Customer journey mapping Why, what, how?

Jboye Philadelphia May 2014

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Get in touch: Twitter @inarosen

linkedin.com/in/inarosen

” Determine what your customers need and work backwards, even if it requires learning new skills (Jeff Bezos, CEO Amazon)

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CJMs tell a story and build empathy <3

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Relevance

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Three reasons why user journeys are good for business

How customer journey maps help

Case

Try it out

What I’ve learned (don’t make my mistakes!)

Agenda

Jboy

e

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Customer experience is the largest predictor of loyalty

Digital self-service is a customer experience differentiator

Journey mapping can help create better self-service flows

3 reasons to map the customer journey

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12 IT PAYS!

” Customer Experience as a business discipine is a source of value both in terms of increased efficiency and profit. Outside In: The Power of Putting Customers at the Center of Your Business. Harley Manning & Kerry Bodine (Forrester)

 

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CX is business

For most companies, customer experience is the single greatest predictor of whether customers will return or defect to a competitor.

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Emotionally engaging experiences drive value

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Digital self-service is a customer experience differentiator

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Digital self-service is a customer experience differentiator

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Track and trace

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What customers can’t see affects the journey

Adjust line of visibility to let users self service

Formal touch points

Back stage

influences

customer

experience

Janus Orders product for child

Receives confirma-

tion

Notices billing

mistake

Calls customer service

Talks to service agent

Tweets in frustration

Web shop E-mail Phone Web shop

ERP E-com

platform Tracking

ERP CRM

Call center

IT

Procedures

Commun-ications

dept.

Category managers

etc.

E-com managers

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HTTP://WWW.RETAILCUSTOMEREXPERIENCE.COM/ARTICLE/208941/THE-SHIFTING-SELF-SERVICE-PARADIGM

Customer service inquiries Preference

Person

Self-service

60 % prefer to make a company's website the first stop when attempting to solve an issue

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Users simply want to get something done – track a package, change a flight or fix a problem - and get on with their lives

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Journey mapping can help create better self-service flows

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(http://www.rankingthebrands.com/PDF/Global%20Brand%20Simplicity%20Index%202013,%20Siegel%20plus%20Gale.pdf)

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Simpler experience and communications

(http://www.rankingthebrands.com/PDF/Global%20Brand%20Simplicity%20Index%202013,%20Siegel%20plus%20Gale.pdf)

Number of consumers more likely to recommend a brand because it provides simpler experiences and communications

75%

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What makes a brand simple?

(http://www.rankingthebrands.com/PDF/Global%20Brand%20Simplicity%20Index%202013,%20Siegel%20plus%20Gale.pdf)

Remarkably clear and unexpectedly fresh experiences

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Create convenient UX

Users seek optimal output with minimum investment Investment is an emotional balance of monitary, temporal, physical and mental expense in relation to anticipated output

Lazy User Model of Solution Selection (Collan, M. and Tetard, F., 2007, Lazy User Theory of Solution Selection)

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Convenience = delight!

Rose Cameron’s slide – quote from HBR

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Design principle for self-service CX

Quick and efficient resolution

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Hygiene factor: Users expect services that take their context into consideration

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Customer experience is the largest predictor of loyalty

Digital self-service is a customer experience differentiator

Journey mapping can help create better self-service flows

… and create helpful, relevant and convenient UX

Why Journey maps rock

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How can mapping help us create better UX

Research & map

Focus

Ideate Test Refine Test

Measure

Implement

Develop

Refine

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Two approaches

Customer moment mapping

Customer journey mapping

Customers’ actual lives

Relation

How might we help?

Service as-is

Service to-be

Gaps

Good for business

development

Good for defined services

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①  Persona / scenario description

②  Step by step journey

③  Service requirements

④  Quotes

⑤  Stages

⑥  Service level

⑦  Challenges

⑧  Pain points

⑨  Gaps

⑩  Opportunities

How to

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'LIÀFXOW�WR�OLPLW�search results

“Oh no - way too many toys”

“Mom - I need your help to browse

through the site”

TRIGGER

RESEARCH

DECISIONAWARENESS

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Information need from

shopPerceived digital servicelevel

“How can I possibly overview all these items at once?”

“I wish I had some-where to save the

best options”

Child alone-browsing is not facilitated

Unadequate facilitation for overviewing many products

Wish list is not found/not used

“I need to prepare IRU�P\�FKLOG·V�

birthday”

TRIGGERA classic occasion like Christmas or a birthday is the common trigger.

Digital opportunitiesCollect user data to drive e-marketing relevant to occasion.

RESEARCHThe goal is to locate a number of products within certain limits e.g. in terms of expense or age group. The child must be able to explore without adult help, whereas the adult monitors and ensures that acceptable wishes are noted.

Digital challengesThere is a need to reduce the number of presented items to conform to given limits. Within these limits, the child must be able to explore and mark wishes.

Digital opportunities0DNH�ÀOWHUV�DYDLODEOH�DQG�FRQVLVWHQW�LQ�RUGHU�WR�FUHDWH�SURGXFW�RYHUYLHZV�that conform to appropriate limits.&UHDWH�VSHFLÀF�PHWD�GHVFULSWLRQV�DQG�WLWOHV�IRU�NH\�SDJHV�DQG�NH\ZRUGV��6LPSOH�FKLOG�RULHQWHG�OLNH���VDYH�IRU�ODWHU�LQWHUDFWLRQ�

AWARENESSChild and adult have viewed a number of products and wish to get an over-view of all the products and compare them and possibly also view related products.

Digital challengesList of products that have been viewed and presentation of products related to these.

Digital opportunities6LPSOH�FKLOG�RULHQWHG�OLNH���VDYH�IRU�ODWHU�LQWHUDFWLRQ���Track history of current visit.Relevant suggestions in conjunction with the above.

DECISIONThe adult creates a wish list based on what they have viewed.

Digital challengesUsers are unaware of wish list functionality.

Digital opportunities)DFLOLWDWH�VLPSOH�FKLOG�RULHQWHG�OLNH���VDYH�IRU�ODWHU�LQWHUDFWLRQ�WKDW�FDQ�EH�easily viewed, shared and edited.Design for multiple access points for wish list.Wish list possibly reconceptualised as favourites.

Opportunity: Facilitate inspiration e.g. by email with recommendations

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A channel is an artefact. A touch point is an interaction that takes place at a point in time.

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Exercise: Book shopping (groups of 2-3)

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Journey mapping 10-15 minutes

Actions When Where With whom Why How

Emotional Factors Thoughts Feelings Expectations Motivation

Tools:

Brown paper Post-its / cards

Pens Research & empathy

Sequence

1. Step by step: Map what you actually do, when browsing for a book online. DETAILS!!

2. Step by step: Note your experiences.

3. Note which touch points (interactions) you have at each stage, ie. outdoor ad or newspaper editorial.

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What do you need to know?

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Some kind of linearity

07/05/14

© Copyright 42

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The stages of learning to home improve

Unconscious incompetence

Conscious incompetence

Conscious competence

Unconscious competence

I do not recognize that I have a problem

I recognize that I have a problem and start looking for solutions

I am (involved in) solving my problem

I live with my solution and can advocate it to others

Awareness Interest Action Advocacy

Building project

Desire

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Deciding what to map High level

Low experience High degree of generalization

Low level High experience

Low degree of generalization

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Examples of level of detail

Awareness - Research - Engaging - Buying – Delivery – Use – Support - Sharing

Research Sees outdoor ad – checks online for specifications – discusses with peers – goes back online for price comparison – choses cheapest outlet – goes to any outlet store for showrooming – goes back online at cheapest outlet – compares prices

goes back online at cheapest outlet Enters url – navigates via top – unable to locate product – tries search – unable to locate product – googles shop url and product name – finds product page – product no not identical to physical store – double checks on google – back to site, ads to basket, goes through check out ….

goes through check out Clicks basket - sees product in basket - is distracted by alternate product – reconsiders - decides on original - goes to address form - discovers unexpected shipping costs – abandons - purchases in physical store

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Whose shoes?

http://mshanna.edublogs.org/files/2012/05/DSC01073-1miwn3f.jpg

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Proces

Research Analyses

Involve organization

Ideation Prototyping Test

Involve organization

MAPPING PRODUCT DEVELOPMENT

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Whom do you involve?

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Customer experience is the largest predictor of loyalty

Digital self-service is a customer experience differentiator

Journey mapping is one way to understand how to create better self-service flows

And great UX

Why journey map

Jboy

e

Get started on journey mapping Quick guide

Ina Rosen

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Journey mapping

Actions When Where With whom Why How

Emotional Factors Thoughts Feelings Expectations Motivation

Tools:

Brown paper Post-its / cards

Pens Research & empathy

Sequence

53 JOURNEY, EMOTIONAL STATE, SERVICE GAPS

Ser

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gap

Hig

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ow

-

Pha

se

- -

Trigger

Challenges�

Opportunities�

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Journey mapping

Actions When Where With whom Why How

Emotional Factors Thoughts Feelings Expectations Motivation

Sequence

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Questions & feedback on how to improve usabililty of method