a brief intro to customer journey mapping www.kiteconsultants.eu

1. Customer Journey Mapping
Designing
Services.
Energizing
Change.

2. BUSINESS
CARD
FORMS
SOCIAL
and A customer is surrounded
MEDIA by touchpoints
DOCS
SALES EMAIL
TEAM
CREDIT
CARD
ADVERTISING
FRONT
HELPDESK WEBSITE
DESK

3. These touchpoints create the interactions
throughout the customer’s journey
Get
Attract Inform Buy Deliver
support
FRONT EMAIL
SALES WEBSITE FRONT
ADVERTISING TEAM DESK
DESK
FORMS HELPDESK
BUSINESS CREDIT
CARD and CARD
WEBSITE DOCS Website
SOCIAL
MOBILE MEDIA

4. CUSTOMER’S HAVE
EXPECTATIONS OF THE
SERVICE, DURING THEIR
JOURNEY.

5. EXPECTATIONS VS PERCEPTIONS
{}
CREATES A GAP

6. { }! THESE GAPS ARE THE CAUSE OF BAD CUSTOMER
EXPERIENCES !
80%! 8%!
of companies believe that they!
provide a superior proposition!
Source: Bain, Closing the delivery gap, 2005!

7. A journey
which can
be mapped
SALES
ADVERTISING WEBSITE
TEAM
WEBSITE MOBILE
CREDIT FRONT
CARD DESK

8. 1
STAPPEN
Welke stappen/fases doorloopt de klant
tijdens de dienstverlening?
‘afgifte document’ of ‘contactopname’
2T UCHPOINTS
BUSINESS
CARD
Hoe komt de klant in aanraking met
ADVERTISING SALES CREDIT WEBSITE
WEBSITE BROCHURE MOBILE
onze dienst? bv:
PITCH CARD
3
FRONTSTAGE
Welke interacties vinden plaats tussen SALES FRONT
customer
journey
de klant en de dienstverlener?
TEAM DESK
‘invoeren data’ of ‘telefonisch gesprek’
Start with
4
BACKSTAGE ACTIVATE
Wat zijn de ondersteunende acties en CREATE START ONLINE OPEN SEND TWEET CHAT
interacties van de dienstverlener. PRODUCT CAMPAIGN OFFER ACCOUNT CARD REPORT INFO HELP
vb: ‘website beheer’ of ‘administratie’
Map the cognitive and emotional experience
5
PROCESSEN
Noteer hier de ondersteunende
HR
processen.
IT MARKETING DATABASE OPERATIONS
vb: ‘marketing strategie’, ‘assets’, FINANCE TRAINING
‘voorraad’ of ‘database’
PRODUCT
DEVELOPMENT

9. 1
STAPPEN
Welke stappen/fases doorloopt de klant
tijdens de dienstverlening?
‘afgifte document’ of ‘contactopname’
2T UCHPOINTS
BUSINESS
CARD
Hoe komt de klant in aanraking met
ADVERTISING SALES CREDIT WEBSITE
WEBSITE BROCHURE MOBILE
onze dienst? bv:
PITCH CARD
3
FRONTSTAGE
Welke interacties vinden plaats tussen SALES FRONT
de klant en de dienstverlener?
TEAM DESK
‘invoeren data’ of ‘telefonisch gesprek’
4
BACKSTAGE ACTIVATE
CREATE START ONLINE OPEN SEND TWEET CHAT
touchpoints
Wat zijn de ondersteunende acties en
interacties van de dienstverlener. PRODUCT CAMPAIGN OFFER ACCOUNT CARD REPORT INFO HELP
vb: ‘website beheer’ of ‘administratie’
identify all
5
PROCESSEN
Noteer hier de ondersteunende
HR
processen.
IT MARKETING DATABASE OPERATIONS
vb: ‘marketing strategie’, ‘assets’, FINANCE TRAINING
‘voorraad’ of ‘database’
PRODUCT
DEVELOPMENT

10. 1
STAPPEN
Welke stappen/fases doorloopt de klant
⚡ ♥ ✯
tijdens de dienstverlening?
‘afgifte document’ of ‘contactopname’
2T UCHPOINTS
BUSINESS
CARD
Hoe komt de klant in aanraking met
ADVERTISING SALES CREDIT WEBSITE
WEBSITE BROCHURE MOBILE
onze dienst? bv:
PITCH CARD
3
FRONTSTAGE
Welke interacties vinden plaats tussen SALES FRONT
de klant en de dienstverlener?
TEAM DESK
‘invoeren data’ of ‘telefonisch gesprek’
4
truth, Find moments of
BACKSTAGE ACTIVATE
Wat zijn de ondersteunende acties en CREATE START ONLINE OPEN SEND TWEET CHAT
interacties van de dienstverlener. PRODUCT CAMPAIGN OFFER ACCOUNT CARD REPORT INFO HELP
vb: ‘website beheer’ of ‘administratie’
5 differentiators and points of non-quality
PROCESSEN
Noteer hier de ondersteunende
HR
processen.
IT MARKETING DATABASE OPERATIONS
vb: ‘marketing strategie’, ‘assets’, FINANCE TRAINING
‘voorraad’ of ‘database’
PRODUCT
DEVELOPMENT

11. A journey which can be designed
1
STAPPEN rloopt de klant
Welke stappen/fases doo
tijdens de dienstverlening?
tactopname’
‘afgifte document’ of ‘con
BUSINESS
CARD
WEBSITE
2T UCHPOImet S
NT WEBSITE
SALES BROCHURE
CREDIT
CARD
MOBILE
Hoe komt de klant in aan
raking ADVERTISING PITCH
onze dienst? bv:
3 SALES FRONT
FRONTSTAGE
ts tussen TEAM DESK
plaa
Welke interacties vinden
er?
de klant en de dienstverlen
‘invoeren data ’ of ‘telefonisch gesprek’
CHAT
4 BACKSTAGsE START ONLINE OPEN
ACTIVATE
CARD
SEND
REPORT
TWEET
INFO HELP
CREATE OFFER ACCOUNT
en
Wat zijn de ondersteunend
e actie
PRODUCT CAMPAIGN
rlener.
interacties van de dienstve
inistratie’
vb: ‘website beheer’ of ‘adm
5 PROCESSEN HR DATABASE
OPERATIONS
Noteer hier de ondersteun
ende
MARKETING TR AINING
IT
processen.
‘assets’, FINANCE
vb: ‘marketing strategie’,
‘voorraad’ of ‘database’
PRODUCT
DEVELOPMENT

12. Service
design
drives
loyalty
Customer loyalty
drives
Customer experience
drives
Service design

13. Insight Roadmap
Challenge Concept Landscape Launch
Identify Discover Create Prototype Plan Build Land
Map
Designing Services Energizing Change

14. Kite Consultants
We provide insight
We inspire
We give guidance
jurgen.tanghe@kiteconsultants.eu
www.kiteconsultants.eu
@jurgentanghe / @Idkite
Rijnkaai 98, 2000 Antwerp
Belgium