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3 Ways to Use Customer Journey Mapping, Portland Ad Federation, January 2014
The document provides an overview of journey mapping. It discusses three types of journey maps: ethnographic maps to capture customer stories, "as-is" maps to visualize the current customer experience, and future state maps to envision goals. The presentation covers why journey maps are useful, how they are made, and examples of elements included in different types of maps like touchpoints and phases. It emphasizes that maps help align teams around customers and identify opportunities to improve experiences across channels over time.
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3 Ways to Use Customer Journey Mapping, Portland Ad Federation, January 2014
- 1. ISITE Design Journey Mapping January23, 2014 :: Portland Ad Federation
- 2. Barbara Holmes Colin O’Neill Justa small town girl. Livin' in a lonely world. She took the midnight train, goin' anywhere. Just a city boy. Born and raised in South Detroit. Also took the midnight train goin' anywhere. @volleyballbarb @oneill_colin
- 3. Agenda • Why JourneyMapping? • Three types of maps: – Ethnographic Technique – “As Is” Snapshot of a Business/Process – Future State • What, Why, When, Who (and a little bit of How) • How to use your Map • Q&A @volleyballbarb @oneill_colin
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- 6. Multiple Contexts @volleyballbarb @oneill_colin
- 7. Digital Customer ExperienceStrategy Customers’ goals Content Who are they, what are their goals and behaviors? What do customers need to do to accomplish their goals? Digital customer experience strategy Personality Touchpoints How should the brand be expressed throughout all interactions? Where do customers consume content? Source: May 18, 2011, “Why You Need A Digital Customer Experience Strategy” Forrester report @volleyballbarb @oneill_colin
- 8. It’s not whatwe say. It’s how we help. chiefmartech.com @volleyballbarb @oneill_colin
- 9. It’s going tobe ok. “The more digital we get, the more human we must be.” Gatum Ramdurai, Google
- 10. Why journey mapping? • • • • Complexinteractions across connected touch points Customers expect parity across channel and device Teams need a shared language and reference point Technology is changing established processes and expectations • Business isn’t typically all that great at holistic thinking @volleyballbarb @oneill_colin
- 11. What does itdo? • A tool to manage interconnected cross-channel experiences • Helps orchestrate touch points over time and space • Inventories all touch points to illustrate the journey with clarity and precision • Helps forge alignment around what’s most important • Brings a human perspective to organizational and tactical discussions @volleyballbarb @oneill_colin
- 12. What is thevalue? • A tool to collect insight and embed empathy • A shared lens to collaborate through • A way to understand the connections and handoffs between touch points • A way to identify opportunities for improvement • And to make better decisions @volleyballbarb @oneill_colin
- 13. But! A map isnot a destination.
- 14. Customer-focused transformation Customer experiencequality Sustain cultural change Transform the organization Improve today’s experience Time Outside In, Forrester @volleyballbarb @oneill_colin
- 15. 1913 Reproduced from The Etude, October, 1913 @volleyballbarb @oneill_colin
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- 17. Ethnographic Journey Maps • WHAT: Hand-drawn sketches that answer a core question • WHY: To capture deeper, more relevant stories from customers • WHEN: During interviews, as a tool to spark a conversation • WHO: Current customers and non-customers • HOW: Ask person to draw their answer to the core question; then debrief @volleyballbarb @oneill_colin
- 22. How • Ask oneopen-ended question, “How do/did you…?” to frame the journey map activity • Allow 5 - 10 min to draw: 15 min to describe • Use open/closed questions to fill in knowledge gaps and probe for thinking, feeling, doing data • Record the interview session for later referral @volleyballbarb @oneill_colin
- 23. Exercise • How didyou choose your primary mode of transportation? • Debrief: – What did you think – What did you do – What did you feel www.kerismith.com/WishJarTales/connect_dots.jpg
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- 25. As Is JourneyMaps • WHAT: Data visualization derived from customer data, business data, trend data, analytics, etc. Reveals of what is happening now. • WHY: Reveals opportunities for a business; catalyzes customer-centric thinking • WHEN: Prior to embarking on a transformative initiative; when customer feedback indicates • WHO: Stakeholders from the business; customers; prospects • HOW: Data collection and analysis; affinity mapping; data visualization @volleyballbarb @oneill_colin
- 26. Characteristics Business Time • Process/Lifecycle • Goals • Brand Impression • Touch points Customer • Goals • Emotions • Touch points @volleyballbarb @oneill_colin
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- 28. Platform Nick Finck, Übermind @volleyballbarb @oneill_colin
- 29. Persona-based Journey Comcast experience map, nForm @volleyballbarb @oneill_colin
- 30. Touch Points getallyourducksinarow.com @volleyballbarb @oneill_colin
- 31. Internal Processes @volleyballbarb @oneill_colin
- 32. Customer Journey Phases Loosening of status quo Commit to change Advocate Use the service Explore op0ons Make the selec0on Compare solu0ons Discover Consider Decide Jus0fy the decision Commit to solu0on Step Back Use SiriusDecisions @volleyballbarb @oneill_colin
- 33. Customer Journey Map • Stages • Touch Points • • • • Customer Needs Customer Expectations Customer Activities Emotional State • Opportunities @volleyballbarb @oneill_colin
- 35. Elements of anAs Is Journey Map • • • • • • Experience phases Customer types The journey itself Points of delight/opportunities Points of pain/service barriers Specific touch points and interactions • What the experience is like; the highs and lows • Key to explain the map @volleyballbarb @oneill_colin http://jasonfurnell.wordpress.com/2010/08/04/customer-journey-sketchboards/
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- 37. Future State JourneyMaps • WHAT: Data visualization based on a goal-state 3 to 5 years in the future • WHY: Informs technology roadmap; informs content strategy and staffing to fulfill on the desired goal • WHEN: Periodically, to keep the business focused on the goals and future • WHO: Stakeholders from the business • HOW: Brainstorming, roleplaying and connected thinking. For example, write a letter from the future (storytelling parsed into touch points) @volleyballbarb @oneill_colin
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- 41. @volleyballbarb @oneill_colin
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- 43. Elements of aFuture State Journey Map • Tell a story from a customer’s perspective • Outline specific touch points • Describe the expected experience for each touch point • Identify triggers to start the journey • Focus on transitions between the steps in the journey http://jasonfurnell.wordpress.com/2010/08/04/customer-journey-sketchboards/ @volleyballbarb @oneill_colin
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- 45. Recap • Journey Mapsare a powerful tool to align and manage customer/user experiences across devices, channels and time • Ethnographic Maps help you quickly capture real-world stories from people • “As is” Journey Maps reveal business opportunities through a customer lens • Future State Journey Maps help make a vision seem achievable and identify the evolution required and the potential benefits http://jasonfurnell.wordpress.com/2010/08/04/customer-journey-sketchboards/
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- 48. References • • • • • • • • Bruce Temkin http://experiencematters.wordpress.com/2009/03/03/legos-building-block-forgood-experiences/ Jason Hobbs http://www.boxesandarrows.com/person/122-jasonhobbs Boxesand Arrows http://www.boxesandarrows.com/view/journeys_needs The Yard Creative http://www.theyardcreative.com/bandqhongkong.html Engine Group http://www.enginegroup.co.uk/service_design/m_page/ customer_journey_mapping Adam Richardson http://blogs.hbr.org/cs/2010/11/using_customer_journey_maps_to.html Joyce Hostyn http://www.joycehostyn.com/blog/2010/03/22/visualizing-the-customerexperience-using-customer-experience-journey-maps/ People and Participation.net http://www.peopleandparticipation.net/display/Methods/Customer+Journey +Mapping
- 49. We help brandsembrace the power of digital to align around their customer. www.isitedesign.com