A practical framework on how to map, measure and manage omnichannel customer experience at enterprise level

1. Measure the
customer experience

3. a smart, strategic, design firm
that shapes future experiences

4. How to map, measure and
manage omnichannel CX at
enterprise level

5. Experience is an emotional flow
EXPECTED LIVED REMEMBERED

6. Experience is an emotional flow
EXPECTED LIVED REMEMBERED
setting
pain points
wow moments
peak end rule
memories
average perception

7. Good experience matters
at different levels

8. JOURNEY
NEED
CASES
TOUCHPOINT
TASK
INTERACTION

9. MAP THE REALITY
Start from qualitative
End with quantitative
PRE DURING POST
QUALITATIVE STORYMAPPING
QUANTITAVE INSIGHTS

10. Big data
Extreme approach
Deep qualitative

11. Insights Definition
INSIGHTS AND MICRO BEHAVIOUR THROUGH BIG DATA
Data Gathering & Preparation
Explorative Analysis
Machine Learning
Validation & Testing
Integration
Need mapping
EXPERIENCE / BEHAVIOR MAPPING THROUGH DESIGN RESEARCH
Experience usecases definition
First research
Deepening
Experience mapping

12. — Project sample
Week 2 3 4 5 6
Research
Output finalization
Milestone 1
Customer journey mapping
Stream
Journey mapping
Stream
Quantitative analysis
Online survey
Social analysis
Internal data analysis
Stream
Touch point and service benchmarking
Competitor and inspirational benchmarking
Touch point and service mapping
Service safari . Tier 1
Workshop day . Tier 1-2 Customer email interview . Tier 3-4
Service delivery partner interview . Tier 1
IT IT UK FR DE
ES . BE . CH . NL

13. HIGH
Explode needs
and experiences
AWARENESS CONSIDERATION ACQUISITION ACTIVATION 1ST TIME USAGE USAGE LOYALTY
JOURNEY
NEED
EXPERIENCE.POSITIVE
EXPERIENCE NEGATIVE
EXPERIENCE WEB
EXPERIENCE STORE
EXPERIENCE HYBRID
…
NEED
EXPERIENCE.POSITIVE
EXPERIENCE NEGATIVE
EXPERIENCE WEB
EXPERIENCE STORE
EXPERIENCE HYBRID
…
NEED
EXPERIENCE.P
EXPERIENCE N
EXPERIENCE
EXPERIENCE
EXPERIENCE
…
NEED
EXPERIENCE.POSITIVE
EXPERIENCE NEGATIVE
EXPERIENCE STORE
NEED
EXPERIENCE.POSITIVE
EXPERIENCE NEGATIVE
EXPERIENCE WEB
EXPERIENCE STORE
EXPERIENCE HYBRID
…
⇣
SUB PROCESS MAPPING
⇣
SUB PROCESS MAPPING
⇣
SUB PROCESS MAPPING

14. MIDDLE
Map the single
experience and gather
pains and gains
MAP THE EXPERIENCE
- Workshop
- Field research
- Shadowing
- Mistery
- Deep interview
- …
GATHER PAINS AND GAINS
- CRM and Social data analysis
- Probes data analysis
- User reporting
- Surveys
- …
(Weight based on frequency)

15. LOW
Test in context how
much touchpoints
are useful, usable
and delightful

16. LOW
Size and measure
behavioral
phenomena

17. INTEGRATE MEASURING
Google HEART framework
From user perspective Users signals like ratings
-Satisfaction STL
-Perceived ease of use
-Net promoter score
From user perspective Users signals like ratings
-User consumption
-Number of key actions
-Number of activities
From user perspective Users signals like ratings
-Upgrades to the latest versions
-New subscription
-Purchase by new users
From user perspective Users signals like ratings
-Active users
-Renewal rates
-Repeat purchase
From user perspective Users signals like ratings
-Task success rate
-Time
-Completition
HAPPINESS
ENGAGEMENT
ADOPTION
RETENTION
TASK SUCCESS
GOAL SIGNALS METRICS

18. Thank you
Michela Perotti - Luca Mascaro
www.sketchin.ch