8/21 Keynote Speech 4

Customer Journey Mapping
From brand strategy to the application of
technology to create superior customer
experience
Tim Schuurman
DesignThinkers Group

DesignThinkers Group is a
community organisation with
creative multidisciplinary
teams in 12 countries.

Germany since 2011
Israel since 2012
Singapore since 2012
Netherlands since 2007
UK since 2011
USA since 2010
Brazil since 2012
Chile since 2010
Established
Spain since 2013
Australia since 2013
Partners
Uruguay since 2013
Argentina since 2013
Taiwan since 2014

We train, develop and
facilitate creative
multidisciplinary teams
and communities to
drive positive change.

Customers are increasingly choosing products and
services based on quality of the experiences they
have with them. Organisations need a holistic,
human centered view of the experiences of
customers.
This holistic view is provided by a
Customer Journey Map method that spans all
channels.

Customer Journey Mapping:
> People (customer) centered
> Holistic approach
> Build a mirror (customer - organization)
> Question why customers do what they do
> Visualization of journey
> Inspiration for conversation

Logistics:
> Create space where people feel at ease
> Have walls available for tools
> Post-its and markers
> Group(s) of about 7 people
> Facilitator
> Stakeholders
> Customers

Focus on three key tools:
> Stakeholder Mapping
> Value Network Mapping
> Customer Journey Mapping

Objective:
Get overview of service system.
How does it work:
Put customer / service delivery organization in the centre
(depending on subject of investigation) and place
Stakeholders (organizations, people, artifact on the map. The
circles tells something about strength of relationship between
Stakeholders.

Get feeling for relationship between stakeholders.
How does it work:
Copy the most important stakeholders on Value Network Map.
Draw arrows from object to explore (customer, service delivery
organization) to stakeholders in two ways and determine the
values (information, exposure, money,..)that go back and forth.

Qualitative Research as preparation for
Customer Journey Mapping
> Cultures Probes, to have customers write down daily activities
in relation to service/theme under investigation.
> Interviews, Structured open interviews based upon Customer
Journey.
> Observation, Observe (pictures) and investigate customers in
natural flow of activities.

CUSTOMER JOURNEY MAPPING designthinkersacademy
+
Explain Emotions
-
Customer’s Needs
Barriers
EMOTIONAL STATUS OF
PERSONA
CONTEXT
WHAT IS THE PERSONA
TRYING TO DO?
JOURNEY STAGES
TOUCHPOINTS
WHICH TECHNOLOGY
SUPPORTS THIS TOUCHPOINT?
OPPORTUNITY AREAS
OPPORTUNITIES FOR
APPLICATION OF
NEW TECHNOLOGY
+
Name
Profile
Behaviour
Objective:
Explore customer experience in journey and find opportunities
for improvement/innovation.
How does it work:
Step 1: Build Persona. Name, Profile, Objectives and
Behavior (and maybe Technology use). Journey is focussing on
this Persona.

+
Step 2: Filling in horizontal Explain Emotions
lanes
Journey Stages: General -
phases of a journey of customer
(Explore, Decide, Order, Use,..).
Customer Jobs: Actual activities, within each phase, a customer
is doing with certain objective.
Touchpoints: Points of interaction relating to each customer job
(website, shop, reception,…).
Context: Background, environment, Customer’s Needs
setting or situation
Barriers
surrounding the customer job (mood, experience before job,
physical situation,…).
EMOTIONAL STATUS OF
PERSONA
CONTEXT
WHAT IS THE PERSONA
TRYING TO DO?
JOURNEY STAGES
TOUCHPOINTS
WHICH TECHNOLOGY
OPPORTUNITY AREAS
OPPORTUNITIES FOR
APPLICATION OF
NEW TECHNOLOGY
+
Name
Profile
Behaviour

+
Explain Emotions
-
Customer’s Needs
Barriers
EMOTIONAL STATUS OF
PERSONA
CONTEXT
WHAT IS THE PERSONA
TRYING TO DO?
JOURNEY STAGES
TOUCHPOINTS
WHICH TECHNOLOGY
OPPORTUNITY AREAS
OPPORTUNITIES FOR
APPLICATION OF
NEW TECHNOLOGY
+
Name
Profile
Behaviour
Emotional Status: Rough rating (eg 1-10) on feeling and
description reason.
Technology: Which technlogy is supporting touchpoint.
Insights Opportunities: Opportunities to improve customer
experience using specific technology.

Incorporating focus on Technology
in Customer Journey Mapping
> Introduce technology case studies for inspiration.
> Focus on customer touch points.
> Ideation on how technology can help to get customer
experience on higher level.

INTERACTIVE DISPLAY
Technology Opportunity Cards: Describe briefly the application of
the technology within the opportunity Describe the opportunity
area.
Business Model: What is the value to the customer, what costs
do you expect for implementation and which values can be
monetized.
Value Proposition Cost Structure Revenue Stream
$ $
$ $
$ $

Training and coaching a Team of Marketing
Specialists and Managers of a chain of
restaurants. Providing guidance for doing
Qualitative Research. Designing and visualizing
new innovative Customer Journey Scenarios
and providing guidance during building and
implementation.

The Coca-Cola Company sees a necessity to re-design
their global hiring an onboarding process
and experience. Together with the GBS Project
Team we designed a Program to embed Service
Design Thinking skills & tools into the
organization, involving important HR and GBS
Stakeholders.

Training and coaching the Service Innovation
Team, using a ‘Train-the-trainer’ model. Explore,
design and visualize new innovative Customer
Journey Maps and Service Scenarios for improving
the ‘in store’ Customer Experience.

Facilitate creative sessions with Senior
Management to get commitment for prioritizing
Customer Journey Scenarios on the 'remote
baggage drop' theme.
Visualizing Scenarios and long term vision for
'remote baggage drop' Blueprint.

DesignThinkers Group is part of the SAP Design
Thinking Team. We assist SAP to design and
deliver Design Thinking trainings for Sales and
Pre-sales SAP staff in Europe, Middle East, Africa
and North America.

8/21 Keynote Speech 4

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8/21 Keynote Speech 4