Customer Journey Mapping Introduction En
- 1. Customer Journey Mapping TurningThought Into Action
- 2. © EarlyBridge 28-11-2010 The ambition 2 Companies want to create long-term, loyal customer relationships. Delivering the right customer experience is more important than ever because every contact with customers, independent of the channel or medium, can be a moment-of-truth for customers. By developing and delivering the right customer experiences, companies can make conscious choices in both the functional and emotional aspects of how they want to treat their customers. Customer Journey Mapping is a methodology that helps organisations to design and develop the right customer experiences to drive brand loyalty and deliver the desired business performance.
- 3. © EarlyBridge Customer Experience Management: our vision Effective customer experience management helps organisations create and manage the desired customer experience for their customers. It supports companies in engaging customers in a personal and relevant way through their product offering, their customer processes and their channel mix – and aligning these elements with the customer needs. By looking through the eyes of their customers, companies can make informed choices about how they want to meet customer expectations – and when and where they choose to provide added-value to customers in order to bring their brand to life.We work with our clients to design and improve their strategy, organisation and processes in order to deliver the right customer experiences to achieve their business objectives. A company builds their brand in two ways: by investing top-down in marketing and communication to actively tell customers who they are and what they stand for. And bottom-up by actively delivering on the brand in their one-to-one contacts with their customers. The starting point for everything that EarlyBridge does is that effective customer contact is possible only when the processes and the organizational behavior reinforce the marketing strategy and brand values of the company. It is crucial that the customer experience delivered by a company seamlessly aligns with the brand, and delivers on the brand promise in each and every customer interaction. The customer experience doesn’t have to be the best customer experience – it has to be the right one. One that meets customer expectations and connects with customers in a relevant way based on their needs. We help companies build their customer experience landscape by building insights into their customers and their customers’ needs. Using Customer Journey Mapping, we design the desired customer experience across channels using the 5 building blocks of our Customer Engagement Model, ensuring that the experience design considers the brand and the different types of customers to create the right customer experiences. Strategy & Brand experience Kanaal & Proces People & Organisation 28-11-2010 3
- 4. © EarlyBridge Analyse the customer journey’s of your competitors or best-in-class companies Develop new customer journey’s Improve existing customer journey’s Activate a new strategy by translating it into multi-channel journey’s Design new product introductions integrating marketing and service activities Develop more effective campaigns and CRM activities Integrate new channels into the channel mix from the customer perspective Translate brand values into customer interactions Identify strengths and weaknesses in marketing positioning compared to competition Find ways to differentiate from competition and become best-in-class Renew and reinvigorate existing strategies to drive results Gain insights into missed opportunities and discover new ‘claims’ to entice customers Uncover and act on opportunities to improve customer satisfaction, NPS or Customer Effort Score Identify and resolve gaps and problems in the current customer experience Redesign and improve existing processes Gather voice-of-the-customer feedback and pinpoint real customer needs Eliminate negative effects within customer contact and channels on brand and reputation Customer Journeys have multiple uses for driving marketing, sales and service performance Customer Journey’s can be used in different ways 28-11-2010 4© EarlyBridge
- 5. © EarlyBridge 28-11-2010 Customer Journey’s and the organisation Designing and developing Customer Journey’s is a collective activity within an organisation, involving Marketing, Products, Service, Support and Channels departments. They form a multi-disciplinary team from different corners of the organisation to work together with us to design the customer journey’s that deliver the right customer experience. We provide the process and the discipline of our approach and combine our expertise in customer experience management with the strengths and insights of the internal organisation to get the best results. 5© EarlyBridge Identify and prioritize business requirements Build Customer Journey’s Implement pilots to realize the desired customer experience Create and develop persona’s Inputs and starting points Brand values Customer insights Organisational insights Functional customer experience Time Quick service via retailshop Shop assistentweigertde klantenservicenamensde klantte bellen;klantgevraagd zelf te bellen Shop assistent spreekt voicemail in dat issue is opgelost Problemenmet installatie;FAQs helpenniet Websupport paginasbieden geen oplossing Eerste contactcenter agentonbeleefd; luistertniet 2nd contactcenter agentluistert; lostprobleemop NPS Awarenessvia ATL campagnes Te complex om te kopen online Shopping experience Issuesmet contractmet snelle service Emotional customer experience 6. Joint campaigns with local retailers 5. Phone follow- up for info requests 4. CRM awareness campaign to Philips personnel 1. Pre-launch registration for “keep me posted” emails. 2. CRM awareness campaign to existing consumers in the database 3. Invitation to attend local viewing events 7. Cross-sell email to relevant consumers (gold cables, audio components, etc.) 8. Post-purchase service check (Philips Online Store) 9. Post-repair service check 10. Proactive tips and tricks Pre-Purchase Experience Purchase Experience Post-Purchase Experience Analysis Phase Design Phase Planning Phase Implementation Phase
- 6. © EarlyBridge 28-11-2010 Using Customer Journey Mapping to refine an existing product or service offering During the Analysis Phase, we make transparent how customers experience the existing end-to-end process for the chosen product or service.This analysis follows the customer through the organisation and illustrates their customer journey across a range of needs. Insights can be gathered using different methodologies, such as indepth interviews with customers, insights-gathering with employee focus groups, analysis of existing channel traffic or external customer research. During the Design Phase, a series of ‘I-questions’ are chosen as the backbone of the exercise. The customer journey’s are mapped from the perspective of different customer types using the persona’s and the team is challenged to make their brand values shine through for the customer in the choices that they make in how the want to meet customer expectations and when, where and how they want to provide added value. In the Planning Phase, the group creates a roadmap and makes choices in what actions have the highest priorities, moving immediately into the Implementation Phase to improve the existing product or service offering. 6 I want to get more enjoyment out of my product I want to subscribe I have a problem I want advice about how I can change providers I want more information about subscribing I want help with installation Outside-in (customer perspective) and I-questions “I want help with installation” “I want to buy a subscription” 2 3 “I want information” 1 © EarlyBridge Illustration
- 7. © EarlyBridge Customer Journey Mapping in practice From product focus to consumer focus… ...in order to differentiate from the competition and drive Net Promoter Score 728-11-2010© EarlyBridge Integrate service design with product marketing Define multi-channel consumer experience Align communication and processes
- 8. © EarlyBridge Customer Journey Mapping in practice From ‘one-size-fits-all’ to personalized customer processes… ...in order to create more customer-focused processes and bring the brand values to life in customer contact 828-11-2010© EarlyBridge Identify customer groups and needs Align customer processes to needs Improve communication and branding
- 9. © EarlyBridge Customer Journey Mapping in practice Strategy translated into practice… ...in order to become more customer-focused across the range of distribution channels 928-11-2010© EarlyBridge Recognize differences in customer groups Align processes with customer needs Improve communication and customer contact
- 10. © EarlyBridge Customer-centric thinking for product marketing… ...in order to appeal to a broader range of customer groups and improve relevancy in communication Customer Journey Mapping in practice 1028-11-2010© EarlyBridge Identify customer groups and needs Identify opportunities for expanding reach Improve customer communication
- 11. © EarlyBridge 28-11-2010© EarlyBridge What we do 11 Customer Experience Management Strategy and Roadmap Customer Journey Mapping Multi-channel customer strategy Experience Based Training Customer-focused CRM and Customer Base Management Consultancy Proof-of-concepts & Pilots Change management & Implementation Workshops & Training Insights,Opportunities & Improvements Strategy &Vision Consultancy & Implementation Customer Experience Scan Multi-Channel Maturity Scan Sales Performance Scan Service Performance Scan
- 12. © EarlyBridge Why EarlyBridge? EarlyBridge specializes in customer experience and one-to-one customer contact. We believe that delivering the right customer experience is the key to successful company performance. We know that the only way to bring brand values to life for customers is to deliver a branded customer experience in each and every customer interaction – regardless of channel. EarlyBridge is the winner of the G-CEM Customer Strategy Award 2008, alongside a runner-up position in the Gartner CRM Excellence Awards 2008 and a Gold Award in the National Contact Center Awards in 2005. 28-11-2010© EarlyBridge Finalist Gartner CRM Excellence Award EMEA, Runner-Up Winnaar GCEM Customer Strategy Award 2008 – Europe Region Winnaar Nationale Contact Center Award 2005 28-11-2010 13
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