Customer Journey Mapping. Building Memorable Customer Experiences. Contact Us: Phone:

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1 Customer Journey Mapping Building Memorable Customer Experiences Contact Us: Phone:

2 Journey Mapping Styles. What is Right For You? PROCESS MAPS EXPERIENCE MAPS CUSTOMER JOURNEY MAPS Process maps take the company s perspective on the steps a customer goes through when engaging with a company for a specific purpose. Often it describes a company s internal processes using terms, typically jargon and acronyms specific to the company. Process maps are developed by specialists (including those with Six Sigma experience) or by specific departments. Best Used For: Communicating best practices or standardized processes across a broad audience. An experience map overlays the physical and emotional aspects of the process customers go through when interacting with a company. This map is created with the customer in mind and captures their emotions and every interaction point they have with your organization, from awareness to post-sale followup. Best Used For: Understanding how a specific situation impacts a customer in the context of their life. A customer journey map takes the customer s perspective, describing their experience using their own language. It is a detailed representation of every interaction a customer has, or could have with a company, and overlays the motivations, frustrations and other emotions experienced by the customer. It highlights meaningful opportunities and provides insight needed to prioritize and innovate. Best Used For: Uncovering motivations, frustrations and barriers and prioritizing the impact they have. CSPN CUSTOMER JOURNEY MAPPING 2

3 What is a Customer Journey Map? Journey mapping is a practical activity designed to model and then examine parts of a person s subjective experience. The process of creating a map is an analytical process that organizes customer insights and experiences gleaned through immersive research. The detailed customer journey map will capture all touch points to build a holistic view of key customer interactions, employee behaviors and customer responses. Research shows that although companies spend 80% of their resources on influencing perception, it is RECOLLECTION that creates the highest customer loyalty. Customer journey mapping helps your organization identify and build experiences that are unforgettably positive. At a very high level, our approach to journey mapping is based on these key stages of a customer s experience: PERCEPTION How a customer is made to feel, and what their expectations are, when they first encounter your organization. Examples: Advertising, Word of Mouth, Article, Shop Window INTERACTION How a customer is made to feel when they actually interact with your brand. Examples: Sales Call, Store Visit, Customer Care RECOLLECTION How a customer is made to feel after they have had an interaction with your organization. Examples: Post-Purchase, Post-Self-Care, Post-Customer Care Why Customer Journey Map? Understand the end-to-end customer experience (process and emotions) by mapping it through the customer s eyes. Create a visual representation of the customer experience from awareness to initial engagement. Uncover and identify key interactions, journey break points, key players involved, reason for concern and opportunities for improvement. Communicate and talk about the holistic customer experience, and what organizational capabilities it would take to deliver and support exceptional customer experiences. CSPN CUSTOMER JOURNEY MAPPING 3

4 The Steps to Customer Journey Mapping 01 Choose the customer to map Identify the customer groups you would like to map and learn as much about them as possible. You can segment your customer based on: Demographics Geography Loyalty Key Segments Life Stage Channel Preference 02 Develop your customer personas Prior to starting the customer jouney, you will need to know who you are building it for. Developing a customer persona and back story helps to both narrow the scope as well as to foster empathy for how your customer feels about things. 04 Organize your existing information Qualitative customer conversations and observations will be the primary tool used to define the customer experience. Here you will uncover research that already exists in your organization. Leverage that to build a preliminary customer journey base map, which will uncover the what I wish I knew. Use these insights to create a research strategy. 03 Set your journey map parameters Set the start and end points for your customer journey map to establish an early focus on your efforts. If your journey maps are complex, it may make sense to split your journey s into multiple, smaller journey maps. 05 Conduct customer research Collect information on the customer journey through their point of view. Immersive research can take the form of: Mystery Shopping: walk in the customer s shoes to understand their experience Customer Journaling: Ask customers to document their experiences, both formally and informally Focus Groups: Conduct focus groups with customers relevant to the product, service or problem experience you are trying to understand 06 Map the customer journey Using Design Thinking tools and principles, map the customer journey based on the research collected. At each interaction point, capture: Actions: What is the customer doing at each stage? How do they interact? Why did they choose to interact that way? Motivations: What does the customer want/need from each interaction? What is the catalyst that motivates them to move to the next stage? How do they feel about each interaction? Barriers: What barriers, uncertainties or issues do customers struggle with? What do they think about these challenges? CSPN CUSTOMER JOURNEY MAPPING 4

5 DEEP DIVE Map the Customer Journey Part 1: Building the Journey Armed with customer research, gather a team of individuals within your organization to begin the customer journey mapping process. Critical to the success of your internal customer journey mapping session is getting the right people in the right space to do the activity. Through an interactive workshop, participants will piece together the story of how and why customers interact with different channels, touchpoints, products and services in your organization. Part 1: Building the Journey Part 2: Overlaying Customer Emotions Part 3: Uncovering Leveraging Design Thinking principles and tools (post-it notes, white-boards, pictures, personas), participants will map: Customer touch points (description, input, internal responsibility, impact to CX) Customer pain points Moments of truth Moment of pleasure Customer decisions Part 4: Prioritizing Part 2: Overlaying Customer Emotions Once the baseline journey is built, this is where you overlay the customer emotions. Much of the customer s journey will be banal, predictable or routine. However, if you delve deeper into the emotion felt throughout the experience, the full picture of the customer s journey will emerge. Part 3: Uncovering While you may have uncovered some ah ha moments throughout the mapping exercise, this is where you will begin to see the real value of customer journey mapping. will emerge from breakpoints, and the journey map will help guide the development of new strategies that align with your customer s needs and wants. Part 4: Prioritizing There are a number of ways to rank and prioritize opportunities depending on your organizational goals whether it be ROI or a lift in Net Promoter scores. Regardless of how you approach this exercise, make sure you have the quantitative data to back up the scope and depth of the opportunity. CSPN CUSTOMER JOURNEY MAPPING 5

6 CSPN Customer Journey Mapping Training Overview CSPN s customer journey mapping training is a high energy, 2-day course that begins by establishing a common level of understanding of the Design Thinking principles, key tools & terminology. Once participants have an understanding of the theory and value of journey mapping and Design Thinking, the focus shifts to learning how to journey map. Through hands-on activities, participants learn how to create their own journey maps, as well as how to plan and facilitate journey mapping workshops. During this immersive training, participants will learn the concept of customer journey mapping, what it is, why do it, and how to communicate the journey within the organization. A customer journey map is built up, layer by layer. We start above water with the customer and slowly dive deeper and deeper into the organizational structures and customer contexts. Participants will develop the skills to complete the journey mapping process themselves and facilitate a journey mapping workshop. This workshop is suited for managers, team leaders, employees and other stakeholders - or even better, a mix. Learning Outcomes Our journey mapping training course will help you deliver true customer value through: Developing deeper insights into your customers expectations throughout their journey Understanding moments of truth which make or break the customer experience Using customer consultation to design and improve service delivery Deploying a systematic, process approach across the organization to articulate customers experience Training Customization Training is customized for your organization so that the examples, customer personas, scenarios and journey maps are relevant and relatable. Customer Journey Mapping 2-Day Training Course DAY 1 - Morning 3 Defining Design Thinking and Design Thinking terminology What is journey mapping and why do it The different types of mapping (process vs. experience vs. journey) Identifying which customer journeys to map Research: leverage what exists, identify what you need, and plan how to get it DAY 1 - Afternoon Stages in Journey Mapping DAY 2 Setting the context and scope Defining customer segments and building customer personas Walking in the customer s shoes (integrating customer insight and data) Building the map (touch points, pain points, moments of truth, moments of pleasure, customer decision) Identifying and prioritizing opportunities Mapping a sample journey Defining the goals of a customer journey mapping workshop Preparing for your session Skills, processes, equipment and technology required Preparation, agenda, briefing, colour coding and capturing input Running your session Sample materials Communicating journey maps to drive organizational change