Good Morning & WelcomeMORNING PROGRAM
journey mappingWorkshop
Margaret WiseVice President, Strategy
Arke
Importance of the JourneyHow consumer demand and preference has changed everything
Margaret Wise | April 18, 2018
There are 13 ways to order a pizza from Dominos and there are more on the way.
https://anyware.dominos.com
6 /
The pizza ordering
experience is being driven
thru customer channel/device
preference
The tastiest example I could think of!
Innovative ways to deliver on a legacy brand promise
A Harsh Reality
Customers don’t care how
difficult it is
Customer Effort Score
Moments vs Mindset
Ask the right questions to build your journey
PersonasVoC ResearchJourney Mapping
Meet Steve Cook:• Seasoned Exec• Influencer• Author
WHOPersonasVoC ResearchJourney Mapping
WHATPersonasVoC ResearchJourney Mapping
HOW
Understand your customer’s point-of-view
PersonasVoC ResearchJourney Mapping
WHO
3 questions to help
PersonasVoC ResearchJourney Mapping
WHATPersonasVoC ResearchJourney Mapping
HOW
Which personas might be most receptive to new ideas?
What pains need to be addressed?
What gaps exist in your Journey across People, Process, Tech and Data?
What are the friction points in your Journey?
A Special THANK YOUto all our 2018 CX Summit Attendees
For a limited time you can access Arke’s Online Training Program, Arke University for FREE.
Go to http://bit.ly/ARKEU4CXSAfter adding to cart, use discount promo code arkecxs2018
AWARE NURTURE CONVERT RETAIN
Emotional State
Emotional State
Customer woke up to a warm leaking fridge that needs to be repaired or replaced fast.
A replacement is essential and a long-term purchase. Customer begins comparing prices online. Ensure web experience is optimal.
Customer goes into store to see a model they looked at online. Salesperson knows who he is based on online inquiry.
They return to make all other appliance purchases and would recommend us to everyone they know.Example
Moments
Technology
Data
Process
People
Moments
Opportunities
Audience Product/Service Goal
ADVOCATEAfter working with the local appliance store the customer found the right fridge in their budget. We provide how-to tips, valuable discount coupons on accessories and information.
$ ?
1
3
2