The document discusses the customer experience journey from initial contact to conversion. It describes tools like the business model canvas, persona templates, and a touchpoint matrix that can be used to map and improve the customer experience across all contact points. The goal is to simplify the customer journey and optimize conversion rates.

1. The Customer Experience Journey
– from contact to conversion
Søren Muus
[sir·n·moose]
User experience | Service Design
@sorenmuus
sorenmuus@gmail.com

2. The Customer Experience Journey
- About the Customer Experience Journey
- About the tools
Customer Experience Journey

3. The Customer Experience Journey
The Customer Experience Journey is series of
events that leads from the first contact to the final
conversion. Each event contains a number of
Touch points – both digital and physical, that
together make a unique impact, and create a
User Experience, valuable and useful to both
our clients and their customers.
Our objective is to simplify the customers
journey, through all touch points, in order to
optimize conversion.
Customer Experience Journey

4. About the Customer Experience Journey
Customer Experience Journey

5. The Customer Experience Journey
The Elements of the CXjourney
The Dynamics of the CXjourney
Contact Conversion
Customer Experience Journey

6. The Customer Experience Journey
The Elements of the CXjourney
The Dynamics of the CXjourney
Contact Conversion
Customer Experience Journey

7. The Customer Experience Journey
The Elements of the CXjourney
The Dynamics of the CXjourney
Contact Conversion
Customer Experience Journey

8. The Customer Experience Journey
The Elements of the CXjourney
The Dynamics of the CXjourney
Customer Experience Journey

9. The Customer Experience Journey
The Elements of the CXjourney
The Dynamics of the CXjourney
Contact Conversion
Customer Experience Journey

10. The Customer Experience Journey
The Elements of the CXjourney
The Dynamics of the CXjourney
Contact Conversion
Customer Experience Journey

11. The Customer Experience Journey
The Elements of the CXjourney
The Dynamics of the CXjourney
Contact Engagement Desire Re-engagement
Conversion
Conscious Considering Determined Experienced
Before During After
Attention Interaction Decision Action
Customer Experience Journey

12. About the tools
Customer Experience Journey

13. Business Model Canvas
Persona Template
Experience Scope
Journey Script
Touchpoint Matrix
KP KA VP CR S
Key Key Value Customer Segments
Partners Activities Proposition Relationships
KR C
Key Channels
Resourses
CS RS
Cost Revenue
Structure Streams
Customer Experience Journey

14. Business Model Canvas
Persona Template
Experience Scope
Journey Script
Touchpoint Matrix
KP KA VP CR S
Key Key Value Customer Segments
Partners Activities Proposition Relations
KR C
Key Channels
Resourses
CS RS
Cost Revenue
Structure Streams
Customer Experience Journey

15. Business Model Canvas
Persona Template
Experience Scope
Journey Script
Touchpoint Matrix
Background: Personal info: Narrative:
- Persona’s relation - Name - the story that creates
to the target group - Age empathy
- Demographics - Job
- Location Statement:
Behavior: - civilian status - The quote that distills
- Psychographics - Internet usage/exp. the character of the
- Scenarios persona
Goals:
- User wants
- User needs
- User’s motives
- Business objectives
Customer Experience Journey

16. Business Model Canvas
Persona Template
Experience Scope
Journey Script
Touchpoint Matrix
Before During After
EVENT
Time
Description
External participants
Internal participants
Touchpoints
Actions
Service evidence
Peak
Promise
User goal
Business objective
Customer Experience Journey

17. Business Model Canvas
Persona Template
Experience Scope
Journey Script
Touchpoint Matrix
EVENT:
Journey Script
Brand promise, peak
service evidence
Name of event
Advertising Part of scenario CRM
Synopsis
Back story/previous events
Social Media Participants: Social Media
Business/
Synopsis Touchpoint user goals (external)
Persona
Organic search Internal Next event
Supporting processes
Previous event Touchpoints
Action
Promise
Supporting processes
Evidence
Peak
UserGoal, needs, wants, motives
Expectation Business objectives Experience
Output/Next events
Customer Experience Journey

18. Business Model Canvas
Persona Template
Experience Scope
Journey Script
Touchpoint Matrix
Primary Primary Primary Touchpoint Matrix
Primary
TP TP TP TP
1. Primary Touchpoint
1.1 Secondary Touchpoint
1.2 Secondary Touchpoint
1.3 Secondary Touchpoint
1.3.1 Granular Touchpoint
1.3.2 Granular Touchpoint
Secondary Secondary Secondary 1.3.3 Granular Touchpoint
TP TP TP 1.4 Secondary Touchpoint
1.5 Secondary Touchpoint
2. Primary Touchpoint
2.1 Secondary Touchpoint
2.2 Secondary Touchpoint
Granular Granular Granular 2.2.1 Granular Touchpoint
TP TP TP 2.2.2 Granular Touchpoint
2.3 Secondary Touchpoint
2.4 Secondary Touchpoint
2.5 Secondary Touchpoint
Customer Experience Journey

19. The tools in short:
Business Model Canvas
Gives insight and understanding of the business model itself
Persona Template
Humanizes the segments and targets behavior
Experience Scope
Provides a overview of the total customer experience
Journey Script
Suggests each of the improved events that makes the customer journey
Touchpoint Matrix
Describes all points of contact between brand, product and customers, in
both physical and digital channels.
Customer Experience Journey

20. The Customer Experience Journey Report
Customer Experience Journey

21. The Customer Experience Journey Report applies directly to:
The overall business plan
Product strategy
Web strategy
Customer Service planning
Marketing and sales strategy
Planning of Social Media
Establishment of Customer Engagement Platform
Adjustment of general User Experience
Customer Experience Journey

22. Customer Journey – AS IS
?
Customer Experience Journey

23. Customer Journey – TO BE
Customer Experience Journey

24. Thank you!
for your attention
Søren Muus
[sir·n·moose]
User experience | Service Design
@sorenmuus
sorenmuus@gmail.com
Customer Experience Journey