What is Customer Journey Mapping?
- 1. Customer Journey ManagementMartin Wright: martin@martinwrightassociates.co.ukOakleigh Wood: oakleigh@csmsurveys.com
- 2. What is Customer Journey Management?Jan Carlzen, Scandinavian AirwaysA qualitative tool Understand brand experience at each touch point:Customer needsCustomer experience ‘Moments of truth’
- 3. 3 dimensions of customer journey measurementProposition vs.experienceCustomer: What, where, when, howOperational experience
- 5. What it isMeasures how prospects and customers behaveFrom acquisition to attritionMovement within and between channels and at each touch pointRetail or FTFInbound call centreWebOutbound marketingProduct or Service engagementShowing customer numbers and drop outsUsing a common measure
- 6. How its doneStaff interviews and workshopsReview of key MI reports:Web analyticsCall centre statsMarketing plans and resultsService reports Mystery shoppingTime and motion studies
- 7. What can it doIllustrate how prospects and customer interact with a companyIdentify hot spots and inefficienciesQuantify the opportunity cost Build a business case to focus and galvanise effortMake improvements to:CommunicationsStaff trainingProcess or service designOrganisation culture and alignment
- 8. A typical mapSalesUnderwriting Error 1KTSC 7.8K calls455NTU 14.3KPRM block 6K67%Twice weekly NTU email 5% 6%12%54%14%9%18%Save2kConditions of quoteHumanSummary of Cover & DetailsYour quote Property, address & DiscountsSalesContact DetailsPayment DetailsYour details4,444(Aggregator 999)20k12k22220029k15kRecalculate 3.98/personUnderwriting Error 15KPRM block 5KNTU 60KQuote sAggregators222k22k
- 9. Case History: Halifax InsuranceRetail, call centre, customer services, web, outbound marketing channels38 quick-wins with potential to generate 15% incremental sales Contact strategy 40% Increasing frequency, following up Client contactsCross functional thinking 36% Using their portfolio of brands more effectively, brand consistency, product consistencyBetter use of technology 24% Fixing broken web functionality, making online underwriting more flexible, greater use of email and SMSPlus 15 long term opportunities
- 10. Customer experience mappingCASE STUDIES
- 14. Capture Live Report ActionW.W.WMD / BoardRegionalManager14http://reports.csmsurveys.com/login
- 15. Capture Live Report ActionW.W.WMD / BoardRegionalManager15http://reports.csmsurveys.com/login
- 16. Capture Live Report ActionW.W.WMD / BoardRegionalManager16http://reports.csmsurveys.com/login
- 22. Business Benefits- Real-time measurement = Quality experience- Cost saving: £12 per call x 93,000 (2010 £1.1M)
- 24. Process:5+ Qual interviews,Map points,Quant score,id key points,id solutions.
- 26. ChallengesCross functional alignmentCompeting prioritiesCompany cultureDash board to monitor impactMaintaining commitment over the longer-term
- 27. A typical large project process
- 28. Q&ACustomerJourney MappingBrand ExperienceMappingCustomerExperienceMappingMartin Wright: martin@martinwrightassociates.co.uk
- 29. Oakleigh Wood: oakleigh@csmsurveys.com