CXJourney Modeling
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The document discusses modeling systems for information architecture and tools for analyzing the customer experience journey. It describes the customer experience journey as a series of touchpoints from first contact to conversion. It then discusses tools for mapping the customer journey, including a business model canvas, persona template, experience scope, journey script, and touchpoint matrix. These tools provide insights into customers, map the end-to-end experience, and describe touchpoints to improve the journey. The report applies the analysis to business, product, marketing and customer service planning.
CXJourney Modeling
- 1. Modeling Systems for Information Architecture A Customer Experience Journey By Søren Muus FatDUX @sorenmuus
- 2. The Customer Experience Journey - About the Customer Experience Journey - About the tools FatDUX CXjourney
- 3. The Customer Experience Journey The Customer Experience Journey is series of events that leads from the first contact to the final conversion. Each event contains a number of Touch points – both digital and physical, that together make a unique impact, and create a User Experience, valuable and useful to both our clients and their customers. Our objective is to simplify the customers journey, through all touch points, in order to optimize conversion. FatDUX CXjourney
- 4. About the Customer Experience Journey FatDUX CXjourney
- 5. The FatDUX CXjourney The Elements of the CXjourney The Dynamics of the CXjourney Contact Conversion FatDUX CXjourney
- 6. The FatDUX CXjourney The Elements of the CXjourney The Dynamics of the CXjourney Contact Conversion FatDUX CXjourney
- 7. The FatDUX CXjourney The Elements of the CXjourney The Dynamics of the CXjourney Contact Conversion FatDUX CXjourney
- 8. The FatDUX CXjourney The Elements of the CXjourney The Dynamics of the CXjourney FatDUX CXjourney
- 9. The FatDUX CXjourney The Elements of the CXjourney The Dynamics of the CXjourney Contact Conversion FatDUX CXjourney
- 10. The FatDUX CXjourney The Elements of the CXjourney The Dynamics of the CXjourney Contact Conversion FatDUX CXjourney
- 11. The FatDUX CXjourney The Elements of the CXjourney The Dynamics of the CXjourney Contact Engagement Desire Re-engagement Conversion Conscious Considering Determined Experienced Before During After Attention Interaction Decision Action FatDUX CXjourney
- 12. About the tools FatDUX CXjourney
- 13. Business Model Canvas Persona Template Experience Scope Journey Script Touchpoint Matrix KP KA VP CR S Key Key Value Customer Segments Partners Activities Proposition Relationships KR C Key Channels Resourses CS RS Cost Revenue Structure Streams FatDUX CXjourney
- 14. Business Model Canvas Persona Template Experience Scope Journey Script Touchpoint Matrix KP KA VP CR S Key Key Value Customer Segments Partners Activities Proposition Relations KR C Key Channels Resourses CS RS Cost Revenue Structure Streams FatDUX CXjourney
- 15. Business Model Canvas Persona Template Experience Scope Journey Script Touchpoint Matrix Background: Personal info: Narrative: - Persona’s relation - Name - the story that creates to the target group - Age empathy - Demographics - Job - Location Statement: Behavior: - civilian status - The quote that distills - Psychographics - Internet usage/exp. the character of the - Scenarios persona Goals: - User wants - User needs - User’s motives - Business objectives FatDUX CXjourney
- 16. Business Model Canvas Persona Template Experience Scope Journey Script Touchpoint Matrix Before During After EVENT Time Description External participants Internal participants Touchpoints Actions Service evidence Peak Promise User goal Business objective FatDUX CXjourney
- 17. Business Model Canvas Persona Template Experience Scope Journey Script Touchpoint Matrix EVENT: Journey Script Brand promise, peak service evidence Name of event Advertising Part of scenario CRM Synopsis Back story/previous events Social Media Participants: Social Media Business/ Synopsis Touchpoint user goals (external) Persona Organic search Internal Next event Supporting processes Previous event Touchpoints Action Promise Supporting processes Evidence Peak UserGoal, needs, wants, motives Expectation Business objectives Experience Output/Next events FatDUX CXjourney
- 18. Business Model Canvas Persona Template Experience Scope Journey Script Touchpoint Matrix Primary Primary Primary Touchpoint Matrix Primary TP TP TP TP 1. Primary Touchpoint 1.1 Secondary Touchpoint 1.2 Secondary Touchpoint 1.3 Secondary Touchpoint 1.3.1 Granular Touchpoint 1.3.2 Granular Touchpoint Secondary Secondary Secondary 1.3.3 Granular Touchpoint TP TP TP 1.4 Secondary Touchpoint 1.5 Secondary Touchpoint 2. Primary Touchpoint 2.1 Secondary Touchpoint 2.2 Secondary Touchpoint Granular Granular Granular 2.2.1 Granular Touchpoint TP TP TP 2.2.2 Granular Touchpoint 2.3 Secondary Touchpoint 2.4 Secondary Touchpoint 2.5 Secondary Touchpoint FatDUX CXjourney
- 19. The tools in short: Business Model Canvas Gives insight and understanding of the business model itself Persona Template Humanizes the segments and targets behavior Experience Scope Provides a overview of the total customer experience Journey Script Suggests each of the improved events that makes the customer journey Touchpoint Matrix Describes all points of contact between brand, product and customers, in both physical and digital channels. FatDUX CXjourney
- 20. The FatDUX Customer Experience Journey Report FatDUX CXjourney
- 21. The Customer Experience Journey Report applies directly to: The overall business plan Product strategy Web strategy Customer Service planning Marketing and sales strategy Planning of Social Media Establishment of Customer Engagement Platform Adjustment of general User Experience FatDUX CXjourney
- 22. Customer Journey – AS IS ? FatDUX CXjourney
- 23. Customer Journey – TO BE FatDUX CXjourney
- 24. Thank you! for your attention Søren Muus sm@fatdux.com @sorenmuus FatDUX CXjourney