Introduction to Customer Journey Mapping. This presentation is part of a 4 part series covering an introduction to Customer Journey Mapping. It also contains sample customer journey maps.
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Introduction to Customer Journey Mapping (2017)
1. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017
THE CUSTOMER EXPERIENCE
ECO SYSTEM
4 PART SERIES
2. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017
RATIONAL EMOTIONAL SENSORY
CUSTOMER EXPERIENCE IS…
3. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017
RATIONAL
Did I achieve my goal?
Was it good value?
CUSTOMER EXPERIENCE IS…
4. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017
EMOTIONAL
Did it make me feel good
Did I feel good about myself?
Do I have a good story to tell?
CUSTOMER EXPERIENCE IS…
5. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017
SENSORY
See Hear Taste Smell Feel
CUSTOMER EXPERIENCE IS…
7. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017
YOU CANNOT,
NOT, HAVE AN
EXPERIENCE.
LOU CARBONE
8. BY CHANTEL BOTHA | hello@brandlove.co.za | NOV 2016
THE CUSTOMER EXPERIENCE ECO-SYSTEM
9. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017
1.
THE WORLD OF
THE CUSTOMER
10. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017
2.
HOW TO DESIGN
FOR THE CUSTOMER
11. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017
3.
CROSS CHANNEL
EXPERIENCE PORTABILITY
12. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017
4.
THE EMPLOYEE AND
THEIR EXPERIENCE
13. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017
Story with actors and stages
The story is seen from the perspective of the customer
The story focuses on facts but also emotions and empathy
WHAT IS A CUSTOMER JOURNEY MAP?
14. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017
CUSTOMER JOURNEY MAP
Once upon a time… What happens next? Why? What happened before? What emotions
are the customer feeling? What is the time lapse? What does the customer see, think,
experience?
I am excited about…
They really made me feel
confident
I was anxious…
I disengage…
15. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017
TYPES OF MAPS
AS IS Map
Service BlueprintsBrand new product/business
Aspirational
16. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017
WAYS OF JOURNEY MAPPING
Map with customers
Draw the storyMap with multi-disciplinary internal
team
Build the story
19. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017
THE BENEFITS OF JOURNEY MAPPING
“Oh is that how it works?” - Alignment
“That is not how it works” - Constructive debate
“Surely that is not right” – Corrective design
“Why do we do that?” – Critical Evaluation
“What about that empty space” – Eliminate white space
“We should ….” – Innovation
20. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017
CUSTOMER JOURNEY MAP
§ Dial straight from
search results page
§ Specials for the day
listed.
POST-ORDERORDERPRE-ORDER
SEARCH FOR PIZZA CHOOSE PIZZARIA ORDER PIZZA COLLECT PIZZA ENJOY PIZZA
STAGES
ACTIONS
STATE
EXCEED
EXPECTATIONS
FAIL
EXPECTATIONS
CUSTOMER
EMOTIONS
§ Know my loca on –
closest branch
§ Added value
offering
§ Offered a be er
special on order
§ Pay online
§ Personally greeted
by name, offered
addi onal menu
items, alterna ve
payment gateway
§ Complimented on
pizza choice and
toppings
§ Enjoy micro beers
with pizza
§ No contact details,
no reviews, specials
or call to ac on
§ Website not
intui ve, difficult to
navigate
§ Unclear telephone
line, agent not
informed.
§ Free parking
unavailable, ignored
nby manager
§ Team hates pizza,
allergic to toppings
MOOD
HUNGER
VALUED
FRUSTRATED
FOCUSED
IRRITATED
TRUSTING
UNSATISFIED
HAPPY
NEGLECTED
INDULGENT
DISAPPOINTED
24. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017
HOW TO IMPROVE JOURNEYS
25. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017
Smooth out the emotions
Upstream solutions earlier in the journey
Early investment in relationship – strong start
Stretch outside your solution space (prolong greatness)
Strong end
Smooth transitions
26. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017
Remove skips, jumps and white space
Amplify positive peaks
Re-order moments
Re-imagine the journey
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