1 «MAPPING THE EXPERIENCE».

TOUCHPOINTS, CUSTOMER JOURNEY AND

CUSTOMER EXPERIENCE – First part

Simonetta Pattuglia
Prof. agg. Marketing – Marketing, Communication and Media - Advanced Marketing
– Sales Management

Dpt. of Management and Law

Università degli Studi di Roma “Tor Vergata”

Ref. Kalbracht J. (2016), Mapping Experiences. Creating values through journeys,

blueprints & diagrams, O’Reilly, Chap 2-3

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 At the origins of the “consumption experience”
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“Consumption has begun to be seen as involving a steady flow of

fantasies, feelings, and fun encompassed by what we call the ‘experiential
view’”
(Holbrook & Hirschmann,
The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun,
Journal of Consumer Research, Volume 9, Issue 2, 1 September1982)

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 More recently
3

Customer Experience as the “Take-away impressions formed by

people’s encounter with products, services and businesses”
(Carbone L. and Haeckel S.,
Engineering customer experiences,
Marketing Management, 3/1994)
Customer Experience is “The internal and subjective response customers
have to any direct or indirect contact with a company”
(Meyer C. and Schwager A.,
Understanding customer experience,
Harvard Business Review 85/2007)
Product performance, package, pricing, advertising,
retail environment, customer service ≠Customer satisfaction
(= evaluation)
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 E-Customer satisfaction
4

“ The customer’s psychological evaluation of accumulated purchase

process experience and product usage experience”
(Kim H.R.,
Developing an index of online customer satisfaction,
Journal of Financial Services Marketing,
10/2004)

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 More refined definition of CE
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Experience is formed by rational and cognitive processing and

emotional, affective processing.
The customer is involved in reviewing incoming information in
relation to past, present and potentially future experiences.
Frow P. and Payne A,
Towards the “perfect” customer experience,
Journal of Brand Management,
15/2007

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 Recently: Online Customer Experience (Rose et al., 2010)
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 Introducing Alignment
7

Individuals Value Organization

The “experience”
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 Which “diagram” to represent the experience?
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Service blueprint?
Mental model diagram? Value alignment: connecting the dots
Customer journey map? between Human-centered design and
… Business objectives.
Creating solutions by focusing on the
Interactions individuals/organizations.
= Value creation equation
Value-centered design: a story about an
Ideal interaction between an individual and
an organization and the benefits each
realizes from that interaction (McMullin, 2003)
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 Introducing Alignment
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Individuals INTERACTIONS Organization

The “experience”
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EX. A “customer journey map” for a service that helps customer find architects
internationally
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The rows states the

customer experience:
Actions, state of mind,
feelings, desired
outcomes, pain points

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Ex. “Experience map”, European railroad

11

Doing
Thinking
Feeling
Experience

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Ex. “Mental model diagrams”: about choosing a film

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Ex. “Spatial maps”. That’s experiencing spatially…ex. Shops, libraries, but also
company headquarters, plants, etc.
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 Different ways of conceiving and designing “value”
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15

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 Benefits
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Alignment diagrams help build empathy

Provide a common “big picture”
Break down silos
Bring focus
Reveal opportunities
Enjoy longevity---the data is not volatile!

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The degree of re-orientation about a person experience
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Ex. Designing the “web navigation” is a continuous design of the “transitional volatility”. If too much volatility person can get lost
in the hyperspace

To become accustomed Forming an expectation Adjust in a new position

to one location
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FROM TOUCHPOINT TO TOUCHPOINT: high volatility means inconsistency in touchpoints
 Touchpoints
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They are “moment of truth”

No volatility
Not too many touchpoints designed
Focus on the important touchpoints to your scope
To avoid negative experiences
Uniformity
Coherence in the conception and design of the overall system
Determine the point of view, scope and focus
Create value by improving and innovating offerings
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 Frame the mapping effort
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Experiences are holistic

Experiences are personal
Experiences are situational

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 Focus: typical aspects
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Physical: artifacts – tools - devices

Behavioural: actions – activities - tasks
Cognitive: thougths – views - opinions
Emotional: feelings – desires – state of mind
Needs: goals – outcomes – jobs to be done
Challenges: pain points – constraints - barriers
Context: setting – environment - location
Culture: beliefs – values - philosophy
Events: triggers – moments of truth – points of failure

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 Scopus: Elements that describe the organization
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Touchpoints: mediums, devices, information

Offering: products, services, features
Processes: activities, workflow NEEDED BALANCE
Challenges: problems, issues, breakdowns BETWEEN
CUSTOMER JOURNEY
Operations: roles, departments, reporting structures MAP
Metrics: traffic, financials, statistics AND SERVICE
BLUEPRINT
Evaluations: strengths, weaknesses, learnings
Opportunities: gaps, weaknesses, redundancies
Goals: revenue, savings, reputations
Strategy: policy, design making, principles

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 Harry Beck in
1993

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STRUCTURES

MOST COMMON IN MANAGEMENT

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 RELATIONSHIPS MANAGEMENT --- WEB MAPPING ---GRAPHS
NO TIMING NO HIERARCHY
NO TIME DIMENSION S.PATTUGLIA - November 2017 24
CASE – BOOKING.COM Example of the guest experience. Focus on touchpoints

Convenient location

Overall Experience-
Facilities
Breakfast Atmosphere

Parking

Dirty… Room
Toilet
Bathroom
Carpet
Bad smells
Walls Meals
Broken doors

Noise
Front-Desk Staff
Cannot sleep +800.000 open ended US reviews and 1,200 stories
Streat
Too loud… About delightful hotel experiences
Accessibility
Room
Too far
Too many stairs
No parking S.PATTUGLIA - November 2017 25
 DELIGHT POINTS #N
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#1 The total package

#2 A little staff attention goes a long way
#3 Falling in love
#4 Good location + adventure = a memorable experience
#5 Discovering something new
#6 Beyond family friendly

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 The diagram
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Who will use

What you’ll use diagram for
How the diagram will be used

Not to complete an artifact but to address the challenge it stresses!!!

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 Identify touchpoints
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Relationships between individuals and an organization

Tv ads – print ads – brochures
Marketing emails – newsletters
Website – apps- software programs
Phone calls – service hotline – online chat
Service counter – checkout register – consulting
Physical objects – buildings – roads
Packaging – shipping materials
Bills – invoices – payment systems
Static /Interactive / Human
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