Customer Journey Mapping Workshop

(Your Gateway to CX Strategy)

Andreea Coca
Obiectivele si agenda sesiunii de astazi

14:00-14.15 INTRODUCERE SI ASTEPTARI

14.15-14.45 Introducerea conceptului de “customer journey” în contextul Customer Experience. Ce înseamnă şi cum
ne ajută? Definiţii, concepte, teorii şi surse credibile de informaţie. Beneficiile. Cum ne ajută cartografierea consecventă a
traseelor cheie ale clienţilor? (suport teoretic)
14.45-15.15 Crearea unui profil de client - persona - (activitate practică)
15.15-16.00 Construirea unui traseu (customer journey) pentru profilul creat, trecând prin toate etapele procesului înainte,
în timpul şi post achiziţie (pre-/during-/post-purchase), punctele de contact relevante şi evaluând experienţele cu acestea din
punct de vedere funcţional şi emotional (activitate practică)
16.00-16.15 – PAUZĂ
16.15-16.45 Identificarea şi prioritizarea gap-urilor în experienţa de-a lungul traseului (activitate practică)
16.45-17.30 Folosirea Action Plan Canvas pentru îmbunătăţirea/transformarea experienţelor cu performanţă scăzută sau
unde există un gap (activitate practică)
17.30-18.00 Criterii, surse de informaţii şi indicatori de performanţă (metrics, KPI-s) pentru monitorizarea şi evaluarea
performanţei de-a lungul traseului (suport teoretic)
18.00-18.15 CLOSING THE LOOP
In 3 sentences please share with everyone:

1) WHO you are

2) HOW MUCH you know about customer experience and
customer journey mapping
3) WHAT your expectations are from the workshop
Just a few things about CX to kick us off
First of all, the progression of economic value…

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…and the development of the Experience Economy…
Pine & Gilmore, 1998
https://hbr.org/1998/07/welcome-to-the-experience-economy

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…in tandem with Customer Centricity

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New terminology, models and distinctions
Customer Service
Responds to questions and
concerns
Measured by CSAT and other
customer satisfaction metrics
Usually associated with solving a
problem
What the organization does
Event
Transactional and quantifiable
Department responsible
CUSTOMER CENTRICITY
Customer Experience
Sum of all interactions throughout
the customer journey
Measured by NPS and other VoE
and VoC metrics
Happens throughout the customer
journey
What the customer thinks
Feeling
Subjective and experiential
Everyone responsible
Customer Engagement
Specific interactions from the
customer
Measured by engagement metrics
Can be instigated by customer or
company
How the organization interacts
Interaction
Can be quantifiable
Everyone responsible
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What is customer experience?
The perception (cumulative impact – both emotional and practical) that customers have across all of
their encounters and interactions with your organization.

Soudagar et al, 2012 10

BX vs. CX vs. UX
The touchpoints & customer experience reflect the brand value and its promise

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Loyalty Ladder(s)
CX helps brands’ customers climb higher up the ladder

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The ROI of Customer Experience
– Retention and Satisfaction

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The ROI of Customer Experience – Loyalty

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The Impact of Customer Experience
across Industries

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Elements of Customer Experience

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Customer Journey Mapping – How To

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What it is and what it is not/ Which is used for what

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Purchase journeys are…
Linear? Circular? Tangled?

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Customer Journey Loop

First moment of truth

PURCHASE
Zero moment of truth SELECT RECEIVE Second moment of truth
RESEARCH USE
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2 6
3 5
AWARE BUY OWN 7 MAINTAIN

1 9 8
UNAWARE
RECOMMEND
NEED REPURCHASE
Catalyst/ Trigger

Awareness Consideration Purchase Service Loyalty

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What’s a customer journey? From funnel to journey
A journey is your customer’s end-to-end experience
A customer journey map visually illustrated customers’ processes, needs and perceptions throughout
their interaction and relationship with an organization, over time and across multiple touchpoints

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The persona always at the start and center

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Customer Journey Mapping Process

Start with a persona

Personas represent the essential segments of your customers
- Help visualize, map and track your brands’ customers
- Different personas will have different expectations and experience the product/ service very differently

What is her/his need (overall the entire journey)

What are her/his steps and on which channels/ touchpoints
- Who are the (“on stage”) groups/ persons/ objects/ systems/ paperwork she/he interacts with at each step?

What are her/his goals and expectations at each step

- What are her goals at each step? information

What are her attitudes and emotions at each step

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Enough theory, let’s start to practice!
Segmentation first, personas second

NEEDS BASED
SEGMENTATION

45% Highly skilled,

advanced knowledge
corporate marketers

30% New entry marketers

from adjacent fields

25% Small & medium

marketing teams

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The persona is “the lens” for the whole journey,
what about the rest?

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How does a Map look like? The outside emphasis

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How does a Map look like? The inside emphasis

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Customer Journey Mapping – What next?

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How to use Journey Mapping?

• Identify gaps and pain points in the experience  improve satisfaction, prevent churn
• Understand and diagnose experiences  improve satisfaction & backstage processes
• Design or redesign experiences + staging  innovation & differentiation strategy, possibly
change behaviors & attitudes
• Planning and optimization by touchpoints  communication strategy
• Generate empathy  stronger emotional connection  improve loyalty
• Expose the needs & changes in customer behavior  stay relevant
• Identify untapped opportunities for additional customer value  generate more value and
revenue
• Create alignment (and generate conversation) across teams  CX culture
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Service Quality Gaps Model
Customer Satisfaction framework; from fixing gaps to designing experiences

Dibb, Simkin, Pride & Ferrell, 2001 Adapted from Parasuraman, Berry & Zeithaml - 1991 35
How to improve the experience?

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Customer Journey Transformations
Redesign sheet/ Strategy Canvas
Existing experience: Insights/ observations: Issue/ Opportunity:
• Steps • Functional Need/ Gap:

• Goals
• Attitudes and emotions • Emotional Need/ Gap:

• Elements involved
• Backstage involved
Redesigned experience: New attitude Objective/ Business
• Steps impact:

• Goals
• Attitudes and emotions New behavior

• Elements involved
• Backstage involved
Changes needed (backstage) Change champion Support team

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Customer Journey Transformations
Redesign sheet/ Strategy Canvas

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How to calculate the business impact of transformations?

Additional purchases * Average purchase price = New revenue

Increased loyalty * Revenue/ month = Increased revenue

Additional referrals * Revenue/ referral = New revenue

Increased conversion rate * Average sales = Increased revenue

Call reduction * Cost/ call = Cost savings

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Data sources and Metrics

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Customer Experience Type of Objectives
Enhancing the Customer Experience will also mean:

• Increasing • Growing revenue

 Conversions  Reducing customer churn/ no. of complaints
 Satisfaction  Reducing IT/ call center / Communications/
 Retention Operational costs
 Engagement  Increasing repeat purchasing
 Loyalty  Increasing purchase value
 Advocacy
• Supporting • Optimizing seamlessness of customer
 New customer acquisition journeys
 Loyalty
• Gaining greater insights into customers
• Improving performance of marketing (feelings/ emotions/ sentiment)
campaigns 41
What to measure and how?
VoC & VoE Research
• Customer understanding
• Customer acquisition
 Needs, Behavior, Expectations (trend
 Growth rate
studies, Segmentation & Persona studies,
 Share of preference (ad-hoc research) Social Medial Listening)
 Share of voice (Social Media Listening)  Share of voice (Social Media Listening)

• Customer value & relationship • Customer journey & touchpoints

 Frequency and value of purchase – CRM (Customer optimization
Relationship Management – Sales & Marketing &  Touchpoints used, goals and experiences
Customer Service)
 Competitive intelligence (Mystery Shopping)
 Complaints handling (First Call Resolution, Average
 UX studies, Analytics, website surveys
Wait Time, Self Service Usage)
 Purchase journey projects ; CJMW
 Satisfaction, Loyalty, Advocacy (CS studies, Churn
(Customer Journey Mapping Workshops)
studies, CSAT, NPS, CES, IVR)
 CRM (Customer Relationship Management
 Employee Satisfaction studies
– Sales & Marketing & Customer Service)
 Co-creation projects
 Long term communities (employees, customers) 42
One metric to rule them all…?!

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The questions and considerations

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CX Index Measures

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The Oracle way

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Specific considerations

• B2C vs. B2B

• Preexisting loyalty loops (previous experience, brand stickiness)

• Decision maker (unit)

• Type of purchase/ level of predictivity: impulse, frequent occasional, complex

• Gatekeepers, influencers and influences (personal, psychological, social)

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