Uploaded byErik Roscam Abbing
Customer journey mapping
Customer journey mapping (CJM) is the graphical representation of the stages a customer goes through when interacting with a product or service, aimed at enhancing customer experience. It is relevant for understanding customer perspectives, exploring brand values, and identifying innovation opportunities across different stages of the customer experience. The document outlines a methodology for conducting CJM, emphasizing multidisciplinary team collaboration and a guiding vision.
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Customer journey mapping
- 1. customer journey mapping november15th 2010 TU Delft, ID 4216 erik roscam abbing, zilver innovation / TU delft
- 3. zilver is acreative consultant for brand driven product and service innovation and design management
- 4. Our clients: b2band b2c
- 5. customer journey mapping whatis it? why is it relevant? when can you use it? How can you use it?
- 6.
- 7. an example willmake it clear:
- 25. customer journey mappingis the process of creating a graphical representation of the steps and stages a customer goes through to experience a product or service.
- 26.
- 34.
- 35. Herkenning Overtuigen Geloofwaardig Herkenning Orientatie Betrouw- baarheid Solide, stabiel, bekend Besluit Twijfel wegnemen Flexibiliteit Professio- naliteit Aanschaf Punctualiteit Efficientie Bevestiging Voldoening Installatie Gevoelvan verwenning, Verrassing Bevestiging Begin van relatie Gebruik Er bij horen Mening geven Loyaliteit Kennisuitwis- seling Aftersales Continue bevestiging Vetrouwen uitbouwen Betrokken bij Nlisis Trots Herkenning Orientatie Besluit Aanschaf Installatie Gebruik Aftersales Prikkel Inspireren Verrassen Zelf ontdekken NLISIS Customer Journey Verhaal van Wil Laten zien: ‘trekproef’ ‘de vinding’ Trails Probleem en oplossing visueel maken Wil: vertrouw op expertise Cases Reviews Testimonials Specs: wat krijg ik precies? Gedetailleer- de informatie Informatie op maat Prijsbeleid Transparante, persoonlijke communica- tie Verzorgde fullfilment Registratie Reden voor opt-in Community opzetten Userinvolve- ment Loyaliteits- programma Expertise centrum Product- launches Prikkel Toekomst GC what how Events (beurzen en congressen) (e)DM Documentaire Youtube Bijzondere brochure Website Brochure Downloadable cases en specsheets Persoonlijk Informatie- pakket Offerte Webshop Verpakking Bedankmail Newsletter Track & trace 5 step guide FAQ Online user manual Website Newsletter Sessies Artikelen Website Launches Events Usersessies where
- 39. why is CJMrelevant?
- 40. people don’t thinkin isolated experiences
- 41. let alone inisolated design disciplines
- 42. they derive valueand meaning from the total experience
- 45. the product the service theadvertising the showroom the store the clothing the truck the brochure the website the user’s manual the receptionist the packaging etcetra
- 46.
- 47. today’s question: how doyou design value in use?
- 48. it starts withunderstanding the eco-system you’re designing
- 49. and that requiresthree design principles: 1: based on the customer journey 2: in a multidisciplinary team 3: based on a guiding vision
- 50. 1. the customerjourney
- 66. why is CJMrelevant? Because it helps you design eco- systems of lasting value
- 67. when can youuse CJM?
- 68. When you wantto learn about the organisations in the ecosystem
- 69. Or when youwant to learn about the customers in the ecosystem
- 70. When you wantto learn about the ecosystem itself
- 71. objectives for CJM: tounderstand how customers experience each stage to explore how brand values can be brought to life in each stage to see how different customers go through each stage to understand what objectives and tasks customers have in each stage to scout for innovation opportunities in each stage to increase design effect in each stage to focus the dialogue with the customer in each stage …..etcetera…..
- 72. how do youdo CJM?
- 73.
- 74. Each group getsa ‘client’ Groups 1-10: the TU Delft Groups 11-21: Schiphol Airport Groups 22-31: your mobile phone provider (T-mobile, Vodafone) Groups 32-42: your general practitioner (huisarts)
- 75. 1: explore What isthe service that the client provides to you as a customer? What are your own experiences with this service? Do you know of other customers’ experiences with this service? Which experiences stand out as really positive and which as really negative? Where do you think this ‘client’ could really use your help?
- 76. 2: conceptualise create thehorizontal axis (time) create the vertical axis (categories)
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- 78. 4: deepen fill inthe cells of the map discuss brainstorm try to pay attention to all cells
- 79. 5: reflect what didyou learn? was it useful? did you reach your objective? will you use CJM in the future?
- 80. good luck andbe back at 11:45!
- 81.