Daugherty UX COE. Customer Journey Mapping 2018

Transcription

1 Daugherty UX COE Customer Journey Mapping 2018

2 Purpose and Objective Purpose: To provide Daugherty employees with a working knowledge of Customer Journey Mapping Objectives: At the end of the course the participants should be able to: Explain the benefit of Journey Mapping to a client Define the basic components of a map Understand how to build a basic Customer Journey Map Facilitate a Journey Mapping Session and provide next steps to respond to findings 2

3 Agenda 2018 Customer Journey Map Training 01 What is a Customer Journey Map 05 Building CJM - Touchpoints 02 Customer Journey Map Examples 06 Building CJM Needs / Expectations 03 Preparing to Build a Customer Journey Map 07 Building CJM Ownership and Completion 04 Building CJM - Stages AP Appendix 3

4 01 What is a Customer Journey Map 4

5 Journey Mapping: Where does it fit in to Product Management? Generate & Manage Ideas Here s an idea Epic Expand & Understand It would include Personas, Journey Maps, Features Expand Product Ownership Prioritize Roadmap Define & Deliver We ll do this 2nd We ll do this by We re building Features & Story Titles Stories (Detailed) Focus Test / Improve We re evaluating Releases Obtain Feedback We re listening Releases 5

6 01 Introduction to Customer Journey Mapping Companies create Customer Journey Maps to help them understand and address customer needs and pain points. Maps can be helpful prior to initiating a product / brand launch or refinement later in the product lifecycle. These Maps can take various forms but generally include two powerful elements that help companies identify and make necessary changes to their products / brands to become more successful: 4

7 01 Customer Journey Map Defined tells the story of the customer s experience: from initial contact, through the process of engagement and into a long-term relationship. A field guide to user research, Smashing Magazine 2015 is an oriented graph that describes the journey of a user by representing the different touchpoints that characterize his/her interaction with the service. customer journey mapping is a structured way to understand and capture your customer s wants, needs and expectations at each stage of their experience with your company. The Customer Experience Book 7

8 01 Why a Customer Journey Map A 2015 research study conducted by IBM showed that 81% of customer brands feel they have a holistic view of their customers while only 37% of customers believe their favorite retailer understands them. A surprising gap exists between what companies believe their product / brand delivers and what customers actually experience This gap can negatively impact customer satisfaction, overall sales and product / brand reputation.? 6

9 01 Why a Customer Journey Map The goal of a customer journey map is to teach organizations about their customers. It may be the first time a company see the complete customer experience. Can be used by different departments (different channels) in an organization to answer different types of questions. It is important to consider the complete customer life cycle. 9

10 02 Customer Journey Map Examples 10

11 02 Example 1 Simple Map Could be a sub-map of a larger map Shows key interactions Emotions are incorporated Indicates customer expectations Focus is on home visit, not the call 11

12 02 Example 2 Comprehensive Map Guiding principles instead of objectives or goals Interactions are not always linear Opportunities don t have to tie to stages Customer is analyzed by what they think, feel & do View customer needs first, then interactions with the company 12

13 02 Example 3 Focused Map Thoroughly illustrates customer interactions More of a process map from a customer s point of view doesn t explore feelings or needs 13

14 02 Differences from a Process Map The Customer Journey Map (CJM) is quite different from a typical Process Map. CJM is from the customer s perspective, not the organization s view point captures the customers feelings or emotions at a point in time captures what the customer expects, not what actually is captures interactions that may be outside of the company s control can be a large endeavor, requiring executive sponsorship/buy-in 14

15 03 Preparing to Build a Customer Journey Map 15

16 03 Setting the Goals and Defining the Scenario At the beginning of building a customer journey map, time must be spent thinking of Why. Why are time and resources being spent. What business issues are we currently having and wish to address? Define a customer scenario. Define who is the customer. May be more than one type of customer. Where does the issue seem to occur? What will we do with the customer journey map when complete? Post it up? Educate employees? Rework in X period of time? Don t just jump to visualizations. 16

17 03 Scope and Boundaries The goals and objectives of the customer journey map will go a long way toward setting the boundaries of the map. However, you need to take time to specifically describe the boundaries. There often is more than one type of customer experience so focus on one journey. Think about: Frustrated customers Extreme users Remember the Hobbits (in the Lord of the Rings) journey! You may have to choose a sub-journey or scenario. For example, in large Fortune 500 organizations, a complete journey may cover too many touchpoints. You are building your map based on the current situation, not to-be. Remember, this is not utopia. 17

18 03 Organize a Team Below are guidelines: As often is the case, time and resources (costs) often determine what type of team you will need to build a customer journey map. Have a core team of 3 to 5 members. The User Experience (UX) department should drive the development of the customer journey map. The Marketing department may engage in the process. Instead of crafting the map with input from a large number of stakeholders, consider meeting with small stakeholder groups, individually. Ideally, allow for plenty of time, so that you can have multiple iterations. 18

19 03 Customer Journey Map Template for the Activity Stages Stage 1 Stage 2 Stage 3 Stage 4 Stage 5 Customer Touchpoints Touchpoint 1 Experience Rating Touchpoint 2 Experience Rating Touchpoint 3 Experience Rating Touchpoint 4 Experience Rating Stages: Basic level of interaction with the customer Touchpoints: Activities engaged in during each stage Expectations: Customer needs and emotions Ownership: Who is responsible for the interaction Needs and Expectations at each Stage Ownership Notes 19

20 03 Activity One Halfway through cutting your large yard, the lawn mowers dies and you have no other options than to purchase a new mower. There is a party at your home tonight and the lawn must be cut today. You visit a local retailer to buy a new mower but you have no idea what to buy or how to get it home. Create groups of 3 5 for the Activities. 5 minutes Based on the above information, discuss the following question to agree on your team s scenario that you will map: What is the primary objective in your scenario (the need/issue)? 20

21 04 Building a Customer Journey Map Stages 21

22 04 Building the Map Stages Stages Stage 1 Stage 2 Stage 3 Stage 4 Stage 5 Customer Touchpoints Touchpoint 1 Experience Rating Touchpoint 2 Experience Rating Stages: Basic level of interaction with the customer Touchpoint 3 Experience Rating Touchpoint 4 Experience Rating Needs and Expectations at each Stage Ownership Notes 22

23 04 Start with Stages The first step in constructing a Customer Journey Map is to brainstorm stages in the customer journey. Start with a basic level of interactions (the backbone). Brainstorm roughly four to six stages. Consider the complete customer lifecycle. Later, you will add details and expand the map. Example: Life Cycle Stages Plan Dinner Arrive Dine Pay & Leave 23

24 04 Stages in other Organizations The customer journey for a restaurant will be different than the journey for an automobile service shop. But in each case, it must be from the customer s perspective. Life Cycle Stages Plan Dinner Arrive Dine Pay & Leave Stages Automobile Service Research Book Appointment Arrive and Check-in Wait During Servicing Check-out Follow-up Online Retail Research Planning Product Discovery Ordering Process Product Delivery Returns Refunds Cable TV Inquiry Comparison Purchase Installation 24

25 04 Activity Two Imagine back to your earlier scenario to replace your broken mower. You are now a consultant asked to build a customer journey map. 5 minutes Assignment: As a team, define roughly four to six stages of the customer journey 25

26 05 Building a Customer Journey Map Touchpoints 26

27 05 Building the Map Touchpoints Stages Stage 1 Stage 2 Stage 3 Stage 4 Stage 5 Customer Touchpoints Touchpoint 1 Experience Rating Touchpoint 2 Experience Rating Touchpoints: Activities engaged in during each stage Touchpoint 3 Experience Rating Touchpoint 4 Experience Rating Needs and Expectations at each Stage Ownership Notes 27

28 05 Customer Touchpoints within Stages The next step in building a customer journey map is to brainstorm the various customer touchpoints for each stage. Brainstorm up to four touchpoints per stage Touchpoints may be linear, or may be concurrent Example: Airline Travel Research Comparison Book Travel Ask Friends Visit Web Site Touchpoints Search Google Visit Travel Site Reviews Visit Mobile App Call Customer Care Chat with Customer Care 28

29 05 Examples of showing Customer Touchpoints within Stages A common next step is to graph the touchpoints. Graphs will differ based on the nature of the touchpoint. Rate the customer s expectations for each touchpoint. Determine if there is a gap between expectations and typical outcomes. Different ways to visualize customer expectations and outcomes. Ordering Installation Promotion Ends Service/Support Excited, Tell a Friend Pleased, Trending up Just Okay, Trending Down Disappointed Exasperated 29

30 05 Activity Three In your role as a consultant, continue building the customer journey map for the scenario to replace your broken mower. Assignment: 1. Add touchpoints to the stages in your broken lawn mower scenario. 15 minutes 2. Incorporate emojis into each stage to represent the overall emotions for that stage. 3. Using the emojis, graph the highs and lows that appear from stage to stage. Orderin g Pleased, Trendin g up Installati on Excited, Tell a Friend Promotion Ends Just Okay, Trending Down Service/Su pport Disappoi nted Exasperat ed 30

31 06 Building a Customer Journey Map Customer Needs / Expectations 31

32 06 Building the Map Customer Needs / Expectations Stages Stage 1 Stage 2 Stage 3 Stage 4 Stage 5 Customer Touchpoints Touchpoint 1 Experience Rating Touchpoint 2 Experience Rating Touchpoint 3 Expectations: Customer needs and emotions Experience Rating Touchpoint 4 Experience Rating Needs and Expectations at each Stage Ownership Notes 32

33 06 Obtain Customer s Feelings and Emotions Up until this point, much of the components of the customer journey map can be constructed by interviewing organizational stakeholders and SME s. But to truly understand the customer s feelings and emotions, you should talk to the customer. Consider more than just the customer s actions. Consider what they think, feel, say and what they do. What is the data showing you? Brainstorm reasons for your issues based on the data. Consider tools such as 5 Y s, Fish Bone diagram, Affinity diagrams, etc. 31

34 06 Activity Four In your role as a consultant, continue building the customer journey map for the scenario to replace your broken mower. Assignment: 1. Add any additional customer feelings and actions to your customer journey map that you might obtain through the research done when you engage the customer 5 minutes 2. Discuss negative customer emotions 3. Note where the gaps are between what the customer feels and how the organization handles the situation 34

35 07 Building a Customer Journey Map Ownership and Completion 35

36 07 Building the Map Ownership Stages Stage 1 Stage 2 Stage 3 Stage 4 Stage 5 Customer Touchpoints Touchpoint 1 Experience Rating Touchpoint 2 Experience Rating Touchpoint 3 Experience Rating Touchpoint 4 Ownership: Who is responsible for the interaction Experience Rating Needs and Expectations at each Stage Ownership Notes 36

37 07 Determine Touchpoint Ownership Next, look back to your touchpoints and revisit the customer s feelings towards those touchpoints. Ask the questions: Do we own this touchpoint? Who in the company is responsible for this touchpoint? Are multiple departments responsible for one touchpoint? Is one department responsible for multiple touchpoints? Assignment: Now add ownership notes to your journey map 5 minutes 37

38 07 Finalize and Polish Next, add other elements that your stakeholders agree are important. Remember, there is no one way to create a Customer Journey Map. Finally, some design aspects to consider: Add your organization s branding, i.e. colors, logo, fonts, graphics, etc. Use common terms familiar to the relevant departments and to the organization Consider aesthetics that the organization has seen before to make the map more familiar The final map should be consistent with the company s culture, while always focusing on the needs and expectations of the customer 38

39 07 Questions Congratulations on building your first Customer Journey Map! For additional information contact: Xxxxx (Phil Delanty?) Xxxx (Ralph Lord?) Xxxxx (. 39

40 AP Appendix 40

41 Actions Emotions Interactions AP Construction Template Guiding Principles Stage

42 AP Common Icons 42

43 AP Additional Examples 43

44 AP Additional Examples 44

45 AP Additional Examples 45

46 AP Additional Examples 46

47 AP Researching for the Customer Journey Map You should consider using various tools to aide in your research. Website Analytics tools such as Google Analytics, Usabilla, AppDynamics, AWS Reports Social Media such as Facebook Analytics Cameras and Tracking technology for tracking customer flow such as traffic patterns Surveys such as Survey Monkey 47

48 AP More ways to Research Other types of research involve getting the voice of the customer. This can be speaking directly to the customer, or getting their thoughts and comments in other ways. Conducting Interviews with Customers Reading comments and mentions (e.g. likes) in Social Media Speaking to front line employees about their interactions with customers Perhaps even asking some Internal Stakeholders 48

49 SK Customer Journey Map Activity Stages Mower Broke Research Verify Purchase Deliver Test Customer Touchpoints Mad at mower Call Stores Get models/delivery Call selected store verify price/ availability Purchase online Wait Start Mad at myself knew it was coming Research online Models / reviews Confirm delivery price / time Provide credit card Don t arrive when discussed It works View YouTube videos Understand return policy Receive receipt Call to verify delivery Cut lawn Bank - Check balance/transfer funds Called bank Provide delivery address Delivered Satisfied / happy Needs and Expectations at each Stage Need mower asap to complete lawn before party -Provide ratings /research website -Provide availability - Click to deliver - Chat to buy - Phone center Need mower asap to complete lawn before party -Financing options - receipt -Tracking -Updates -Alerts -Disposal of old mower -Drop off & verify -Take back if issue Ownership Notes -Website management -Phone center -Customer service -Customer service -Sales 49

50 SK Customer Journey Map Emotional Journey - Activity Stages Mower Broke Research Verify Purchase Deliver Test Emotional Journey Expectations Interactions Mad at mower at myself Need mower asap to complete lawn before party Concerned Risk that I can t find a mower in time Provide ratings / research website Provide availability click to deliver chat to buy Phone center Internet Phone center Cautious In stock & can deliver This could happen Will it actually deliver today as scheduled Need mower asap to complete lawn before party Internet Phone center Hopeful Card accepted Financing offered Financing options - receipt Customer service Sales Relieved/Happy Concern until it worked when delivered Working in time to finish yard before party Anxious Will it deliver on time If I don t like it will they take it back immediately Tracking Updates Alerts Internet Delivery guy Disposal of old mower Drop off & verify Take back if issue Delivery guy 50