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QuestionPro - Introduction to Customer Experience Part 2: Customer Journey Mapping


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Did you know? Customer journey mapping drives improvements that yield the greatest financial return.

In Part Two of this Introduction to Customer Experience Management webinar series, you will learn about the second key element widely used in successful CX programs: customer journey mapping. Join us along with David Hicks, CEO of TribeCX, as we define customer journey mapping and discuss why it is critical to improving your customer experience.

You'll learn:
• How to chart each step of your customer experience
• How to highlight your moments of truth
• Customer mapping best practices

Published in: Business
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QuestionPro - Introduction to Customer Experience Part 2: Customer Journey Mapping

  1. 1. © TribeCX Ltd 2017 Introduction to Customer Experience: Customer Journey Mapping and Best Practices QuestionPro, TribeCX Ltd August 2017
  2. 2. Vivek Bhaskaran, CEO David Hicks, CEO Speakers
  3. 3. QuestionPro Customer Experience intelligence software to build better customer relationships with people who are your customers to grow customer lifetime value
  4. 4. TribeCX Founders: Globally recognized leading CX Practitioners Best practice CX calibration & capability development CX toolkit & remote support Practitioner led: outcome focused Calibrate your CX @ TribeCX: Brief Intro
  5. 5. Agenda: Practical advice to get into action • Definition of Customer Experience • Customer Mapping • Customer Metrics • Benchmarking • Next Steps
  6. 6. Customer experience is “a blend of a company’s rational performance and the emotions evoked in all the interactions with the customer, across all touch points” Overview: Customer Experience - Definition
  7. 7. Consistently great experiences don’t happen by chance. They are the outcome of deliberately designed customer journeys. The challenge is to get the entire business aligned behind a purposely designed experience that is persistently and consistently delivered Customer Experience - Definition
  8. 8. “People will forget what you said, people will forget what you did, but people will never forget how you made them feel”. - Maya Angelou Design for emotions © TribeCX Ltd 2017
  9. 9. Purposefully designed end-to-end CX drives improvements in: • Business Efficiency • Customer Effectiveness Customer Experience Leaders Outperform © TribeCX Ltd 2017 Customer Experience Laggards -38.7% S&P 500 Index 16.2% Customer Experience Leaders 45.1% Customer Experience Laggards -38.7% Watermark defines Customer Experience Leaders and Laggards as the top ten and bottom ten rated public companies in Forrester Research 2007 – 2016 Customer Experience Index studies. Comparison is based on performance of equally – weighted, annually adjusted stock portfolios of Customer Experience Leaders and Laggards relative to the S&P 500 index.
  10. 10. Fix Standardise Embed Time Customerexperiencequality Tactical actions are not enough: It ALL needs to work Functionally driven tactical Experience improvements will only get you a limited way Concerted cross business effort to purposefully design Experience and align the organization to deliver it Optimise Develop core CX capabilities Source: Bain & Forrester 2016 © TribeCX Ltd 2017
  11. 11. Most organizations have a long way to go © TribeCX Ltd 2017
  12. 12. 12 Just start…it’s a journey! Strategy/Vision Tactics/Design Ethos/Culture Learning/Feedback © TribeCX Ltd 2017
  13. 13. The CX approaches used by successful companies: Metrics Mapping Benchmarking © TribeCX Ltd 2017
  14. 14. The Emirates Journey Just start…it’s a journey! © TribeCX Ltd 2017
  15. 15. © TribeCX Ltd 2017 Customer Experience is now a Competence - not a Function
  16. 16. Customer Experience is now in our DNA A Perfect Product Delivered by Caring People In a Timely Fashion Supported by Effective Problem Resolution Processes © TribeCX Ltd 2017
  17. 17. © TribeCX Ltd 2017
  18. 18. 18 © TribeCX Ltd 2017
  19. 19. 19 © TribeCX Ltd 2017
  20. 20. © TribeCX Ltd 2017 Staying in front: Co-creation Differentiation Premium Pricing
  21. 21. 21 © TribeCX Ltd 2017
  22. 22. Like to read more …? REPRINT H03D2O PUBLISHED ON HBR.ORG DECEMBER 28, 2016 ARTICLE CUSTOMERS The Most Common Reasons Customer Experience Programs Fail by Ryan Smith and Luke Williams Join TribeCX Linked in group © TribeCX Ltd 2017
  23. 23. The CX approaches used by successful companies: Metrics Mapping Benchmarking © TribeCX Ltd 2016 © TribeCX Ltd 2017
  24. 24. © TribeCX Ltd 2017 Use Mapping to Diagnose E2E Journey
  25. 25. Customer Journey Mapping: How to do it? © TribeCX Ltd 2017
  26. 26. Client Services MOT Pain Point Both Review all current Customer Metrics to ensure they align with key areas for customers Customer Journey Mapping: Best Practices Source: Mulberry Consulting 2014 © TribeCX Ltd 2017
  27. 27. Customer Journey Time Values Recognition Values Comfort Values Confidence Values Safety Values Freedom/ Control Values Tension Frustration Makers Breakers Post Flight The Customer Experience Travel to Destination Disembar k Pass through Security Pass through Security © TribeCX Ltd 2017
  28. 28. © TribeCX Ltd 2017 Customer Journey Mapping: Best Practice
  29. 29. © TribeCX Ltd 2017 Customer Journey Mapping: Best Practice
  30. 30. Want to learn more? Just starting, already underway, or expert? Join our global vibrant community on LinkedIn to learn more © TribeCX Ltd 2017 Check out
  31. 31. We can help: Best practice CX calibration & capability development CX toolkit & remote support Practitioner led : outcome focused Calibrate your CX @
  32. 32. Questions? David Hicks Tel: +1 347 227 5182 @TribeCX London Office HQ Suite 1307, 601 International House, 223 Regent Street, London, W1B 2QD, England T: +44 7940 344924 Dubai Office Suite 313, Building 10, Dubai Media City, Dubai, UAE T: +971 4 390 1997 New York Office Suite 14D, 171 East 84th St New York, NY 10028 USA T: +1 347 227 5182 Vivek Bhaskaran @QuestionPro