Step into the shoes of your new employee with Customer Journey Mapping. When you want to deliver the ultimate customer experience, the customer journey shouldn’t hold any secrets for you. During the workshop Customer Journey Mapping, you’ll experience how creating a customer journey can give you insight into the customer’s experience during important touch points. A crucial step in improving any service or process when your services are all about the customer.

1. Customer focus
#SEE18
Customer Journey Mapping
Anke van de Kerkhof
TOPdesk

2. Agenda
• Theory
• Workshop

3. Theory
• What is a service?
• Why does an excellent service experience matter?
• How does Customer Journey Mapping work?

5. A service is a time dependent,
intangible experience.

6. A service happens over time.

7. Services are produced and
consumed at the same time. The
customer is one of the co-creators
of the service.

8. Let’s collect some examples

9. What makes the difference?

10. Why does it matter?

11. Service Experience
What is the percentage of
consumers that is willing to
pay more for an excellent
service experience?
86%*Walker. (2013) Customers 2020: A progress report

12. Engaged employees
• Happy employees are more productive
• Happy employees make happy
customers

13. What is customer journey
mapping?

14. A customer journey map is a diagram
that illustrates the steps your customer
goes through in engaging with your
company

15. Why Customer Journey Mapping?
• Interactions
• End-to-end customer experience
• Identify opportunities!

16. Customer Journey in 3 steps
How to start

17. Step 1
Persona
• Personal information
• Work experience
• Goals and values
• Preferences

18. Step 2
• Phases
• Steps
• Visuals
• Means of communication

19. Step 3
• Emotions
• Pain points

20. Let’s get started!

21. Exercise 1 – Watch interviews
• Watch the interviews
• Take notes
• Story that happens?
• Means of communication?
• Moments of joy/concerns/etc.?

22. Exercise 2 – Create Storyline
• Take a look at the Customer Journey Map
• Create a chronological order of steps
• 3-7 steps

23. Exercise 3 – Mapping emotion curve
• Draw the emotion curve
• And add emotions

24. Exercise 4 – Defining pain points
• Define the pain points underneath the steps of the negative emotions

25. Exercise 5 – Define Means of Communication
• Identify the means of communication for all the steps
• Write them down on post-its
• Add them to the map

26. Exercise 6 – Generate ideas
• Come up with ideas to improve the customer journey
Rules:
• Withhold judgment
• Encourage crazy ideas
• Go for volume

27. Exercise 7 – Prepare a one minute sales pitch
• Pick the best idea
• Describe it in more detail
• How does this idea improve the customer journey?
• How would it make the customer feel?
• What would the new customer journey look like?

28. Let’s present!

29. Tips & Tricks
Do it yourself

30. Get started!
Customer journey starterskit
• Customer journey template
• Cheat sheet
• Tips & tricks for excellent interviews
• Examples of interview questions

31. Customer focus
#SEE18
Customer Journey Mapping
Anke van de Kerkhof
TOPdesk
ankek@topdesk.com
https://www.linkedin.com/in/ankevandekerkhof/
https://page.topdesk.com/nl/customer-journey