UXSW - Customer Journeys

Using journey maps and effort scoring to discover where to place your UX efforts

Transcript

1. UXSW
2. Wanted? UX Designer ~ Got: keyword bingo ~ UX vs UI vs CX vs Design vs Art vs Science vs ... ~ WANTED! UX Pragmatist
3. It's not just the destination, but the journey.
4. We build websites ~ We just don't only build websites ~ We only build websites if that is the best way to improve that interaction ~ Voice. Phone. Retail. Print. Social. Internal. External. ~ 'Customer Centricity'
5. Frustration ~ Personality ~ Mood ~ Emotion
6. Customer Journey Map ~ Maps customer interactions with the brand overall ~ cf. User Journey ~ Good first step towards customer centricity
7. Evaluation Awareness Purchase On Risk Claim Renew Web Social Apps Retail Email Phone "Nice rep in the high street explained policy to me. Made me think." "toptenreviews.com rated YouBreakdown as the best." "Policy sent direct to phone. Installed the app. All ready for weekend!" "WTF. I can only claim 3 times! Smallprint!" "Really simple to buy online - only 3 minutes." "YouBreakdown won't fix my car! Weekend off!"
8. Evaluation Awareness Purchase On Risk Claim Renew Web Social Apps Retail Email Phone "Nice rep in the high street explained policy to me. Made me think." "toptenreviews.com rated YouBreakdown as the best." "Policy sent direct to phone. Installed the app. All ready for weekend!" "Really simple to buy online - only 3 minutes." "Just got an alert to upgrade my Policy." "YouBreakdown sorted car out in time! Great service"
9. Measurement ~ CSAT vs NPS vs AHT vs FCR vs NCP = The success of failure ~ Something new?
10. Customer Effort Score ~ How easy it it to engage with the brand? ~ Qualitative
 "How much effort did you personally have to put in to handle your request?" + Transactional
 How many calls did it take to handle the claim. = Prediction Models
11. Evaluation Awareness Purchase On Risk Claim Renew Web Social Apps Retail Email Phone "Nice rep in the high street explained policy to me. Made me think." "toptenreviews.com rated YouBreakdown as the best." "Policy sent direct to phone. Installed the app. All ready for weekend!" "WTF. I can only claim 3 times! Smallprint!" "Really simple to buy online - only 3 minutes." "Just got an alert to upgrade my Policy." "YouBreakdown sorted car out in time! Great service" "I don't have time to wait in a queue and listen to all the regulatory stuff" "Downloaded the app, got a coupon code, can't purchase in-app." "Only had to wait 15 mins for a YouBreakdown mechanic!" "Must remember to log in and check my policy." "Wow, YouBreakdown allows them to track me to my destination." "Renewal Notification went to my Junk Folder, damn I missed it." "I have issues with my policy. I need an immediate answer." "Mechanic just warned me I can only breakdown once more." "Oops, no oil! YouBreakdown to the rescue!" "OK, just get to payment - do I care you record calls?"
12. ~ to get to ~ Customer Centricity ~ take a ~ Holistic view of brand interactions ~ by using ~ Customer Journey Maps and Effort to identify UX weaknesses ~ and focus on ~ Reducing the level of frustration ~ resulting in ~ UX Pragmatism
13. CX UX UX UX UX UX UX UX UX UX
14. @iamhepto