Introduction to Customer Journey Mapping (2017)
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The document discusses the customer experience ecosystem, emphasizing the importance of rational, emotional, and sensory elements in shaping customer journeys. It introduces tools like customer journey mapping to analyze and improve customer interactions, focusing on emotions and experiences throughout their journey. The author offers strategies for enhancing customer experiences by refining processes and fostering meaningful connections.
Introduction to Customer Journey Mapping (2017)
- 1. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017 THE CUSTOMER EXPERIENCE ECO SYSTEM 4 PART SERIES
- 2. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017 RATIONAL EMOTIONAL SENSORY CUSTOMER EXPERIENCE IS…
- 3. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017 RATIONAL Did I achieve my goal? Was it good value? CUSTOMER EXPERIENCE IS…
- 4. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017 EMOTIONAL Did it make me feel good Did I feel good about myself? Do I have a good story to tell? CUSTOMER EXPERIENCE IS…
- 5. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017 SENSORY See Hear Taste Smell Feel CUSTOMER EXPERIENCE IS…
- 6. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017
- 7. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017 YOU CANNOT, NOT, HAVE AN EXPERIENCE. LOU CARBONE
- 8. BY CHANTEL BOTHA | hello@brandlove.co.za | NOV 2016 THE CUSTOMER EXPERIENCE ECO-SYSTEM
- 9. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017 1. THE WORLD OF THE CUSTOMER
- 10. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017 2. HOW TO DESIGN FOR THE CUSTOMER
- 11. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017 3. CROSS CHANNEL EXPERIENCE PORTABILITY
- 12. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017 4. THE EMPLOYEE AND THEIR EXPERIENCE
- 13. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017 Story with actors and stages The story is seen from the perspective of the customer The story focuses on facts but also emotions and empathy WHAT IS A CUSTOMER JOURNEY MAP?
- 14. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017 CUSTOMER JOURNEY MAP Once upon a time… What happens next? Why? What happened before? What emotions are the customer feeling? What is the time lapse? What does the customer see, think, experience? I am excited about… They really made me feel confident I was anxious… I disengage…
- 15. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017 TYPES OF MAPS AS IS Map Service BlueprintsBrand new product/business Aspirational
- 16. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017 WAYS OF JOURNEY MAPPING Map with customers Draw the storyMap with multi-disciplinary internal team Build the story
- 17. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017
- 18. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017
- 19. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017 THE BENEFITS OF JOURNEY MAPPING “Oh is that how it works?” - Alignment “That is not how it works” - Constructive debate “Surely that is not right” – Corrective design “Why do we do that?” – Critical Evaluation “What about that empty space” – Eliminate white space “We should ….” – Innovation
- 20. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017 CUSTOMER JOURNEY MAP § Dial straight from search results page § Specials for the day listed. POST-ORDERORDERPRE-ORDER SEARCH FOR PIZZA CHOOSE PIZZARIA ORDER PIZZA COLLECT PIZZA ENJOY PIZZA STAGES ACTIONS STATE EXCEED EXPECTATIONS FAIL EXPECTATIONS CUSTOMER EMOTIONS § Know my loca on – closest branch § Added value offering § Offered a be er special on order § Pay online § Personally greeted by name, offered addi onal menu items, alterna ve payment gateway § Complimented on pizza choice and toppings § Enjoy micro beers with pizza § No contact details, no reviews, specials or call to ac on § Website not intui ve, difficult to navigate § Unclear telephone line, agent not informed. § Free parking unavailable, ignored nby manager § Team hates pizza, allergic to toppings MOOD HUNGER VALUED FRUSTRATED FOCUSED IRRITATED TRUSTING UNSATISFIED HAPPY NEGLECTED INDULGENT DISAPPOINTED
- 21. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017
- 22. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017
- 23. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017
- 24. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017 HOW TO IMPROVE JOURNEYS
- 25. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017 Smooth out the emotions Upstream solutions earlier in the journey Early investment in relationship – strong start Stretch outside your solution space (prolong greatness) Strong end Smooth transitions
- 26. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017 Remove skips, jumps and white space Amplify positive peaks Re-order moments Re-imagine the journey + –
- 27. BY CHANTEL BOTHA | hello@brandlove.co.za | FEB 2017 QUESTIONS
Editor's Notes
- #3: It comprises of three aspects: Rational Emotional and Sensory
- #4: Rational looks at the aspects, like did the client achieve their goal…. Was it good value.
- #5: Emotional includes whether it made the client feel good about themselves. Did they have a good story to tell after the interaction with our brand.
- #6: Sensory includes the aspects of sight, hearing, taste, smell and feel. Lets look at the next video for a quick definition.
- #8: Lou Carbone says, “You cannot, not have an experience. It is more about how haphazard or well managed the experience is”.