My presentation provides an introduction to Customer Journey Maps, their purpose and how to create them. It discusses their components and the types of journey maps. Finally, I discussed the benefits of journey maps.
Customer Journey Maps: Visualizing an Engaging Customer Experience Donn DeBoard STC Philadelphia Chapter Vertex, Inc. April 17, 2013
Transcript
Customer Journey Maps: Visualizing an Engaging Customer Experience
Donn DeBoard
STC Philadelphia Chapter Vertex, Inc.
April 17, 2013
About the presenter
• 25 years as an award-winning technical communicator developing clear, engaging content in software and financial services industry.
• Senior Information Developer, Vertex Inc., a tax technology company in Berwyn, PA.
• STC Associate Fellow • STC Community Outreach Committee
• Interaction Design Association (IxDA). • Information Architecture Institute (IAI) . • User Experience Professionals Association (UxPA).
Presenter
Presentation Notes
Award-winning technical communicator. �25 years dedicated to enhancing customer experience through clear, engaging content in software and financial services industry Senior Information Developer, Vertex, Inc., a tax technology company in Berwyn, PA. We are the tax calculation engine that calculates Sales Tax when you buy something online and check-out. We are involved in tax both nationally and internationally. STC Associate Fellow. STC Community Outreach Committee. STC Usability and User Experience (UUX) SIG. Interaction Design Association (IxDA). Information Architecture Institute (IAI). User Experience Professionals Association (UxPA). STC Philadelphia Metro Chapter Copyright Donn R. DeBoard 2013 �#stcpmc @donndeboard
Technical communicators need to understand their customers.
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Presentation Notes
What is the context for today's session? In order to create clear, concise content for a product, technical communicators need to understand their customers. The better our understanding of the customer’s real-world context for using our product, the better we are able to develop and deliver content that serves our customer needs. STC Philadelphia Metro Chapter Copyright Donn R. DeBoard 2013 �#stcpmc @donndeboard
You’re here to see your customer’s point-of-view using your product.
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Why are you here? You are here today to get a better understanding of your customer’s point-of-view using your product. Technical communicators are first and foremost customer advocates. Is there a better way to get a clearer understanding of the customer? Can you enhance your approach to understanding your customer? STC Philadelphia Metro Chapter Copyright Donn R. DeBoard 2013 �#stcpmc @donndeboard
You have limited understanding of how your customer uses your product.
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What challenges do we face as technical communicators? We often have to create feature-based or task-based content with only a cursory understanding of our customer. We may not engage the customer directly on a regular basis. We may not engage the customer directly at all. Or, we may rely on an internal (organizational) perspective about the customer. This limited understanding may cause us develop content for a symptom, rather than the root cause of a customer problem using a product. This content may not serve the customer in its format or delivery method. Consequently, we have not improved your customer’s experience with your product. STC Philadelphia Metro Chapter Copyright Donn R. DeBoard 2013 �#stcpmc @donndeboard
You’d like clarity on an engaging customer experience.
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What would you like to take away from this session today? You’d like to enhance your understanding about your customer’s experience with your product. You’ll replace limited your limited understanding with clarity about an engaging customer experience. STC Philadelphia Metro Chapter Copyright Donn R. DeBoard 2013 �#stcpmc @donndeboard
Poll Question #1: What do you know about Customer Journey Maps?
• Nothing: This is new concept to me.
• A little: I’ve heard the term before.
• Moderate: I’ve seen examples and used
Customer Journey Maps at work.
• Expert: I teach Customer Journey Maps at work.
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1st poll question. STC Philadelphia Metro Chapter Copyright Donn R. DeBoard 2013 �#stcpmc @donndeboard
Share your stories about a recent vacation from beginning to end.
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Share your vacation stories from beginning to end. For example, last summer my family and I went on a six-week vacation. We planned to take it after our daughter graduated high school. We flew from Philly to San Francisco. We took a tour bus for 8 days through San Francisco, the wine countries, and on down the Pacific Coast highway through Santa Barbara and L.A. We had a great time. We then flew home and then drove down to Broadkill beach in Delaware for two weeks. STC Philadelphia Metro Chapter Copyright Donn R. DeBoard 2013 �#stcpmc @donndeboard
Lego Customer Journey Map (Hostyn)
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Here is a example of Customer Journey Map (Joyce Hostyn). It illustrates a physical journey a Lego executive took for a business trip from London to New York. You can see the phases of the journeys: * Before boarding the plane * During the flight * After flight See the experience icons in the bottom right. When we are evaluating the total flying experience, we ask: * Can the overall experience be more positive? * Are there make or break moments? * Where is more info needed? STC Philadelphia Metro Chapter Copyright Donn R. DeBoard 2013 �#stcpmc @donndeboard
Travel with me to learn about Customer Journey Maps.
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Pack you bags and travel with me today to discover Customer Journey Maps. Customer Journey Maps visually illustrate your customer’s experience with your product. Here is today’s agenda. We’ll define Customer Journey Maps, their components, and how to create them. We’ll discuss the benefits of Customer Journey Maps. We'll review metrics for measuring success. The three key points in today’s presentation are: * Discover Customer Journey Maps. * Learn how to create Customer Journey Maps. * Uncover the benefits of Customer Journey Maps. Finally, we’ll create a Customer Journey Maps for a real-world situation. STC Philadelphia Metro Chapter Copyright Donn R. DeBoard 2013 �#stcpmc @donndeboard
Discover Customer Journey Maps
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In this section, we discover Customer Journey Maps. Customer Journey Maps are specialized maps with many names : * Service blueprints * Alignment diagrams * Experience maps * Value streams Each of these maps has slight variations in purpose. Journey map content depends on your specific needs. We’ll discuss: * How Customer Journey Maps visualize customer interactions with product. * How Customer Journey Maps review and frame customer steps. * How to understand the essentials of Customer Journey Maps. As we progress, to avoid repetition, I’ll refer to Customer Journey Maps simply as journey maps or maps. STC Philadelphia Metro Chapter Copyright Donn R. DeBoard 2013 �#stcpmc @donndeboard
Visualize customer interactions
with product.
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Customer Journey Maps helps you visualize customer interactions with a product. For example, consider how a Global Positioning System (GPS) allows you to find multiple paths to your destination. Customer Journey Maps allow you to track the steps of your customer’s experience with your product. STC Philadelphia Metro Chapter Copyright Donn R. DeBoard 2013 �#stcpmc @donndeboard
Orienteering uses specialized topographical map.
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How many people here have ever been orienteering? When you are orienteering , you use a compass and map to travel from place to place in unfamiliar territory. Orienteering uses a special kind of map. Special topographical maps indicate natural, geographic, and man-made features. An orienteering map provides special information that helps you travel from place to place. Like an orienteering map, Customer Journey Maps are a specialized kind of map. STC Philadelphia Metro Chapter Copyright Donn R. DeBoard 2013 �#stcpmc @donndeboard
What is customer engagement?
Customer engagement is thinking and acting as customers do: A series of inter-related interactions (touch points) that together, create their ‘customer experience.’”
- Craig McCulloch
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I’d like to provide a brief definition of customer engagement from Craig McCullough: Customer engagement is thinking and acting as customers do: a series of inter-related interactions (touch points) that, together, create their ‘customer experience’. Customer Journey Maps are visual representations of a customer’s collective interactions with a product. It shows the series of interactions aka the umbrella of steps and the associated touch points that comprise their experience with your product. By the way, many slides and notes pages are annotated with references. Resources are listed in the back of slide deck. I can see new heights standing on the shoulders of the pioneers who went before me. STC Philadelphia Metro Chapter Copyright Donn R. DeBoard 2013 �#stcpmc @donndeboard
Customer Journey Maps show how a customer experiences a product.
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Customer Journey Maps provide a framework for customer actions, motivations, and questions. They also show customer emotions and feelings while using a product. Emotions and feeling are significant in that they impact whether a customer will complete their journey with your product. STC Philadelphia Metro Chapter Copyright Donn R. DeBoard 2013 �#stcpmc @donndeboard
Review and frame customer steps.
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When you watch a movie in slow-motion, you can see each distinct step and action a character takes. Each action is slowed down to a series of smaller, intermediate steps. In the same way, Customer Journey Maps help you to identify and isolate specific steps in a journey. Customer Journey Maps provide a holistic view of all touch points (think of individual frames in a movie) that your customer takes with your product. STC Philadelphia Metro Chapter Copyright Donn R. DeBoard 2013 �#stcpmc @donndeboard
Customer Journey Maps are customer–centric.
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Customer Journey Maps show your customer’s point-of-view. Customer Journey Maps are often called an “outside In” perspective. It is the circumstances that bring the customer to your product, how they engage your product, and how they finish using your product. They show customer needs, interactions, and emotions. Customer Journey Maps do not show your organization engaging you customers. That perspective would be a workflow. STC Philadelphia Metro Chapter Copyright Donn R. DeBoard 2013 �#stcpmc @donndeboard
Customer Journey Maps show customer touch points and emotions.
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Touch points are connection points between the first step a customer takes in their journey and the last step when they arrive at their destination. Emotions are a significant part of Customer Journey Maps. They help distinguish, for example, whether an airplane ride was relaxing and uneventful or a white-knuckle clench-your teeth experience. The customer who had the white-knuckle flying experience will not be returning to the airline for a second trip. Emotions, in this case, are the most significant factor in determining the selection an airline for follow-up flights. STC Philadelphia Metro Chapter Copyright Donn R. DeBoard 2013 �#stcpmc @donndeboard
Review Customer Journey Maps components.
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Customer Journey Maps are rooted in customer research. You need to do your homework by engaging your customer. This map is visual story telling of research. There no standards for the look and feel of a Customer Journey Map. But, there are some common components. Chris Risdon from Adaptive Path shares that you need to have these components: * A clear focus on specific audience. * An engaging true story describing the journey. * User principles for the journey (Why this method for this journey? Guidelines for customer choice?) * Journey stages & task: Doing (Behaviors). (What is customer doing? When?) * Touch points for each step. Experiences occur across multiple touch points. * Qualitative insights: Thinking (Framing) and Feeling (Motivations). (What is customer thinking and feeling? When?) * Quantitative insights: Customer data from analysis.(What does research reveal about customer?) Lessons learned and opportunities for improvement. * Context (Time and place) Risdon STC Philadelphia Metro Chapter Copyright Donn R. DeBoard 2013 �#stcpmc @donndeboard
Understand the essentials of
Customer Journey Maps.
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Like any good tool in your toolkit, you need understand when to use Customer Journey Maps. We’re going to discuss the circumstances in which you might create a Customer Journey Map. We'll also discuss the various types of Customer Journey Maps. STC Philadelphia Metro Chapter Copyright Donn R. DeBoard 2013 �#stcpmc @donndeboard
When to create a Customer Journey Map
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The five circumstances when you should consider creating a Customer Journey Maps when your product is: * Costly: High cost of product, high risk, or waste. * Complex: Multiple customer groups, channels , or departments. * Changeable: Evolving customer experience. * Challenged: High dissatisfaction now. Expectations are high. * Climatic: Key moments of truth, emotions are high. (Oxford Strategic Marketing, (Section 2)) Most likely, Customer Journey Maps are beneficial when you have an changeable (evolving) customer experience. For technical communicators, Customer Journey Maps help provide real-world context for using your product. This context sheds light on where content may be needed to support the customer’s journey. STC Philadelphia Metro Chapter Copyright Donn R. DeBoard 2013 �#stcpmc @donndeboard
Types of Customer Journey Maps
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The six types of Customer Journey Maps are: * Actual: Physical journey. * Transactional: Process w/fixed steps. * Experiential: Ongoing experience. * Emotional: Mental journey over time. * Relationship building: Relationship over time (customer). * Rite of passage: Major life change. (Oxford Strategic Marketing, �(Section 3)) Our Customer Journey Map examples today, both for our discussion and group exercise, have to do with an actual physical airplane journey. Keep your flight to your last vacation in mind when we have those conversations during our small group exercise. STC Philadelphia Metro Chapter Copyright Donn R. DeBoard 2013 �#stcpmc @donndeboard
Poll Question #2: Do you understand the concept of Journey Maps?
• Yes: So far, so good. I’m with you.
• Uncertain: I think I understand. I’ll ask
questions later.
• No: Let me ask questions now.
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2nd poll question. STC Philadelphia Metro Chapter Copyright Donn R. DeBoard 2013 �#stcpmc @donndeboard
Learn how to create
Customer Journey Maps
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In the first key section, we discovered Customer Journey Maps. We discussed their purpose, their components, when to create them, and the various types of maps. In this second key section, we’ll learn how to create Customer Journey Maps. We’ll discuss the three phase process for creating Customer Journey Maps, using the Lego map as an example. STC Philadelphia Metro Chapter Copyright Donn R. DeBoard 2013 �#stcpmc @donndeboard
Lego Customer Journey Map (Hostyn)
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Here is a example of Customer Journey Map (Joyce Hostyn). It illustrates a physical journey a Lego executive took for a business trip from London to New York. You can see the phases of the journeys: * Before boarding the plane * During the flight * After flight See the experience icons in the bottom right. When we are evaluating the total flying experience, we ask: * Can the overall experience be more positive? * Are there make or break moments? * Where is more info needed? STC Philadelphia Metro Chapter Copyright Donn R. DeBoard 2013 �#stcpmc @donndeboard
Customer Journey Map process
overview (Part 1)
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Part 1 is a three step process: Identify customer ecosystem. Identify specific customer journey. Identify customer steps/actions. Van Oosterom, Davey We’ll break down the Lego journey map to illustrate how to create journey maps. Refer to your handout as we go along. STC Philadelphia Metro Chapter Copyright Donn R. DeBoard 2013 �#stcpmc @donndeboard
1. Identify customer ecosystem.
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Identify the ecosystem that describes about 80% of your customer interactions with your product. Who is your customer? Your customer should be in the center all activities. All other parts of the maps center around your customer. Begin by connecting with real customers to tell engaging story. Talk to your customers. Create personas (representations of your major customer groups as embodied in a fictitious person, but based on real customer research). In the Lego example, the audience is Richard, the Lego executive who is flying from London to New York. Van Oosterom, Davey STC Philadelphia Metro Chapter Copyright Donn R. DeBoard 2013 �#stcpmc @donndeboard
2. Identify specific customer journey.
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You identify a specific customer journey for your specific customer. You only create one Customer Journey Map for each customer. What is customer trying to achieve? Doing – What is their behavior? Thinking- How are they framing the experience to themselves? Feeling- What is their motivation and emotions during the journey? Prioritize outcomes, if possible. In this example, the specific customer journey is the air flight from Lego offices in London to Lego offices in New York. Van Oosterom, Davey, Risdon STC Philadelphia Metro Chapter Copyright Donn R. DeBoard 2013 �#stcpmc @donndeboard
3. Identify customer steps or actions.
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List all steps or actions a customer performs to reach desired outcome. Start before customer decided to use your product. What are generating circumstances? List specific trigger events. In this example, the specific customer actions are the steps to book a flight from Lego offices in London to Lego offices in New York and physically getting to and from the airport in each city. The trigger event is a decision or business need for a face-to-face conversation in Lego personnel in New York. Van Oosterom STC Philadelphia Metro Chapter Copyright Donn R. DeBoard 2013 �#stcpmc @donndeboard
Customer Journey Map process
overview (Part 2)
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Presentation Notes
Part 2 is a two step process: Define touch points Identify moments of truth and pain points Van Oosterom, Davey We’ll discuss touch points and moments of truths in the Lego map. STC Philadelphia Metro Chapter Copyright Donn R. DeBoard 2013 �#stcpmc @donndeboard
You want to begin by listing every touch point for each customer action. You want a thorough list of touch points. You also want to specify the back-stage touch points that support these interactions. In the Lego example, in isolating the Before phase, we see the various touch points – Lego Travel department, train station, and the airport. Who are the people and processes that support these touch points for the Lego executive’s journey to the London airport? Also, we can the emotions associated with each touch point. We can also do this break down for the During and After phase of the Lego map. Van Oosterom STC Philadelphia Metro Chapter Copyright Donn R. DeBoard 2013 �#stcpmc @donndeboard
Channels vs. touch points.
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Channels are methods a customer uses to perform a task. Touch points are specific interactions a customer has in the context of customer journey. Touch point use channels. Risdon Example: Consider your journey registering for this meeting. The STC PMC website is the channel for the specific touch point to make your reservation. * Appropriate? (Context and culture) * Relevant? (Meets customer needs in journey) * Meaningful? (Purposeful or important to journey) * Endearing? (Subtle, playful, or delightful part of journey) * Connected? (Available yet seamless within journey) Risdon STC Philadelphia Metro Chapter Copyright Donn R. DeBoard 2013 �#stcpmc @donndeboard
5. Identify moments of truth.
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Moments of truth are key or significant touch points within customer journey. Moments of truth are defining points in the journey that affect customer reaching a successful outcome. Moments of truth impact a customer’s likelihood of revisiting a journey. Moments of truth include decision points, too. You want to identify and prioritize moments of truth from all touch points. Focus on top 1-3 moments of truth. May also include pain points and areas for improvement. In the Lego Customer Journey Map, the Arrow icon indicates Moments of truth. I’ve circled the areas that include potential moments of truth. These are the check-in at Paddington Station, the seating (remember Richard is tall), and the passport and immigration check-in (Shortest time to get processed leaving and returning). Van Oosterom STC Philadelphia Metro Chapter Copyright Donn R. DeBoard 2013 �#stcpmc @donndeboard
Customer Journey Map process
overview (Part 3)
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Presentation Notes
Part 3 is a three step process: Track ebb and flow of emotional journey. Blueprint backstage process. Improve and innovate. STC Philadelphia Metro Chapter Copyright Donn R. DeBoard 2013 �#stcpmc @donndeboard
6. Track ebb and flow of emotional journey.
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Evaluate the experience for each touch point. What is the customer thinking and feeling? This is the emotional pulse of customer throughout the journey. You want to review and map the ebb and flow of customer experience at each point. Compare with ideal customer experience. In the Lego Customer Journey Map, we can see the progression from neutral to happy as the journey progresses. We can also see the moments of truth and the touch points that need more information for possible improvement. Van Oosterom, Risdon STC Philadelphia Metro Chapter Copyright Donn R. DeBoard 2013 �#stcpmc @donndeboard
7. Blueprint backstage processes
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For each touch point, we want to list the supporting organizational structure. Who supports each touch point? Who influences the back stage process itself? In the Lego Customer Journey Map, the supporting organizations are the Lego Travel Department, Paddington train station, airport personnel in both London and New York, plus ground transportation in both cities. Van Oosterom STC Philadelphia Metro Chapter Copyright Donn R. DeBoard 2013 �#stcpmc @donndeboard
8. Improve and innovate.
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Finally, you want to identify areas in journey needing improvement. What are top 3 pain points? Have some creative brainstorming internally. Compare with the ideal customer experience. What is missing? Where are the gaps? Where is content needed? Go back to your customer for feedback and dialogue on how to upgrade your journey map. Van Oosterom STC Philadelphia Metro Chapter Copyright Donn R. DeBoard 2013 �#stcpmc @donndeboard
Uncover the benefits of
Customer Journey Maps
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Presentation Notes
In the first key section, we discovered Customer Journey Maps. In this second key section, we learned how to create Customer Journey Maps. In this last key section, we’ll: * Review the benefits of Customer Journey Maps. * Identify metrics for Customer Journey Maps. * Apply your learning with an exercise to create a Customer Journey Maps in small groups. STC Philadelphia Metro Chapter Copyright Donn R. DeBoard 2013 �#stcpmc @donndeboard
Review the Benefits of
Customer Journey Maps
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Customer Journey Maps visually connect-the-dots for each moment that a customer uses your product. Customer Journey Maps provide a frame work for modeling and re-designing your product and how your customers use it. They show: How customers interact w/product. What they want from each interaction. How they feel about each interaction. Temkin STC Philadelphia Metro Chapter Copyright Donn R. DeBoard 2013 �#stcpmc @donndeboard
Identify customer pain points with your product.
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Customer Journey Maps allow you identify individual customer pain points in the overall context of their experience with your product. Often, as technical communicators, we ask for feedback after the fact. Without the context provided by Customer Journey Maps, we wouldn’t uncover these pain points. Customer Journey Maps allow you to understand: If supporting content is needed to improve a customer journey. What type and where content is needed. How customer prefers to interact with content. STC Philadelphia Metro Chapter Copyright Donn R. DeBoard 2013 �#stcpmc @donndeboard
Create an internal customer-focused communication tool.
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Customer Journey Maps allow you to create a customer-focused communication tool. This can drive a more meaningful dialogue and richer understanding about the customer by employees within your organization. This deeper understanding enhances decision-making as well as product and content design. STC Philadelphia Metro Chapter Copyright Donn R. DeBoard 2013 �#stcpmc @donndeboard
Build empathy with customers.
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Customer Journey Maps can be a tool for open dialogue. A more collaborative and empathetic relationship with your customer allows you to become a trusted partner. Useful content depends on understanding the real-world context for your customer’s use of your product. Customer Journey Maps also provide an audit tool to develop user experience metrics. STC Philadelphia Metro Chapter Copyright Donn R. DeBoard 2013 �#stcpmc @donndeboard
Identify metrics for
Customer Journey Maps
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How do we measure success with Customer Journey Maps? Let’s look at some metrics to measure success. STC Philadelphia Metro Chapter Copyright Donn R. DeBoard 2013 �#stcpmc @donndeboard
Create shared value for your customers and business.
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Value-centered design represents a win-win for both your business and your customer. McMullin & Nieboer note (in this graphic) that shared value is the center of design. Value comes from intersection: Business goals and customer needs Business Return on Investment (ROI) vs. Customer Return on Experience (ROE) (Sales vs. Satisfaction) McMullin (graphic), Nieboer Customers get a product that delivers a pleasant, useful experience, which they share with their peers by word-of-mouth. This promotes sales for the business that originally focused on meeting customer needs. STC Philadelphia Metro Chapter Copyright Donn R. DeBoard 2013 �#stcpmc @donndeboard
Monitor customer satisfaction.
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You must always monitor customer satisfaction with your product. See the Customer Satisfaction (Y axis) and Degree of Achievement (X axis). (Kanos Model) Basic attributes: Product features that are taken for granted. (Think about Search functionality.) The Red line that is falling off shows low degree of achievement and low degree of satisfaction. Performance attributes: Direct correlation between degree of achievement and customer satisfaction. The Green line shows a high degree of achievement and a high level of satisfaction. Delight attributes: Delight attributes are unexpected attributes that are something out of ordinary. The Yellow arrow that trends upward shows a very high level of customer achievement and a high level of customer satisfaction . Holst/Baymard STC Philadelphia Metro Chapter Copyright Donn R. DeBoard 2013 �#stcpmc @donndeboard
Plan for customer delight.
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Customer satisfaction deteriorates as more companies present the same feature. Customer expectations always go up. You need to plan for customer delight on a continual basis. Customer Journey Maps provide critical context on the customer as your design your next delight attributes. Holst/Baymard STC Philadelphia Metro Chapter Copyright Donn R. DeBoard 2013 �#stcpmc @donndeboard
Apply your learning.
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Now, we’re going to have small-group exercise to help you apply today’s learning. I hope you are ready to work. STC Philadelphia Metro Chapter Copyright Donn R. DeBoard 2013 �#stcpmc @donndeboard
Planning a railroad trip to Europe
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Our small group exercise today is to plan a railroad trip to Europe. Map how you: Plan your trip Enjoy activities on the trip. Share experiences when returning home. Every group needs a recorder and a presenter to summarize the discussion. No wrong answers. Take 5-10 minutes. Have fun! STC Philadelphia Metro Chapter Copyright Donn R. DeBoard 2013 �#stcpmc @donndeboard
Building your own map
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Exercise is high-level, due to the limited time. Focus on journey: Principles Stages Tasks (Doing) Social/On-line Thinking Feeling The Railway Europe website is a dedicated travel site for train travel in Europe. This site serves as your resource. All of the touch points for the Researching and Planning stages are within this site. This map focuses on the broader experience. Given the limits of our time together today, we’re not going to lookup the Rail Europe site. Use Rail Europe Journey Map worksheet as a guide to brainstorming. Think about your last vacation when you flew to your destination and the journey you took to get here. STC Philadelphia Metro Chapter Copyright Donn R. DeBoard 2013 �#stcpmc @donndeboard
Share your maps
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Share your discussions with the group. What was the type of journey? What was the journey purpose? What were some guiding principles for you as traveler? What were the stages of journey? What were some tasks for you as traveler? What were some of the social or on-line factors? What were you thinking? What were you feeling, that is, emotions? How did you feel about the experience? Did you have any other insights? STC Philadelphia Metro Chapter Copyright Donn R. DeBoard 2013 �#stcpmc @donndeboard
Completed Rail Europe Map
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Here is the completed Rail Europe Map. You also have this as a handout. The completed map gives us context for the Rail Europe trip by visualizing the flow of the journey. As technical communicators, we can review the journey and identify gaps where specific content, delivered in an appropriate format, may support the customer’s success in reaching their destination. (Noz Urbina) STC Philadelphia Metro Chapter Copyright Donn R. DeBoard 2013 �#stcpmc @donndeboard
Reflections
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Presentation Notes
In the first key section, we discovered Customer Journey Maps. We discussed their purpose, their components, when to create them, and the various types of maps. In this second key section, we learned how to create Customer Journey Maps. We discussed a three phase process for creating Customer Journey Maps. In the third key section, we reviewed the benefits of Customer Journey Maps and talked about metrics for measuring success. Engagement is a continuum where technology is an enabler to the journey and specified outcomes. Customer journeys should be engaging, worthy of sharing, and unified. Solis STC Philadelphia Metro Chapter Copyright Donn R. DeBoard 2013 �#stcpmc @donndeboard
Poll Question #3: Do you think Journey Maps would be beneficial for you?
• Yes: I can see several ways to apply Customer
Journey Maps at work.
• Uncertain: I can see the benefits of Customer Journey Maps. I’m not certain where to apply them at work.
• No: I can’t see any use for Customer Journey Maps at work.
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3rd poll question. STC Philadelphia Metro Chapter Copyright Donn R. DeBoard 2013 �#stcpmc @donndeboard
You had a limited understanding of how your customer uses your product.
Presenter
Presentation Notes
You began this session with a limited understanding of how your customer uses your product. STC Philadelphia Metro Chapter Copyright Donn R. DeBoard 2013 �#stcpmc @donndeboard
You have clarity on an engaging customer experience.
Presenter
Presentation Notes
You enhanced your understanding about your customer’s experience with your product. Customer Journey Maps help you clarify and understand what an engaging customer experience with your product. STC Philadelphia Metro Chapter Copyright Donn R. DeBoard 2013 �#stcpmc @donndeboard
Thank you. Questions?
Presenter
Presentation Notes
Thank you so much for your participation. It has been my pleasure to talk with you today. Let’s open the floor for questions. STC Philadelphia Metro Chapter Copyright Donn R. DeBoard 2013 �#stcpmc @donndeboard
Connect with me.
You are welcome to contact me with questions and comments.
I’m open to additional questions. Please reach out to connect with me for questions, comments , or other conversations. I’d welcome your insights. STC Philadelphia Metro Chapter Copyright Donn R. DeBoard 2013 �#stcpmc @donndeboard
For more information
Cobb, Dale. “Creating Your Own Customer Journey Map,” http://servantselling.blogspot.com/2008/01/creating-your-own-customer-journey-map.html, January, 2008.
Davey, Neil.”Customer Journey Mapping and the Social Customer: The Four Implications to Know,” MyCustomer.com, April 30, 2012
Edwards, Mel. “Customer Journey Mapping,” http://desonance.wordpress.com/2010/06/16/customer-experience-mapping, June 10, 2010.
Flom, Joel. “The Value of Customer Journey Maps: A UX Designer’s Personal Journey.” UX Matters, http://www.uxmatters.com/mt/archives/2011/09/the-value-of-customer-journey-maps-a-ux-designers-personal-journey.php, September 7, 2011.
Gleneicki, Annette. “Customer Interaction Maps: Plotting the Customer’s Journey,” http://www.allegiance.com/blog/customer-interaction-maps-plotting-the-customer%e2%80%99s-journey/869, October 18, 2010.
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Presentation Notes
STC Philadelphia Metro Chapter Copyright Donn R. DeBoard 2013 �#stcpmc @donndeboard
Howard, Jeff. “Using Diary Studies for Customer Journey Mapping, http://designforservice.wordpress.com/2009/12/17/ using-diary-studies-for-customer-journey-mapping/, December 2009.
Kalbach, James. Customer Journey Mapping Resources on the Web,” http://experiencinginformation.wordpress.com/2010/05/10/customer-journey-mapping-resources-on-the-web/ , May 10 2010,updated September 17, 2011.
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Presentation Notes
STC Philadelphia Metro Chapter Copyright Donn R. DeBoard 2013 �#stcpmc @donndeboard
McCulloch, Craig. “ Creating an optimal customer experience,” .Net Magazine, http://www.netmagazine.com/opinions/creating-optimal-customer-experience. August 9, 2011.
McMullin, Jess. “Searching for the Center of Design”, Boxes and Arrows, http://www.boxesandarrows.com/view/ searching_for_the_center_of_design, (originally posted September 9, 2003), reposted November, 2011.
Presenter
Presentation Notes
STC Philadelphia Metro Chapter Copyright Donn R. DeBoard 2013 �#stcpmc @donndeboard
Neiboer, Harry. “Value-centered Design,” http://blogs.infosupport.com/value-centered-design/, November 16, 2005.
Oxford Strategic Marketing. “Customer Journey Mapping: An Introduction” and “Customer Journey Mapping: A Practicioner’s Guide,” Cabinet Office website (Sept 2009, last visited May 2010).
Peck, Valerie and Anne Cramer. “Best Practices in Customer Journey Mapping,” http://www.slideshare.net/TPDashboard/best-practices-in-customer-experience-mapping. 2012.
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Presentation Notes
STC Philadelphia Metro Chapter Copyright Donn R. DeBoard 2013 �#stcpmc @donndeboard
Richardson, Adam. “Using Customer Journey Maps to Improve Customer Experience,” Harvard Business Review, http://blogs.hbr.orgs/cs/2010/11/using_customer_ journey_maps_to.html, November 15, 2010.
Solis, Brian. “Why User Experience is Critical to Customer Relationships,” Fast Company, http://www.fastcompany.com/1815756/the-importance-of-ux-in-customer-engagement , February 14, 2012.
Presenter
Presentation Notes
STC Philadelphia Metro Chapter Copyright Donn R. DeBoard 2013 �#stcpmc @donndeboard
Stollery, Richard. “Lego's Customer Strategy: Lego Rebuilds Customer Loyalty, Brick by Brick,” An Post Mail Media Unit, Dublin, http://www.anpost.ie/AnPost/AnPostDM/News/DMNews/2009/Richard+Stollery+-+Lego.htm, Aug 12, 2009
van Oosterom , Arne. “Mapping Out Customer Experience Excellence: 10 Steps to Customer Journey Mapping,” http://www.mycustomer.com/topic/customer-intelligence/customer-journey-mapping/105167#, December 3, 2010.
Presenter
Presentation Notes
STC Philadelphia Metro Chapter Copyright Donn R. DeBoard 2013 �#stcpmc @donndeboard
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