Understanding the Impact of a Complete Customer Journey : Sandra Dartnell

Welcome
_Hello. I am Sandra. Who do we
have here today?

What’s important to you
_Products
_Prices
_Your company
_Your perspective

What’s important to your customers
_The value that your Products +
Services (Your Company) bring to
their lives and their sense of self
_Their perspective

Mind the gap
Any trading business
has a customer journey
and there will always
be gaps

Why?
Your business and
your products don’t
exist in isolation. They
are constantly subject
to changing
circumstances

The trick
The trick is not to aim
to remove the gaps
and be done

The trick
The trick is to be
aware of the overall
shape of your business
from a customer
perspective…

The trick
And to act constantly
and incrementally to
make small, significant
improvements across it.

Who am I?
_Sandra Dartnell
_ThinkingCX

Thinking = Strategy
CX = Customer Experience
(Needs, Benefits)
Actions
What is ThinkingCX?

_Helping you communicate your
value to your customers
In one sentence

Understanding the Impact of a
Complete Customer Journey
Making sure that you
have a mental model
of how customers
experience products
and services

have an overview of
what customer needs
you must address
across the journey

leave feeling that you
can take action to
bring out the value of
your business to your
customers

The next 45 minutes
_Mental model
_Needs across the journey
_Action to bring out value to
customers

“Design in support of people”
Living with Complexity, Donald A. Norman, 2011, Chapter 5

www.thinkingcx.com/thinkingcx-news-opinion/cx-strategy-complete-customer-journey
Experience Design, A Framework for Integrating Brand, Experience, and Value, Excerpt from Section II: Tools and Frameworks
Chapter 7: Customer Journey Framework, Patrick Newbery & Kevin Farnham. Contagious, Jonah Berger. Agile Experience Design, Lindsay
Ratcliffe & Marc McNeill. Where Good Ideas Come From, Steven Johnson. Living with Complexity, Donald A. Norman.
_Sources – All bound together by the idea of value creation for people

The mental model
Customer journey
framework

Credit: Experience Design, A Framework for Integrating Brand, Experience, and Value, Excerpt from Section II: Tools and Frameworks
Chapter 7: Customer Journey Framework, Patrick Newbery & Kevin Farnham, page 142
_seven stages
_note the cross-over
_note the circularity
_note the lines running throughout

Touchpoints
Intended outcomes
Business model
Business strategy
Marketing / sales strategy
Account managment / support / CRM
Financial and operational

_I must
_I want
_I like
_I am feeling
_I heard
_Time of day
_Level of distraction
_What would be
useful is…

_where does the energy you spend on creating
value for your customer currently focus
…when you have a new product
…and when your product is ongoing

_note that 5 is wide
_potential to add real value
_over time = relationships
_make new friends, but keep the old

Needs across the journey
Customer journey
framework
Exploring the needs of people across the customer journey framework – Sandra Dartnell, July 2017

The point that a person becomes aware of a product or brand, and a (possible) need for it
1 Awareness
_What are the prompts that tend to make a customer aware of a need in your sector?
_Can you tap into events that trigger recognition of a need?
_Where are the opportunities
_New circumstance - life change / new orbit
_Breakdown – personal / technical / physical
_After the initial introduction of a product are you keeping any focus on awareness?
Diagram – top right. Credit: Experience Design, A Framework for Integrating Brand, Experience, and Value, Excerpt from Section II: Tools and Frameworks

A useful tool for planning business strategy and tactics for when considering the point at
which the a person becomes aware of a product or brand, and a (possible) need for it
1 Awareness
Contagious: Why Things Catch On, Jonah Berger, 2013
_ 6 STEPPS – a very handy resource when decision making
_Social currency – things that make us look good
_Triggers – consider the context
_Emotion – when we care, we share
_Public – built to show
_Practical value – news you can use
_Stories – information travels easily in anecdotes

The point that the need becomes real for a person and the alternatives are weighed
2 Consideration
_Are you speaking to both rational and emotional needs?
_Customers need to know how and why your product is a fit for them and their needs
_Is the customer being shown a reason to make a choice?

A useful example of the customer being shown a
reason to make a choice when the alternatives are
being weighed
2 Consideration
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The point that a person takes the decision to act
3 Purchase
_Are you making it easy to act?
_Do the experience and tools you are providing a person with build confidence?
_Customers need to know where to buy and how to buy
_Are your giving them clear direction and signaling how you’d like them to behave?

A useful example of the customer being guided through the process of consideration to
purchase across platforms by consistency of imagery, naming and clear prompts to act
3 Purchase
With thanks to Nila Holden
Ad. Category Product info + Purchase point

The point that a person should enjoy the out of the box experience
4 First use
_Are you making it easy?
_Can you make it even easier?
_Does the experience build confidence?
_Customers need a short, smooth path to use and value
_Are your supporting them in their first use?
_Are you giving them clear direction and signaling how you’d like them to behave?

4 First use
With thanks to Joli More information
A useful example of the customer being supported through their first use experience
of a jarred food product by clear prompts, ways to ask for support and use ideas online

A persons day-to-day experience. The period that a persons satisfaction might decline
5 Ongoing use
_Are you looking at what people are saying about use of your product over time?
_Are you making use of the positives?
_Are you making use of the negative?
_Are you encouraging people to share their experiences and ideas with you? To tell
you what they think and show you what they do?

5 Ongoing use
_There is no wrong when it comes
to use
A useful example of how you can
actively gather important business
intelligence and learning from the real
day-to-day use of your products by
customers

The point where value to a person ends…or does it?
6 Discontinue
_What is actually happening here?
_Is your product obsolete?
_Or does the person have a change of circumstance?
_How might your behaviour at this point influence them, to influence their world?

A useful example of how you can add value
at the point of discontinuation
_Be of service
_Allow pause
_Let them go
6 Discontinue

A point where can value can be added for a person
7 Recycle/ Renew

A useful example of how you can add value to a person at the point of discontinuation by
supporting a desire to discontinue sustainably…and benefit from their disposition to share
their positive feelings
7 Recycle/ Renew
_Emotion – when we
care, we share
_Practical value – news
you can use
_Stories – information
travels easily in
anecdotes
_Social currency –
things that make us
look good

Actions to bring out value to
customers
Customer journey
framework

_Develop a product (talking to customers
about their needs)
_Launch the product (a minimal viable
product* ‘MVP’ to a sample group of
customers and find out what needs are met
_Market a better product (with consideration
of behaviour - where and when needs arise
And out how needs are met)
*only what is essential to test a hypothesis
What might do
_Develop a product
_Launch a product
_Market a product
What might you better do

_Deliver a product (with consideration of the
first use experience)
_Support a product (by monitoring and
redefining it to better suit customer needs
over time)
_Keep brand, messages, channels consistent
(responsive to new opportunity arising from
intelligence)
What might do
_ Deliver a product
_Support a product
_Keep brand,
messages, channels
consistent

_Join up, spill over and continuously learn
_Listen to the needs of existing customers
and use them to innovate from the outside in
What might do
_Keep parts separate
_Innovate from the
inside out

“You are not looking for the
wisdom of the crowd, but the
wisdom of someone in the crowd.”
Where Great Ideas Come From, Steven Johnson, 2010 page 58

The impact of mapping a complete
customer journey to a framework
By having a mental model of the
whole journey you are able to
better understand and shape your
business

You are in a better position to
shape your product to meet
customer needs across the journey,
ongoing

You are in a better position to meet
strategic business goals through a
range of smaller initiatives, ongoing

Investing in incremental
improvements across the complete
journey spreads risk and enables
change in more controlled, rapid
and measurable ways

Investing in incremental
improvements across the complete
journey allows value to move
across the journey be not trapped
in any one stage

ThinkingCX
Provides independent value-
focused strategy that is sector
considered and customer
experience (CX) driven.
.

ThinkingCX
Works directly with directors,
focused on the areas of core value
proposition, customer experience
(CX) and audience engagement.
.

ThinkingCX
All activity is designed to help
people identify problems and
opportunities, and to improve their
individual and team approach to
customer experience strategy.
.

ThinkingCX
Bring ideas, clarity and focus to
your business.

Skype Sandra.Dartnell
On the phone
On site
Out and about
@ThinkingCX
Where is ThinkingCX?

Understanding the Impact of a Complete Customer Journey : Sandra Dartnell

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