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Customer Experience and Journey Maps

Avatar for Meaghan Reinecke Meaghan Reinecke
October 29, 2013
70

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.

Avatar for Meaghan Reinecke

Meaghan Reinecke

October 29, 2013
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Transcript

  1. 8 Modern Customer Experience Tools •  Real Time Data • 

    Customer Experience Maps •  Personas
  2. 11 Customer " Experience " Map Pain Points Pain Points

    Opportunities Opportunities Activities
  3. 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
  4. 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
  5. 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
  6. 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?
  7. 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
  8. 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
  9. 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
  10. 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
  11. 23 Methods •  Participatory Design •  Big Data Mining • 

    Ecosystem Analysis •  Ethnographic Observation •  Diaries
  12. 24 Then What? “A map is only as good as

    the cartographer who uses it - A really smart girl “
  13. 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