Linking Customer Journeys

and Digital Transformation

Mark Tamis

Stimulus

Touchpoint

Experience

Moments of Truth

CommunicationsRevolution

Connected Anywhere,Anytime

An Interconnected World

Source :E&Y Consumers On Board, June 2014

Influence of Digital

Experience Lifecycle

Customer Journey Mapping

Reduce Frictions in the Customer Flow

MakingCustomer JourneysSuccessful

Touchpoints

NudgeImprovement

Moving Beyond Contact and Transactional Data

Rich Profiles ThroughBig Data and Social Media Interaction

Monitor, Capture, Sollicit Feedback,Analyze

From Personas to Patterns

WebsiteSession

WebsiteSession

WebsiteSession

Call CenterQuestion

Loyalty CardPromo Email

Loyalty CardSign Up

Major Product Purchase in Store

Store all the detail, in time order

Capture Events

filter customer journeystime

customer journeysalignrelative timetime

before after

Use Context and Behaviour Patterns toAnticipate Expectations

Optimize for Business Outcomes

Get The Big Picture!

What Impact on the Organisation?

Touchpoint & MappingExperience Analysis are your Journey GPS

Service-Design logic is driven by an innate purpose ofdoing something for and with another party,and is thus customer-centric and customer responsive

Why DoesDigital TransformationSeem MainlyInternally Focused?

Source PwC: The Cloud you don’t know

Journey Mappinghelps youFocus

The impact ofCJM and DT

Source : HBR Putting the Service-Profit Chain to Work -1994

Business &CustomerIntelligence Value

Proposition

Capabilities Customerand

Business Outcomes

Business Vision and

StrategyPortfolio

Service

Feedback & analysis

Organisational Capabilities

Conclusions

• Understand Customer Needs & Expectations• Map Customer Journeys• Capture Events at Touchpoints• Complete Event Data with CRM Data• Use Patterns to Anticipate

• Adapt your Service Portfolio• Use feedback loops to adapt and iteratively enhance

Interactions & Experiences

• Optimize for Business and Customer Outcomes

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@marktamis

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Mark TamisManaging Partner