UX14 - CX: From Research To Journey Mapping (Harikrishnan Menon)

the talk will answer the questions like
What is CX and its Business impact
Design thinking approach to solve CX challenges
CX Process overview
How to do CX Research
Customer Journey mapping
Analysis of touch points
some case studies
and lots of interesting CX Stories from the field.

Transcript

1. CUSTOMER EXPERIENCE
3. A Logical Question Why is Tiger bread called ‘Tiger bread’?
4. Sainsbury’s Response I think renaming tiger bread giraffe bread is a brilliant idea - it looks much more like the blotches on a giraffe than the stripes on a tiger, doesn't it? It is called tiger bread because the first baker who made it a looong time ago thought it looked stripey like a tiger. Maybe they were a bit silly. -Chris King (age 27 & 1/3)
5. The Impact
6. Customer Nightmare
7. Impact of Negative Experience of all consumers will never go back to an organization after a negative experience 87% Source: Right Now Technologies and Harris Interactive
8. Why do Customers leave? of the customers believe you don’t care about them 68% 9% 14% 5% 3% 1% 68% Source: Smashing Magazine
9. Customer Loyalty Acquiring a new customer can cost up to 5 times more than retaining a current customer Customer Retention Customer Acquisition
10. FEELINGS THOUGHTS EMOTIONS Customer Experience Mobile Print Media Store Social Customer Care Friends
11. T O U C H P O I N T S Customer Journey Product Journey Touchpoints
12. Customer Journey RESEARCH NEED COMPARE & DECIDE BUY SERVICE Aspiration Influence Peer Pressure Dissatisfaction Website Friends Advertisements Social Media Review Website Apps Stores Expert Advice Comparison Tools Websites Apps Friends Offers Stores Brand Cost Expert Advice Credit/EMI Service Warranty Trends Features Location Durability Resale Value Pay Store Online Mode of Payment Invoice Mode of Delivery Maintenance Customer Care Help Delivery Quality Feedback T O U C H P O I N T S
13. Product/Service Journey RESEARCH IDEATE DESIGN Market Customer OPPORTUNITY MARKETING SELL SERVICE Trends Bench Marking Features Technology Data Analysis Values Brainstorming Road Map Design Strategy Marketing Strategy Design Roadmap Design Sketches Prototype Implementation Training Testing Costing Merchandising Advertisement Website Store Merchandising Apps Blogs Tie Ups Payment Gateway Mode of Payment Credit Invoice Mode of Delivery Up Selling Cross Selling Demos Consultants Feedback Maintenance T&C Customer Care Offers Social Media Offers Events Games Email SMS T O U C H P O I N T S
14. NEED Advertisement, Social Media, Website, Blogs, Events, Offers, Beta Testing Aspiration Peer Pressure Social Media Friend Recommendation Dissatisfied Feedback Customer Care RESEARCH Company Website Touchpoints Marketing Branding Friends Referrals Offers Ads Advertisement, Social Media, Website, Blogs, Events, Offers Social Media Social Media Offers Advertisements Review Website Advertisements Apps Store Apps , Social Media, Offers, Events, Games Advertisements, Store, Merchandising Events & Launching Offers , Social Media Expert Advice Consultants, Blogs Store, Website, Customer Care, Social Media COMPARE & DECIDE Comparison Tools Blog, Website, App Features, Specifications Price, Maintenance, Offers, T&C Friends Referrals Offers Offers, Advertisements, Website, Apps, Blog Merchandise Expert Advice Consultants, Blog, Social Media, Store, Apps, Website, Events, Trends Store Merchandising Advertisements Events, Offers Social Media Brand Trends, Values ,Marketing Strategy, Social Media Advertisement, Website, Store, Merchandising, Blog, Events, Offers Cost Website, Advertisement Marketing Strategy, Offers, Store, Apps Social Media Credit/EMI Website, Advertisement Marketing Strategy, Offers, Store, Apps Social Media Service Consultants, Feedback, Maintenance, T&C, Customer Care, Offers, Website, Stores, Apps, Social Media, Blogs, Events Warranty Maintenance, Customer Care, T&C, Offers Trends Marketing Strategy, Trends, Design, Website, Advertisements, Stores, Apps, Blogs, Social Media, Events, Features Features Trends, Website, Stores, Design Strategy, Features, Apps, Blogs, Social Media, Consultants, Events Location Store Durability Website, Blog, Apps, Store, Consultant, Social Media
15. Resale Value Touchpoints Tie ups, Consultants, Advertisements, Websites, Apps, Store BUY Mode of Payment Offers, Website, Tie ups, Stores, Apps, Credits Pay Website, Apps, Store, Tie ups Store Offers, Invoice, Mode of Payment, Mode of Delivery, Demo, Training, Up Sell, Cross Sell Online Website, Mode of Payment, Tie ups, Up Sell, Cross Sell, Offers, Apps, Mode of Delivery, Demo Invoice Price, T&C Mode of Delivery Mode of Delivery Maintenance Service Service Customer Care Help Customer Care Help Customer Care, Help, Blog, Social Media, Website, App, Email, SMS Delivery Quality Feedback Mode of Delivery Stores, Website T&C Consultants, Website, Maintenance, Customer Care Opportunity Research
16. Touchpoint – Comparison Tools Mobile Ads Store Social Customer Care T&C Website Features Service Offers Price Specification Digital Marketing Digital Marketing Design Sales Marketing Sales Digital Marketing Design Sales
17. Behavioral Studies Sentiment Analysis Expectation Need Motivation Perception Satisfaction Loyalty Relation Word of mouth Experience Psychology Empathy Customer Social Media Strategy Touch point Analysis Operational Excellence Process Optimization Social Listening Omni-channel Ecosystem Study Interaction Technology Business Vision Business Goal Market Trends Business Intelligence Business Strategy Business opportunity Competitors Economics Marketing Company ROI Brand Community Brand Trust Brand Attachment Brand Personality Brand Evaluation Brand Involvement System of Engagement Business Branding CUSTOMER EXPERIENCE
18. CUSTOMER EXPERIENCE PROCESS DISCOVER UNDERSTAND DESIGN ITERATE IMPLEMENT CX AGILE
19. DISCOVER Requirements | Design Research | Customer Research | Business Research | Market Research | Process Research | System Research DESIGN CX Strategy | CX | Journey Map | Customer Ecosystem | Road Map | Templates | Digital Strategy Interaction Design | User Experience | Omni Channel Design | Service Design | Blue Print Prototypes | Wireframes | Journey Maps | Design | Experience Evaluation | Service Handbook ITERATE Best Practices | Requirements | Brand Values | Existing CX | Market | Competitors Process | Touchpoints | Personas | Services Customer Expectations | Engagement Opportunities | System | Analytics UNDERSTAND Omni Channel Implementation Training | Feedback System | Digital Channels | Physical Channels IMPLEMENT
20. DESIGN THINKING PROCESS Empathize Define Ideate Prototype Test Design Thinking is about taking a human centered and iterative approach to problem solving BUSINESS DESIGN DESIGN THINKING
21. US$8.94 billion US$14.65 billion US$ 1.364 billion US$31 million Poor customer experiences result in a loss by US enterprises each year because of defections and abandoned purchases US$83 billion Impact of CX on Business Source https://goinstant.com/blog/the-effect-of-competition-on-customer-experiences http://blogs.forrester.com/megan_burns/12-03-28-our_data_once_again_shows_that_better_customer_experience_yields_millions_in_revenue_benefit Oracle
22. One Conversation 1-CONVERSATION BE THERE BE RELEVANT BE 1-STEP AHEAD TOUCHPOINTS SYSTEM Of ENGAGEMANT VALUE PROPOSITION BUSINESS GOALS
23. 0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 5 Avg Score Touchpoints Avg Score vs Touchpoints Positive experience for customer, but negative impact on the business Mall – A Case Study
24. Thank you !