Customer Journey Mapping
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This document discusses customer experience mapping and metrics. It includes a sample customer persona profile for Sunil Kumar, a 42 year old married VP in an IT firm with an income of 18 lacs. It also lists various customer experience touchpoints and stages, as well as positive, neutral, and negative experience definitions. Metrics mentioned include customer effort score, customer satisfaction rating, sales conversions, return on marketing investment, and net promoter score.
Customer Journey Mapping
- 1. +91-9920056377 nitinbinhani@gmail.com Positive Experiences – Customer achieves desired outcome effortlessly, along with delightful front end experience Customer Effort Score Do consumers recall or recognize my brand? Do customers advocate my brand? Do we fulfill customers expectations? Does my sales efforts result in conversions? How does my offerings rank on evaluation? Moments of Truth Sunil Kumar Aged 42, Married with 2 kids. VP in IT firm, average income of 18 lacs & Web savvy Emotionally charged interactions experienced by customers at each touch point or stage. Neutral Experiences – Customer achieves desired outcome with lots of efforts or average front-end experience Negative Experiences – Customer gets a negative outcome and/or miserable front-end experience Customer Experience Journey Mapping How much effort did you personally had to put forth to handle your request (desired outcome)? 1 – Very Low Efforts 3 - Neutral2 – Low Efforts 4 – High Efforts 5 – Very High Efforts Customer Satisfaction Rating – 1 (Extremely Dissatisfied) to 7 (Extremely Satisfied) • Sales Conversions • RoMI vs. Budgeted • Average Order Size • Wallet Share, CLV • Churn Rate • Repeat Sales (RFM) • Costs to Serve Savings • Segment Profitability • CSat, CES, NPS • No. of Referrals • Engagement Metrics Questions of Senior Management • Total No. of Leads • Qualified Leads • Value Proposition • Brand Reputation • Social Media Analytics • Word of Mouth Voice of Customer Customer Persona (Segment-wise) Demographics – Age, Gender, Income, Family, etc. Geographics – Urban, Suburban, Rural Psychographics – Lifestyle, Social Class, Interests Net Promoter ScoreCustomer Profiling (Segment-wise) binhaniin.linkedin.com/in/nitinbinhani Lifecycle Stages or Touch points