DESIGN FOR INNOVATION.The arrogance of success is to think that what you did yesterday will be sufficient for tomorrow.
William Pollard
Touchpoints matter, but it’s the full journey that really counts. ALEX RAWSON, HARVARD BUSINESS REVIEW
BEFORE DURING AFTER
MAPPING YOUR CUSTOMER JOURNEYS
ATTENTION CONSIDER BUY SERVICE LOYALTY
KONTROLLERTEKONTAKTPUNKT
RELATION PHASE
UKONTROLLERTEKONTAKTPUNKT
CONTROLLED CONTACT POINT
RELATION PHASE
UNCONTROLLED CONTACT POINT
BEFORE DURING AFTER
• DM(BM/PM)
• Søkemotorop3malisering(SEO)
• Sosialemedier(SOME)
• Annonser/banner
• Eierbanker
• 3.partsneAsider
• PublicRela3ons(PR)
• VGTV,DBTV
• YouTube™• Viral-kampanje
• Ekstra
Redaksjonellomtale•
Sosialemedier•
Google-søk•
Jungeltelegraf•
NeAverk,får3ps•
Testvurdering•
Konkurrenter•
3.partsneAsider•Salgspres.bankBM•
Ekstra•
Ekstra•
• Konkurrenter
• 3.partsneAsider
• Testvurdering
• NeAverk,anbefaling
• Jungeltelegraf
• Google-søk
• Sosialemedier(SOME)
• Redaksjonellomtale
• Finansportalen
• penger.no
• Salgspres.bankBM
Ekstra•
Dinepenger•
FInansportalen•
Facebook•
Remarke3ng•
Søk(betaltetreff)•
Landingsside•EgneneAsider•
Forsikringskalkulator•
Søkemotorop3malisering(SEO)•
• Mobil
• Kundeservice
• Chat
• EgneneAsider
• Eierbanker• Ekstra
• Ekstra
• Ekstra
• Ekstra• Ekstra
• Ekstra
Betalingsløsninger•
3.partsløsninger•
eID-løsning•
Digitaltsignering•
Ekstra•
Ekstra•
Ekstra•
Ekstra•Ekstra•
Ekstra•
Ekstra•
• Ekstra
• Ekstra
• Ekstra
• Ekstra
• Testvurdering
• EgetneAverk,erfaringer
• Sosialemedier(SOME)
• Redaksjonellomtale
• Ekstra
• ekstra
• Ekstra
• Skademelding/skadeoppgjør
• Lojalitetsprogram(s3ge?)
• LojalitetsrabaA
• Oppfølgeingsbrev
• Avslutningsbrev(flere)
• Facebook/Instagram
• NeAbu3kk
• Facebook/Instagram
• Betalingspåminnelse• Partnere/leveraøndør
• PR/AgendaseAer
Faktura•
DM•
E-post•
Velkomstbrev/pakke•
Årlig(vilkår/bevis)•
Remarke3ng•
EgneneAsider•SMS•
Sikkerhetsbu3kken(Falck)•
• Konkurrenter
• Ekstra
• Testvurdering
• NeAverk,anbefaling
• Jungeltelegraf
• Google-søk
• Sosialemedier(vareprat)
• Redaksjonellomtale
• Ekstra
• ekstra
• Ekstra
ATTENTION CONSIDER BUY SERVICE LOYALTY
MAPPING YOUR CUSTOMER JOURNEYS
The companies that excel in journeys have a more distinct competitive advantage than those that excel in touchpoints. ALEX RAWSON, HARVARD BUSINESS REVIEW
33
PERSONAS|PRIVATECUSTOMER
IgnoredIngrid
I don’t feel appreciated as a customer. At all. Ingrid (33), nurse
Ingrid 33, nurse• Rented apartment, 2 children • Red Cross voluntary • Strained and sober economy
Attitudes and values• Prioritizes family very high • Engaged in various volunteering • Blood and organ donor
Influencers• Parents and close family • Own network, social media • Comparable Services.
Frustrations• Feels neglected as a customer • Technical solutions, updating Java • What if something happens?
Instagram Spo:fy Pregnant Ne?lix Endomondo Bank
Ingridis33yearoldnurse.Shelivesinarentedapartmentwithherpartner,twochildrenandacat.Loyalinsurancecustomerforseveralyears.Noclaims,neverheardfromherinsurancecompany.
GENERALConcernedfamilyandselflesslyinrelationtovolunteering.BesidethejobtakesIngridregularnightshiftsforRedCrosshotlineatriskhavekids.Hasbeenablooddonorfor7yearsandisregisteredorgandonor.
INGRIDSRELATIONTOINSURANCEIngridexperiencinginsuranceservicesandcondi:onsthatvirtuallyunavailable.She’dliketoberightassured,butdonotthinksheis.Gotnoclaimspast7years.Qualifyingtotalcustomerandloyaltydiscounts,butdonotevenknow.
Needs and goals• Want easily understandable terms • Wants personal service • Assured that she has relevant insurance
GENERAL
Assisted
LiSleinsight
Nottechnically
Self-reliant
Wellinformed
Technicalwhiz
YEAR
3YEAR
1YEAR
7 YEAR
2YEAR 4
YEAR 5 YEAR
6
AMBASSADORREGION
HIGHRISKREGION
Totalcustomer,5year+ Loyaltybonusxx
Characteristics
FAVORITE-APPS
SOMEOFHERTHINGS&GADGETS
?ENKEL INNOVATIV SKREDDERSØM
ma
Make your service mirror your brand Differentiate - not just make it better