This slidedeck will give you an overview on how you can improve your customer's experience with journey mapping. It is focused on the value that customer journeys provide for organizations, how lifetime value and retention can be increased and how companies can deliver delightful and outstanding experiences. Find more information on www.smaply.com.

1. WE ARE LIVING IN AN
EXPERIENCE-DRIVEN
ECONOMY TODAY

2. safareya.com
PEOPLE WILL FORGET WHAT YOU SAID,
BUT PEOPLE WILL NEVER FORGET HOW YOU MADE THEM FEEL.
PEOPLE WILL FORGET WHAT YOU DID,
— Maya Angelou

3. ORGANISATIONS
ARE FACING
NEWCHALLENGES

4. — EMPOWERED
CUSTOMERS
Customers use many channels to interact with your
organisation and your competitors.
They have more information than ever before and share
experiences with each other.
If you fail to deliver a positive, seamless experience
across all touchpoints – no matter if b2b or b2c –
the world will be told.
Hormess / Lawrence / Schneider / Stickdorn (2018): This is Service Design Doing, p. 6-11

5. — NEED FOR
INNOVATION
This need is driven by a changing and super-connected
(business) world, an immense shortening of business cycles,
and a general ubiquity of technology and information which
makes it easier than ever to copy.
Hormess / Lawrence / Schneider / Stickdorn (2018): This is Service Design Doing, p. 6-11

6. — ORGANISATIONS ARE
IN A REACTIVE ROLE
Measuring success in a quantitative way only
doesn’t tell you what to do when numbers such as your
NPS start to drop.
Organizations are looking for new, reliable, and scalable
ways to move beyond this and innovate based on the
idea of what we call service design.
Hormess / Lawrence / Schneider / Stickdorn (2018): This is Service Design Doing, p. 6-11

7. BREAKING SILOS
Silos are tall, window-less, and solid buildings. They are hard to
access and it’s pretty dangerous once you fall into one.
Silo mentality hinders innovation as it prevents organisations from
seizing opportunities.
The lack of collaboration and communication between teams make it
hard for organizations to quickly adapt and react to external (and
internal) change.
Hormess / Lawrence / Schneider / Stickdorn (2018): This is Service Design Doing, p. 6-11

8. CUSTOMEREXPERIENCEIS
THE NEW BATTLEFIELD
not so new

9. * https://www.mckinsey.com/business-functions/mckinsey-digital/our-insights/why-digital-
transformation-is-now-on-the-ceos-shoulders
** https://www.aei.org/carpe-diem/only-52-us-companies-have-been-on-the-fortune-500-
since-1955-thanks-to-the-creative-destruction-that-fuels-economic-prosperity/
SINCE 2000, OVER 50 PERCENT
ACQUIRED, MERGED, OR DECLARED BANKRUPTCY.*
OF FORTUNE 500 COMPANIES HAVE BEEN
Only 52 US companies have been on the Fortune 500 since 1955.**

10. 180
160
140
120
100
3–6%
REVENUE
2012 2013 2014 2015 2016 2017
10%
12–16%
300
250
200
150
100
2012 2013 2014 2015 2016 2017
RETURN
TO
SHAREHOLDERS
21%
ANNUAL
GROWTH IN %
Top-quantile performers
McKinsey design index performance
Industry benchmarks
Outperformance by design
5 year period
300 publicly listed companies tracked
100.000+ design actions recorded
2.000.000+ pieces of
fi
nancial data collected

11. https://www.salesforce.com/research/customer-expectations/#
76 % OF CONSUMERS EXPECT COMPANIES
TO UNDERSTAND THEIR NEEDS AND EXPECTATIONS.
This applies to b2c and b2b in the very same way.
84 % OF CUSTOMERS SAY BEING TREATED LIKE A PERSON,
NOT A NUMER, IS VERY IMPORTANT TO WINNING THEIR BUSINESS.

12. EMOTIONALLY CONNECTED
CUSTOMERS HAVE A …
https://www.salesforce.com/research/customer-expectations/#
306% HIGHER LIFETIME VALUE
STAY WITH A BRAND FOR AN AVERAGE
OF 5.1 YEARS (VS. 3.4 YEARS)
AND WILL RECOMMEND BRANDS AT
A MUCH HIGHER RATE OF 71% (VS. 45%)

13. DELIVERING OUTSTANDING EXPERIENCES IS KEY
TO MAKE A DIFFERENCE.
„When you have 2 coffee shops right next to each other,
selling the exact same coffee at the exact same price,
service design is what makes you walk into the one and not the other,
come back often an tell your friends about it.“
— 31Volts
UNDERSTANDING YOUR CUSTOMER
WILL HELP YOU DO SO.

14. INSIDE-OUT
#PRODUCT-CENTRIC
OUTSIDE-IN
#CUSTOMER-CENTRIC
BEING
CUSTOMER-
CENTRIC
DOESN’T
ALWAYS MEAN
RADICAL
INNOVATION.
www.png
fi
nd.com

15. A journey map visualises the experience of a person over time.
It helps us
fi
nd gaps in customer experiences and explore potential
solutions. It makes intangible experiences visible and facilitates a
common understanding between team members.
Thus they help to create empathy – towards your customers and all
other stakeholders involved.
CUSTOMER JOURNEY MAPS
HELP YOU TO SLIP INTO
YOURCUSTOMERS’SHOES.
Hormess / Lawrence / Schneider / Stickdorn (2018): This is Service Design Doing, p. 44 ff.

16. Journey maps help organisations to address customer needs by
sharing the same vision across teams and departments.
One or several personas’ experiences with a product / service are
depicted in a highly visual way to establish a common narrative and
understanding amongst all stakeholders.
VISUAL STORYTELLING CAN
CREATE A COMMON NARRATIVE
Hormess / Lawrence / Schneider / Stickdorn (2018): This is Service Design Doing, p. 44 ff.

17. Data is key. Even though the
fi
rst state of a journey map might be
assumption based, backing it with the right data (qualitative and
quantitative) is crucial to
fi
nally derive actionable insights that tackle
your customers’ needs.
Making a shift in your organisation’s point of view – from inside-out to
outside-in – will help to
fi
nd opportunities to improve on the delivery
of your services and to be more competitive in an experience-driven
market.
VISUAL STORYTELLING
NEEDS A RELIABLE BASE
Hormess / Lawrence / Schneider / Stickdorn (2018): This is Service Design Doing, p. 44 ff.

18. SOFTWARE IS AN
ENABLER TO BRING
SERVICE DESIGN INTO
ORGANISATIONS.
— Marc Stickdorn, Author of “This is Service Design Doing”

19. USING THE RIGHT TOOLS
MAKES REFURBISHING
YOUR HOUSE MUCH EASIER.
static deliverables
time consuming
dif
fi
cult to manage contributing teams
closed process
living documents
fast and
fl
exible
collaborative and easy
iterative process
from old … … to new

20. VISUALIZE YOUR
CUSTOMERS’/USERS’/
EMPLOYEES’
EXPERIENCE
Digitize, standardize, and centralize your journey maps.

21. Digitize, standardize, and centralise your journey maps.
CREATE, SHARE AND PRESENT
JOURNEYMAPS,PERSONAS,
ANDSTAKEHOLDERMAPS

22. CREATE MANAGEMENT MAPS,
PROJECT MAPS AND WORKSHOP MAPS
MANAGEMENT
MAPS
Research-based maps on a high
zoom level – typically the customer
life cycle – that you regularly
update. A step in a higher level
journey usually becomes the stage
including many more detailed
steps in the next level journey.
PROJECT MAPS
They only make sense within a
certain project and are connected
to speci
fi
c steps in your high-level
management map. Those maps
show relevant key insights, base
on speci
fi
c research data, work on
different zoom levels, and / or
relate to speci
fi
c personas.
WORKSHOP MAPS
They work outside of a particular
project and are rather used as part
of an event or training. They might
be interesting to keep for different
reasons, for example when they
involve interesting ideas or
perspectives.
Learn more about these different types of maps and how to
operationalize your journey mapping initiative right here.

23. YOU’RE IN GOOD COMPANY …

24. “BEING ABLE TO DELIVER A GREAT
CUSTOMER EXPERIENCE IS AT THE CENTER
OF ANY GREAT BUSINESS MODEL.”
Fernando Yepez
Director of Global Services
PwC USA

25. “SMAPLY IS ONE OF THE BEST PLATFORMS IN THE MARKET TO
CREATE SERVICE MAPS OR CUSTOMER JOURNEYS USING AN
ALREADY DEVELOPED FRAMEWORK STEEPED IN BEST PRACTICES.
PERSONAS AND STAKEHOLDER MAPS INTEGRATIONS GIVE ANY
TEAM AN EDGE WHEN IT COMES TO PRACTICING CX.”
Dennis Wakabayashi
VP of Digital & Integrated Commerce
Integer Group

26. CASE STUDIES
Learn more on how different
organisations from various
industries apply Smaply.
Find all case studies here.

27. LEARN HOW TO
OPERATIONALIZE JOURNEY MAPS
BY CREATING A JOURNEY MAP REPOSITORY
SET UP A MANAGEMENT STRUCTURE
LEARN HOW TO
TO COORDINATE CX PROJECTS
ACROSS ORGANIZATIONAL SILOS.

28. LEARN HOW TO
OPERATIONALIZE JOURNEY MAPS
BY CREATING A JOURNEY MAP REPOSITORY
LEARN HOW TO
TO COORDINATE CX PROJECTS
ACROSS ORGANIZATIONAL SILOS.
SET UP A MANAGEMENT STRUCTURE

30. GET IN TOUCH …
… to learn about all features in detail, and
fi
nd out how Smaply can help you
establish a solid journey mapping practice in your organization.
Michael Steingress
Partnership & Sales
michael@smaply.com
Paul Cook
Sales
paul@smaply.com

31. VISIT OUR DESIGN &
RESEARCH BLOG