Seeing Quality Through Your Customers Eyes. Mapping Your Customer s Journeys

Transcription

1 Meet Danny

2 Seeing Quality Through Your Customers Eyes Mapping Your Customer s Journeys

3 Jim Tincher Customer Experience Consultant, Blogger and Speaker Heart of the Customer Blog Speaker and trainer on customer experience Ran Customer Experience programs at Best Buy and UnitedHealth Group Community Advocate: Former President, HOBY Youth Leadership, Minnesota President, Fulton (Minneapolis) Neighborhood Association

4 The Keys to Seeing Your Experience Through Your Customers Eyes Journey Mapping Customer Experience Business Case 10+4 Criteria to a Great Journey Map

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6 What is Customer Experience? The perception that customers have across all of their interactions with your organization. Customer Perceptions Not yours. Do you measure them? Interactions Do you know what they all are?

7 Volunteers Needed

8 Business Case for Customer Experience 6-Year Stock Performance of CX Index Leaders vs. Laggards, S&P 500 Index, 14.5% Source: Watermark Consulting Forrester CX Index Laggards, -33.9%

9 The Business Case for Customer Experience Customer Experience Leaders Customers likelihood to purchase more Customer Experience Laggards Source: Temkin Group

10 The Business Case for Customer Experience A 5% increase in customer retention results in a profit increase of: Source: Bain

11 How do great companies create a sustainable customer experience? Strategy Brand Values Mission

12 How do great companies create a sustainable customer experience? Strategy Customer Intelligence Brand Values Mission

13 How do great companies create a sustainable customer experience? Strategy Customer Intelligence Brand Values Mission Customer- Based Capabilities

14 How do great companies create a sustainable customer experience? Strategy Brand Values Mission Mapping Your Customer s Journey Customer Intelligence Customer- Based Capabilities Customer- Capabilities

15 The Keys to Seeing Your Experience Through Your Customers Eyes Customer Experience Business Case Journey Mapping

16 A sign of a bad experience We don t need to learn about our customers. We just need to execute the plan. * How do you know you have the right plan? *Actual quote

17 So what? 14% of potential customers never open accounts = >$2 million in lost revenue 11% of customers close accounts each year = >$3 million in lost revenue Over $5 million

18 Why? Their customer experience is designed around their needs Not their customers!

19 Enter Journey Mapping

20 The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself. -Peter Drucker

21 Focus on your customer s journey Organizations able to skillfully manage the entire experience reap enormous rewards: enhanced customer satisfaction, reduced churn, increased revenue, and greater employee satisfaction. The mapping exercise exposes departures from the ideal customer experience and their causes, and often reveals policy choices or company processes that unintentionally generate adverse results.

22 Effectiveness of CX Activities But VOC programs 11% 34% CX measurement and metrics 10% 33% Customer-centric culture 12% 30% Employee engagement 8% 33% Journey Mapping 7% 25% Source: The State of the CX Profession, 2013, Temkin Group Excellent Good

23 The Keys to Seeing Your Experience Through Your Customers Eyes Journey Mapping Customer Experience Business Case 10+4 Criteria to a Great Journey Map

24 10+4 Principles to Capture Your Customer Experience

25 Three Steps to Mapping Your Journey Create Your Hypothesis Build Your Journey Map Map Your Ecosystem Followed by Action!

26 2 common reasons to use a Customer Journey Map 1. Identify your touch points 2. Understand emotional impact

27 Discover your touch points

28 Measure emotional reactions

29 Quick Exercise

30 Ten guiding principles of a customer-focused journey map 1. Represent your customer s perspective 2. Measure your brand promise 3. Start with qualitative research 4. Zero in on your customer segments 5. Include your customer goals 6. Communicate your customer emotions 7. Document your touch points 8. Highlight your moments of truth 9. Show your customer time progression 10. Ditch the PowerPoint

31 1. Represent your Customer s perspective Represent interactions as your customer experiences it

32 2. Measure your brand promise

33 3. Start with qualitative research Qualitative research allows you to understand the why of your experience.

34 4. Zero in on your customer segments Different segments experience your products and services very differently.

35 5. Include your customer s goals

36 6. Communicate your customer s emotions

37 7. Document your touch points

38 Moment of Truth = a touch point with high impact to the rest of the process. 8. Highlight your Moments of Truth

39 9. Show your customer s time progression The length of your customer experience can vary depending on the customer segment or the context, which is critical to understand.

40 Why limit yourself to PowerPoint for something as important as your customer experience? 10. Great maps don t use PowerPoint!

41 Four optional principles of a customer-focused journey map Break the experience into phases. Bring in Customer Verbatims. Include Non- Customers. Incorporate your other Voice of the Customer components.

42 Five ways to get started 1. Identify your key customer journeys 2. Create a hypothesis of your customer s steps 3. Validate your hypothesis with actual customers 4. Join the CXPA 5. Subscribe to Heart of the Customer

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44 Meet Danny

45 Volunteers Needed

46 Business Case for Customer Experience 6-Year Stock Performance of CX Index Leaders vs. Laggards, S&P 500 Index, 14.5% Forrester CX Index Leaders, 43.0% Forrester CX Index Laggards, -33.9% Source: Watermark Consulting

47 The Keys to Seeing Your Experience Through Your Customers Eyes Journey Mapping Customer Experience Business Case 10+4 Criteria to a Great Journey Map

48 Seeing Quality Through Your Customers Eyes Mapping Your Customer s Journeys

49 Grids