Creating and Mapping Better Customer Journeys
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The document discusses customer journeys and how to improve them. It defines a customer journey as a visual representation of the emotions a customer experiences during interactions. It provides an example journey for purchasing a water cooler and experiencing issues. The key aspects of a customer journey are identified as personas, touchpoints, and emotions/scores. Three factors for improving journeys are discussed: giving customers control, effective communication, and creating a self-sustaining support ecosystem to reduce waiting and increase independence.
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Creating and Mapping Better Customer Journeys
- 1. The Customer Journey Hannah Price Service Management Consultant
- 2. Service Design What is a customer Journey? Example Make your own Improvements What will we talk about today ...
- 5. Clients don’t come first. Employees come first. If you take care of your employees, they will take care of your clients
- 6. Tools of Service Design Stakeholder Maps Persona’s Customer Journey Maps Business Origami Service Blueprints
- 7. What is a Customer Journey?
- 8. A visual representation of the emotions your customer experiences during each interaction or in between interactions Customer Journey
- 9. Customer Journey A visual representation of the emotions your customer experiences during each interaction or in between interactions
- 11. Customer Journey A visual representation of the emotions your customer experiences during each interaction or in between interactions
- 13. Customer Journey A visual representation of the emotions your customer experiences during each interaction or in between interactions
- 14. Customer Journey A visual representation of the emotions your customer experiences during each interaction or in between interactions
- 15. Lets make one together …
- 18. Purchase Break-down Not very durable Time Score
- 19. Purchase Break-down Call for help Time to contact the supplier Time Score
- 20. Purchase Break-down Call for help Start of the unknown Time Score Big unknown
- 21. Purchase Break-down Call for help Fixed! Time Score ResolvedBig unknown
- 22. Time Score
- 23. Customer Journey A visual representation of the emotions your customer experiences during each interaction or in between interactions
- 24. Make your own customer journey
- 25. Customer Journey Three components of a customer journey
- 26. Customer Journey Three components of a customer journey • Persona’s • Touch Points • Emotions & Scores
- 27. Persona’s Represents the target group Shows desires and frustrations Get to know who you are talking to
- 28. Touch Points Interview your customers Each interation is a touch point Describe what happens Describe from the customer’s perspective
- 29. Touch Points Call for help We will need a visit from our supplier to resolve our cooler. I was only able to find a general number to call them and even that took a long time to find on their website. Hopefully they will be able to resolve this quickly, but after half an hour on-hold I am starting to doubt they will. Channels: Telephone, website
- 30. Emotions & Scores The emtions felt by the customer during the touch point A score of their satisfaction with that touch point Plutchik’s wheel of Emotions
- 31. Touch Points Call for help We will need a visit from our supplier to resolve our cooler. I was only able to find a general number to call them and even that took a long time to find on their website. Hopefully they will be able to resolve this quickly, but after half an hour on-hold I am starting to doubt they will. Channels: Telephone, website Score: 4/10 Emotion: Frustrated
- 33. Time Score
- 34. Why is this important? How can we improve?
- 35. Why is this important? Happy customers are easier to help Happy customers make happy service providers
- 36. What can you do to shift these emotions? Unexpected occurence Not being in control Being dependent on others Lack of information Waiting, a lot of waiting
- 37. How can we fix this? Three key factors • Control • Communication • Selfsustaining ecosystem
- 38. Purchase Break-down Call for help Control Time Score
- 39. How can you give Control? Show what you have to offer Availabilty of Information Easy to understand structure, based on customer needs Less dependent
- 40. Purchase Break-down Call for help Control Time Score
- 41. Purchase Break-down Call for help Control Time Score
- 42. Purchase Break-down Call for help Communication Time Score Big unknown
- 43. Communication Use the language of the customer Explain what is going on, always People don’t mind waiting
- 44. Purchase Break-down Call for help Communication Time Score Big unknown
- 45. Purchase Break-down Call for help Communication Time Score Waiting
- 46. Purchase Break-down Call for help Communication Time Score Waiting Resolved
- 47. Purchase Break-down Call for help Communication Time Score Waiting Resolved
- 48. Selfsustaining ecosystem Central location for knowledge Published guides and solutions Publish knowledge to customers and colleagues Customer is more in control, independent Information is readily available Less waiting
- 49. Purchase Break-down Call for help Selfsustaining ecosystem Time Score Waiting Resolved
- 50. Purchase Break-down Call for help Selfsustaining ecosystem Time Score Waiting Resolved
- 51. Recap! Service Design What is a customer Journey? Example Make your own Improvements Elements of customer journey: • Persona’s • Touch Points • Emotions & Scores Three key factors: • Control • Communication • Selfsustaining ecosystem
- 53. Thank you for listening h.price@topdesk.com @TOPdesk hannahcprice
Editor's Notes
- Lets see first if you are in the right place: If you are a service provider focusing on your employees to improve your service quality, then this is for you. If you are willing to look at the outside in, to perceive how your customer actually experiences your service … then this is the webinar for you. As opposed to … this is about taking a realistic, detailed examination of a perspective you might not have seen before.
- To start Service Design.. Service design is essentially a design discipline that deals with the shaping of service that fits the wishes and needs of the intended customer. This is all about the Service you provide, not so much the product you are delivering. For example... You have two coffee shops – next to each other – sell the same coffee – for the same price Service design – makes you choose for one coffee shop and not for the other.. You pick one over the other because.. You will be glad of the baristas – they surprise you with their coffee Arts – you will be faster – there are finer seating areas-you can pay With easier Service Design the service is in fact directed.. It often plays a determining role in why one organization is successful and the other not..
- Most listeners of this webinar working at IT, Facilities or HR and are concerned with the internal services – the services direction employees.. And now you might be thinking – why is this important for me as an internal service provider – I have no paying customer, no competition – I do not have to worry about loyalty. Yet it is delivering great service towards employees of crucial and successful organizations know this. Think of Coolblue.. <KLIK> They know they could be distinguished in the service by the Customer Experience you want to deliver – central – They will do anything for a smile <KLIK> It is the optimum behavior of the employees derived – after all, they are the one that the desired customer experience trying to deliver – they know so very well what it takes for a smile <KLIK>and for this these employees to facilitate excellent in their work is a good working climate from crucial importance i.
- You can think of Service Design as a toolbox full of tools/methods that can help to improve the customer experience around a particular service Stakeholder maps Persona; s Customer Journey Maps Business Origami Service Blueprints And many others .... Today we look at customer Journey Mapping Service Design is also a theme in ITIL ITIL focuses on inside out, process driven Here we are focusing on outside in, customer driven.
- This is not the journey from their desk to your office.
- We will need a visit from our supplier to resolve our cooler. I was only able to find a general number to call them and even that took a long time to find on their website. Hopefully they will be able to resolve this quickly, but after half an hour on-hold I am starting to doubt they will.
- You make a customer journey to experience what your customers are going through. It is therefore important that you know who your customers are and what they consider important. For this you make a persona: a fictional person that serves as a “typical behaviours” for your customer. This fictional person wants to make you as lifelike as possible. You give him or her a name, job, hobbies, ambitions and frustrations. This helps you better assess how you can best help this customer. If your customer group is very diverse, then you do not have enough of one persona and you have to make several. But one persona is a good start. There are other types of working at a Library than at an insurance company or a production company. Important to do. Helps enormously in making choices in reding your services. Is this something that makes John happy? Again, the persona can also be used for journeys in the future
- Interview: Now it is time for the research with regard to your chosen journey. Find a number of customers who meet your persona and have recently undergone the journey and ask them for an in-depth interview. Find out what goals they wanted to achieve during their customer journey and what their expectations were. Then you ask how his entire job went: what interaction moments were there? Which communication channels did he use for this and why? How did he find that interaction? Make sure you also describe the relevant matters that take place before and after the actual delivery - It is questionable whether the start of the new employee's employment starts on the first working day. And finally, you also connect all touchpoints to the emotion that a customer felt at that moment.
- After all, a customer journey is about customer perception and that is accompanied by emotion. A useful model is .. The intensity of a certain emotion becomes stronger as you look at the middle of the model.
- There is still waiting, but less of the unknown
- People don’t mind trying their own fixes
- Gert-Jan en Katrien!
- Gert-Jan en Katrien!