Strategic service design workshop
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The document discusses designing customer experiences through empathy, insight, and action. It provides an agenda for a workshop on customer experience mapping, including discussing personas, customer insights, and applying lessons to businesses. The workshop covers mapping customer journeys through various stages like research and planning, booking, and the experience. Touchpoints along the journey are reviewed to identify opportunities to improve experiences. The document emphasizes understanding customers' emotions, needs, and satisfaction of needs at different stages. It provides examples of customer journey models and tools for auditing customer empathy and centricity.
Strategic service design workshop
- 1. Designing for Growth •Empathy •Insight •Action Danielle MacInnis Customer Centric Marketer danielle@macinnismarketing.com.au
- 3. Agenda 1. Why Customer Experience Mapping 2. Persona’s 3. Insight 4. Date Night 5. Application to your business
- 4. Why invest in Customer Experience? It takes 12 positive experiences to make up for an unresolved negative experience Understanding Customers, Ruby Newell-Legner
- 5. Rewards
- 6. Sally White Real Quotes: Key Questions: Goals: Challenges Problem/Pain points: Influencers Considerations or factors: Timing Persona’s
- 7. Our new personas They live a digital lifestyle They live and breathe social networks and mobile devices
- 8. Personas 75% if the workforce will be Gen Y in 2025
- 9. Before Scenario After Scenario Sub-task Scenario Consideration/Infl uencers Pain Points Functionality * inspired by Todd Warfel's task analysis grid
- 13. Our Journey
- 14. Stage of Journey Stage of Journey Personna 1 “girl” Personna 2 “guy” Poor Experience Great Experience Opportuntities Where Research and Planning How Booking What Experience Communication Post Experience Good Bye Feeling/ Actions A first date with “the one” – Gen X.
- 15. Our Journey The date Actions What people are doing Emotions Feelings and Perceptions Needs What people are trying to satisfy People Who is involved Content Place and Environment Products and Services
- 16. What is the Customer Journey? + - Research Try Buy Evaluate Buying a TV Booking a Holiday Trying a restaurant Actions Emotions Questions or Needs Touchpoints journey
- 19. Designing for Growth Research and Planning
- 21. Designing for Growth Touch point
- 22. Designing for Growth Moments of Wow
- 28. Designing for Growth Attention to Detail
- 34. Designing for Growth Wow Moments
- 35. Designing for Growth Wow Moments
- 39. Humanising Services My system Identify the current Journey Discover Collect Insight Identify Patterns and Evaluate Build profile Anticipate Vision Set goals and Align the Experience Technology ProcessPeople
- 40. Tools to Audit • Customer Empathy Audit • Customer Service Aptitude • Test your customer Centricity • Humanize online Asssessment • Customer Culture tools • Buyer Persona Institute – Persona Template • Mltcreative -Up-close and-persona tool
- 41. Next Steps: Ready to learn how to grow your business with Empathy, Insights and Actions? •Take the customer service test •Book in a Customer Experience Mapping Workshop More info at: www.strategicservicedesign.com.au Danielle MacInnis Customer Centric Marketer danielle@macinnismarketing.com.au 0400507037 Connect on LinkedIn Danmacinnis
- 42. Reviewing the journey Touchpoints Back Up Slides Customer Journey Models
- 43. Reviewing the journey Touchpoints B2B Example
- 45. Reviewing the journey Touchpoints Customer Experience Model • by Jagan Neman
- 46. Reviewing the journey Touchpoints Levels of Customers Experience (MARS) Forrester
Editor's Notes
- #2: Play Video : http://www.youtube.com/watch?v=CLBp8WpeMSM From computer I want you to just go with the story. Note down what you are feeling, insights and things you might do differently
- #3: Power of Empathy Everyone’s perception is different A day in the life we are going to explore and how you can apply the insights, empathy and actions to your business
- #4: Humanising Service Journey What is a buyer persona? What is the Customer Journey? Mapping Your Customers ’ Journey? "Key you need to understand what matters to your customers and more importantly why. Without learning about their decision making cycles, without empathy, you cannot create a meaningful and engaging experience for them."
- #5: 71% of business leaders believe that customer experience is the next battle ground. Shaw and Ivens It takes 12 positive experiences to make up for an unresolved negative experience Understanding Customers, Ruby Newell-Legner
- #6: In 2011 86% of customers quit doing business with a company because of bad customer experience Harris Interactive customer Experience Impact Report Probability of selling to an existing customer is 60-70% The probability of selling to a new customer is 5-20% Marketing Metrics
- #7: Sally
- #8: They care more about opinions than companies
- #9: Mobile
- #11: What happened to trigger What were the moments of truth that could make or break the situation
- #12: New Landscape New touch points
- #13: Experience Map E.g
- #14: Be aware of: Feelings Thinking Actions Hearing With Whom Environment
- #15: Map this out for each person What does a poor experience look like What does a Great Experience Action/ Opportunities to design the service journey
- #16: Cheat Sheet for what to think about
- #17: Be Human Listen intently Be empathic Be contactable Be honest Strive to understand Keep your promises
- #18: Touch Map Example for the wall
- #19: Review the design
- #20: Online Reviews Search Friends Apps Past Experience Books
- #21: Booking process. What do you use?
- #22: Decision and impact
- #23: Chance to wow
- #24: Suitability
- #25: Atmosphere
- #26: Unsuitability
- #27: Tone
- #28: Energy
- #29: Attention
- #30: Consequences of actions
- #31: Reactions
- #32: Positive?
- #33: Outcomes
- #34: Disappointments Being late Being early Being dressed inappropriately Poor Hygiene Good venue Talking too much Not talking Enough Transport Rudeness Being cheap
- #35: Adventurous Out of your comfort zone Surprises Insight Collaboration Fun Personality
- #36: Fun Laughter Spontaneous
- #37: Different expectations Different communication styles Not trying Not understanding Bad mood
- #38: Models
- #39: E.G of model
- #40: 1.Customer Journey – Experience Mapping Assess and map current customer journey Evaluate Key Components Develop strategy for new campaign or product Customer journey design and implementation 2. Customer and Employee insight Assess existing customer and employee feedback mechanisms Create new customer insight and models Set up and facilitate customer immersion Conduct Research Set up and customer and employee advocates Set up continual learning & innovation Establish and facilitate customer advisory boards 3. Customer Persona ’ s Assess existing profiles and personas Develop personas Develop high value account profiles and qualification guidelines 4. Nurture goals for each stage of the customer and employee journey Assessment of goals for each stage (staff induction first 90 days) Define metrics to track prospect progress Assess content and experience contribution Content design, strategy and development Customer engagement experiences 5. Systems and processes alignment Assess existing systems, analytics and processes Define and facilitate updates and enhancements
- #41: Tools and apps
- #42: My details and next steps
- #43: Brian Solis
- #44: B2B Example
- #45: B2B Example
- #46: Shift - from Jagan Neman
- #47: MARS model for customer experience
- #48: Outside In model
- #49: Best thought leaders in Customer Experience, Employee Experience Customer Centricity and Service Design