MIE2016_PostNL&Perspective_Customer Experience_Seamless pakketten versturen

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PostNL is focusing on improving the customer experience through customer journey mapping. They conducted quantitative customer research to prioritize four key customer journeys to focus on in 2016, including visiting a retail location. The customer journey mapping process involves both internal and external perspectives to understand the current journey, identify best practices, and redesign the journey. The goal is to create a seamless, omnichannel experience that stimulates conversion and repeat usage while activating PostNL's brand values.

Marketing

POSTNL CUSTOMER EXPERIENCE
Margot Nuijten - PostNL & Markus Leineweber - Perspective
SEAMLESS PAKKETTEN VERSTUREN

STRATEGISCH
ONDERZOEK
• Propositie-ontwikkeling
• Service design
• Positionering

MARKT IN
BEWEGING
• Mail: 2.705.000.000
• Pakketten: 142.000.000  
(2014)

START CUSTOMER
JOURNEY MAPPING
• FTE en budget
• Eerste customer journey projecten
• Intern draagvlak voor nieuwe methodiek

CUSTOMER EXPERIENCE  
AFDELING ‘IN DE LEAD’
Van intern aanspreekpunt ...  
... naar zelf de regie pakken.

PRIORITERING
JOURNEY’S
Grootschalig kwantitatief klantonderzoek:
• Alle klantgroepen & bedrijfsonderdelen
• Alle touchpoints klant met PostNL

PRIORITERING
JOURNEY’S
4 customer journey’s waarop
PostNL gaat focussen in 2016.
Roadshow slides:

CUSTOMER JOURNEY
“BEZOEK RETAIL LOCATIE”
Inzicht in de customer journey om de bestaande
dienstverlening te optimaliseren en om nieuwe
seamless proposities to ontwikkelen.

9STEPS
INSIDE OUT
1. Scope journey
2. Discovery workshop
3. Concept journey (map 1.0)
OUTSIDE IN
4. Best practices
5. Experienced based research
6. Current journey (map 2.0)
ACTION
7. Re-design workshop
8. Desired journey (map 3.0)
9. Roadmap

INSIDE OUT
1. Scope journey
2. Discovery workshop
3. Concept journey (map 1.0)
OUTSIDE IN
4. Best practices
5. Experienced based research
6. Current journey (map 2.0)
ACTION
7. Re-design workshop
8. Desired journey (map 3.0)
9. Roadmap
Multidisciplinair = silo’s doorbreken & draagvlak

Retail safari’s
INSIDE OUT
1. Scope journey
2. Discovery workshop
3. Concept journey (map 1.0)
OUTSIDE IN
4. Best practices
5. Experienced based research
6. Current journey (map 2.0)
ACTION
7. Re-design workshop
8. Desired journey (map 3.0)
9. Roadmap

Co-creaties sessies
INSIDE OUT
1. Scope journey
2. Discovery workshop
3. Concept journey (map 1.0)
OUTSIDE IN
4. Best practices
5. Experienced based research
6. Current journey (map 2.0)
ACTION
7. Re-design workshop
8. Desired journey (map 3.0)
9. Roadmap

SEAMLESS EXPERIENCE
Seamless = conversie & herhaalgebruik stimuleren
Omnichannel = switch kanalen binnen journey
Branded = activatie merkwaarden PostNL
spanningsboog

STRATEGIE
DESIGN
RESEARCH
sneller
innoveren

Bedankt voor jullie aandacht.
Zijn er nog vragen?
perspective-research.nl

The candidate seeks a position utilizing skills in photography production and digital technology. Experience includes managing a commercial photography studio, coordinating photography exhibitions, setting up digital equipment for fashion shoots, assisting photographers, and owning a clothing brand with international retail operations. Educational background includes a BFA in photography and training in marketing, advertising, and analogue photography.

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MIE2016_PostNL&Perspective_Customer Experience_Seamless pakketten versturen

1. POSTNL CUSTOMER EXPERIENCE Margot Nuijten - PostNL & Markus Leineweber - Perspective SEAMLESS PAKKETTEN VERSTUREN

2. STRATEGISCH ONDERZOEK • Propositie-ontwikkeling • Service design • Positionering

3. STRATEGIE DESIGN RESEARCH

4. MARKT IN BEWEGING • Mail: 2.705.000.000 • Pakketten: 142.000.000   (2014)

5. START CUSTOMER JOURNEY MAPPING • FTE en budget • Eerste customer journey projecten • Intern draagvlak voor nieuwe methodiek

6. CUSTOMER EXPERIENCE   AFDELING ‘IN DE LEAD’ Van intern aanspreekpunt ...   ... naar zelf de regie pakken.

7. PRIORITERING JOURNEY’S Grootschalig kwantitatief klantonderzoek: • Alle klantgroepen & bedrijfsonderdelen • Alle touchpoints klant met PostNL

8. PRIORITERING JOURNEY’S 4 customer journey’s waarop PostNL gaat focussen in 2016. Roadshow slides:

10.

11. CUSTOMER JOURNEY “BEZOEK RETAIL LOCATIE” Inzicht in de customer journey om de bestaande dienstverlening te optimaliseren en om nieuwe seamless proposities to ontwikkelen.

12. 9STEPS INSIDE OUT 1. Scope journey 2. Discovery workshop 3. Concept journey (map 1.0) OUTSIDE IN 4. Best practices 5. Experienced based research 6. Current journey (map 2.0) ACTION 7. Re-design workshop 8. Desired journey (map 3.0) 9. Roadmap

13. INSIDE OUT 1. Scope journey 2. Discovery workshop 3. Concept journey (map 1.0) OUTSIDE IN 4. Best practices 5. Experienced based research 6. Current journey (map 2.0) ACTION 7. Re-design workshop 8. Desired journey (map 3.0) 9. Roadmap Multidisciplinair = silo’s doorbreken & draagvlak

14. INSIDE OUT 1. Scope journey 2. Discovery workshop 3. Concept journey (map 1.0) OUTSIDE IN 4. Best practices 5. Experienced based research 6. Current journey (map 2.0) ACTION 7. Re-design workshop 8. Desired journey (map 3.0) 9. Roadmap Multidisciplinair = silo’s doorbreken & draagvlak

15. INSIDE OUT 1. Scope journey 2. Discovery workshop 3. Concept journey (map 1.0) OUTSIDE IN 4. Best practices 5. Experienced based research 6. Current journey (map 2.0) ACTION 7. Re-design workshop 8. Desired journey (map 3.0) 9. Roadmap

16. INSIDE OUT 1. Scope journey 2. Discovery workshop 3. Concept journey (map 1.0) OUTSIDE IN 4. Best practices 5. Experienced based research 6. Current journey (map 2.0) ACTION 7. Re-design workshop 8. Desired journey (map 3.0) 9. Roadmap

17. INSIDE OUT 1. Scope journey 2. Discovery workshop 3. Concept journey (map 1.0) OUTSIDE IN 4. Best practices 5. Experienced based research 6. Current journey (map 2.0) ACTION 7. Re-design workshop 8. Desired journey (map 3.0) 9. Roadmap

18. Retail safari’s INSIDE OUT 1. Scope journey 2. Discovery workshop 3. Concept journey (map 1.0) OUTSIDE IN 4. Best practices 5. Experienced based research 6. Current journey (map 2.0) ACTION 7. Re-design workshop 8. Desired journey (map 3.0) 9. Roadmap

19. Co-creaties sessies INSIDE OUT 1. Scope journey 2. Discovery workshop 3. Concept journey (map 1.0) OUTSIDE IN 4. Best practices 5. Experienced based research 6. Current journey (map 2.0) ACTION 7. Re-design workshop 8. Desired journey (map 3.0) 9. Roadmap

20. INSIDE OUT 1. Scope journey 2. Discovery workshop 3. Concept journey (map 1.0) OUTSIDE IN 4. Best practices 5. Experienced based research 6. Current journey (map 2.0) ACTION 7. Re-design workshop 8. Desired journey (map 3.0) 9. Roadmap

21. HOE ONTWERP JE EEN EFFECTIEVE JOURNEY?

22. RELIËF IN KLANTBELEVING WOW WOW

23. SEAMLESS EXPERIENCE Seamless = conversie & herhaalgebruik stimuleren Omnichannel = switch kanalen binnen journey Branded = activatie merkwaarden PostNL spanningsboog

24.

25. STRATEGIE DESIGN RESEARCH sneller innoveren

26. SEAMLESS OMNICHANNEL BRANDED

27. Bedankt voor jullie aandacht. Zijn er nog vragen? perspective-research.nl

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