Journey Mapping - Applying Customer Experience Principles ......CX professionals map onboarding...
Transcript of Journey Mapping - Applying Customer Experience Principles ......CX professionals map onboarding...
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Journey Mapping: Applying Customer Experience Principles to ITSM
Chris Gallacher, Principal Consultant
January 23, 2019
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Chris GallacherPrincipal ConsultantNorth America Strategy Consulting
› Started career working in vendor space providing IT managed services to commercial and government clients
› Prior to Forrester worked in industry for 10 years embarking major IT service management transformation
› Last 5 years focused on helping IT organizations transition to becoming a strategic partner using Forrester’s research insights
› Jointly pioneered ‘CX4IT’ framework using design thinking principles to help IT organizations think Outside-In
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Agenda
› Why CX for IT, Why Now?
› The Competencies of Customer Experience
› Understanding Key CX Techniques and How to Get Started
› Case Study
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Focusing on delivering effective employee experience (EX) has a direct impact on enhancing external customer experience (CX)
Customer Experience (CX):
How customers perceive their interactions with an organization or agency
Design, implementation, and management of interactions that happen across all touch-points of the entire customer journey and customer lifecycle
Definition Check!
Consider “customer” as your internal customer or employee
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Design principles in a customer-led, digitally disruptive world
Connected: Orchestrate internal and inter-company operations
Insights-driven: Harness data to drive strategic advantage
Fast: Rapidly respond to changing customers and technology disruption
Customer-led: Make customer obsession an everyday competency
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Customer Experience is Not…
Customer Service
User Experience (UX)
Lean Six Sigma, Agile, Value Stream Mapping, etc.
Interacting with customers to handle their specific requests and needs, or recovering from problems
Design, test and deploy specific user interactions (mainly) with a digital interface
Streamlined, optimized delivery (people, process, technology)
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We have a more “Empowered Customer”…
…and guess what? They are bringing these expectations into the workplace.
Why does CX matter for IT deparments?
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Workarounds
Outsourcing/Shadow IT
Bureaucracy of NO!
Wasted Money/Duplication of Efforts
…and when users feel like their voice isn’t being heard you get….
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EffectivenessThe experience delivers value to customers.
EmotionCustomers feel good about their experience.
EaseIt’s not difficult for customers to get value from the experience.
Customer Experience Quality
Customer Loyalty
Forrester’s CX Index® demonstrates the link between end-customer experience and customer loyalty —resulting in revenue growth
RetentionThe likelihood that a customer will keep existing business with the company
EnrichmentThe likelihood that a customer will buy additional products and services from the company
AdvocacyThe likelihood that a customer will recommend the company to others
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EffectivenessThe experience delivers value to customers.
EmotionCustomers feel good about their experience.
EaseIt’s not difficult for customers to get value from the experience.
Stakeholder Experience Quality
Stakeholder Loyalty
And the same experience-driven impact applies to employees
ComplianceThe likelihood that a stakeholder will follow IT’sdirectives or advice
ExpansionThe likelihood that a stakeholder use IT services even when it is not required
AdvocacyThe likelihood that a stakeholder will say positive things about the IT to others
Your internal stakeholder using the products and
services you supply
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The Competencies of Customer Experience
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Adopting an Outside-in approach enables you to create a compelling experience from your customer’s perspective
Outside-In Inside-Out
Customer “moments” that matter
Technology Services features
Customerperceptions
Technology Servicesofferings
Customervalue
Organization outcomes
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To master customer experience requires developing 6 key competencies
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It starts with a vision…
Vision
(North Star defining
the intended experience)
Strategy
(Provides a Roadmap on
how to implement the vision)
Experience
Today
› A vision helps align the organization so the experience isn’t disjointed
› It’s important the vision is aspirational –
yet attainable, authentic, and
actionable. The vision describes what the experience should feel (emotion)
and look (behaviors and delivery) like
› Without an agreed upon vision, Experience Strategies lose focus,
adoption decreases, and execution is
ineffective
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RELIABLE: We are
trusted by our customers. Whether we are providing the right solutions right when they need it, or solving their problem, we get the job done every time.
INNOVATIVE: We are
leading the way across the organization. We onboard cutting-edge tools and we quickly and securely implement modernizing improvements to existing services.
EFFECTIVE: We know
our customers. We partner with them to ensure all their needs are covered by us or another provider and measure our success as the agency’s success.
Here’s an example…Example
Vision Statement:
We will deliver an experience which makes our customers feel that End User IT is a reliable provider of a diverse selection of effective and innovative world-class IT services.
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Understanding Key CX Techniques and How to Get Started
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Two critical design techniques are personas and journey maps
Personas
Journey Maps
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Two critical design techniques are personas and journey maps
Personas
Journey Maps
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Why use Personas?
Provide Focus
Establish Priorities
Create Empathy
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What does a Persona look like?› Typically one page
› Developed out of primary research
› Captures key behaviors, motivations, and goals (including tech preferences)
› Description of a single person who represents a behavioral segment
› Provides perspective of the end user for use during the design process by understanding how they want to engage
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What makes a good Persona?› Wants & Needs
• Understand customer priorities and the most important aspects of their customer / employee experience
› Pain Points• What causes frustration and creates barriers to job success
› Most Used Services• Understand what technologies are most critical
› Workarounds• Understand additional steps customers have to take to get their
job done
› Day in the Life• Critical to understanding how technology supports the work
customers do – as well as their behaviors and motivations
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How do you create one?Primary inputs Supporting artifacts
Qualitative research
Quantitative studies
• One on one interviews• Focus groups
what
with who• Customers• Business stakeholders• Employees
• Survey with ‘soft’ and ‘hard’ customer focus
what
with who• Customers• Employees
Customer segmentation
Customer data
• Any existing end user segmentation approaches
• Existing customer types
• Including existing customer data will provide hypotheses to test and guide the research tool development (i.e. surveys or interview guides)
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Two critical design techniques are personas and journey maps
Personas
Journey Maps
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Journey maps are documents that visually illustrate customers’
processes, needs, and perceptions throughout their
relationships with an organization.
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Why do we map journeys?To create a focused and shareable view of the customer experience (CX) that can be used to:
• guide internal actions and • enable informed decision making about how
to deliver value to customers.
Journey maps are strategic tools that clarify where to focus efforts, and why.
Customer Journey Mapping allows organization to understand and define a Customer Experience that aligns with customer expectations, across key touchpoints, and around core products and services.
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The perceptions and emotions you have (adjectives)
The touchpoints you interact with (nouns)
The steps of your journey (verbs)Includes time intervals
The four elements of a customer journey
The people you engage with (nouns)
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Customer Experience Ecosystem
The web of relations among all aspects of a company —
including its employees, partners, constituents, and
operating environment …
… that determine the quality of the customer experience.
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Defining a Customer Journey Map
Persona overview and journey context
Customer emotion
Customer journey steps
Thoughts, questions, and feelings
Ecosystem components
Details around customer touchpoints
Time intervals
Customer journey
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Journey Mapping can occur at different levelsAltitude Example Use Case
End-to-endSet of scenarios across the life cycle of the relationship with IT • Application /
service lifecycle
• Prioritize CX efforts• Assess overall health of
the experience
ScenarioSet of interactions to accomplish a business / user goal • Request support
• Deploy a new technology
• Improve satisfaction• Streamline cross-
channel interactions
TaskSet of interactions to complete a discrete task or milestone
• Complete a request form
• Navigate a helpdesk IVR
• Improve usability• Define key features or
technical requirements• Find and fix specific
issues
Request Service
Design & Development
Training & Comms Use Support
Design new CRM application
User Acceptance Testing
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CX professionals map onboarding journeys more than any other targeted journey
What problems are you using journey mapping to solve?
Which of these best describes the types of journeys you mapped?
ü Organizations are using journey mapping to understand and improve their employee onboarding processes.
ü Mapping the employee experience isn’t just about making it better – it also translates to improved, more efficient experience delivery.
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These tools are only as good as the change they drive
Analyze the workshop outputs and develop
the journey maps
Validate the findings with your customers and
socialize the work
Assign ownership / accountability and
drive change
Refine and prioritize improvement efforts
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Example Case Study
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Case Study - Background
› Client: Central IT Function within a non-profit organization (government agency)
› Client Challenge:
Reputation of being unresponsive and
ineffective
Shadow IT widespread within
organization through lack of execution
Need to reengage end users to build
trust and belief
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Case Study - ApproachCreate CX Vision Develop Personas Perform Journey
MappingDevelop
Recommendations
• Interview customers (users) across the agency and held a workshop to synthesize and identify what the intended experience should feel and mean
• Identified a key journey that is a priority for each persona
• Held journey mapping sessions with actual customer to capture actual experience
• Co-developed 3 personas that represented key user groups
• Identified their wants, needs and pain points
• Identified and prioritized key recommendations
• Utilized the CX vision created to define how the experience should be in the future for journeys mapped
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Meet the customer personasJack Donohue Ben RowlandsField Engineer Business Relationship
ManagerOffice Worker
Journey: Choosing a cloud provider and implementing
the solution
Journey: Using a mobile device that loses
connectivity in the field
Journey: Using SharePoint to collaborate and run
reports
Eliana Umberto
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Case Study – Key Observations
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Defining the future stateRequest Service Design &
DevelopmentTraining &
CommunicationsUse Support
What the Customer expects:
“I have a choice in the type of device I can use for my work to best meet
my needs.”
“IT asked me to pilot a new mobile solution and
they acted on my feedback!”
“The deployment for new mobile devices went so smoothly. The training provided was right on
target!”
“These mobile devices are so intuitive to use. I
am able to access a wide range of data critical to my job.”
“Contacting the helpdesk is quick and easy. They
fix my issues on first contact!”
Customer-focused
Provides access to devices and services that considers the different ways users work.
Engages different types of users (personas) when developing new solutions or improving existing services.
Ensures users have access to training and knowledgebase resources on the go.
Better understands the nature of the work users perform and reliance on key technology services to ensure there is adequate resilience.
Improves the knowledge sharing of support agents to be able to fix issues on first contact and minimize disruption to the end user.
Bold Leadership for Change
Clearly sets expectations upfront around how IT can assist and markets their services effectively.
Ensures focus on the end user experience when building new solutions so they work as expected.
Evaluates effective communication methods that considers the locations and working style of users.
Identifies opportunities to eliminate complexity and ultimately improve reliability of mobility solutions so it functions right first time.
Revisits current policies and procedures with a risk focus to provide better flexibility (e.g. public wi-fi usage).
Innovative
Thinks out of the box to provide solutions that can provide real value at low cost.
Considers effective ways to build in resilience so users can continue to be productive with the technology.
Develops ways to help users improve their productivity with existing technology through shared learning resources.
Looks for ways to mitigate connectivity issues through offline caching where possible.
Identifies methods to provide more effective support (e.g. hot spares, alternate devices) that can be used as effective workarounds.
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Motivating a Change Culture
HiringIdentify Employees with the
right skills. Target candidates who are Customer-centric,
nurturing, strong communication skills, and
empowered.
SocializationOrganizations must
communicate their Customer Experience objectives, train
employees to deliver the intended experience, create
champions, and reinforce customer focus with routines.
RewardsOrganizations should change
both formal and informal reward structures so that they
reinforce the employee behaviors that lead to better
Customer Experience outcomes.
3 Levers to Shift Culture
We’reHiring
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Next Steps / Recommendations
› Go out and engage with your IT customers: Better understand their needs, wants, and pain points
› Start creating personas: Develop a complete picture of your employee (customers) and understand their behaviors and perceptions around IT
› Identify journeys: During development of personas identify and prioritize the key journeys that require enhancement in customer experience
› Develop journey maps: Prepare for, and conduct, your very own journey mapping session
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Chris [email protected]
www.linkedin.com/in/chrisgallacher