The Journey to Customer Journeys

STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph
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We are all on a Journey
A Journey to Customer Journeys

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Let’s start with the end in mind
The vision?

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What’s the view like from the top?
The vision

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The finish line
Frictionless CX
Maximum Value
touchpoints
Predicting what
they’ll do next
Understand
motivation and
behaviors
Maximum Lifetime Value
= Sum of all touchpoints
(all types)
The vision

5
What’s the
most important
organization quality
to become a CX leader?

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Organizational processes Customer processes
Orchestrated co-processes
The vision

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Main benefit: short-cut to the funnel
The vision
Source: HBR

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Example: Sungevity Journey Strategy
Source: HBR: https://hbr.org/2015/11/competing-on-customer-journeys
“Open this to find out how much
the Edelman family can save on
energy costs with solar panels”.
Source: Google earth
click click

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Custom calculations of energy
savings based on family’s energy
use, the roof angle, presence of
nearby trees, and energy-
generation potential of 23 panels
Sales rep looking at same pages
Sends links to videos
click 2 days later…

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Names + numbers of nearby
homes as references.
Tailored lease ready
emailing it, going through ut
E-signing
website
Website landing
page updated

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Names + numbers of nearby
homes as references.
Tailored lease ready
going through it together
E-signing
landing pages updated
Tracking progress of
permit and installation
+ alerts

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Regular reports on panels’ energy generation and resulting savings
Tips on ways to conserve energy (customized)
Fastest growing residential solar business player
Sales doubled in the past year due to journeys strategy

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What makes journeys “stickier”?
1. Automation/Digitalization of manual processes
2. Proactive personalization
3. Contextual Interaction
4. Journey Innovation
The vision

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Journey Innovation

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Design, refine & extend
1. Ongoing experimentation
2. Find out what works
3. Find journey extensions, new sources of value
The vision
Travel management From recipe app to
pantry management
Platform 2nd hand
products

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The ultimate goal: The Digital Factory*
Customer experiences = Products
 Agile teams, SCRUM
 Scrum – sprints development
 Iterative, ongoing changes
 Customer success management
 Real time analytics
The vision
*Deloitte Digital

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The Technology Vision
Touchpoints
& channels
Org.
Processes
Customer
Journeys
Orchestration
Data &
Analytics
The vision

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The essentials

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Some
Customer
Journey
Terminology
Why?

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A person’s life
Your brand’s part
in a person’s life

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A person’s life
Your brand’s part
in a person’s life
Your brand’s part in a person’s life

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The Parallel Path
A person’s life
Brand relevant
part

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The Parallel Path
Need, Want, Expect, Value….
Customer side
Brand Side
Brand, Product, Process, Site, Mobile, Value…

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The Parallel Path
Customer Experience
Customer Journey

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Customer
Experience The lifelong relationship
of a person with a
company, as it is
perceived from the
person’s point of view
and containing all of the
elements that form this
relationship.

27
Customer
Journey The Complete set of
communications, actions
and assets that a
customer encounters
and/or engages with,
during, and as a part of,
their lifelong relationship
with the company.

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Touchpoints
Occasions where the Customer
Experience and the Customer
Journey converge. In many
cases this convergence is
initiated by the company and
involves at least one of the
following: Communication,
Product, Action or
Information.

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Value The going currency in
the customer/company
relationship. A mutual
perception of
appropriate derived
value is the one and only
condition to the
continuation and
fruition of the
relationship.

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Now let’s break it down
Customer Journey

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The journey breaks down into segments.
A segment can be a journey in itself (Sub-Journey)
Segment
These are not market segments!

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A segment is a series of touch points.
ValueEnter Exit
It welcomes a customer from a previous segment
It creates value
It sends the customer off to the next segment

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Customer Journey
Sub-
Journey
Segment Segment
Sub-
Journey
Segment Segment
Sub-
Journey
Segment Segment

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Which person goes to which segment?
Define “Personas”
A “Persona” is a characterization of a person or a
group of people, in terms of all the possible parameters
that enable us to define timely needs.
A persona is the HD version of what used to be called
a target audience.

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Which person goes to which segment?
A Persona is the determining factor for
assignment to segments and journeys
New sub-Personas may be born as a result of
additional information which is attributed to subsets of
customers as they move through segments.

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A segment is not a linear entity
Enter
It is dependent on Actions and reactions
It may be dynamic
It tries to have an answer to any possible scenario
Exit
Exit
Exit
Exit

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We’ve gathered some tips
and warning signs:
Warnings of Pitfalls Insights & Tips

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You can’t please them all
1. Define your business goal
2. Choose 1-2 most relevant journeys & map them
3. Invest in design phase (research, interviews...)
4. Choose 2-3 journey sections (=customer task)
that most affect relevant business goal

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Beware of the product/brand trap!

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Message design
Think in terms of the “customer process”
What’s the term he/she would use?
Don’t improve existing journeys, reinvent them
Tip: Involve advertising people for “message design”

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Pitfall: Inadequate skills shortage
Source: MarketingCharts.com

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Understand the “why” behind CX
CX analytics is your next topic for 2017!
• Use analytics to understand “why”
customers behave as they do
• Acting upon insights
Path analysis, session replay, segment level
+ individual views, cross-channel attribution… Data
Insight
Action

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Siloed Organizational Structure
Organization

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Wanted: new structures to support constant change

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Source: HBR
“Competing on Customer Journeys”
Source: HBR https://hbr.org/2015/11/competing-on-customer-journeys

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Wanted: super hero.
Deep understanding of consumer world
Data scientist
Technologist
Story teller
Doesn’t mind some “junior” tasks
T person

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Look for T people

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Who do you need on your ?
• Customer journey team:
 Journey manager
 Planning (research, analysis)
 Operations-execution
 Analyst – Optimization,
analytics
 Design
• Technical integrator
• Creative
• Agency
Collaboration with IT, sales,
service & operations

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Culture & Processes
Culture
Processes

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Agile processes
Fail fast:
Experimentation
Test-and-learn
“Fast-lane” for ideas experimentation
Processes for scaling

53
Thank you.
Enjoy your
journey!

The Journey to Customer Journeys

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