Customer Experience Journey Mapping

1. www.ClearActionCX.com Customer Experience Journey Mapping 6 Missing Success Factors in Common Practice

2. Customer Experience Journey Mapping © Copyright 2014 ClearAction LLC. All rights reserved. A diagram of steps customers take to get and use a solution • A picture says a thousand words • Our understanding of customers is typically fuzzy • Table-stakes, moments of truth, and delighters • Common view across departments • Tie what we’re doing to what customers are doing • Opportunities to differentiate: improve and innovate • Everybody’s doing it! Why What

3. Need Awareness Need Extinction Evaluating Alternatives Additional Information Sales Contact Posters, Flyers, Ads, Word-of-Mouth, Website Ordering Activities Fulfillment Activities Problem Resolution Cross-Sell, Community Initial Use Experience Interaction with Other Stuff Familiarization & Learning Usage Steps Initiating Situation Considering Needs Identifying Alternatives Initial Assessment Decision Process Adaptation, Extension, Disposal OUR PROCESSES CUSTOMERS’ PROCESSES AWARENESS CONSIDERATION PURCHASE DELIVERY LOYALTY TOUCH-POINTS WHAT WE USUALLY THINK OF FOR MAPPING BUT THIS DOES NOT REFLECT THE ACTUAL CX FOR ROI, MAP THE JOURNEY EXACTLY AS CUSTOMERS SEE IT INITIATING SITUATION SETS TONE FOR CUSTOMER EXPECTATIONS INTEGRATION IS WHAT THE CUSTOMER IS ACTUALLY BUYING Characterizes the expectation set across the entire customer journey: … aspirational? … corrective? … necessary evil? … other? Focus of the customer: what they’re trying to get done by buying/accessing your products/services = guiding light for everything you do What is the Actual Customer Experience Journey? © Copyright 2014 ClearAction LLC. All rights reserved.

4. 6 Missing Practices in Most Customer Journey Mapping © Copyright 2014 ClearAction LLC. All rights reserved. Avoid short-changing yourself & your customers! 1) Allow the customer to define the start & end 2) Explore their whole journey – not just touch-points 3) Include all influencers of purchase decisions 4) Discover inherent measures of goodness for expectations 5) Identify what the purchase is combined with 6) Define CX personas based on expectation sets What Why

5. Alternatives to Customer Experience Journey Mapping © Copyright 2014 ClearAction LLC. All rights reserved. Respect what customers have told you: comments! • Text mining, voice-mining • Surveys, user groups, advisory boards, social media • Contact center, sales/service logs, CRM, etc. • Front-line employees’ observations • Customers’ supplier report cards, lost sales analysis • Root cause workshops How What • Identify expectations and jobs-to-be-done • Characterize CX personas • Segment customers per expectation set • Improve pain points for cost savings • Design experiences for higher revenue • Redesign VoC to capture/refine the CX journey

6. 1) Segment customers by expectation sets (initiating situations) 2) Make the right information available to the right people at the right time Applications of Customer Intelligence 3) Prevent hassles for customers 4) Innovate products, business models, processes, policies, collaborations 5) Reduce costs internally and for customers 6) Nurture loyalty © Copyright 2014 ClearAction LLC. All rights reserved.

7. 3 Success Factors for Customer Experience Excellence © Copyright 2014 ClearAction LLC. All rights reserved. 1) It’s about the customer! • They’re ‘the boss’ • Translate their world to yours later 2) ROI lasts when you are aligned to the customer • Act on customers’ advice • Change the company, not the customer 3) Ideal customer experience is seamless • Bust silos • Work cross-functionally always ROI

12. ClearAction Consulting Clients “ClearAction taught us things that wouldn’t readily cross our minds and has increased our efficiency & accuracy in many areas. We highly recommend ClearAction as a business consultant.” © Copyright ClearAction LLC. All rights reserved. Partial List Send us a note: OptimizeCX@ClearActionCX.com

13. OptimizeCX@ClearActionCX.com tel +1 408 687 9700 Lynn Hunsaker ClearAction company/clearaction-llc +ClearActionCXO CustomerExperienceOptimization