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Arne van Oosterom
Creative Leadership Coach
Founder DesignThinkers
Advisor HBA & Director HBA Amsterdam
WHERE DOES IT
COME FROM?
CUSTOMER JOURNEY MAPPING
“People don’t want to buy a
quarter-inch drill. They want a
quarter-inch hole!”


Theodore Levitt/ Marketing Myopia/ 1960
MARKET MYOPIA
People don’t simply buy products or
services, they ‘hire’ them to make
progress in speci
fi
c circumstances.


Clayton Christensen / 2005
JOBS-TO-BE-DONE
“a company intentionally uses services as the
stage, and goods as props, to engage
individual customers in a way that creates a
memorable event.”

Pine & Gilmore / Welcome to the Experience Economy/ 1998
THE EXPERIENCE ECONOMY
All
fi
rms are service
fi
rms; all markets are
centred on the exchange of service, and all
economies and societies are service based.


Vargo & Lusch / 2004
SERVICE DOMINANT LOGIC
The
fi
rst authors to write about


‘User Journey Maps’ were Chip Bell and
Ron Zemke in their 1989 book, Service
Wisdome
CUSTOMER JOURNEY MAPPING
Horizontal


Timeline / Stages / Chapter / Story
Horizontal
Timeline / Stages / Chapter / Story
Zoom in & zoom out
What happens before & after?
Zoom in & zoom out
What happens before & after?
Horizontal
Timeline / Stages / Chapter / Story
WHAT
IS IT?
CUSTOMER JOURNEY MAPPING
Capturing, visualise and structure
data into a story


Research Tool
Maps the “cumulative impact of
multiple touchpoints” - Forbes -
Research Tool
CONSUMER JOURNEY MAP


PATIENT JOURNEY MAP


EMPLOYEE JOURNEY MAP


ON- AND OFF-BOARDING JOURNEY MAP


STAKEHOLDER JOURNEY MAP
B TO B

B TO C
HOW DO
YOU USE IT?
CUSTOMER JOURNEY MAPPING
INNOVATE OR


IMPROVE?
Write your questions
in the chat
WHY DO
YOU USE IT?
CUSTOMER JOURNEY MAPPING
To understand moments of truth and
unmet needs of customers, patients
and stakeholders

Research Tool
O
ff
ers an holistic view
of the user experience
Research Tool
To build empathy with
people in the system


Research Tool
Interviews, Cultural Probes, Desk
Research, Observation, Ethnography,


Surveys
Research Tool
What People do


Big Data

Quantitative Research
Why people do what they do


Small Data

Qualitative Research


Design Research
Persona

 1
NYCMansionPersonasand
CustomerJourneyMap
documentation
Mr. & Mrs. Smith Identity
The 40-60 year old woman, NYC resident, she is a world
traveler, well-cultured, educated and has her days filled
with board meetings, charity events and other business.
Background
Mrs. Smith has not shopped with Cartier and has made a
point not to as she feels Cartier is too commercial and feels
that brands such as Harry Winston are more relevant to
her fashion taste.
She does rely on the opinions of her social group and
often shopping or doing things groups. All while wanting
something special that her friends do not have.
Problem/Needs
Mrs. Smith has a 25th anniversary coming up and would
like to dress for the occasion.
Quote
“I don”t want to see myself coming and going…”
Opportunity
– Need to draw Mrs. Smith into the store either through
special events, windows installation, friend/social group
that can lure her in.
Choose a Topic like


Shopping for clothes


Going to the dentist or doctor




Stages
Stages
Stages
Vertical:
What do we want know?
Stages
Question ?
?Question
Vertical:
What happens here?
Swim-lane
Swim-lane
Stages
Emotion
Stages
Emotion
Why?
WHEN DO
YOU USE IT?
CUSTOMER JOURNEY MAPPING
The Tool - The Method


The Activity - The Result


Map & Mapping
- THE MAPPING ACTIVITY HELPS ALLIGN TEAMS


- IT CREATES A COMMON LANGUAGE AROUND


IMPROVEMENT AND INNOVATION


- INSIDE OUT THINKING & OUTSIDE IN THINKING


- INTERNAL MARKETING

INSIDE
BASED ON INTERNAL KNOWLEDGE


ASSUMPTIONS JOURNEY MAP


To make implicit knowledge explicit


Team building & Shared Language


Practice
BASED ON RESEARCH:


AS-IS-JOURNEY MAP


To build empathy

Uncover customer needs


To uncover opportunities to improve or
innovate
BASED ON IMAGINATION:


FUTURE JOURNEY MAP


Design Tool
Service Blueprint


Organisational Process Map


Implementation Tool


CUSTOMER JOURNEY MAP / PART 2
Research Tool


Design Tool

Measuring &

Continuous Learning
OUTSIDE
EXPLORE (RE)FRAME IMPLEMENT
diverge converge diverge converge
create


choice
make


choice
create


choice
make


choice
DOUBLE DIAMOND
Stages
Emotion
Why?
Touchpoints
Touchpoints / Artifacts / Services / Products / Channels
? ? ? ? ? ?
CUSTOMER JOURNEY MAPPING
CUSTOMER JOURNEY MAPPING
CUSTOMER JOURNEY MAPPING
Horizontal
Timeline / Stages / Chapter / Story
Emotional Journey
Context: Why this emotion?
Moments Of Truth
Touchpoints / Artifacts / Services / Products / Channels
Stakeholders / Departments / Organisations
Customer Insight / Need + Barrier / Opportunity area
?
?
?
?
?
?
VISUALISING DATA
CUSTOMER JOURNEY MAPPING
CUSTOMER JOURNEY MAPPING
CUSTOMER JOURNEY MAPPING
CUSTOMER JOURNEY MAPPING
CUSTOMER JOURNEY MAPPING
Customer Journey Mapping for Hiring and Onboarding Service
MIA
She is a Senior Brand
Manager based in
Luxembourg.
OBJECTIVES
She is extremely focused
on delivering results.
She is sociable and likes
to stay ahead of new
trends’
QUOTE
“THE BEST MOMENT
FOR ME IS DEFINITELY
WHEN I GOT
APPOINTED TO
WORK FOR THE NO. 1
GLOBAL BRAND! I FEEL
PROUD EVERY DAY
TO WORK FOR THIS
BRAND”
CAREER WEBSITE CAREER WEBSITE
HR Services to Support and Delight
Service Scenario 03
CAREER WEBSITE
Service Scenario 04
ON-BOARDING
PLANNING
Manager
ONBOARDING PLAN ONBOARDING PLAN
EXPERIENCESTAGESTOUCHPOINTS
NEW HIRE
An aspirational Customer
Journey of a Newly Hired
Associate.
phoneSocial media
& contacts
Network
events
CONSIDERING/SEARCH NEGOTIATING DECIDING OFFER STARTING JOBFEELINGWELCOME CAREER PLANNING
ACTIONS
The Candidate finds information
on the KO website.
The Candidate completes interviews.
The Candidate
easily submits job
application.
Initial
communication
confirms mutual
interest.
The Candidate gets ready for the
interview.
The Candidate
provides
references for
final process.
The Candidate
receives the final
offer letter.
The Candidate
resigned from the
current job.
The Candidate
receives personalized
feedback via email &
phone.
The Candidate receives
tips for the scheduled
interview.
The offer package
is delivered and
negotiated.
The offer is signed and
returned.
The Welcome
Package is received by
Candidate.
Candidate receives
call from manager.
Candidate is
introduced to
Buddy.
“I AM VERY EXCITED
ABOUT POSSIBLE JOB
OPPORTUNITIES AT KO.”
“THE PROMPT FEEDBACK MADES ME
FEEL VERY CONFIDENT.”
“I FEEL VERY CONFIDENT BECAUSE
THE JOB DESCRIPTIONS WERE
INSPIRING AND CLEAR.”
“I APPRECIATED THE ACCURACY AND
QUALITY OF PACKAGES.”
“I’M EXCITED
AND ANXIOUS ABOUT
JOB INTERVIEWS BUT HAVING
RECEIVED DETAILS FROM THE
T.A.P., I’M FEELING CONFIDENT
& PREPARED FOR MY
INTERVIEWS.”
“I AM DELIGHTED TO START MY
NEW JOB AND I’M THRILLED WHEN I
RECEIVE MY WELCOME PACK.”
“I’M DELIGHTED
TO TALK TO MY NEW
MANAGER & MEET MY ON
BOARDING BUDDY.”
“AWESOME FEELING TO START MY NEW
JOB AT COCA-COLA”
“‘I FEEL REALLY AT HOME AS
EVERYTHING HAS BEEN TAKEN
CARE OF”
“I’M FEELING CONFIDENT AND AT
HOME IN MY NEW ROLE”
“HAPPY FEELING ABOUT ONGOING
CAREER PLANNING WITH MANAGER
AND BUDDY”
“I LIKE THE PROMPT AND
PESONAL CONTACT, IT
MOTIVATED ME A LOT!”
“I HAPPILY ACCEPTED
THIS FANTASTIC OFFER.”
BACKOFFICENARRATIVE
I think it’s time for a new
challenge, in a place where I
can contribute & be creative.
There’s no growth potential
here, it’s time to go online and
see what’s out there.
Mia gets an email from the T.A.P. to say she has
been selected for interview and has scheduled
a time. Mia is delighted when she receives more
information about the role, the type of interview
& a link to the KO website to help her prepare.
Mia receives an email from the T.A.P.
to say the interview went well and they
would like to schedule another.
Mia has now settled into her new job. Her
Manager helps her create her career plan
& explains how she can help her to achieve
her goals by providing the right training
opportunities. She is very happy in her new role
and sees there is room for her career to advance.
Mia gets an email from the
T.A..P. to tell her she has been
successful & KO would like to
offer her the job.
T.A.P. tells her she will send her
the offer letter.
Mia receives the offer letter &
discusses some final negotiations.
She is excited to be starting with
KO & returns the signed offer
letter.
Mia has started her new job and is settling in. She
continues to have meetings with her On Boarding
Buddy & Manager to discuss her progress. Her
Manager begins her career planning discussions.
Mia is thrilled when she
receives a welcome pack
from KO in the post. Along
with some KO goodies she
also receives details about
the Co. & an org chart to
help her see where her role
fits in the Co.
Her Buddy shows her around
the office and sets her up at her
desk. Her Buddy explains the on
boarding plan & how it works.
Mia is glad she has someone to
help her.
Mia gets a welcome call from her Manager to
chat about the new role & tells her she will be
supported by a Buddy while on boarding.
Mia is really excited to start her new job, where is
meets the team & her on boarding Buddy.
Mia tells her friend that she saw
this cool job on KO website and
she tells her how easy it was for
her to apply for the job on the
KO website using her Linked In
profile.
Mia looks for further information about
the role on the KO website and she
finds the video testimonial about the
role provides her with a real sense of
what the new role entails.
T.A.P. T.A.P. Buddy
Buddy
The Talent receives the
application and make it
available for the Talent
Acquisition Partners
The recruitment staff keeps
the communication with
Candidate active and useful
T.A.P. recives the
information about
candidate and
gets ready for
Candidate first
Interview
T.A.P. stays in contact with the
Candidate for feedback and to
schedule further interviews if
required.
planning
T.A.P. prepares the
draft offer package T.A.P. sends the
official offer letter
T.A.P. contacts
S.P.C. to activate
On-Boarding
process
S.P.C. receives
notification about the
successful Candidate
and sends out Welcome
Pack
S.P.C. involves Manager & On
Boarding Buddy in On Boarding
Plan
The On Boarding Process has
been activated and all the
stakeholders can track its progress
using the Case Management Tool
All stakeholders synchronize on
the On Boarding Plan
The P3 Program is discussed and
activated
The Manager develops a Career
plan with the Associate & ensures
a plan for growth
Offer Manager
Manager
Starting job:
Candidate is now
Associate.
Associate meets new
team.
Team
Associate receives the
On Boarding Plan.
Updating onboarding
plan (30 days).
Performance/career planning.
All stakeholders
meet to discuss
the Plan.
Updating
onboarding plan
(90 days).
P3
Program
Buddy P3
Program
C.M.T. C.M.T.Manager Managerphone T.A.P. S.P.C. S.P.C. S.P.C. S.P.C.
S.P.C.
T.A.P. Welcome
Package
email email emailKO website KO website KO website KO website KO website KO website KO website C.M.T.
C.M.T.
CUSTOMER JOURNEY MAPPING
CUSTOMER JOURNEY MAPPING
Personas Prototyping
Stakeholder Mapping Facilitation
DesignThinking 101 - Customer Journey Mapping

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DesignThinking 101 - Customer Journey Mapping

  • 1.
  • 2. Arne van Oosterom Creative Leadership Coach Founder DesignThinkers Advisor HBA & Director HBA Amsterdam
  • 3. WHERE DOES IT COME FROM? CUSTOMER JOURNEY MAPPING
  • 4. “People don’t want to buy a quarter-inch drill. They want a quarter-inch hole!” Theodore Levitt/ Marketing Myopia/ 1960 MARKET MYOPIA
  • 5. People don’t simply buy products or services, they ‘hire’ them to make progress in speci fi c circumstances. Clayton Christensen / 2005 JOBS-TO-BE-DONE
  • 6. “a company intentionally uses services as the stage, and goods as props, to engage individual customers in a way that creates a memorable event.” Pine & Gilmore / Welcome to the Experience Economy/ 1998 THE EXPERIENCE ECONOMY
  • 7. All fi rms are service fi rms; all markets are centred on the exchange of service, and all economies and societies are service based. Vargo & Lusch / 2004 SERVICE DOMINANT LOGIC
  • 8. The fi rst authors to write about ‘User Journey Maps’ were Chip Bell and Ron Zemke in their 1989 book, Service Wisdome CUSTOMER JOURNEY MAPPING
  • 9. Horizontal Timeline / Stages / Chapter / Story
  • 10. Horizontal Timeline / Stages / Chapter / Story Zoom in & zoom out What happens before & after?
  • 11. Zoom in & zoom out What happens before & after? Horizontal Timeline / Stages / Chapter / Story
  • 13. Capturing, visualise and structure data into a story Research Tool
  • 14. Maps the “cumulative impact of multiple touchpoints” - Forbes - Research Tool
  • 15. CONSUMER JOURNEY MAP PATIENT JOURNEY MAP EMPLOYEE JOURNEY MAP ON- AND OFF-BOARDING JOURNEY MAP STAKEHOLDER JOURNEY MAP
  • 16. B TO B B TO C
  • 17. HOW DO YOU USE IT? CUSTOMER JOURNEY MAPPING
  • 20. WHY DO YOU USE IT? CUSTOMER JOURNEY MAPPING
  • 21. To understand moments of truth and unmet needs of customers, patients and stakeholders Research Tool
  • 22. O ff ers an holistic view of the user experience Research Tool
  • 23. To build empathy with people in the system Research Tool
  • 24. Interviews, Cultural Probes, Desk Research, Observation, Ethnography, Surveys Research Tool
  • 25. What People do Big Data Quantitative Research
  • 26. Why people do what they do Small Data Qualitative Research Design Research
  • 27. Persona 1 NYCMansionPersonasand CustomerJourneyMap documentation Mr. & Mrs. Smith Identity The 40-60 year old woman, NYC resident, she is a world traveler, well-cultured, educated and has her days filled with board meetings, charity events and other business. Background Mrs. Smith has not shopped with Cartier and has made a point not to as she feels Cartier is too commercial and feels that brands such as Harry Winston are more relevant to her fashion taste. She does rely on the opinions of her social group and often shopping or doing things groups. All while wanting something special that her friends do not have. Problem/Needs Mrs. Smith has a 25th anniversary coming up and would like to dress for the occasion. Quote “I don”t want to see myself coming and going…” Opportunity – Need to draw Mrs. Smith into the store either through special events, windows installation, friend/social group that can lure her in.
  • 28. Choose a Topic like Shopping for clothes Going to the dentist or doctor Stages
  • 34. WHEN DO YOU USE IT? CUSTOMER JOURNEY MAPPING
  • 35. The Tool - The Method The Activity - The Result Map & Mapping
  • 36. - THE MAPPING ACTIVITY HELPS ALLIGN TEAMS - IT CREATES A COMMON LANGUAGE AROUND IMPROVEMENT AND INNOVATION - INSIDE OUT THINKING & OUTSIDE IN THINKING - INTERNAL MARKETING INSIDE
  • 37. BASED ON INTERNAL KNOWLEDGE ASSUMPTIONS JOURNEY MAP To make implicit knowledge explicit Team building & Shared Language Practice
  • 38. BASED ON RESEARCH: AS-IS-JOURNEY MAP To build empathy Uncover customer needs To uncover opportunities to improve or innovate
  • 39. BASED ON IMAGINATION: FUTURE JOURNEY MAP Design Tool
  • 40. Service Blueprint Organisational Process Map Implementation Tool CUSTOMER JOURNEY MAP / PART 2
  • 41. Research Tool Design Tool Measuring & Continuous Learning OUTSIDE
  • 42. EXPLORE (RE)FRAME IMPLEMENT diverge converge diverge converge create choice make choice create choice make choice DOUBLE DIAMOND
  • 43. Stages Emotion Why? Touchpoints Touchpoints / Artifacts / Services / Products / Channels ? ? ? ? ? ?
  • 47. Horizontal Timeline / Stages / Chapter / Story Emotional Journey Context: Why this emotion? Moments Of Truth Touchpoints / Artifacts / Services / Products / Channels Stakeholders / Departments / Organisations Customer Insight / Need + Barrier / Opportunity area ? ? ? ? ? ?
  • 50.
  • 51.
  • 56.
  • 57.
  • 58. Customer Journey Mapping for Hiring and Onboarding Service MIA She is a Senior Brand Manager based in Luxembourg. OBJECTIVES She is extremely focused on delivering results. She is sociable and likes to stay ahead of new trends’ QUOTE “THE BEST MOMENT FOR ME IS DEFINITELY WHEN I GOT APPOINTED TO WORK FOR THE NO. 1 GLOBAL BRAND! I FEEL PROUD EVERY DAY TO WORK FOR THIS BRAND” CAREER WEBSITE CAREER WEBSITE HR Services to Support and Delight Service Scenario 03 CAREER WEBSITE Service Scenario 04 ON-BOARDING PLANNING Manager ONBOARDING PLAN ONBOARDING PLAN EXPERIENCESTAGESTOUCHPOINTS NEW HIRE An aspirational Customer Journey of a Newly Hired Associate. phoneSocial media & contacts Network events CONSIDERING/SEARCH NEGOTIATING DECIDING OFFER STARTING JOBFEELINGWELCOME CAREER PLANNING ACTIONS The Candidate finds information on the KO website. The Candidate completes interviews. The Candidate easily submits job application. Initial communication confirms mutual interest. The Candidate gets ready for the interview. The Candidate provides references for final process. The Candidate receives the final offer letter. The Candidate resigned from the current job. The Candidate receives personalized feedback via email & phone. The Candidate receives tips for the scheduled interview. The offer package is delivered and negotiated. The offer is signed and returned. The Welcome Package is received by Candidate. Candidate receives call from manager. Candidate is introduced to Buddy. “I AM VERY EXCITED ABOUT POSSIBLE JOB OPPORTUNITIES AT KO.” “THE PROMPT FEEDBACK MADES ME FEEL VERY CONFIDENT.” “I FEEL VERY CONFIDENT BECAUSE THE JOB DESCRIPTIONS WERE INSPIRING AND CLEAR.” “I APPRECIATED THE ACCURACY AND QUALITY OF PACKAGES.” “I’M EXCITED AND ANXIOUS ABOUT JOB INTERVIEWS BUT HAVING RECEIVED DETAILS FROM THE T.A.P., I’M FEELING CONFIDENT & PREPARED FOR MY INTERVIEWS.” “I AM DELIGHTED TO START MY NEW JOB AND I’M THRILLED WHEN I RECEIVE MY WELCOME PACK.” “I’M DELIGHTED TO TALK TO MY NEW MANAGER & MEET MY ON BOARDING BUDDY.” “AWESOME FEELING TO START MY NEW JOB AT COCA-COLA” “‘I FEEL REALLY AT HOME AS EVERYTHING HAS BEEN TAKEN CARE OF” “I’M FEELING CONFIDENT AND AT HOME IN MY NEW ROLE” “HAPPY FEELING ABOUT ONGOING CAREER PLANNING WITH MANAGER AND BUDDY” “I LIKE THE PROMPT AND PESONAL CONTACT, IT MOTIVATED ME A LOT!” “I HAPPILY ACCEPTED THIS FANTASTIC OFFER.” BACKOFFICENARRATIVE I think it’s time for a new challenge, in a place where I can contribute & be creative. There’s no growth potential here, it’s time to go online and see what’s out there. Mia gets an email from the T.A.P. to say she has been selected for interview and has scheduled a time. Mia is delighted when she receives more information about the role, the type of interview & a link to the KO website to help her prepare. Mia receives an email from the T.A.P. to say the interview went well and they would like to schedule another. Mia has now settled into her new job. Her Manager helps her create her career plan & explains how she can help her to achieve her goals by providing the right training opportunities. She is very happy in her new role and sees there is room for her career to advance. Mia gets an email from the T.A..P. to tell her she has been successful & KO would like to offer her the job. T.A.P. tells her she will send her the offer letter. Mia receives the offer letter & discusses some final negotiations. She is excited to be starting with KO & returns the signed offer letter. Mia has started her new job and is settling in. She continues to have meetings with her On Boarding Buddy & Manager to discuss her progress. Her Manager begins her career planning discussions. Mia is thrilled when she receives a welcome pack from KO in the post. Along with some KO goodies she also receives details about the Co. & an org chart to help her see where her role fits in the Co. Her Buddy shows her around the office and sets her up at her desk. Her Buddy explains the on boarding plan & how it works. Mia is glad she has someone to help her. Mia gets a welcome call from her Manager to chat about the new role & tells her she will be supported by a Buddy while on boarding. Mia is really excited to start her new job, where is meets the team & her on boarding Buddy. Mia tells her friend that she saw this cool job on KO website and she tells her how easy it was for her to apply for the job on the KO website using her Linked In profile. Mia looks for further information about the role on the KO website and she finds the video testimonial about the role provides her with a real sense of what the new role entails. T.A.P. T.A.P. Buddy Buddy The Talent receives the application and make it available for the Talent Acquisition Partners The recruitment staff keeps the communication with Candidate active and useful T.A.P. recives the information about candidate and gets ready for Candidate first Interview T.A.P. stays in contact with the Candidate for feedback and to schedule further interviews if required. planning T.A.P. prepares the draft offer package T.A.P. sends the official offer letter T.A.P. contacts S.P.C. to activate On-Boarding process S.P.C. receives notification about the successful Candidate and sends out Welcome Pack S.P.C. involves Manager & On Boarding Buddy in On Boarding Plan The On Boarding Process has been activated and all the stakeholders can track its progress using the Case Management Tool All stakeholders synchronize on the On Boarding Plan The P3 Program is discussed and activated The Manager develops a Career plan with the Associate & ensures a plan for growth Offer Manager Manager Starting job: Candidate is now Associate. Associate meets new team. Team Associate receives the On Boarding Plan. Updating onboarding plan (30 days). Performance/career planning. All stakeholders meet to discuss the Plan. Updating onboarding plan (90 days). P3 Program Buddy P3 Program C.M.T. C.M.T.Manager Managerphone T.A.P. S.P.C. S.P.C. S.P.C. S.P.C. S.P.C. T.A.P. Welcome Package email email emailKO website KO website KO website KO website KO website KO website KO website C.M.T. C.M.T. CUSTOMER JOURNEY MAPPING
  • 60.
  • 61.
  • 62.
  • 63.
  • 64.