When In Doubt, Always Walk In The Customer’s Shoes                         How many times do we remark when faced with a f...
brands and the human side of business – a story that underscores why efficiency should nevercome at the expense of humanit...
The Experience Map can help you understand and uncover insights to questions such as:      What’s it like to be your cust...
   Captures the entire journey in a formal yet easy to consume manner, a powerful aid for       designing experiences   ...
   Maps positive and negative sensory cues from the experience against touchpoints from       the customer journey      ...
   Overall “diagnostic” evaluation to hone in on a set of recommendations and focused       initiatives.      Creates a ...
respect. Additionally, careful consideration of this step, ensuring customers are       delighted by the “first-dekho” of ...
About CXP DesignCXP Design (www.cxpdesign.com), founded by Rupa Shankar, is a platform for marketers,technologists, design...
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When in Doubt, Always Walk In The Customer's Shoes

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In thinking about designing experiences that have the power to “move” people, find a way to empathize and feel the journey deeply from the customer’s perspective using Customer Experience Journey Maps

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When in Doubt, Always Walk In The Customer's Shoes

  1. 1. When In Doubt, Always Walk In The Customer’s Shoes How many times do we remark when faced with a frustrating experience at a restaurant or a hospital or while speaking to a customer service rep that “these people just don’t understand how I feel and what I have to go through”.Too often when we think of a customer, our view is filtered through the lens of our job orprofession or company. Let’s consider the typical experience in a hospital: In most cases,hospitals are designed by specialty, patients are considered as objects having some sort ofillness to be objectively evaluated, their health condition to be observed, recorded anddiscussed among other specialists. The hospital system is designed with the convenience of thespecialist in mind, rarely for the needs of the patient. A hospital, just like most organizations,views each customer from their own departmental, siloed lens.However, from research we know that, patients care about their experience of health care asmuch as clinical effectiveness and safety of the hospital. They want to feel informed, supportedand listened to so that they can make meaningful decisions and choices about their care. Theywant to be treated as a person not a number. In a recent HBRblog post, Bill Taylor narrates a heart-warming story of a youngman, his dying grandmother, and a bowl of clam chowder fromPanera Bread – a story that offers big lessons about service,© Rupa Shankarwww.cxpdesign.com
  2. 2. brands and the human side of business – a story that underscores why efficiency should nevercome at the expense of humanity.So in thinking about designing experiences that have the power to “move” people, find a way toempathize and feel the journey deeply from the customer’s perspective.The Customer Experience Journey MapThe Customer Experience Journey Map or simply, Experience Map is a powerful tool to helpbring the outside world into an organization. It is essentially a diagram that illustrates the stepsyour customers go through in engaging with your company, whether it is a product, an onlineexperience, retail experience, or a service, or any combination. It is a tool that can help bringcustomer stories to life. The entire story. Not just the piece a silo or function within anorganization would normally encounter. As an organization maps out the customer’s story, theorganization’s own story becomes visible. You see the parts or functions that are broken andneed to be fixed or realigned to the objective of creating customer “wow”. You also identifytouchpoints where you have the opportunity to make a difference. As Dev Patnaik said, “Peoplediscover unseen opportunities when they have a personal and empathetic connection with theworld around them”.Sometimes customer experience journey maps look at the entire continuum of engagement.For example, starting with a brand engaging with a customer through advertising or in-store, tothe customer buying the product or service, using it, sharing the experience with others (onlineor in-person) and then finishing the journey by repurchasing the product or service, advocatingit to others or switching to a competitor’s product. At other times, journey maps are used tolook at very specific customer-company interactions. For example, having a cup of coffee inStarbucks.© Rupa Shankarwww.cxpdesign.com
  3. 3. The Experience Map can help you understand and uncover insights to questions such as:  What’s it like to be your customer, across all the different channels and touchpoints and throughout the customer lifecycle?  Is your customer experience delivering on your brand promise?  What are the critical moments of truth?  Are you delivering a good experience in these critical moments?Here are some examples:Lego Experience WheelWhat we like about it:© Rupa Shankarwww.cxpdesign.com
  4. 4.  Captures the entire journey in a formal yet easy to consume manner, a powerful aid for designing experiences  The customer is at the center  Captures the life cycle of the experience: what happens before, during and afterStarbucks Experience MapWhat we like about it:© Rupa Shankarwww.cxpdesign.com
  5. 5.  Maps positive and negative sensory cues from the experience against touchpoints from the customer journey  Notes and commentary provide details about the encounter  Captures the specific purpose/situation of the experience (coffee during work hours vs. coffee hangout with friends) and not any particular customer persona.Rail Europe Experience MapWhat we like about it:  Captures customers’ journeys across all touchpoints to allow organizations to more fully understand where they should focus their budget, design and technology resources.© Rupa Shankarwww.cxpdesign.com
  6. 6.  Overall “diagnostic” evaluation to hone in on a set of recommendations and focused initiatives.  Creates a shared empathetic understanding of customers’ interactions across all touchpoints over time and space.Shopping for a Home Theater System– Frog Design’s Experience MapWhat we like about it:  Based on the conventional sales funnel (awareness, research, purchase) but has another increasingly important step: OOBE, or out-of-box-experience. This captures the emotional aspect of the customer experience; the OOBE is almost theatrical in some© Rupa Shankarwww.cxpdesign.com
  7. 7. respect. Additionally, careful consideration of this step, ensuring customers are delighted by the “first-dekho” of the product, find it easy and intuitive to install and use helps to minimize expensive calls into customer service help lines.  Considers four key parameters: o Actions: What is the customer doing at each stage? What actions are they taking to move themselves on to the next stage? o Motivations: Why is the customer motivated to keep going to the next stage? What emotions are they feeling? Why do they care? o Questions: What are the uncertainties, jargon, or other issues preventing the customer from moving to the next stage? As you can from the diagram above, home theater has a larger proportion of questions than almost anything else at each stage, which indicates this is an area that manufacturers and retailers should be attacking aggressively. o Barriers: What structural, process, cost, implementation, or other barriers stand in the way of moving on to the next stage?The Experience Map is meant to be a catalyst, not a conclusion. A good experience journey mapshould be circulated across an organization and should be easy to read and go through –without explanations. They are meant to engender a shared reference of the experience,consensus of the good and the bad. Most importantly, it is a means to something actionable:throw light on the journey and help to identify opportunities, pain points, and calls to action.© Rupa Shankarwww.cxpdesign.com
  8. 8. About CXP DesignCXP Design (www.cxpdesign.com), founded by Rupa Shankar, is a platform for marketers,technologists, designers and leaders to discuss and gain a deeper understanding of cross-channelcustomer experience design, develop empathy for customer needs and learn how to createproducts and services that deliver "wow" experiences for customers.When we check into a hotel. When we shop on-line. When we buy a pair of shoes. When we get ona flight. These are experiences by which we measure brands every day. However, most companiesare without the tools to purposefully design those experiences for maximum value. That’s whereCXP Design comes in.Day in, day out, we live, sleep, eat, breathe and unravel the riddle that is human experience, leadingto more loyal and committed customers for our clients.www.cxpdesign.comwww.facebook.com/cxpdesignwww.twitter.com/cxpdesignhttp://in.linkedin.com/groups/CXP-Design-Creating-Customer-Wow-4726523Rupa is an Associate Director at Happiest Minds Technologies (www.happiestminds.com), a next-generation IT Services & Solutions company at the forefront of Providing Advisory, Implementation andManaged Services on Social computing, Mobility, Analytics, Business Intelligence, Cloud computing,Security and Unified Communications. At Happiest Minds, Rupa is responsible for uncovering andactivating innovative digital and social engagement strategies for its clients, spearheading thedevelopment of frameworks and solutions for different industry verticals and enhancing the global go-to-market strategy. She taps into her past work as both a design practitioner and marketer to help HappiestMinds clients envision and define broad, end-to-end customer experiences.© Rupa Shankarwww.cxpdesign.com

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