Joining Instructions Customer Journey Mapping.

Transcription

1 Joining Instructions Customer Journey Mapping. Welcome to Envoca and we are delighted that you are joining us for: Course title: Customer Journey Mapping Date: 29th Sep 2017 Venue: 7 Ridgmount Street, Bloomsbury, London, WC1E 7AE (Hosted by CILIP). If you find you are delayed or cannot make it unexpectedly, please could you call or text your trainer, Liz Barnes, on Agenda: 9:10 Registration 9:30 Welcome and introductions What is customer journey mapping? (When & why do you need it? Types of mapping). Whose journeys should we map? Stages in Customer Journey Mapping: Stage 1 - Scoping, setting the context Stage 2 - Walking in the customer s shoes (customer insight and data) Stage 3a Constructing the map Identifying all the touch points Steps in constructing a map Meeting needs: current and future 12:45 Lunch 1:30 Stage 3b Customer Journey Mapping Workshops Skills, processes, equipment and resources required How to conduct a mapping workshop Mapping a sample journey Stage 4 Decisions and taking action (presenting and sharing findings, prioritising) Stage 5 Evaluating results and driving change. Top-down and bottom-up change agenda 16:30 Close Tea, coffee, biscuits and water will be provided during the breaks. Most of our delegates like to stretch their legs and get some fresh air at lunchtime. You are welcome to bring a packed lunch or there are plenty of food take-aways or nearby, just 3 minutes walk from the venue. You will be supplied with a delegate manual. You can bring your own laptop / tablets if you would like to use these instead to take notes. Pre-work Many delegates like to get their thinking caps on before training so we have supplied some example Persona Templates which we will then use during the training. It would be great if you could have a go (perhaps on your journey) and just jot some notes down in preparation for the exercise that we do in the afternoon. Directions 7 Ridgmount Street, Bloomsbury, London, WC1E 7AE Based in the Knowledge Quarter, our training venue in central London is close to underground and train stations that provide good connections with the rest of the UK and Europe. Underground stations Goodge St on the Northern line is the closest station (5 minute walk). Tottenham Court Road on the Central Line (10 minute walk). Warren Street station on the Victoria line (12 minute walk). Russell Square station on the Piccadilly line (12 minute walk). Euston Square station on the Metropolitan, Circle, Hammersmith and City line (15 minute walk). Railway stations Nearest mainline station is Euston (15 minute walk). St Pancras and King s Cross are also within walking distance (20 minute walk). Bus The following buses run along Gower Street and Tottenham Court Road 24, 29, 134, 390, 73, 10

2 PROFIL Pre-Course Activity and Graham both want to join a gym. Their life stages, finances, availability, health, motivations and experience are quite different but they are both considering a Virgin Active Gym nearby alongside other options. The gym is on the edge of commuter town, has good public transport, includes other family facilities including a swimming pool, sports halls and coffee shop. There is a good gender balance, a small beauty centre, outside games pitches, local clubs / groups. It is clean, well run and fun with an emphasis on being active rather than body beautiful. Please review the two personas below. They are fictional, generalised examples of two customer segments showing different buying criteria, attitudes, experience, motivations and triggers. Your first task is to re-write s Persona template for her use of gym membership (blank template provided below). Your second task is to consider the major steps that both Graham and would take when joining a gym (template provided below) Template Profile / Persona* TYPE OF SERVICE - BANKING Egham, Surrey. Age: 20 Student 1 st year undergraduate, studying music and Spanish, topping up her student loan with private music and language tuition Good A levels & instrument grades. Aims to take Masters and music teaching qualifications. Digital and Smartphone native, uses her phone for accessing the account and as many transactions (micropayments) as she can. She uses debit cards and credit cards but limits credit card transactions as she is aware that she might spend too much. She checks her balances on her phone and uses cash machines but very rarely visits a bank. Earnings often paid in cash so she tries to use this to fund daily expenditure. Does not want to leave University with a 45k debt but finding it hard to save to offset fees. Recognises the downside of credit cards on a low income. Ambivalent towards banks. Busy, active, sociable gets through a lot of cash through low-key socializing. Only watches catch-up TV. Uses Apps, laptop and ipad but not interested in technology. Parents regarding finance although strong peer influence (not very worried about debt / student loan). Doesn t follow experts or serious finance influencers. Practicing her musical instruments, going to the gym and dance classes, clubbing. Expects electronic communication and bins most hard copy including bank statements. Avid user of range of social media. Doesn t trust online advertising but will take note of s however not strong on personal filing whether electronic or hard copy. She sees finance as functional to help her achieve her goals but is very disinterested. She wants ease, accessibility and transparency. I want to make the very most of my time at Uni and I m happy to work to offset some of the costs. I d rather not leave with a 45k debt but don t really know how to avoid it. She wants to live life to the full. Has a good work ethic which is focused on people and deploying her skills.

3 PROFILE Template Profile / Persona* TYPE OF SERVICE - GYM MEMBERSHIP Chertsey Graham Age: 49 Insurance broker Established insurance broker, working in a firm with 20 staff. Well qualified, tried setting up his own firm just before recession but struggled so went back to being employed. Very wide ranging expertise. A levels and wide range of professional qualifications which he has taken over the years Graham used to go running and attend martial art training twice per week but since taking the new job, he has a longer commute. He has made use of gyms on and off for several years but on a guest basis rather than long-term membership. He prefers to work-out in the evenings but is struggling to find time. He enjoys the benefits that regular exercise give him and knows that it helps him control his weight and appetite. He knows he should have a routine but is still nervous about the employment market so puts in long hours at work to demonstrate his value to his new employer. Hard working, busy with teenagers (taxi service) and aging parents. Eats out at least twice per week. Previous sport instructors and students. He works with several younger men who are taking more of an interest in fitness which is spurring him on. Gardening and reading. He doesn t find time for much else. Uses desktop computer all day at work so is relieved not to use one often at home. Uses his Smartphone mostly for calls / texts with some occasional web-browsing and a few Apps. Isn t very interested in Social Media. Occasionally buys men s fitness magazines and reads articles in papers about fitness. Listens to radio in the car to catch up on news and watches TV in evenings. Sees gym membership as a way to help with a routine to improve sense of well-being and weight management. I want to have some time for myself which is more than just zoning out in front of the TV. It would be good to get into a pattern as I know I can and I felt so much better for it. He is inspired by his younger colleagues and wants to feel younger and more on top of his game again. His failed business attempt knocked his confidence but he prefers to move on and embrace opportunities.

4 PROFILE Task 1 It s now your turn to complete a Persona template for s use of the gym. You already know quite a bit about her from her use of financial services / banking. You will have to make some assumptions but that s OK. Jot down your thoughts and be ready to share with colleagues on the training day. TYPE OF SERVICE - GYM MEMBERSHIP Age: 20 Student

5 Task 2 Step / Action Step / Action Step / Action Step / Action Step / Action Step / Action Step / Action Step / Action Additional minor steps Touch points they might encounter (touch points are any times a customer receives messages or encounters an organisation e.g. website, recommendation from friend, car park, sign posts, , visit, call etc etc). Graham Step / Action Step / Action Step / Action Step / Action Step / Action Step / Action Step / Action Step / Action Additional minor steps Touch points they might encounter (touch points are any times a customer receives messages or encounters an organisation e.g. website, recommendation from friend, car park, sign posts, , visit, call etc etc).