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Customer Journey Mapping - Pauline Michelle Lore & Hannah

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Many departments want to improve their services but don’t know where to start. A customer journey map provides direct insights into where you can make the most impactful improvements with the easiest, quickest wins.

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Customer Journey Mapping - Pauline Michelle Lore & Hannah

  1. 1. Customer Journey Mapping
  2. 2. Pauline Michelle
  3. 3. Agenda • Theory • Workshop • Presenting ideas
  4. 4. • What is service design? • Why service design? • How does Customer Journey Mapping work?
  5. 5. TOPdesk on Tour What is a service? A service is a time dependent, intangible experience. A service happens over time. Services are produced and consumed at the same time. The customer is one of the co-creators of the service.
  6. 6. Let’s collect some examples
  7. 7. TOPdesk on Tour Service Experience What is the percentage of consumers that is willing to pay more for an excellent service experience? 86%
  8. 8. TOPdesk on Tour TOPdesk on Tour Employee Satisfaction Happiness makes employees more productive 12% ©Oswald, Andrew J. , Proto, Eugenio and Sgroi, Daniel. (2015) Happiness and productivity.
  9. 9. TOPdesk on Tour A customer journey map is a diagram that illustrates the steps your customer goes through in engaging with your company
  10. 10. TOPdesk on Tour Why Customer Journey Mapping? • Touchpoints • End-to-end customer experience • Identify opportunities! • 3 steps …
  11. 11. Stage 1 Persona • Personal information • Work experience • Goals and values • Preferences
  12. 12. Stage 2 • Phases • Steps • Means of communication (Touchpoints)
  13. 13. Stage 3 • Emoti-scores • Emotions (Plutchiks wheel of emotions) • Pain points
  14. 14. Let’s get started!
  15. 15. Exercise 1 – Watch interviews • Watch the interviews • Take notes • Story that happens? • Means of communication? • Moments of joy/concerns/etc.?
  16. 16. Exercise 2 – Create Storyline • Take a look at the Customer Journey Map • Create a chronological order of steps • 3-7 steps • Average person • Add the means of communication (Touchpoints)
  17. 17. Exercise 3 – Mapping emotion curve • Draw the emotion curve • And add emotions
  18. 18. Exercise 4 – Defining pain points • Define the pain points underneath the steps of the negative emotions
  19. 19. Exercise 5 – Generate ideas and Present • Come up with ideas to improve the customer journey Rules: • Withhold judgment • Encourage crazy ideas • Go for volume • Pick the best idea - Prepare a one minute sales pitch • Describe it in more detail • How does this idea improve the customer journey? • How would it make the customer feel? • What would the new customer journey look like?
  20. 20. Let’s present!
  21. 21. Getting Started Do it yourself
  22. 22. Get started! Customer journey starter kit • Customer journey template • Cheat sheet • Tips & tricks for excellent interviews • Examples of interview questions

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