Presentation of 4C Consulting view on customer journey design and selection of key lessons learned. Geert Martens, partner customer company design.

1. The Power of Customer Journey Design
How to win in the age of the customer?
Brussels, 12th March 2015
Geert Martens, Partner Customer Company Design

2. Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015

3. Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015
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10 second commercial
Inspired by

4. Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015
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5. Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015
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CRM

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Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015

7. Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015
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customer experience

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Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015

10. Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015
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product focused customer obsessed


11. Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015
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12. Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015
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product focused customer obsessed


13. Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015
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14. Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015

15. Pay more
Buy more
Stay loyal
Forgive
hiccups
Cost less
Promote
you
Co-create
Share
insights
Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015
emotional
customer engagement
long-term
business value
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16. Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015
Deliberate
Emotional
Consistent
emotional
customer engagement
superior
customer experiences
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17. Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015
Relevant Different
Meet specific
consumer needs
Be different
from the competition
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Deliberate

18. Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015
Emotional Action Memory
Reason leads to conclusions
Emotion leads to action
Donald B. Calne
Emotions color
how an experience
will be remembered
Donald A. Norman
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Emotional

19. Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015
Consistent
Across all
touchpoints
In every stage
of the customer life cycle
Channels Life Cycle
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Consistent

20. Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015
Consistent
Emotional
Deliberate
emotional
customer engagement
superior
customer experiences


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

21. Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015
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Customer journey design
to the rescue

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EmotionalDeliberate
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Consistent
Design, add and delete single interactions Monitor overall consistency

23. Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015

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Design, not mappingMore than facts
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Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015
You are not the customer
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25. Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015
You are not the customer
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Observe Personas Feedback
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26. Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015
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27. Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015
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28. Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015
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Personas
fictional characters created to represent the different user types that might use a site, brand, or product in a similar way

29. Customer Segmentation | B2B Persona Design
Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015
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"Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod
tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam,
quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo
consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum
dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident,
sunt in culpa qui officia deserunt mollit anim id est laborum."

30. Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015
Mystery
Shopping
Observations
Web
monitoring
Ad Hoc
Surveys
Social
Listening
Continuous
Feedback
Complaints
& compliments
Transactional
data
Financial
data
Reviews Customer
Boards
Operational
data
Contextual
Interviews
Customer Experience
Measurement ECOSYSTEM30

31. Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015
Mystery
Shopping
Observations
Web
monitoring
Ad Hoc
Surveys
Social
Listening
Continuous
Feedback
Complaints
& compliments
Transactional
data
Financial
data
Reviews Customer
Boards
Operational
data
Contextual
Interviews
Big Data
Small Data
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32. What?
Why?
(behavior)
(motivations)
Mystery
Shopping
Observations
Web
monitoring
Ad Hoc
Surveys
Social
Listening
Continuous
Feedback
Complaints
& compliments
Transactional
data
Financial
data
Reviews Customer
Boards
Operational
data
Contextual
Interviews
Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015
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33. Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015
Mystery
Shopping
Observations
Web
monitoring
Ad Hoc
Surveys
Social
Listening
Continuous
Feedback
Complaints
& compliments
Transactional
data
Financial
data
Reviews Customer
Boards
Operational
data
Contextual
Interviews
Unsollicited
Sollicited
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More than facts
2
Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015
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Identity
Emotions
Touchpoints

35. Vehicle Return | As IS Journey
Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015

36. Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015
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37. Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015
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38. Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015
Design, not mapping
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Optimize Add Delete

39. Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015
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40. Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015
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41. Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015
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42. Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015
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43. Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015

44. Pay more
Buy more
Stay loyal
Forgive
hiccups
Cost less
Promote
you
Co-create
Share
insights
Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015
emotional
customer engagement
long-term
business value
44

45. Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015
Deliberate
Emotional
Consistent
emotional
customer engagement
superior
customer experiences
45

46. Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015
46
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Customer journey design
to the rescue

47. Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015
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EmotionalDeliberate
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Consistent
Design, add and delete single interactions Monitor overall consistency

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Design, not mappingMore than facts
2 3
Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015
You are not the customer
1

49. People will forget what you said,
people will forget what you did,
but people will never forget how you made them feel.
Maya Angelou
Copyright 4C Consulting 2015 | @geert_martens | Customer Journey Design | Prepared for bdma | 12th March 2015
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50. geert.martens@4Cconsulting.com @geert_martens
http://www.slideshare.net/gmartens http://be.linkedin.com/in/martensgeert
www.4cconsulting.com