The customer journey mapping canvas - Nishad Ramachandran

The Science
Customer Journey Mapping

The Traditional Class Room
TEACHER
Student
Student
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Studen
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The Inverted Class
enabler
nowledge Knowledge Knowledge Knowle

What is customer journey
mapping?
Capture your thoughts on the postits provided

Why has the study of customer
journeys become so important to
organisations and brands these days?

What are the key aspects of a good
customer journey mapping project?

What are the key aspects of a good
Objective Focus Implementation Stakeholders

STAKEHOLDERS
OBJECTIVE FOCUS IMPLEMENTATION
DATA
The Customer Journey Mapping Canvas

STAKEHOLDERS
DATA
Business Challenge
Business Metrics
CX Goal

Customer Journey Mapping.
Objectives – Business Challenge
• What is the business problem or pain you want to
fix?
• Is this an employee, partner, or customer issue?
1

Case of a leading private sector bank
• Instant Savings Account
• Biometric authentication
• Real time kit delivery
• Instant account activation
• Poor CX Scores

How would you measure CX
scores?

• Poor CX Scores.

The Ultimate Question
1 2 5 6 7 8 9 103 4
”On a scale from 1-10, would you recommend
this <product/brand/company> to your
friends and/or family?"
Most LikelyLeast Likely

Measuring NPS
1 2 5 6 7 8 9 103 4
Detractor
Passive
Promoter

NPS. The Formula
1 2 5 6 7 8 9 103 4
Effective Promoters = Promoters - Detractors

Scenario: What’s the NPS Score?
If you survey 100 customers, and the
result is made up of 70 promoters, 10
passives, and 20 detractors, your NPS
score would be?

What’s the NPS Score?
If you survey 100 customers, and the
result is made up of 70 promoters, 10
passives, and 20 detractors, your NPS
score would be 50.

• Poor CX Scores
What could be the objectives of a

Objectives
• What is the business problem or pain you want to
fix?

Case of credit card swipe machines
• Demonetisation Hits
• Sudden high demand for swipe machines
• Issues with existing machines

Objective Business Metrics
•How are you defining success for the effort?
•What KPIs or metrics do you want to impact?
•What are current and desired performance levels?
2

Case of a manufacturing company
• Air Compressor Business
• Has a 70% share in the Indian air compressor
business
• Currently a top 5 company in the world. Goal to
become No 2 in the world

Case of a leading airline
• Business is thriving
• Company is growing
• But it’s a dogfight. The business

Case of a home loan company
• Journey to become customer centric
• Keen to invest in data and martech led marketing
• Don’t know where to start

ObjectiveCX Goal
• What is the goal — in customer terms — for this
effort?
• How does this effort support your CX vision?
3

Who is your customer?
• People who consider your products
• People who buy your products
• Your employees
• Your partners
• Your community
All of the above

Case of a retail major
• 100 department stores across the country
• The cradle of modern retailing in India
• Has lost it’s mojo in the recent past
Where did we find a sweet spot to
restart its customer journey?

The retail major.
Traditional Siloed organisation
Corporate
Governance
Merchandising Retail Sales Staff Procurement
Marketing
Customer
Service
HR Property
A journey to become customer centric

The retail major.
Customer Centric Organisation
Customer
Department
Merchandising
Retail
Sales Staff
Procurement
MarketingCustomer Service
HR
Property

Customer Centricity?
What is it?

STAKEHOLDERS
DATA
Business Challenge
• What is the business problem or pain you want to fix?
Business Metrics
• How are you defining success for the effort?
• What KPIs or metrics do you want to impact?
• What are current and desired performance levels?
CX Goal
• What is the goal — in customer terms — for this effort?

STAKEHOLDERS
DATA
Customer Journey
Customer

Focus – Customer Journey
•What is the customer journey to be mapped?
•What is the catalyst or trigger that initiated the
journey?
•What is the end or conclusion of the journey?
•Are there failure modes, complications, or other
issues to be addressed?
4

Case of a leading DTH company
• 20 million subscribers
• Leading edge technology
• Global partnerships
• Call centre calls going up by 30%
Journey Mapping can be split into
micro journeys

Case of a forex card
• 60% Market Share
• Product with the most advanced features
• Profitable partnerships with leading travel
companies
• Declining NPS Scores
Where do we start Journey
Mapping?

• Poor CX Scores
How do we make our account holders
read and remember the MITC

Case of the oldest 2 wheeler
company
• One of India’s cult brands
• 100+ year legacy in the business
• Emerging as a global player
• Revenues limited to selling the bikes
What more can the company do to
increase revenues?

STAKEHOLDERS
DATA
Customer Journey
• What is the customer journey to be mapped?
• What is the catalyst or trigger that initiated the journey?
• What is the end or conclusion of the journey?
• Are there failure modes, complications, or other issues to be addressed?
Customer

STAKEHOLDERS
DATA
Customer Journey
Customer
• What customers (personas, archetypes, segments) are you mapping for?

Focus- Customer
•What customers (personas, archetypes, segments)
are you mapping for?
5

What’s the difference
• Customer
• Persona
• Archetype
• Segment

Customer
• A person who buys goods or services from a shop or
business.
• "Mr Jitendra Mishra is a regular customer at the Golden
Lion Pub”
• A person of a specified kind with whom one has to
deal.
• Supriya Thakral is a tough customer

Persona
• The aspect of someone's character that is presented
to or perceived by others.
• ”Trupti Asher is a Soccer Mom

The customer journey mapping canvas - Nishad Ramachandran

A word about data
• CRM Data
• Transactional Data
• Social Media Data
• Call Centre Data
• Service Data
• Web Analytics Data
• NPS Data

Using data to flesh out personas

Persona Attributes
• Sasha: Astute, Confident, Savvy, Knowledgeable
• Isobel: Materialistic, Generous, Spontaneous,
Impulsive
• Julia: Reserved, Cautious, Planned, Wary
• Rob: Time Poor, Safe, Impatient, Habitual

Archetype
• A very typical example of a certain person or thing.
• Vatsal Asher is an archetype od a benevolent ruler

Archetype
• If someone were to mention a Hero, Caregiver or
Ruler, you instantly envisage a character, a
personality and a set of traits that describe that
profile.
• This instinctive yet unconscious understanding of
mental architecture was described by Swiss
psychiatrist Carl Jung as ‘archetypes’.
• Steve Jobs as an Archetype
• Narayan Murthy as an Archetype
• Indra Nooyi as a Archetype

Segment
• Segmentation or customer segmentation is the
practice of dividing a customer base into groups of
individuals that are similar in specific ways relevant
to marketing, such as age, gender, interests and
spending habits
• Nishad is a discount buyer

Basis for Simple Segmentation
Geographic Demographic Behaviourial Psychographic
People who live
within a 5KM
radius of a store
SR Managers who
work in IT and other
tech related areas
Customers who shop
for discounted
merchandise
Customers who shop
for products labeled
organic or natural
Home Address
Office Address
Pincode
Digits in a Phone
Mumber
Voters List
Designation
Organisation
Linkedin Profile
Office Location
Purchase dates
Purchase section
Average Ticket Size
Coupon Usage
Loyalty Status
Personality
Lifestyle
Attitudes
Class
Items Bought
WHATWHOHOW

Exercise. Persona Building
• Azad Pathology is Orissa’s biggest chain of Pathology
labs with 42 outlets across the state.
• With the entry of some of the nation’s leading
pathology chains the CEO wanted to understand
their customers and their experience with the brand
• We divide the people in the room into teams of 7
each
• The expectation is for each team to build out some
personas. Four distinct personas of the kinds of
patients that walk into Azad Pathology

DR LAL PATH LABS. DESIGNING FOUR KEY PERSONAS
PROACTIVE PRATIKREACTIVE RAMESH SKEPTICAL SUNITHA AILING AJAY

REACTIVE RAMESH
Life Mantra:
I will cross the
bridge
when I come to it
Customer Snapshot
• Believe – ‘Health is
not a big deal’ and ‘I
know my body and I
am fine with the way
it is“
• All into self
medication or into
ignoring the
symptoms; goes to
doctor only if the
situation seems out
of control
• Don’t care attitude
makes difficult for
him to stay on
medication.
Mindset
• ‘Passive’, ‘Chalta
hai’, ‘Convenience
Seeker’
Key behavior traits
and body language:
• Ask a lot of
questions, mainly
on the easiest
ways to get things
done
• Restless and
usually impatient
Persona’s life insights
that can help improve
the Customer
Experience:
• Could be told to visit
the help desk first to
understand the
process.
• Needs extra
attention as he is
not used to
following a
structured process.
• Could be open to
using digital
channels to get
things done faster.

AILING AJAY
Life Mantra:
Have little. Hope
little
Customer Snapshot
• Lives his life with
a chronic ailment
with little
improvement in
sight
• Tired of following
strict routines and
restrictions
• Seeks out
experiences to be
‘normal’
• Hence once in a
while looks for a
break from
medicines/diet/te
sts
Mindset
Passive, fatalistic,
sense of ennui,
cautious about
money
Key behavior traits
and body language:
• Lab experiences
are a routine for
him
• A regular time
consuming reality
with tests
• Repeated visits to
the lab has made
him familiar with
some of the lab
staff
that can help
improve the
Customer
Experience:
• Offer help and
guidance before
the patient asks
for it.
• Glass of water can
be served once he
settles down as a
sign of welcome.
• Pre-filled forms,
or in seat form
filling could help
simplify a tedious
routine

SKEPTICAL SUNITHA
Life Mantra:
Play it safe. Trust
yourself and you
won’t go wrong.
Customer Snapshot
• Prefers natural ways
of life as suggested
by Indian ethos and
value systems.
• Tries to use
ayurvedic medicines
since allopathy is
considered to have
side effects
• Interested
traditional
procedures like
naturopathy and
acupuncture
• Avoids junk food
• Depends on
homemade food, or
water while
travelling
Mindset
Control seeker,
uncertainty avoider,
DIY, evaluative, driven
by a sense of desi
values
Key behavior traits
and body language:
• Carries the
prescription and
other documents
• Tries to understand
the process by
asking questions
• Tries to quizz the
staff to make sure
she is not being
taken for a ride
that can help
improve the
Customer
Experience:
• Build trust cues
• Can be proactively
asked for the
purpose of visit
• Can be asked about
the doctor who she
consults as this will
help her engage in a
conversation
• Could be escorted
into the sample
collection room to
give her confidence

PROACTIVE PRATEEK
Life Mantra:
My health is my
wealth
Customer Snapshot
• Intrinsically driven
to stay healthy
• Need for health is
not driven by fear
or illogical anxiety
• For him, his body
is important and
he respects it by
eating right,
exercising & doing
regular tests
Mindset
My body is my
temple. I am
proactive, not
preventive
Key behavior traits
and body language:
• Looks fit and active
• Is aware of the
process of managing
his health
• Mostly visits the lab
in the morning
• Look for active cues.
He could have a fit
bit, or an activity
tracker on his wrist.
that can help
improve the
Customer
Experience:
• Can be greeted by
name once they
enter the lab.
• Regular
customers like
Pratik could be
offered a free BMI
test as an
incentive.

STAKEHOLDERS
DATA
Business Challenge
Business Metrics
CX Goal
Customer Journey
Customer

STAKEHOLDERS
DATA
Research
Validation

Data
•What research methods or data sources are you
using to create the map?
•Who (employees, teams, partners) will help to plan
and do the research?
6

Data - Research
•What research methods or data sources are you
using to create the map?
•Who (employees, teams, partners) will help to plan
and do the research?
6

Customer Research - Types
• Primary
• Secondary
• Quantitive
• Qualitative
• Attitudinal
• Usage
• Observational

Customer Data Studies
• Industry Data
• Sales Data
• CRM Data
• Call Centre Data
• Complaints Data
• Social Data

Internal Audits
• SOP Audits
• Communication & Collateral Audits
• Website Audit
• Sales Audit (Mystery Shopping)
• Competitive Audit
• IVR Audit

Working with organisational teams
• Who are they?
• What are the issues you could confront?
• How would you overcome these issues?

Governance Teams
Marketing HR
Customer Service
Sales
Research
Unified Governance Team

Data - Validation
•How will you validate the insights generated?
•Who (employees, teams, partners) will help
validate insights/solutions?
6

Validate the insights generated
• Data and Analytics
• Research Led
• Other Business KPIs

Data - Validation
•Who (employees, teams, partners) will help
validate insights/solutions?
6

Governance Teams
Marketing HRCustomer ServiceSalesResearch
Unified Governance Team

STAKEHOLDERS
DATA
Prioritization
Buy-In
Resourcing

Implementation- Prioritisation
•What metrics or criteria will you use to assess and
select solutions?
7

Metrics and evaluation crietria
• Enhanced NPS
• Repeat customer visits
• Improved ticket sizes
• Improve cross sell
• Reduction in calls

Implementation- Buy ins
•What metrics or criteria will you use to assess and
select solutions?
7

Implementation- Resourcing
• What’s the forum or process for getting the
needed resources (people, funding) to implement
solutions?
• What existing or upcoming efforts can this
support?
7

Implementation - Resourcing
• What’s the forum or process for getting the
needed resources (people, funding) to implement
solutions?
• What existing or upcoming efforts can this
support?
7

STAKEHOLDERS
DATA
Business Leaders
• Who is responsible for the touchpoints and
people involved in the journey?
• Who will be affected by changes you make?
• Who is the executive champion? Who are your
natural allies? Who are the skeptics?
Subject Matter Experts
• Who has subject matter expertise for the
journey or contact with involved customers?
• Who has research or data on the journey?
Facilitators
• Who can help plan, organize, and execute?
• Who can help prove value creation or ROI?
Implementers
• Who will need to be involved with implementing
the solutions resulting from this effort?
Business Challenge
Business Metrics
CX Goal
Customer Journey
Customer
Prioritization
• What metrics or criteria will you use to assess and select
solutions?
Buy-In
• How will you socialize and get buy-in for the solutions?
• How will you communicate the insights and findings?
Resourcing
• What’s the forum or process for getting the needed
resources (people, funding) to implement solutions?
• What existing or upcoming efforts can this support?
Research
• What research methods or data sources are you using to create the map?
• Who (employees, teams, partners) will help to plan and do the research?
Validation
• How will you validate the insights generated?
• Who (employees, teams, partners) will help validate insights/solutions?

CUSTOMER JOURNEY MAPPING
An approach and and process

The What, How, Why of CJM
• Why Customer Journey Mapping?
• The process of Customer Journey Mapping
• Product-side discovery
• Customer-side anthropology
• The Journey Mapping Workshop
• Reaching the ideal customer journey

Why Customer Journey Mapping?
• Deep understanding of customer behaviour
• Identifying the pain and gain points in the system
• Understanding of the regulations that govern the
product
• Getting first hand information about product usage
• Iterate product/process for improvements
• Become a more customer-centric organisation
• In the end, give customers what they want!

The CJM Process
1. Product-side discovery
2. Customer-side anthropology
i. Creating customer personas
ii. Stepping into their shoes
3. The CJM Workshop
4. Insights and outcome presentation
5. Shortlisting and roll out of ideas

Product-side Discovery
• Meeting the Client Marketing and Product Teams (product +
regulatory boundaries)
• Meeting the channel sales teams to study their views
• Meeting the sales team: understanding their role and
grievances
• Audit of customer touch points: Website, call centre, branch,
online, ATM, e-mail response, mobile app
• Understand the process of buying the product
• Analyze product collaterals: welcome kit, brochure, card, e-
mail & SMS communication
• Reviewing product-specific feedback e-mails/social media
posts, customer service logs
• Understand what competitors are offering
• Understanding best practices globally

Identifying Customer Segments
• Bought & used the product
• Bought & not used the product
• Used comptetitive products from within the client’s
portfolio
• Took actions that could be realted to the product
and could be tracked to customers
• Clicked on e-mails about the product
• Other customer segments from within the
company’s databases who could be potential users
of the product

Doing the research
• Digging deeper into each personas behaviour
• Assign mystery shoppers
• Identify key geographies – metros and non-metros
• Choose a sample size
• Send out surveys
• Conduct interviews
• Collate and organise feedback
• Identify customer personas based on personality
traits

Customer deep dives
• Interview customer segments to build identifiable
customer segments
• Who/what motivated them to buy the client’s product
• What other methods did they consider before decising
for, or against buying the product
• What was their experience using the client’s product
• If they could improve the client’s product what would
they do?
• What communication channels were used by the brand
to communicate
• What did customers do past using the client’s product

The CJM Workshop
A group of key stakeholders from the organization to take stock of
the research.
• Set the context and disseminate information learnt during
research
• Identify any common research which stands out
• Get together to identify the current customer experience journey
• Identify gaps in the journey and potential strategies to plug them
• Develop the future ideal state of the customer experience journey
• Brainstorm strategies to plug the gaps in the product/process
• Develop potential marketing strategies to communicate with
different personas

From current to ideal
• Execute strategies to reach the ideal customer
experience
• Possible changes:
• Website/welcome kit redevelopment
• Onboarding process revamp
• Rewriting call centre scripts
• Building cross-sell opportunities
• Other avenues for sale
• Product level changes

Measuring success
Of being a user of the client’s product
Pre purchase In purchase Post purchase
Relationship
Lifetime of experiences with
a product or a service
Customer Journey
Interaction stages
with the product/purchase
Interactions
Specific, discrete contacts
and experiences
Discovery
Search
Triggers
Inbranch
IVR
Packaging
Inuse
Referrals

Measuring success
Measured Metrics Conversion Ratios Interaction Ratios Experience Ratios

Measured Metrics
Conversion Ratios
1. Offline: Current walk ins Vs Converted walk ins
2. Corporate: Enquiries generated Vs Enquiries converted
3. Online/D2C: Leads received Vs Leads converted
Interaction Ratios
1. Number of calls received
2. Number of emails received
3. Other queries and issues generated
Experience Ratios
1. Understanding in pack communication (Test)
2. Usage experience
3. Referrals (We may have to start a referral program for travel cards)
4. Influencer research (specially for corporate users)

Tools of the trade
• Touchpoint Dashboard, one of the world’s leading
customer experience mapping tools.
• Touchpoint Dashboard is an cloud based,
collaborative tool that helps build customer
experience maps, analyse the experience and share
findings
• Since these maps can be saved online and revisited
it is possible to study improvements and changes in
customer experiences over time

Teams Involved
• Client Side: SPOC
• Client side: Enablers – Governance Team
• Client side: Participants
• Agency side: SPOC
• Agency side: Enablers

Typical Timelines
Day Zero Pre work
complete
Product
discovery
complete
Persona
creation
Workshop
prep
Analysis
complete
Preso 1st
cut
Final
Preso
Kick off Day 10 Day 14 Day 24 Day 30 Day 45 Day 55 Day 75

Marketing has Changed
• Technology
• Connectivity
• Social Media
• Touchpoints
• Ecommerce
• Returns Policy
• Innovation

Welcome to the journey
Thank You.

Case of a pathology lab
• Nationwide network of over 350 labs
• Good, profitable business
• Battling negative PR and perceptions in the market
• “Doctor ko ghoose deta hai
How does this company get the
respect it deserves

The customer journey mapping canvas - Nishad Ramachandran

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