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3 Ways to Use Customer Journey Mapping, Portland Ad Federation, January 2014


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3 Ways to Use Customer Journey Mapping, Portland Ad Federation, January 2014

  1. 1. ISITE Design Journey Mapping January 23, 2014 :: Portland Ad Federation
  2. 2. Barbara Holmes Colin O’Neill Just a small town girl. Livin' in a lonely world. She took the midnight train, goin' anywhere. Just a city boy. Born and raised in South Detroit. Also took the midnight train goin' anywhere. @volleyballbarb @oneill_colin
  3. 3. Agenda •  Why Journey Mapping? •  Three types of maps: –  Ethnographic Technique –  “As Is” Snapshot of a Business/Process –  Future State •  What, Why, When, Who (and a little bit of How) •  How to use your Map •  Q&A @volleyballbarb          @oneill_colin  
  4. 4. Fron0ers,  1983  
  5. 5. Connected Journeys Loyalty Connection Meaning Value Compare Acquisition Function Get Help Discover Decide Share Tribe Customer Experience Ecosystem Need Personalize Partner Evangelize Purchase Research Use Source: Forrester Search @volleyballbarb          @oneill_colin  
  6. 6. Multiple Contexts @volleyballbarb          @oneill_colin  
  7. 7. Digital Customer Experience Strategy   Customers’ goals   Content Who are they, what are their goals and behaviors? What do customers need to do to accomplish their goals? Digital customer experience strategy Personality Touchpoints How should the brand be expressed throughout all interactions? Where do customers consume content? Source:  May  18,  2011,  “Why  You  Need  A  Digital  Customer  Experience  Strategy”  Forrester  report   @volleyballbarb          @oneill_colin  
  8. 8. It’s not what we say. It’s how we help.   @volleyballbarb          @oneill_colin  
  9. 9. It’s going to be ok. “The more digital we get, the more human we must be.” Gatum Ramdurai, Google
  10. 10. Why journey mapping? •  •  •  •  Complex interactions across connected touch points Customers expect parity across channel and device Teams need a shared language and reference point Technology is changing established processes and expectations •  Business isn’t typically all that great at holistic thinking @volleyballbarb          @oneill_colin  
  11. 11. What does it do? •  A tool to manage interconnected cross-channel experiences •  Helps orchestrate touch points over time and space •  Inventories all touch points to illustrate the journey with clarity and precision •  Helps forge alignment around what’s most important •  Brings a human perspective to organizational and tactical discussions @volleyballbarb          @oneill_colin  
  12. 12. What is the value? •  A tool to collect insight and embed empathy •  A shared lens to collaborate through •  A way to understand the connections and handoffs between touch points •  A way to identify opportunities for improvement •  And to make better decisions @volleyballbarb          @oneill_colin  
  13. 13. But! A map is not a destination.
  14. 14. Customer-focused transformation Customer experience quality Sustain cultural change Transform the organization Improve today’s experience Time Outside  In,  Forrester   @volleyballbarb          @oneill_colin  
  15. 15. 1913 Reproduced  from  The  Etude,    October,  1913   @volleyballbarb          @oneill_colin  
  16. 16. Captured,  1981  
  17. 17. Ethnographic Journey Maps •  WHAT: Hand-drawn sketches that answer a core question •  WHY: To capture deeper, more relevant stories from customers •  WHEN: During interviews, as a tool to spark a conversation •  WHO: Current customers and non-customers •  HOW: Ask person to draw their answer to the core question; then debrief @volleyballbarb          @oneill_colin  
  18. 18. How •  Ask one open-ended question, “How do/did you…?” to frame the journey map activity •  Allow 5 - 10 min to draw: 15 min  to describe •  Use open/closed questions to fill in knowledge gaps and probe for thinking, feeling, doing data •  Record the interview session for later referral @volleyballbarb          @oneill_colin  
  19. 19. Exercise •  How did you choose your primary mode of transportation? •  Debrief: –  What did you think –  What did you do –  What did you feel
  20. 20. Revela0on,  2008  
  21. 21. As Is Journey Maps •  WHAT: Data visualization derived from customer data, business data, trend data, analytics, etc. Reveals of what is happening now. •  WHY: Reveals opportunities for a business; catalyzes customer-centric thinking •  WHEN: Prior to embarking on a transformative initiative; when customer feedback indicates •  WHO: Stakeholders from the business; customers; prospects •  HOW: Data collection and analysis; affinity mapping; data visualization @volleyballbarb          @oneill_colin  
  22. 22. Characteristics Business Time •  Process/Lifecycle •  Goals •  Brand Impression •  Touch points Customer •  Goals •  Emotions •  Touch points @volleyballbarb          @oneill_colin  
  23. 23. Service hSp://  
  24. 24. Platform Nick  Finck,  Übermind   @volleyballbarb          @oneill_colin  
  25. 25. Persona-based Journey Comcast  experience  map,  nForm   @volleyballbarb          @oneill_colin  
  26. 26. Touch Points   @volleyballbarb          @oneill_colin  
  27. 27. Internal Processes @volleyballbarb          @oneill_colin  
  28. 28. Customer Journey Phases Loosening   of  status   quo   Commit   to  change   Advocate   Use  the   service   Explore   op0ons   Make  the   selec0on   Compare   solu0ons   Discover Consider Decide Jus0fy   the   decision   Commit   to   solu0on   Step  Back   Use SiriusDecisions   @volleyballbarb          @oneill_colin  
  29. 29. Customer Journey Map •  Stages •  Touch Points •  •  •  •  Customer Needs Customer Expectations Customer Activities Emotional State •  Opportunities @volleyballbarb          @oneill_colin  
  30. 30. Elements of an As Is Journey Map •  •  •  •  •  •  Experience phases Customer types The journey itself Points of delight/opportunities Points of pain/service barriers Specific touch points and interactions •  What the experience is like; the highs and lows •  Key to explain the map @volleyballbarb          @oneill_colin
  31. 31. Evolu0on,  1979  
  32. 32. Future State Journey Maps •  WHAT: Data visualization based on a goal-state 3 to 5 years in the future •  WHY: Informs technology roadmap; informs content strategy and staffing to fulfill on the desired goal •  WHEN: Periodically, to keep the business focused on the goals and future •  WHO: Stakeholders from the business •  HOW: Brainstorming, roleplaying and connected thinking. For example, write a letter from the future (storytelling parsed into touch points) @volleyballbarb          @oneill_colin  
  33. 33. @volleyballbarb          @oneill_colin  
  34. 34. @volleyballbarb          @oneill_colin  
  35. 35. @volleyballbarb          @oneill_colin  
  36. 36. hSp://­‐a-­‐vision-­‐map-­‐for-­‐asmp-­‐colorado   @volleyballbarb          @oneill_colin  
  37. 37. Elements of a Future State Journey Map •  Tell a story from a customer’s perspective •  Outline specific touch points •  Describe the expected experience for each touch point •  Identify triggers to start the journey •  Focus on transitions between the steps in the journey @volleyballbarb          @oneill_colin  
  38. 38. Greatest  Hits,  1988  
  39. 39. Recap •  Journey Maps are a powerful tool to align and manage customer/user experiences across devices, channels and time •  Ethnographic Maps help you quickly capture real-world stories from people •  “As is” Journey Maps reveal business opportunities through a customer lens •  Future State Journey Maps help make a vision seem achievable and identify the evolution required and the potential benefits
  40. 40. Digital is everything.
  41. 41. Connection is everything.
  42. 42. References •  •  •  •  •  •  •  •  Bruce Temkin Jason Hobbs Boxes and Arrows The Yard Creative Engine Group customer_journey_mapping Adam Richardson Joyce Hostyn People and +Mapping
  43. 43. We help brands embrace the power of digital to align around their customer.