Measure and manage the customer experience

Measure the customer experience

a smart, strategic, design firm that shapes future experiences

How to map, measure and manage omnichannel CX at enterprise level

Experience is an emotional flow

EXPECTED LIVED REMEMBERED

Experience is an emotional flow

EXPECTED LIVED REMEMBERED

setting

pain points

wow moments

peak end rule

memories

average perception

Good experience matters at different levels

JOURNEY

NEED

CASES

TOUCHPOINT

TASK

INTERACTION

MAP THE REALITY

Start from qualitative End with quantitative

PRE DURING POST

QUALITATIVE STORYMAPPING

QUANTITAVE INSIGHTS

Big data

Extreme approach

Deep qualitative

Insights Definition

INSIGHTS AND MICRO BEHAVIOUR THROUGH BIG DATA

Data Gathering & Preparation

Explorative Analysis

Machine Learning

Validation & Testing

Integration

Need mapping

EXPERIENCE / BEHAVIOR MAPPING THROUGH DESIGN RESEARCH

Experience usecases definition

First research

Deepening

Experience mapping

— Project sample

Week 2 3 4 5 6

Research

Output finalization

Milestone 1Customer journey mapping

Stream

Journey mapping

Stream

Quantitative analysisOnline surveySocial analysisInternal data analysis

Stream

Touch point and service benchmarkingCompetitor and inspirational benchmarking

Touch point and service mappingService safari . Tier 1

Workshop day . Tier 1-2 Customer email interview . Tier 3-4Service delivery partner interview . Tier 1

IT IT UK FR DE

ES . BE . CH . NL

HIGH

Explode needs and experiences

AWARENESS CONSIDERATION ACQUISITION ACTIVATION 1ST TIME USAGE USAGE LOYALTY LOYALTY

JOURNEY

NEED

EXPERIENCE.POSITIVE

EXPERIENCE NEGATIVE

EXPERIENCE WEB

EXPERIENCE STORE

EXPERIENCE HYBRID

…

NEED

EXPERIENCE.POSITIVE

EXPERIENCE NEGATIVE

EXPERIENCE WEB

EXPERIENCE STORE

EXPERIENCE HYBRID

…

NEED

EXPERIENCE.POSITIVE

EXPERIENCE NEGATIVE

EXPERIENCE WEB

EXPERIENCE STORE

EXPERIENCE HYBRID

…

NEED

EXPERIENCE.POSITIVE

EXPERIENCE NEGATIVE

EXPERIENCE STORE

NEED

EXPERIENCE.POSITIVE

EXPERIENCE NEGATIVE

EXPERIENCE WEB

EXPERIENCE STORE

EXPERIENCE HYBRID

…

⇣SUB PROCESS MAPPING

⇣SUB PROCESS MAPPING

⇣SUB PROCESS MAPPING

MIDDLE

Map the single experience and gather pains and gains

MAP THE EXPERIENCE

- Workshop - Field research - Shadowing - Mistery - Deep interview - …

GATHER PAINS AND GAINS

- CRM and Social data analysis - Probes data analysis - User reporting - Surveys - …

(Weight based on frequency)

LOW

Test in context how much touchpoints are useful, usable and delightful

LOW

Size and measure behavioral phenomena

INTEGRATE MEASURING

Google HEART framework

From user perspective Users signals like ratings-Satisfaction STL -Perceived ease of use -Net promoter score

From user perspective Users signals like ratings-User consumption -Number of key actions -Number of activities

From user perspective Users signals like ratings-Upgrades to the latest versions -New subscription -Purchase by new users

From user perspective Users signals like ratings-Active users -Renewal rates -Repeat purchase

From user perspective Users signals like ratings-Task success rate -Time -Completition

HAPPINESS

ENGAGEMENT

ADOPTION

RETENTION

TASK SUCCESS

GOAL SIGNALS METRICS

Thank you

Michela Perotti - Luca Mascaro www.sketchin.ch