Introduction to Customer Journey Mapping (2017)
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Introduction to Customer Journey Mapping. This presentation is part of a 4 part series covering an introduction to Customer Journey Mapping. It also contains sample customer journey maps. Find more resources and information on www.brandlove.co.za Email us on hello@brandlove.co.za
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Introduction to Customer Journey Mapping (2017)
- 1. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017 THE CUSTOMER EXPERIENCE ECO SYSTEM 4 PART SERIES
- 2. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017 RATIONAL EMOTIONAL SENSORY CUSTOMER EXPERIENCE IS…
- 3. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017 RATIONAL Did I achieve my goal? Was it good value? CUSTOMER EXPERIENCE IS…
- 4. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017 EMOTIONAL Did it make me feel good Did I feel good about myself? Do I have a good story to tell? CUSTOMER EXPERIENCE IS…
- 5. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017 SENSORY See Hear Taste Smell Feel CUSTOMER EXPERIENCE IS…
- 6. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017
- 7. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017 YOU CANNOT, NOT, HAVE AN EXPERIENCE. LOU CARBONE
- 8. BY CHANTEL BOTHA | hello@brandlove.co.za | NOV 2016 THE CUSTOMER EXPERIENCE ECO-SYSTEM
- 9. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017 1. THE WORLD OF THE CUSTOMER
- 10. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017 2. HOW TO DESIGN FOR THE CUSTOMER
- 11. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017 3. CROSS CHANNEL EXPERIENCE PORTABILITY
- 12. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017 4. THE EMPLOYEE AND THEIR EXPERIENCE
- 13. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017 Story with actors and stages The story is seen from the perspective of the customer The story focuses on facts but also emotions and empathy WHAT IS A CUSTOMER JOURNEY MAP?
- 14. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017 CUSTOMER JOURNEY MAP Once upon a time… What happens next? Why? What happened before? What emotions are the customer feeling? What is the time lapse? What does the customer see, think, experience? I am excited about… They really made me feel confident I was anxious… I disengage…
- 15. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017 TYPES OF MAPS AS IS Map Service BlueprintsBrand new product/business Aspirational
- 16. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017 WAYS OF JOURNEY MAPPING Map with customers Draw the storyMap with multi-disciplinary internal team Build the story
- 17. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017
- 18. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017
- 19. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017 THE BENEFITS OF JOURNEY MAPPING “Oh is that how it works?” - Alignment “That is not how it works” - Constructive debate “Surely that is not right” – Corrective design “Why do we do that?” – Critical Evaluation “What about that empty space” – Eliminate white space “We should ….” – Innovation
- 20. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017 CUSTOMER JOURNEY MAP § Dial straight from search results page § Specials for the day listed. POST-ORDERORDERPRE-ORDER SEARCH FOR PIZZA CHOOSE PIZZARIA ORDER PIZZA COLLECT PIZZA ENJOY PIZZA STAGES ACTIONS STATE EXCEED EXPECTATIONS FAIL EXPECTATIONS CUSTOMER EMOTIONS § Know my loca on – closest branch § Added value offering § Offered a be er special on order § Pay online § Personally greeted by name, offered addi onal menu items, alterna ve payment gateway § Complimented on pizza choice and toppings § Enjoy micro beers with pizza § No contact details, no reviews, specials or call to ac on § Website not intui ve, difficult to navigate § Unclear telephone line, agent not informed. § Free parking unavailable, ignored nby manager § Team hates pizza, allergic to toppings MOOD HUNGER VALUED FRUSTRATED FOCUSED IRRITATED TRUSTING UNSATISFIED HAPPY NEGLECTED INDULGENT DISAPPOINTED
- 21. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017
- 22. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017
- 23. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017
- 24. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017 HOW TO IMPROVE JOURNEYS
- 25. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017 Smooth out the emotions Upstream solutions earlier in the journey Early investment in relationship – strong start Stretch outside your solution space (prolong greatness) Strong end Smooth transitions
- 26. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017 Remove skips, jumps and white space Amplify positive peaks Re-order moments Re-imagine the journey + –
- 27. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017 QUESTIONS
Editor's Notes
- It comprises of three aspects: Rational Emotional and Sensory
- Rational looks at the aspects, like did the client achieve their goal…. Was it good value.
- Emotional includes whether it made the client feel good about themselves. Did they have a good story to tell after the interaction with our brand.
- Sensory includes the aspects of sight, hearing, taste, smell and feel. Lets look at the next video for a quick definition.
- Lou Carbone says, “You cannot, not have an experience. It is more about how haphazard or well managed the experience is”.