Daugherty UX COE Customer Journey Mapping 2018
Purpose and Objective Purpose: To provide Daugherty employees with a working knowledge of Customer Journey Mapping Objectives: At the end of the course the participants should be able to: Explain the benefit of Journey Mapping to a client • Define the basic components of a map • Understand how to build a basic Customer Journey Map • Facilitate a Journey Mapping Session and provide next steps to respond to • findings Confidential & Proprietary to Daugherty Business Solutions. 2
Agenda 2018| Customer Journey Map Training 01 05 What is a Customer Journey Map Building CJM - Touchpoints 02 06 Building CJM – Needs / Expectations Customer Journey Map Examples 03 07 Preparing to Build a Customer Journey Map Building CJM – Ownership and Completion 04 AP Building CJM - Stages Appendix Confidential & Proprietary to Daugherty Business Solutions. 3
01 What is a Customer Journey Map Confidential & Proprietary to Daugherty Business Solutions. 4
Journey Mapping: Where does it fit in to Product Management? Generate & Manage Ideas “Here’s an idea” Epic Personas, Expand & Understand Journey Maps, “It would include…” Expand Features Prioritize “We’ll do this 2nd…” Features & Story Titles Focus Roadmap “We’ll do this by…” Product Ownership Stories Define & Deliver “We’re building…” (Detailed) Test / Improve “We’re evaluating…” Releases Obtain Feedback “We’re listening…” Releases Confidential & Proprietary to Daugherty Business Solutions. 5
Introduction to Customer Journey Mapping 01 Companies create Customer Journey Maps to help them understand and address customer needs and pain points . Maps can be helpful prior to initiating a product / brand launch or refinement later in the product lifecycle. These Maps can take various forms but generally include two powerful elements that help companies identify and make necessary changes to their products / brands to become more successful: 4
Customer Journey Map Defined 01 …tells the story of the customer’s experience : from initial contact , through the process of engagement and into a long-term relationship . A field guide to user research, Smashing Magazine 2015 …is an oriented graph that describes the journey of a user by representing the different touchpoints that characterize his/her interaction with the service . www.servicedesigntools.org …customer journey mapping is a structured way to understand and capture your customer’s wants, needs and expectations at each stage of their experience with your company. The Customer Experience Book Confidential & Proprietary to Daugherty Business Solutions. 7
Why a Customer Journey Map 01 A surprising gap exists between what companies believe their product / brand delivers and what A 2015 research study customers actually experience conducted by IBM showed that 81% of This gap can negatively impact customer brands feel customer satisfaction, overall sales they have a holistic and product / brand reputation. view of their customers while only 37% of customers believe their favorite ? retailer understands them. 6
Why a Customer Journey Map 01 The goal of a customer journey map is to teach organizations about their customers. It may be the first time a company see the complete customer experience . Can be used by different departments (different channels) in an organization to answer different types of questions. It is important to consider the complete customer life cycle. www.worketc.com Confidential & Proprietary to Daugherty Business Solutions. 9
02 Customer Journey Map Examples Confidential & Proprietary to Daugherty Business Solutions. 10
Example 1 – Simple Map 02 Could be a Shows key sub-map of interactions a larger map Emotions are incorporated Indicates customer Focus is on expectations home visit, not the call Confidential & Proprietary to Daugherty Business Solutions. 11
Example 2 – Comprehensive Map 02 Interactions are not Guiding always linear principles instead of objectives or goals Customer is analyzed by what they think, feel & do Opportunities View customer don’t have to needs first, then tie to stages interactions with the company Confidential & Proprietary to Daugherty Business Solutions. 12
Example 3 – Focused Map 02 More of a process map from a customer’s point of view – doesn’t Thoroughly explore feelings or illustrates needs customer interactions Confidential & Proprietary to Daugherty Business Solutions. 13
Differences from a Process Map 02 The Customer Journey Map (CJM) is quite different from a typical Process Map . CJM is from the customer’s perspective, not the organization’s view point …captures the customers feelings or emotions at a point in time …captures what the customer expects , not what actually is …captures interactions that may be outside of the company’s control …can be a large endeavor , requiring executive sponsorship/buy-in Confidential & Proprietary to Daugherty Business Solutions. 14
03 Preparing to Build a Customer Journey Map Confidential & Proprietary to Daugherty Business Solutions. 15
Setting the Goals and Defining the Scenario 03 At the beginning of building a customer journey map, time must be spent thinking of “ Why”. Why are time and resources being spent. What business issues are we currently having and wish to address? Define a customer scenario. Define who is the customer. May be more than one type of customer. Where does the issue seem to occur? What will we do with the customer journey map when complete? Post it up? • Educate employees? • Rework in X period of time? • Don’t just jump to visualizations. Confidential & Proprietary to Daugherty Business Solutions. 16
Scope and Boundaries 03 The goals and objectives of the customer journey map will go a long way toward setting the boundaries of the map. However, you need to take time to specifically describe the boundaries. There often is more than one type of customer experience so focus on one journey . Think about: Frustrated customers Extreme users Remember the Hobbits (in the Lord of the Rings ) journey! You may have to choose a sub-journey or scenario. For example, in large Fortune 500 organizations, a complete journey may cover too many touchpoints. You are building your map based on the current situation, not “to -be ”. Remember, this is not utopia. Confidential & Proprietary to Daugherty Business Solutions. 17
Organize a Team 03 Below are guidelines: As often is the case, time and resources (costs) often determine what type of team you will need to build a customer journey map. Have a core team of 3 to 5 members . The User Experience (UX) department should drive the development of the customer journey map. The Marketing department may engage in the process. Instead of crafting the map with input from a large number of stakeholders, consider meeting with small stakeholder groups, individually . Ideally, allow for plenty of time, so that you can have multiple iterations . Confidential & Proprietary to Daugherty Business Solutions. 18
Customer Journey Map Template for the Activity 03 Stages Stage 1 Stage 2 Stage 3 Stage 4 Stage 5 Customer Touchpoint 1 Touchpoints Stages : Basic level of interaction with the customer Experience Rating Touchpoints: Activities engaged in during each stage Touchpoint 2 Experience Rating Expectations: Customer needs and emotions Touchpoint 3 Experience Rating Ownership: Who is responsible for the interaction Touchpoint 4 Experience Rating Needs and Expectations at each Stage Ownership Notes Confidential & Proprietary to Daugherty Business Solutions. 19
Activity One 03 Halfway through cutting your large yard, the lawn mowers dies and you have no other options than to purchase a new mower. There is a party at your home tonight and the lawn must be cut today. You visit a local retailer to buy a new mower but you have no idea what to buy or how to get it home. 5 minutes Create groups of 3 – 5 for the Activities. Based on the above information, discuss the following question to agree on your team’s scenario that you will map: What is the primary objective in your scenario (the need/issue)? Confidential & Proprietary to Daugherty Business Solutions. 20
04 Building a Customer Journey Map Stages Confidential & Proprietary to Daugherty Business Solutions. 21
Building the Map – Stages 04 Stages Stage 1 Stage 2 Stage 3 Stage 4 Stage 5 Customer Touchpoint 1 Touchpoints Stages : Basic level of interaction with the customer Experience Rating Touchpoint 2 Experience Rating Touchpoint 3 Experience Rating Touchpoint 4 Experience Rating Needs and Expectations at each Stage Ownership Notes Confidential & Proprietary to Daugherty Business Solutions. 22
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