Customer Experience and Journey Maps

Beyond the screen, your brand lives and touches the lives of your customers... use a journey map to help illuminate pain points, opportunities, and ways to turn your audience into engaged, loyal customers.

Transcript

1. Navigating the New World: Customer Experience Maps
2. 2 User Experiences
3. 3 Customer Experiences
4. 4 Customer Engagement
5. 5 Modern Navigation Tools
6. 6 Ancient Navigation Tools
7. 7 Ancient Customer Experience Tools? •  Surveys •  Problem Reports •  Second Hand Opinions
8. 8 Modern Customer Experience Tools •  Real Time Data •  Customer Experience Maps •  Personas
9. 9 Customer Experience Map
10. 10 Customer Experience Map
11. 11 Customer " Experience " Map Pain Points Pain Points Opportunities Opportunities Activities
12. 12 Customer Experience Map Beyond the interaction
13. 13 The Gap Between You & Your Customer
14. 14 How to Build Your CX Map •  identify WHY and HOW BIG (scope) is your problem space •  identify WHAT you want to measure •  select METHODS •  translate DATA into MEANINGFUL MAP
15. 15 How to Build Your CX Map •  identify WHY and HOW BIG (scope) is your problem space •  identify WHAT you want to measure •  select METHODS •  translate DATA into MEANINGFUL MAP Purchase Installation Tech Support Upgrades
16. 16 How to Build Your CX Map •  identify WHY and HOW BIG (scope) is your problem space •  identify WHAT you want to measure •  select METHODS •  translate DATA into MEANINGFUL MAP Purchase Installation Tech Support Upgrades
17. 17 How to Build Your CX Map •  identify WHY and HOW BIG (scope) is your problem space •  identify WHAT you want to measure •  select METHODS •  translate DATA into MEANINGFUL MAP Purchase Installation Tech Support Upgrades Marketing, References Integration points? Ecosystem?
18. 18 How to Build Your CX Map •  identify WHY and HOW BIG (scope) is your problem space •  identify WHAT you want to measure •  select METHODS •  translate DATA into MEANINGFUL MAP B A C
19. 19 How to Build Your CX Map •  identify WHY and HOW BIG (scope) is your problem space •  identify WHAT you want to measure •  select METHODS •  translate DATA into MEANINGFUL MAP Participatory Design Ecosystem Analysis Ethnographic Observation Big Data Mining Diaries
20. 20 How to Build Your CX Map •  identify WHY and HOW BIG (scope) is your problem space •  identify WHAT you want to measure •  select METHODS •  translate DATA into MEANINGFUL MAP
21. 21 CX Map Business Case
22. 22 CX Map Scope MEMBER JOURNEY look"up"num ber place"call type"in"access"ID "# system "places"them "on"hold go"through"call"steps"(language"selection, select"area"of"coverage"inquiry,"claim "type) assesses"answ er calls&back"for"different representative disconnect&call OR
23. 23 Methods •  Participatory Design •  Big Data Mining •  Ecosystem Analysis •  Ethnographic Observation •  Diaries
24. 24 Then What? “A map is only as good as the cartographer who uses it - A really smart girl “
25. 25 Key Take-Aways •  Make a CX Journey Map a PART of your overall product strategy •  A rough map is better than no map •  Concrete actions are critical – early stakeholder engagement
27. www.macadamian.com/superheros
28. 28 Thank you www.macadamian.com www.macadamian.com/superheros 1 877 779 6336 Meaghan Reinecke meaghan@macadamian.com