Daugherty UX COE Customer Journey Mapping 2018 Purpose and - - PowerPoint PPT Presentation

Daugherty UX COE

Customer Journey Mapping

2018

Confidential & Proprietary to Daugherty Business Solutions.

2

Purpose and Objective

Purpose: To provide Daugherty employees with a working knowledge of Customer Journey Mapping Objectives: At the end of the course the participants should be able to:

• Explain the benefit of Journey Mapping to a client
• Define the basic components of a map
• Understand how to build a basic Customer Journey Map
• Facilitate a Journey Mapping Session and provide next steps to respond to

findings

Confidential & Proprietary to Daugherty Business Solutions.

3

Agenda

01 02

2018| Customer Journey Map Training

Preparing to Build a Customer Journey Map What is a Customer Journey Map

03

Customer Journey Map Examples

04

Building CJM - Stages

05 06

Building CJM – Needs / Expectations Building CJM - Touchpoints

07

Building CJM – Ownership and Completion

AP

Appendix

Confidential & Proprietary to Daugherty Business Solutions.

4

What is a Customer Journey Map

01

Confidential & Proprietary to Daugherty Business Solutions.

5

Journey Mapping: Where does it fit in to Product Management?

Generate & Manage Ideas Expand & Understand Prioritize Roadmap Define & Deliver Test / Improve Obtain Feedback

Expand Focus

“Here’s an idea” “It would include…” “We’ll do this 2nd…” “We’ll do this by…” “We’re building…” “We’re evaluating…” “We’re listening…” Product Ownership Epic Personas, Journey Maps, Features Features & Story Titles Stories (Detailed) Releases Releases

Introduction to Customer Journey Mapping

Companies create Customer Journey Maps to help them understand and address customer needs and pain points. Maps can be helpful prior to initiating a product / brand launch or refinement later in the product lifecycle. These Maps can take various forms but generally include two powerful elements that help companies identify and make necessary changes to their products / brands to become more successful:

01

4

Confidential & Proprietary to Daugherty Business Solutions.

7

Customer Journey Map Defined

01

…tells the story of the customer’s experience: from initial contact, through the process of engagement and into a long-term relationship.

A field guide to user research, Smashing Magazine 2015

…is an oriented graph that describes the journey of a user by representing the different touchpoints that characterize his/her interaction with the service.

www.servicedesigntools.org

…customer journey mapping is a structured way to understand and capture your customer’s wants, needs and expectations at each stage of their experience with your company.

The Customer Experience Book

A 2015 research study conducted by IBM showed that 81% of customer brands feel they have a holistic view of their customers while only 37% of customers believe their favorite retailer understands them.

Why a Customer Journey Map

• A surprising gap exists between

what companies believe their product / brand delivers and what customers actually experience

• This gap can negatively impact

customer satisfaction, overall sales and product / brand reputation.

01

?

6

Confidential & Proprietary to Daugherty Business Solutions.

9

Why a Customer Journey Map

01

Can be used by different departments (different channels) in an organization to answer different types of questions. It is important to consider the complete customer life cycle.

www.worketc.com

The goal of a customer journey map is to teach organizations about their customers. It may be the first time a company see the complete customer experience.

Confidential & Proprietary to Daugherty Business Solutions.

10

Customer Journey Map Examples

02

Confidential & Proprietary to Daugherty Business Solutions.

11

02

Example 1 – Simple Map

Emotions are incorporated Shows key interactions Focus is on home visit, not the call Could be a sub-map of a larger map Indicates customer expectations

Confidential & Proprietary to Daugherty Business Solutions.

12

02

Example 2 – Comprehensive Map

Interactions are not always linear Customer is analyzed by what they think, feel & do Guiding principles instead of

• bjectives or

goals Opportunities don’t have to tie to stages View customer needs first, then interactions with the company

Confidential & Proprietary to Daugherty Business Solutions.

13

02

Example 3 – Focused Map

Thoroughly illustrates customer interactions More of a process map from a customer’s point

• f view – doesn’t

explore feelings or needs

Confidential & Proprietary to Daugherty Business Solutions.

14

Differences from a Process Map

02

• CJM is from the customer’s perspective, not the organization’s view point
• …captures the customers feelings or emotions at a point in time
• …captures what the customer expects, not what actually is
• …captures interactions that may be outside of the company’s control
• …can be a large endeavor, requiring executive sponsorship/buy-in

The Customer Journey Map (CJM) is quite different from a typical Process Map.

Confidential & Proprietary to Daugherty Business Solutions.

15

Preparing to Build a Customer Journey Map

03

Confidential & Proprietary to Daugherty Business Solutions.

16

03

Setting the Goals and Defining the Scenario

• What business issues are we currently having and wish to address?

Define a customer scenario.

• Define who is the customer. May be more than one type of customer.
• Where does the issue seem to occur?
• What will we do with the customer journey map when complete?
• Post it up?
• Educate employees?
• Rework in X period of time?
• Don’t just jump to visualizations.

At the beginning of building a customer journey map, time must be spent thinking of “Why”. Why are time and resources being spent.

Confidential & Proprietary to Daugherty Business Solutions.

17

03

Scope and Boundaries

• There often is more than one type of customer experience so focus on
• ne journey. Think about:
• Frustrated customers
• Extreme users
• Remember the Hobbits (in the Lord of the Rings) journey!
• You may have to choose a sub-journey or scenario. For example, in large

Fortune 500 organizations, a complete journey may cover too many touchpoints.

• You are building your map based on the current situation, not “to-be”.

Remember, this is not utopia. The goals and objectives of the customer journey map will go a long way toward setting the boundaries of the map. However, you need to take time to specifically describe the boundaries.

Confidential & Proprietary to Daugherty Business Solutions.

18

03

Organize a Team

Below are guidelines:

• As often is the case, time and resources (costs) often determine what

type of team you will need to build a customer journey map.

• Have a core team of 3 to 5 members.
• The User Experience (UX) department should drive the development
• f the customer journey map. The Marketing department may engage

in the process.

• Instead of crafting the map with input from a large number of

stakeholders, consider meeting with small stakeholder groups, individually.

• Ideally, allow for plenty of time, so that you can have multiple

iterations.

Confidential & Proprietary to Daugherty Business Solutions.

19

03

Customer Journey Map Template for the Activity

Stage 1 Stage 2 Stage 3 Touchpoint 1 Touchpoint 2 Touchpoint 3

Customer Touchpoints

Experience Rating Experience Rating Experience Rating Stage 4 Stage 5

Needs and Expectations at each Stage Ownership Notes Stages

Touchpoint 4 Experience Rating

Stages: Basic level of interaction with the customer Touchpoints: Activities engaged in during each stage Expectations: Customer needs and emotions Ownership: Who is responsible for the interaction

Confidential & Proprietary to Daugherty Business Solutions.

20

Halfway through cutting your large yard, the lawn mowers dies and you have no other options than to purchase a new mower. There is a party at your home tonight and the lawn must be cut

• today. You visit a local retailer to buy a new mower but you have

no idea what to buy or how to get it home.

Activity One

Create groups of 3 – 5 for the Activities. Based on the above information, discuss the following question to agree on your team’s scenario that you will map:

• What is the primary objective in your scenario (the need/issue)?

03

5 minutes

Confidential & Proprietary to Daugherty Business Solutions.

21

Building a Customer Journey Map Stages

04

Confidential & Proprietary to Daugherty Business Solutions.

22

04

Building the Map – Stages

Stage 1 Stage 2 Stage 3 Touchpoint 1 Touchpoint 2 Touchpoint 3

Customer Touchpoints

Experience Rating Experience Rating Experience Rating Stage 4 Stage 5

Needs and Expectations at each Stage Ownership Notes Stages

Touchpoint 4 Experience Rating

Stages: Basic level of interaction with the customer

Confidential & Proprietary to Daugherty Business Solutions.

23

Start with Stages

04

The first step in constructing a Customer Journey Map is to brainstorm stages in the customer journey.

• Start with a basic level of interactions (the backbone).
• Brainstorm roughly four to six stages.
• Consider the complete customer lifecycle.
• Later, you will add details and expand the map.

Life Cycle Stages

Plan Dinner Arrive Dine Pay & Leave

Example:

Confidential & Proprietary to Daugherty Business Solutions.

24

Stages in other Organizations

04

The customer journey for a restaurant will be different than the journey for an automobile service shop. But in each case, it must be from the customer’s perspective.

Life Cycle Stages

Plan Dinner Arrive Dine Pay & Leave Research Book Appointment Arrive and Check-in Wait During Servicing Check-out Follow-up Research Planning Product Discovery Ordering Process Product Delivery Returns Refunds Inquiry Comparison Purchase Installation

Automobile Service Online Retail Cable TV Stages

Confidential & Proprietary to Daugherty Business Solutions.

25

Imagine back to your earlier scenario to replace your broken mower. You are now a consultant asked to build a customer journey map.

Activity Two

Assignment:

• As a team, define roughly four to six stages of the

customer journey

04

5 minutes

Confidential & Proprietary to Daugherty Business Solutions.

26

Building a Customer Journey Map Touchpoints

05

Confidential & Proprietary to Daugherty Business Solutions.

27

05

Building the Map – Touchpoints

Stage 1 Stage 2 Stage 3 Touchpoint 1 Touchpoint 2 Touchpoint 3

Customer Touchpoints

Experience Rating Experience Rating Experience Rating Stage 4 Stage 5

Needs and Expectations at each Stage Ownership Notes Stages

Touchpoint 4 Experience Rating

Touchpoints: Activities engaged in during each stage

Confidential & Proprietary to Daugherty Business Solutions.

28

Customer Touchpoints within Stages

05

The next step in building a customer journey map is to brainstorm the various customer touchpoints for each stage.

• Brainstorm up to four touchpoints per stage
• Touchpoints may be linear, or may be concurrent

Example:

Ask Friends Search Google Visit Travel Site Reviews Visit Web Site Call Customer Care Visit Mobile App Chat with Customer Care

Research Comparison Book Travel

Airline Travel Touchpoints

Confidential & Proprietary to Daugherty Business Solutions.

29

Examples of showing Customer Touchpoints within Stages

05

A common next step is to graph the touchpoints.

• Graphs will differ based on the nature of the touchpoint.
• Rate the customer’s expectations for each touchpoint.
• Determine if there is a gap between expectations and typical outcomes.

Pleased, Trending up Just Okay, Trending Down Disappointed Exasperated Excited, Tell a Friend Ordering Installation Promotion Ends Service/Support

Different ways to visualize customer expectations and outcomes.

Confidential & Proprietary to Daugherty Business Solutions.

30

In your role as a consultant, continue building the customer journey map for the scenario to replace your broken mower.

Activity Three

1. Add touchpoints to the stages in your broken lawn mower scenario. 2. Incorporate emojis into each stage to represent the

• verall emotions for that stage.
• 3. Using the emojis, graph the highs and lows that

appear from stage to stage.

05

Assignment:

Pleased, Trendin g up Just Okay, Trending Down Disappoi nted Exasperat ed Excited, Tell a Friend Orderin g Installati

• n

Promotion Ends Service/Su pport

15 minutes

Confidential & Proprietary to Daugherty Business Solutions.

31

Building a Customer Journey Map Customer Needs / Expectations

06

Confidential & Proprietary to Daugherty Business Solutions.

32

06

Building the Map – Customer Needs / Expectations

Stage 1 Stage 2 Stage 3 Touchpoint 1 Touchpoint 2 Touchpoint 3

Customer Touchpoints

Experience Rating Experience Rating Experience Rating Stage 4 Stage 5

Needs and Expectations at each Stage Ownership Notes Stages

Touchpoint 4 Experience Rating

Expectations: Customer needs and emotions

Obtain Customer’s Feelings and Emotions

06

Up until this point, much of the components of the customer journey map can be constructed by interviewing organizational stakeholders and SME’s. But to truly understand the customer’s feelings and emotions, you should talk to the customer. Consider more than just the customer’s actions. Consider what they think, feel, say and what they do. What is the data showing you?

• Brainstorm reasons for your issues

based on the data.

• Consider tools such as 5 Y’s, Fish Bone

diagram, Affinity diagrams, etc.

31

Confidential & Proprietary to Daugherty Business Solutions.

34

In your role as a consultant, continue building the customer journey map for the scenario to replace your broken mower.

Activity Four

• 1. Add any additional customer feelings and actions to

your customer journey map that you might obtain through the research done when you engage the customer

• 2. Discuss negative customer emotions
• 3. Note where the gaps are between what the

customer feels and how the organization handles the situation

06

Assignment:

5 minutes

Confidential & Proprietary to Daugherty Business Solutions.

35

Building a Customer Journey Map Ownership and Completion

07

Confidential & Proprietary to Daugherty Business Solutions.

36

07

Building the Map – Ownership

Stage 1 Stage 2 Stage 3 Touchpoint 1 Touchpoint 2 Touchpoint 3

Customer Touchpoints

Experience Rating Experience Rating Experience Rating Stage 4 Stage 5

Needs and Expectations at each Stage Ownership Notes Stages

Touchpoint 4 Experience Rating

Ownership: Who is responsible for the interaction

Confidential & Proprietary to Daugherty Business Solutions.

37

Determine Touchpoint Ownership

07

Next, look back to your touchpoints and revisit the customer’s feelings towards those touchpoints. Ask the questions:

• Do we own this touchpoint?
• Who in the company is responsible for this touchpoint?
• Are multiple departments responsible for one touchpoint?
• Is one department responsible for multiple touchpoints?

Assignment:

• Now add ownership notes to your journey map

5 minutes

Confidential & Proprietary to Daugherty Business Solutions.

38

Finally, some design aspects to consider:

Finalize and Polish

• Add your organization’s branding, i.e. colors, logo, fonts, graphics, etc.
• Use common terms familiar to the relevant departments and to the
• rganization
• Consider aesthetics that the organization has seen before to make the

map more familiar

• The final map should be consistent with the company’s culture, while

always focusing on the needs and expectations of the customer

07

Next, add other elements that your stakeholders agree are important. Remember, there is no one way to create a Customer Journey Map.

Confidential & Proprietary to Daugherty Business Solutions.

39

Questions

07

Congratulations on building your first Customer Journey Map! For additional information contact: Xxxxx (Phil Delanty?) Xxxx (Ralph Lord?) Xxxxx (….

Confidential & Proprietary to Daugherty Business Solutions.

40

Appendix

AP

Confidential & Proprietary to Daugherty Business Solutions.

41

AP

Construction Template

Stage 1 2 3 4 5

Interactions Emotions Actions

Guiding Principles

Confidential & Proprietary to Daugherty Business Solutions.

42

Common Icons

AP

Confidential & Proprietary to Daugherty Business Solutions.

43

AP

Additional Examples

Confidential & Proprietary to Daugherty Business Solutions.

44

AP

Additional Examples

Confidential & Proprietary to Daugherty Business Solutions.

45

AP

Additional Examples

Confidential & Proprietary to Daugherty Business Solutions.

46

AP

Additional Examples

Confidential & Proprietary to Daugherty Business Solutions.

47

Researching for the Customer Journey Map

AP

• Website Analytics tools such as Google Analytics, Usabilla,

AppDynamics, AWS Reports You should consider using various tools to aide in your research.

• Social Media such as Facebook

Analytics

• Cameras and Tracking technology

for tracking customer flow such as traffic patterns

• Surveys such as Survey Monkey

Confidential & Proprietary to Daugherty Business Solutions.

48

More ways to Research

AP

• Conducting Interviews with Customers
• Reading comments and mentions (e.g. likes) in Social

Media

• Speaking to front line employees about their interactions

with customers

• Perhaps even asking some Internal Stakeholders

Other types of research involve getting the “voice of the customer”. This can be speaking directly to the customer, or getting their thoughts and comments in other ways.

Confidential & Proprietary to Daugherty Business Solutions.

49

SK

Customer Journey Map – Activity

Mower Broke Research Verify Mad at mower Mad at myself – knew it was coming Call Stores Get models/delivery Need mower asap to complete lawn before party

Customer Touchpoints

Purchase Deliver

Needs and Expectations at each Stage

• Provide ratings

/research website

• Provide availability
• ”Click to deliver”
• ”Chat to buy”
• ”Phone center
• Financing options
• Email receipt
• Tracking
• Updates
• Alerts
• Disposal of old

mower

• Drop off & verify
• Take back if issue

Ownership Notes

• Website

management

• Phone center
• Customer service
• Customer service
• Sales

Stages

Research online Models / reviews Test View YouTube videos Bank - Check balance/transfer funds Called bank Call selected store – verify price/ availability Confirm delivery price / time Understand return policy Wait Call to verify delivery Don’t arrive when discussed Delivered Provide credit card Receive e-mail receipt Purchase online Provide delivery address Start It works Cut lawn Satisfied / happy Need mower asap to complete lawn before party

Confidential & Proprietary to Daugherty Business Solutions.

50

SK

Customer Journey Map – Emotional Journey - Activity

Mad

• at mower
• at myself

Concerned

• Risk that I

can’t find a mower in time Cautious

• In stock & can

deliver

• This could

happen

• Will it actually

deliver today as scheduled Hopeful

• Card accepted
• Financing
• ffered

Anxious

• Will it deliver on

time

• If I don’t like it

will they take it back immediately Emotional Journey Expectations

Mower Broke Research Verify Purchase Deliver

Stages

Test

Interactions Relieved/Happy

• Concern until it

worked when delivered

• Working in

time to finish yard before party Need mower asap to complete lawn before party

• Provide ratings /

research website

• Provide availability
• ”click to deliver”
• ”chat to buy”
• Phone center
• Internet
• Phone center

Need mower asap to complete lawn before party

• Internet
• Phone center
• Financing
• ptions
• -Email receipt
• Customer service
• Sales
• Tracking
• Updates
• Alerts
• Internet
• Delivery guy
• Disposal of old

mower

• Drop off &

verify

• Take back if

issue

• Delivery guy