned
Easy to keep my money in the same place it has been since I was a kid
OK — as long as everything is handled correctly
Indifferent — my bank is just a place to make payments; I’m a number
Unimportant — they haven’t taken the opportunity or time to approach
me and find out what they can do for me
Unsure about some services like mobile banking and overdraft protection
and whether they will benefit me
Anonymous — the promotions I receive are generic
Indifferent — I don’t really feel like I have a relationship with the bank
Lazy — I don’t feel like jumping through all the hoops to switch my account(s)
Unappreciated — no one has contacted me or helped me learn how to
maximize my banking relationship
Impatient — our mortgage refinancing is taking forever
Unfulfilled — I need a bank with an international presence
Dissatisfied
Distrustful of large banks that are sneaky and rude Impatient — waited a long time in a crowded, smelly waiting area
Insecure — branch personnel were not super knowledgeable
Acquisition
Burdened — I had to figure out how to switch some things on my own
Unappreciated — the bank is cold, impersonal and untrustworthy
Frustrated and annoyed — many missteps and fees along the way
Upset — I can’t transfer funds to a friend immediately, even though he has
a the bank account
Acquisition
Unsettled — I didn’t have the tools to access my account
Unimportant — ATM/debit cards and new checks were not reissued when
promised
Foolish — I was told that my banking service would be the same and it
has not turned out that way
Dissatisfied — I feel disconnected; I’d like a better relationship
Frustrated — I keep getting locked out of my online banking account —
especially when the Customer Contact Center is closed!
Irritated — I’ve requested that my email address be changed multiple times
and it still hasn’t been done
Annoyed — my online account history displays only 90 days of transactions
Unappreciated — I am not rewarded for my loyalty. Why do new customers
get all the perks?
Irked — it’s hard to get in touch with my advisor
Disappointed — the bank has not analyzed my patterns and reviewed
changes that could benefit me. I’m left to do this work on my own
Uninformed — I don’t receive information about promotions or products
Annoyed by the constant promotional mailings that I receive from the bank
Impatient — tellers at the bank try to upsell me when I’m in a hurry —
I’m there for a specific reason
Angry — my bank made a mistake with my bank account
Vulnerable — I felt like my accounts had been compromised
Embarrassed — a customer service representative made me feel dumb,
instead of trying to help
Deceived — the bank’s financial practices don’t seem straightforward,
and extra fees keep getting added to my account(s)
Exasperated — when I can’t log in to my online account and the Customer
Contact Center is closed
OPPORTUNITIES
• Create personal connections with prospective customers
• Make it easy to understand and differentiate between account options
• Share stories from advocates
• Create flexible and customizable account options
• Make account opening simple and straightforward
• Provide customer support at each step of the process
• Welcome and guide acquired customers through conversion
• Follow up on all new customers with personalized communications
• Identify and honor customer communication preferences
• Provide educational tools
• Assign acquired customers to a bank counselor
• Form a relationship with each customer
• Be available to customers
• Encourage and reward loyalty
• Work for each customer’s financial well-being
• Make it easy to grow the relationship
• Provide customized messaging and promotions online
• Provide prompt, expeditious responses to customer concerns
• Follow up personally on all account errors
• Match competitor offers
Consideration Account Opening Onboarding Day-to-Day Account Management Expanding Relationship Ending Relationship
CONSIDER AND EVALUATE
The path to purchase and beyond
SAMPLE FINANCIAL SERVICES CUSTOMER EXPERIENC MAP

12Page ©2015 Catalyst. All rights reserved.
ABOUT THE AUTHOR
For more than 15 years, Jill Hewitt has designed,
researched and evaluated user interfaces across a
variety of platforms, including Web, mobile, public
kiosks and hardware devices. Her approach is deeply
rooted in user-centered design principles. Jill has
extensive knowledge in usability and user needs
research methods, all geared toward understanding customer needs and
improving customer experiences. She has improved customer experiences
for major Fortune 500 brands, including UPS, NPR, Turner Broadcasting,
Dell and Paychex. She is currently a customer experience designer at
Catalyst, a marketing agency headquartered in Rochester, New York.
Process summary
Key takeaways
1. A customer experience map tells you what your customers are doing,
thinking and feeling at each stage of the customer life cycle
2. The process pinpoints where the opportunities are by channel and touch
point within the life cycle
3. Create guiding principles and a road map to improve the overall
customer experience
Developing a customer experience map is an excellent first step toward improving
your customers’ overall experiences and satisfaction. The research and analysis
can be completed fairly quickly, providing you with a road map for the coming
year and beyond.
1.
Triggers,
touchpoints
and channels
inventory
2.
Customer
research
(online focus
groups)
3.
Stakeholder
workshops
4.
Develop
initial model
of customer
feelings
5.
Build your
customer
experience
map
Developing
a customer
experience map
is an excellent
first step toward
improving
your customers’
overall experiences
and satisfaction.
800.836.7720 | www.catalystinc.com | Facebook | Twitter | LinkedIn

Journey to a Customer Experience Map

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