Presented at the CRM Evolution Conference, August 18, 2014. Businesses are constantly seeking ways to more accurately predict customer behavior and attitudes. Analytical models and market research offer robust information, but are you overlooking an innovative approach to discover what your customers are thinking and doing? Customer experience maps examine customer emotions and attitudes through the learn, buy, enjoy, and advocate stages of the customer life cycle. The map identifies the gaps in your customer experience and delivers a framework for effectively improving it. This presentation walks you through the process of creating a customer experience map and gives real-world examples of how a major financial institution and an entertainment loyalty program were able to use their maps to identify gaps in their communications and processes.

1. Finding the Gaps With a
Customer Experience Map
Jill Hewitt
Customer Experience Designer
jhewitt@catalystinc.com
www.catalystinc.com
August 18, 2014

2. Who Is Catalyst?
2
A marketing agency that
helps clients acquire, retain
and develop long-term
relationships with customers
We specialize in the retail
and financial services
industries
Jill Hewitt
Customer Experience
Designer

3. Key Takeaways
1. What is a customer experience map and
how to create one
2. How to use a customer experience map to
pinpoint gaps in your customers’
experience
3. How to apply your findings to create a
competitive advantage

4. Source: venturebeat.com sponsored
post by Gigya: “The current state of
cross-channel commerce”, August 2014
Today’s Customer Experience
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5. The Omni-Channel Challenge
90% of people move between
devices to accomplish a goal
45% of in-store consumers turn to
social platforms on their mobile
device to influence buying decisions
54% of marketers cite not having a
consolidated customer view across
channels as the biggest roadblock
to a successful cross-channel
experience
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Sources: eMarketer “US Time Spent on Mobile to Overtake Desktop” August, 2013
Retail Systems Research (RSR) “Retailing: Omni-Channel Approach Central to Strategies in 2013” August, 2013

6. Start Thinking Holistically
Corporate projects focus on individual touchpoints, technologies
or features without taking into account the total customer
experience
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Organizations must think holistically

7. What Is a Customer Experience Map?
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Illustrates the customer journey
across all channels
Presents your customer’s point of
view
Describes the highs and lows people
feel while interacting with your
business
Identifies opportunities Source: Adaptive Path, “The Anatomy of an
Experience Map,” November, 2011

8. What Does it Look Like?
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Source: nForm, “Experience Maps: Understanding Cross-Channel Experiences for Gamers,” February, 2010

9. What Does it Look Like?
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Source: Customer Experience Matters, “LEGO’s Building Block for Good Experiences,” March, 2009

10. What Does it Look Like?
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Source: desonance, “Customer Service Mapping &,” June, 2010

11. What Does it Look Like?
Guiding
Principles
Stages
Customer
Journey
Qualitative
Research
Takeaways

12. What Is Your Customer’s Experience?
Look at each stage of the customer life cycle
Consider Evaluate Buy Enjoy Advocate
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13. Step 1: Inventory
Identify customer touch points across channels

14. Build an Inventory
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15. Build an Inventory
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Look at the gaps in your touch
point inventory – are those
opportunities?

16. Step 2: Research
Elicit the customer’s point of view

17. Observe and interview customers
Online surveys
Traditional focus groups
Online focus group
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Customer Research

18. 18
Benefits of Online Focus Groups
Large geographical reach
Easier for customers to participate
Participants can remain anonymous
Moderator can probe for clarification
Eliminates “group think” and biasing
Results are immediately available

19. Customer Feedback
“…if I knew that I was close to another
reward, I’d be more likely to go to the
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store sooner than I might have
otherwise.”
Linda C. (newbie)
“I wish I could have earned more rewards
but when I’m just buying for myself the
rewards didn’t add up fast enough”
Jessica F. (lapsed member)
“Make us feel special for choosing your
store. We pay your paychecks, so we
make you feel special.”
Bill M. (longtime member)

20. Step 3: Workshops
Analyze and summarize what customers are thinking
and feeling

21. Stakeholder Workshops
Include stakeholders who
can impact the final
customer experience
Workshop participants
gain customer empathy
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22. Stakeholder Workshops
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23. Step 4: Feelings
Define the highs and lows

24. Model Customer Feelings
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ELATED
UNHAPPY
SIGN-UP MAKE WEEKLY EMAIL
PURCHASES
EXPIRATION
REMINDER
EARN
REWARD
Optimal experience Average experience Poor experience

25. Step 5: Map
Putting it all together

26. The End Product

27. Customer Experience Map in Action
Banking

28. 28
Typical banking customer life cycle
Consideration Onboarding Ending
Relationship
Account
Opening
Expanding
Relationship
Day-to-Day Account
Management

29. 29

30. 30

31. 31

32. 32
Who do my friends and
family bank with?
How do I choose the best
account for my needs?
Does the bank offer the
services and technology I
need?
How close are the nearest
branches and ATMs?
How do fees and rates
compare to other
banks?
How big is the bank’s
presence (local,
national,
international)?
Does the bank take an
interest in my
community?
How helpful and
knowledgeable are the
bank employees?
Will the bank help me
grow and progress
financially?

33. 33

34. 34

35. 35

36. Pinpoint Opportunities
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37. Identifying Customer Themes:
Guiding Principles
Themes that carry through all stages of the life
cycle
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Use your guiding principles as a litmus test for
the success of organizational initiatives now
and in the future

38. Guiding Principles
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Know me Remember me
Make me
feel special Help me succeed
Always be
there for me
Get better connected
to your customers.
Stay connected with
more relevant touches.
Proactively optimize
their account and
make product
suggestions that are
tailored to them.
Continue to improve
online tools and
technology.
Be there 24/7
for your customers:
whenever/wherever/
however.
“I absolutely want the
relationship to feel
personalized and the
customer service
personnel to show interest
in me and my needs.”
“The bank really hasn’t
reached out to me. I
would expect more postal
mailings as well as emails.”
“Connectivity, to me,
would be a bank reaching
out with specific custom-tailored
products and
services.”
“I would prefer a bank
that understands where I
am with my financial life,
where I want to go, and
can provide the
knowledge and tools to
help me get there.”
“I want to be connected
to my accounts 24/7,
online, whether through a
computer or via a mobile
app, and if I have a
problem with my account,
there should be someone
available at all times that I
can interact with to find a
solution.”

39. Process Summary
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Inventory
Triggers,
Touch Points
and
Channels
Conduct
Customer
Research
Develop
Initial Model
of Customer
Feelings
Hold
Stakeholder
Workshops
Build Your
Customer
Experience
Map

40. Key Takeaways
1. The process pinpoints opportunities by channel,
customer segment, and touch points within the life
cycle
2. A customer experience map tells you what your
customers are doing, thinking and feeling at each
stage of the customer life cycle
3. In the end your team will have guiding principles
and a roadmap of opportunities to improve the
overall customer experience

41. Questions?
Jill Hewitt
585.720.4952
jhewitt@catalystinc.com
@jhewitt98
www.catalystinc.com
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