Mapping the Customer Journey
1 like624 views
Jennifer Ursich presents on mapping the customer journey. She discusses why customer journey mapping is important for ensuring customer value, renewals and revenue. The process involves planning, recruiting customers for site visits, conducting analysis and creating journey maps. Journey maps document all customer touchpoints and identify pain points, delights and opportunities for improvement to increase customer value. Continuous improvement involves utilizing journey maps in decision making and measuring success through KPIs and iterative changes.
Mapping the Customer Journey
- 1. Mapping the Customer Journey By Jennifer Ursich Senior User Experience Researcher jenniferwilmer@gmail.com
- 2. 13 years experience as a UX Researcher at AT&T, Amazon, Microsoft, with prior user research on automated phone systems and speech recognition. B2B and consumer, mobile and web experiences since 2006. Passionate about actionable results for the customer and the business. Free time…. About Me
- 3. Why create Journey Maps? What is a Journey Map? Journey Mapping Process Agenda
- 4. Why?
- 7. SaaS Ensuring customer value = Renewal = $$$$ Customer Experience Day One…Day 31…Day 124…Day 350…Year 2…Year 3? Onstage v. Backstage? Not really sure? Can’t gain consensus? Why?
- 8. Customer Delight, Loyalty, and Stickiness Ultimate Goal
- 11. Documents that map the customers’ experience related to your product including All Touch points…Onstage…as well as Backstage Need arises Awareness Onboarding Use Quit or renew Painpoints Emotions Behaviors What is it?
- 12. *Tony Costa, “Journey Mapping Best Practices,” Forrester, May 21, 2014, 4.
- 13. What customers say they do is often different from what they do Shed new or different light Take a step back and see complete big picture Identify new opportunities for improvement Encourage a different way for looking at the software design Show gaps between product and other “channels” Uncover unknown barriers to adoption Create a common reference point for everyone Increase customer value = renewals = $$$$ Value
- 14. How
- 15. Planning – 2 weeks Recruiting – 2 weeks Site Visits – 4 to 8 weeks Analysis and Journey Mapping– 4 weeks Process
- 16. Brainstorming and planning session(s) with: Product Management Design Engineering Sales Customer Support All included throughout entire process Planning
- 17. Recruiting *Sales assist and have a say in who is recruited CROSS SECTION OF USERS
- 18. Field Research ensures customers are well represented NDA’s and Informed Consent signed in advance 2 to 3 hours per visit – max Researcher and note taker/observer Max of 2 to 3 people from team In background as much as possible Researcher ensures key questions answered Researcher does her best to remain unbiased Record sessions via video recording, audio recording, and/or photos Site Visits
- 19. What is their work environment like? Goals? Aspirations? Challenges? Actions? Behaviors? PRODUCT being used and how? Other Tools? Apps? What is working well? What isn’t? High Level Questions
- 20. Research conducts analysis Creates new or refreshes existing personas Share results Outcomes Touchpoints Delights Painpoints Analysis
- 21. Each persona – 1 map per persona Stakeholders must be involved Journey Mapping Workshops
- 22. Utilize Journey Maps Display in open areas Hold product “hackathons” that target a specific journey map Incentivize employees to act Embed maps in decision making processes Measure success and KPI’s as iterative improvements made Establish new KPI’s in addition to Sales such as CSAT Establish a group of employees to ensure changes happen Continuous Improvement
- 23. Q & A
- 24. Thank you Jennifer Ursich Senior User Experience Researcher jenniferursich@gmail.com
- 25. Tony Costa, John Dalton, Cory Stearns, “Brief: How Journey Maps Unify Customer Experience and Business Technology Efforts,” Forrester, September 9, 2014. Tony Costa, “Journey Mapping Best Practices,” Forrester, May 21, 2014, 4. Paul Hagen, “How B2B Firms Improve Customer and Partner Experience,” Forrester, March 4, 2012. Sam Ladner, Practical Ethnography: A Guide to Doing Ethnography in the Private Sector (Left Coast Press), 103-155. Rick Parish, “How to Map Your Customer Experience Ecosystyem,” Forrester, January 5, 2015. Ben Reason, Andy Polaine, Lavrans Lovlie, Service Design: From Insight to Implementation (New York: Rosenfeld Media, 2003), 48-95. http://www.uxmatters.com/mt/archives/2011/09/the-value-of-customer-journey-maps-a-ux-designers- personal-journey.php References