Customer Experience Journey Mapping

www.ClearActionCX.com

Customer Experience Journey Mapping

7 Missing Practices for Higher ROI

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

Customer Journey Maps Tell a Story

Source: Mel Edwards, Desonance.wordpress.com

Dozens of Customer Journey Map Formats Exist

Source: Carol Buehrens, Happy Raving Customers

Most Customer Journey Maps Focus on Touch-points

Source: Jim Tincher and SMS Research Advisors

Most Customer Journey Maps Focus on Steps/Tools/Feelings

Source: JohnLevensen.com

Some Customer Journey Maps Are About Your Processes

Source: UXmatters.com

NeedAwareness

NeedExtinction

EvaluatingAlternatives

AdditionalInformation

SalesContact

Posters, Flyers, Ads, Word-of-Mouth, Website

OrderingActivities

FulfillmentActivities

Problem ResolutionCross-Sell, Community

Initial UseExperience

Interaction withOther Stuff

Familiarization& Learning

Usage StepsInitiatingSituation

ConsideringNeeds

IdentifyingAlternatives

InitialAssessment

Decision Process

Adaptation,Extension,Disposal

OU

R

PR

OC

ESSE

SC

UST

OM

ERS’

P

RO

CES

SES

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?


7 Missing Practices in Most Customer Journey Mapping


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

7) Apply findings to every department company-wide

What

Why

Allow the Customer to Define the Start & End

Explore Their Whole Journey


Include All Influencers of Purchase Decisions


Discover Inherent Measures of Goodness for Expectations


Let the Customer Prioritize Expectations


Identify What the Purchase is Combined With


Capabilities A customer’s job-to-be-done

integratesyour offering with other …

Your Offerings / Solutions

(Customer’s Job-to-be-Done)

(Means-to-an-End)

Integrated withOther Things

• People

• Processes

• Products

• Services

• Technologies

Define CX Personas Based on Expectation Sets


Desired Outcomes

Initiating Situation

Undesired Outcomes

Value Criteria

Ultimate Objective

(Functional, Social, Personal) (Metric, Rank, Frustration)

Value Criteria

Current Solutions(Use, Ad-hoc, Barriers)

Increase …Increase …Increase …

Minimize …Minimize …Minimize …

(Functional, Social, Personal) (Metric, Rank, Frustration)

Customer’s Steps(Activities, Decisions)

Example worksheet to characterize customer experience persona: What the customers are trying to get done

Segment customers by initiating

situation which drives expectations

Use CX journey map info

Functional: product/service

Social: implications on boss,

colleagues, etc.

Personal: implications on

career goals, stress, etc.

Customers have

built-in metrics

subconsciouslyWork-arounds reveal

innovation opportunities

for your products,

services, processes,

policies, business

models, information,

etc.

Use this worksheet to create persona descriptions,

and add demographics & psychographics

Actionability! Most personas are humanizing but not actionable

Why

1) Focus on what the customer is trying to get

done in each step of their journey related to

purchases from your company

2) Explore the customers’ subconscious

expectations via hands-on exercises that

allow them to group and prioritize and write

on laminated diagrams/words/images: we

gain insights by observing their process and

hearing their explanation of what they’ve

created

3) Scope the customer experience from the

customer’s awareness of a need through

the point when they deem the need to no

longer exist

4) Do a broad-brush of the journey first, to

reveal where drill-downs (deep dives) will

yield the most value

KEY TO EXPECTATIONS & INNOVATION

90% OF THINKING IS NON-VERBAL

INNOVATION & REVENUE OPPORTUNITIES

SEE THE BIG-PICTURE OF CX, AVOID SILOS

CX management approach: CX optimization approach:

1) Focus on touch-points

(revenue-emphasis, what the

company is trying to get done)

2) Identify process steps

Use photos, focus groups,

ethnography

3) Create a series of journey maps

about pre-defined touch-points /

personas

4) Start with highest revenue /

pain journeys

7 Ways to Take Journey Mapping to Higher ROI


5) Segment customers by commonalities

in their expectation sets

(as determined by initiating situation and/or

what they’re integrating their purchase with

(hardware/software/people/processes/

technologies))

6) Characterize the customer experience

persona by what they expect in each step

of their journey, what pains they deal with,

their typical workarounds, and their wildest

dreams wish list

7) Envision application of our findings

to innovation, improvement, and culture:

each employee deepening their awareness of how their job impacts customer success

(engineering, manufacturing, IT, HR, safety,

quality, operations, marketing, service,

sales, VoC, corporate strategy, etc.)

EASIER TO MANAGE CX/EXPECTATIONS

GUIDE DECISIONS, ACTIONS, INNOVATION

MAXIMIZE ROI ON MAPPING

CX management approach: CX optimization approach:

5) Segment customers traditionally

(demographics, psychographics)

6) Characterize customer persona by

demographics, lifestyle

7) Apply findings to marketing,

service, sales

7 Ways to Take Journey Mapping to Higher ROI


Alternatives to Customer Experience Journey Mapping


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 expectations 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

Act

3 Success Factors for Customer Experience Excellence


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

Do you like these concepts?

Let us help you master them

to increase your company’s growth!

Contact us today:

[email protected]

tel +1 408 687 9700

ClearAction clients praise our insights on actionability & engagement

“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.”

“The cross-functional collaboration

necessary to successfully manage

the customer experience requires

big picture, systems thinking.

ClearAction brings very practical,

well-thought out approaches to get

the internal cooperation needed.”

“ClearAction is very dependable

and detail-oriented, and has an

extremely high sense of integrity.

There's no question ClearAction

will do what's needed to ensure

the work is done correctly and the

client's best needs are taken into

account.”

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Consulting Roles

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Customer Experience Optimization Talk Show

Hear interviews with companies such as:Adobe, Aon, CenturyLink, Cisco, Citrix,

Coca Cola Enterprises, Dell, EMC, GE, HP, ICW, Intuit, Kimpton, NCR, Philips, Safelite,

Sungard, SunTrust, Symantec, TELUS, tw telecom, Virgin Mobile, Wells Fargo

http://ClearActionCX.com/cx-podcasts

e-books available at ClearActionCX.com/cx-books

or Amazon Kindle:Metrics You Can Manage For Success

Customer Experience Improvement MomentumInnovating Superior Customer Experience

white paper available at ClearActionCX.com/cx-articles

Employee Engagement in Superior Customer Experience: 4 Overlooked Key

Competencies for Sustainable Results

Resources about customer experience optimization

See more at

http://ClearActionCX.com/best-practices



For More About Customer Experience:

www.ClearActionCX.com/best-practices

[email protected]

tel +1 408 687 9700

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