ADVANCED MARKETING A.A. 2015-16

Experience journey

cristiano.nordio[at]unipd.it

PART TWO

“CUSTOMER EXPERIENCE JOURNEY, AS A STRATEGIC DESIGN PROCESS, PROVIDE ALL THE ELEMENTS OF A BUSINESS WITH A UNIFYING ORGANIZATIONAL MAP.”

Joseph Pine

I NS I G H T. U N D E RSTAN D WH AT TRU LY D R IV ES YOU R CUSTOM E RS G IV E PEO P LE E MOT IONS AN D STOR I ES TO T E LL

P R ACT I C E TH E ART OF R ESONAT I N G FOCUS Stop talking about you

CUSTOMER EXPERIENCE

 People-centred approaches

 Provide a baseline for customer centric transformation

 Improve quality and foster a culture of innovation

MAPPING THE JOURNEY

The Power of Putting Customers at the Center of Your Business

…(for real)

Kerry Bodine: https://vimeo.com/78569959

“HUMAN-TO-HUMAN INTERACTION WILL BECOME THE OLDEST NEWEST EXPERIENCE”

Kerry Bodine

WHO AND WHEN TO ADOPT

WHEN CAN JOURNEY MAPPING BE USED?

­ Understanding & diagnosing experiences

­ Designing experiences (redesign existing, create new)

­  Implementing (as blue prints)

­ Communicating (align, train, orient)

WHO TO INVITE?

 Customers (yes, you can do it!)

 Those who interact with customers every day ­  Frontline staff ie. sales, members of the call centre or customer service

­  Staff who are responsible for the various elements of the customer journey i.e marketing office members, persons responsible for analytics review and monitoring; product develope

 Those who need to support the decision ­  Senior management;

USEFUL TO

 Key influencers from across the organisation on the importance of user experience

 They will better understand how to serve their customers and carry out further research.

 It also helps identify weak points in the customer journey. Places where the organisation is letting customers down and processes need to change.

SOME CASES

GE OPTIMA CX EXPERIENCE

From Great Product To Great Experience

Doug Dietz: https://www.youtube.com/watch?v=jajduxPD6H4

KLM LOST & FOUND SERVICE

KLM’s dedicated Lost & Found team at Amsterdam Airport

Schiphol is on a mission to

reunite lost items as soon as

possible with their legitimate

owner.

KLM: https://www.youtube.com/watch?v=NK-T_t166TY

HOW TO DESIGN A XJOURNEY

WHAT HAPPENS NEXT?

The coffee experience

Stanford University: https://vimeo.com/78554759

HOW TO MAP A CUSTOMER’S JOURNEY

­ Select a specific customer to map

­ Map a customer ’s step-by-step experience

­ Add customer attitudes and goals

­ Map touch points & systems “on stage” and “back stage”

­  Identify problems & opportunities and prioritize

THE CUSTOMER EXPERIENCE PYRAMID

Elisabeth Sanders

9 KEYS STEPS

•  Review Goals

•  Gather Research

•  Touchpoint and Channel brainstorms

•  Empathy map

•  Brainstorm with lenses

•  Affinity diagram

•  Sketch the journey

•  Refine and digitize

•  Share and use

UX Mastery: https://www.youtube.com/watch?v=mSxpVRo3BLg

SOME EXAMPLES

LEGO EXPERIENCE WHEEL

We understand what is and what is not important to the customer

in that experience and then we

design a ‘wow’ experience to

improve it.

Richard Stollery, LEGO

LANCÔME

Brand

Experience Journey

BOOKING.COM - POST-BOOKING CX

TIPS

CX JOURNEY MAPPING TIPS

 Identify a specific customer ­  prospects, frustrated customers,

extreme users!

 Work from point A to B ­  map upstream and down

 Keep it collaborative ­  use post-it notes, life-size artifacts

 Focus on moments that matter ­  start lo-res, use appropriate detail

 Start with assumptions ­  then validate and gather more data

 Share ­  to set the stage for companywide

improvements

6 LAWS

1.  Every interaction creates a personal reaction.

2.  People are instinctively self-centered.

3.  Customer familiarity breeds alignment.

4.  Unengaged employees don't create engaged customers.

5.  Employees do

what is measured, incented, and celebrated.

6.  You can’t fake

Temkin Group: https://www.youtube.com/watch?v=SHgb4BNdxbc

KEY TAKE AWAY POINTS

 Map to understand & diagnose experience issues

 Use maps to reframe and reimagine experiences

 Redesign experiences to influence attitudes

 Leverage mapping to connect, collaborate, & align

“DEAL WITH THE WORLD AS IT IS, NOT HOW YOU’D LIKE IT  TO BE.”

Jack Welch

experiences influence

results attitudes drive behaviors deliver

THANKS!

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 Cristiano.nordio[at]unipd.it

 https://www.linkedin.com/in/cristianonordio

 https://advancedmarketingunipd.wordpress.com