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UXVision - Customer Experience mapping with Journey Maps | Tal Florentin | Customer Experience Conference, Israel 2014

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What is service design and how to map your customer experience challenges and opportunities using a journey map.
Tal Florentin, CEO at UXVision and Michal Schreiber, CEO at WebDone explain the steps for creating the customer journey map and explore the customer journey and the hints and secrets this map reveals.
More professional UX information can be found at the UXV certification program magazine at http://www.uxvtoday.co.il (Hebrew)

Published in: Design, Technology, Business

UXVision - Customer Experience mapping with Journey Maps | Tal Florentin | Customer Experience Conference, Israel 2014

  1. 1. A JOURNEY OF A THOUSAND MILES BEGINS WITH A SINGLE STEP LAO TZU
  2. 2. WHERE WERE YOU ON AUGUST 3RD 1492?
  3. 3. CHRISTOPHER DISCOVERS AMERICA, BUT FAILS TO READ THE MAP…
  4. 4. ‫קולומבוס‬SO AMERIGO VERPUCCI TAKES ALL THE CREDIT…
  5. 5. COLUMBUS FAILS TO IDENTIFY HIS TARGET AUDIENCE AND CALLS THEM “INDIANS”…
  6. 6. MEET THE CUSTOMER OF 2014
  7. 7. • Curious • Impatient • Adores personal treatment • Has no time • Hates spending money
  8. 8. • Got a family, kids, friends, boss, collegues • Got a Facebook account • Got a Smartphone • With a camera • When happy – has a passion for sharing • When angry – has a greater passion for sharing…
  9. 9. DIFFERENT LEVELS OF RISK
  10. 10. ONLINE PRESENCE No. of FOLLOWERS INFLUENCE LEVEL ONLINE PRESENCE No. of FOLLOWERS INFLUENCE LEVEL DIFFERENT LEVELS OF RISK
  11. 11. IF YOU WANT TO UNDERSTAND YOUR CUSTOMERS, GET OUT OF THE OFFICE
  12. 12. SERVICE DESIGN
  13. 13. MEET YOUR JOURNEY MAP
  14. 14. STEP 1: MARK THE REGIONS
  15. 15. WEB SOCIAL MEDIA SERVICE CENTERS PHONE MAIL STEP 1: MARK THE REGIONS
  16. 16. STEP 2: ADD TOUCH POINTS
  17. 17. HOMEPAGE PORTALS FORUMS BLOGS LANDING PAGES E-Commerce SEARCH ENGINES WEB
  18. 18. YouTube Facebook LinkedIn Instagram SOCIAL MEDIA
  19. 19. SUPPORT DESK SALES CENTERS SUPPORT VISITS SERVICE CENTERS
  20. 20. SERVICE SMS/MMS MOBILE WEB WhatsApp MOBILE APP PHONE
  21. 21. NEWSLETTER SERVICE BILLS & PAYMENTS EMAIL
  22. 22. YouTube Facebook LinkedIn Instagram NEWSLETER SERVICE BILLS & PAYMENTS HOMEPAGE PORTALS FORUMS BLOGS LANDING PAGES E-Commerce SEARCH ENGINES WEB SOCIAL MEDIA SERVICE CENTERS PHONE EMAIL SUPPORT DESK SALES CENTER SUPPORT VISITS WhatsApp SMS/MMS SERVICE MOBILE WEB MOBILE APP A SINGLE HOLISTIC VIEW
  23. 23. STEP 3: EXPLORE…
  24. 24. MEET REBECCA
  25. 25. YouTube Facebook LinkedIn Instagram NEWSLETER SERVICE BILLS & PAYMENTS HOMEPAGE PORTALS FORUMS BLOGS LANDING PAGES E-Commerce SEARCH ENGINES WEB SOCIAL MEDIA SERVICE CENTERS PHONE EMAIL SUPPORT DESK SALES CENTER SUPPORT VISITS WhatsApp SMS/MMS SERVICE MOBILE WEB MOBILE APP
  26. 26. YouTube Facebook LinkedIn Instagram NEWSLETER SERVICE BILLS & PAYMENTS HOMEPAGE PORTALS FORUMS BLOGS LANDING PAGES E-Commerce SEARCH ENGINES WEB SOCIAL MEDIA SERVICE CENTERS PHONE EMAIL SUPPORT DESK SALES CENTER SUPPORT VISITS WhatsApp SMS/MMS SERVICE MOBILE WEB MOBILE APP
  27. 27. YouTube Facebook LinkedIn Instagram NEWSLETER SERVICE BILLS & PAYMENTS HOMEPAGE PORTALS FORUMS BLOGS LANDING PAGES E-Commerce SEARCH ENGINES WEB SOCIAL MEDIA SERVICE CENTERS PHONE EMAIL SUPPORT DESK SALES CENTER SUPPORT VISITS WhatsApp SMS/MMS SERVICE MOBILE WEB MOBILE APP
  28. 28. YouTube Facebook LinkedIn Instagram NEWSLETER SERVICE BILLS & PAYMENTS HOMEPAGE PORTALS FORUMS BLOGS LANDING PAGES E-Commerce SEARCH ENGINES WEB SOCIAL MEDIA SERVICE CENTERS PHONE EMAIL SUPPORT DESK SALES CENTER SUPPORT VISITS WhatsApp SMS/MMS SERVICE MOBILE WEB MOBILE APP
  29. 29. YouTube Facebook LinkedIn Instagram NEWSLETER SERVICE BILLS & PAYMENTS HOMEPAGE PORTALS FORUMS BLOGS LANDING PAGES E-Commerce SEARCH ENGINES WEB SOCIAL MEDIA SERVICE CENTERS PHONE EMAIL SUPPORT DESK SALES CENTER SUPPORT VISITS WhatsApp SMS/MMS SERVICE MOBILE WEB MOBILE APP
  30. 30. YouTube Facebook LinkedIn Instagram NEWSLETER SERVICE BILLS & PAYMENTS HOMEPAGE PORTALS FORUMS BLOGS LANDING PAGES E-Commerce SEARCH ENGINES WEB SOCIAL MEDIA SERVICE CENTERS PHONE EMAIL SUPPORT DESK SALES CENTER SUPPORT VISITS WhatsApp SMS/MMS SERVICE MOBILE WEB MOBILE APP
  31. 31. YouTube Facebook LinkedIn Instagram NEWSLETER SERVICE BILLS & PAYMENTS HOMEPAGE PORTALS FORUMS BLOGS LANDING PAGES E-Commerce SEARCH ENGINES WEB SOCIAL MEDIA SERVICE CENTERS PHONE EMAIL SUPPORT DESK SALES CENTER SUPPORT VISITS WhatsApp SMS/MMS SERVICE MOBILE WEB MOBILE APP
  32. 32. YouTube Facebook LinkedIn Instagram NEWSLETER SERVICE HOMEPAGE PORTALS FORUMS BLOGS LANDING PAGES E-Commerce SEARCH ENGINES WEB SOCIAL MEDIA SERVICE CENTERS PHONE EMAIL SUPPORT DESK SALES CENTER SUPPORT VISITS WhatsApp SMS/MMS SERVICE MOBILE WEB MOBILE APP BILLS & PAYMENTS
  33. 33. MEET DAVID
  34. 34. YouTube Facebook LinkedIn Instagram NEWSLETER SERVICE BILLS & PAYMENTS HOMEPAGE PORTALS FORUMS BLOGS LANDING PAGES E-Commerce SEARCH ENGINES WEB SOCIAL MEDIA SERVICE CENTERS PHONE EMAIL SUPPORT DESK SALES CENTER SUPPORT VISITS WhatsApp SMS/MMS SERVICE MOBILE WEB MOBILE APP
  35. 35. YouTube Facebook LinkedIn Instagram NEWSLETER SERVICE BILLS & PAYMENTS HOMEPAGE PORTALS FORUMS BLOGS LANDING PAGES E-Commerce SEARCH ENGINES WEB SOCIAL MEDIA SERVICE CENTERS PHONE EMAIL SUPPORT DESK SALES CENTER SUPPORT VISITS WhatsApp SMS/MMS SERVICE MOBILE WEB MOBILE APP
  36. 36. YouTube Facebook LinkedIn Instagram NEWSLETER SERVICE BILLS & PAYMENTS HOMEPAGE PORTALS FORUMS BLOGS LANDING PAGES E-Commerce SEARCH ENGINES WEB SOCIAL MEDIA SERVICE CENTERS PHONE EMAIL SUPPORT DESK SALES CENTER SUPPORT VISITS WhatsApp SMS/MMS SERVICE MOBILE WEB MOBILE APP
  37. 37. YouTube Facebook LinkedIn Instagram NEWSLETER SERVICE BILLS & PAYMENTS HOMEPAGE PORTALS FORUMS BLOGS LANDING PAGES E-Commerce SEARCH ENGINES WEB SOCIAL MEDIA SERVICE CENTERS PHONE EMAIL SUPPORT DESK SALES CENTER SUPPORT VISITS WhatsApp SMS/MMS SERVICE MOBILE WEB MOBILE APP
  38. 38. YouTube Facebook LinkedIn Instagram NEWSLETER SERVICE BILLS & PAYMENTS HOMEPAGE PORTALS FORUMS BLOGS LANDING PAGES E-Commerce SEARCH ENGINES WEB SOCIAL MEDIA SERVICE CENTERS PHONE EMAIL SUPPORT DESK SALES CENTER SUPPORT VISITS WhatsApp SMS/MMS SERVICE MOBILE WEB MOBILE APP
  39. 39. YouTube Facebook LinkedIn Instagram NEWSLETER SERVICE BILLS & PAYMENTS HOMEPAGE PORTALS FORUMS BLOGS LANDING PAGES E-Commerce SEARCH ENGINES WEB SOCIAL MEDIA SERVICE CENTERS PHONE EMAIL SUPPORT DESK SALES CENTER SUPPORT VISITS WhatsApp SMS/MMS SERVICE MOBILE WEB MOBILE APP
  40. 40. YouTube Facebook LinkedIn Instagram NEWSLETER SERVICE BILLS & PAYMENTS HOMEPAGE PORTALS FORUMS BLOGS LANDING PAGES E-Commerce SEARCH ENGINES WEB SOCIAL MEDIA SERVICE CENTERS PHONE EMAIL SUPPORT DESK SALES CENTER SUPPORT VISITS WhatsApp SMS/MMS SERVICE MOBILE WEB MOBILE APP
  41. 41. YouTube Facebook LinkedIn Instagram NEWSLETER SERVICE BILLS & PAYMENTS HOMEPAGE PORTALS FORUMS BLOGS LANDING PAGES E-Commerce SEARCH ENGINES WEB SOCIAL MEDIA SERVICE CENTERS PHONE EMAIL SUPPORT DESK SALES CENTER SUPPORT VISITS WhatsApp SMS/MMS SERVICE MOBILE WEB MOBILE APP
  42. 42. YouTube Facebook LinkedIn Instagram NEWSLETER SERVICE BILLS & PAYMENTS HOMEPAGE PORTALS FORUMS BLOGS LANDING PAGES E-Commerce SEARCH ENGINES WEB SOCIAL MEDIA SERVICE CENTERS PHONE EMAIL SUPPORT DESK SALES CENTER SUPPORT VISITS WhatsApp SMS/MMS SERVICE MOBILE WEB MOBILE APP
  43. 43. BOTTOM LINES • Make sure you rule your lands • Understand and manage your Web Presence • Use time and location hints • Define a holistic service flow • Notice invisible touch points • Analyze and learn more
  44. 44. CUSTOMER SERVICE IS NOT A NUISANCE. IT’S AN AMAZING OPPORTUNITY
  45. 45. NOW ALL YOU NEED TO DO IS CONNECT THE DOTS.

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