CUSTOMER JOURNEY

MAPPING…!Marcus Richard Thrall

Setting the Scene for today.

Setting the scene - ‘Sabbuteo is great’ Why Customer Experience is vital today How digital has changed the journey Get mapping.

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Who has had a good or bad experience

recently?

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Why customer experience…?

My first advocate experience

Customer Experience

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A brand advocate is SIX TIMES more likely to stay with you in the future than just

a satisfied customer

Customer Experience

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News of bad customer service reaches more than 2 times as many ears as praise for a good service experience.

Take the time to address unhappy customers and do everything in your power to remedy the situation. It's not only worth keeping their business, but also avoiding any

negative word of mouth exposure.

BEFORE SOCIAL

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Yesterday = customer service

Nowadays = It is all about the experience we give our customers

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It takes 12 positive experiences to make up for one unresolved negative experience.

Customer Experience

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How digital has changed experience…

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The customer experience is not the same today as it was years ago.

Digital has create a culture, a behaviour of instant, always - on, connected, willing, wanting and able to share.

No matter the circumstances, if a customer has an interaction with your brand, chances are they’re going to talk about it.

Digital is now usually the first touch point in their journey. It is therefore crucial that organisations can interpret, interact and engage along this digital highway…

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This is where things get fuzzy for many because the “experience” in digital experience is the customer experience…

There’s a huge difference between simply using digital technology and actually leveraging it to improve customer experiences and better address customer needs.

It’s rapid, changing, challenging, engaging, exciting and critical to map this journey.

How digital has changed experience…

Digital Experiences…

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Digital Experience

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Why mapping is vital to understanding the customer!

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Question. How many of you have a visual map?

Customer Mapping!

.The balance of power has swung back toward customers, and

their ability to amplify their feelings and experience into their

own networks and beyond.

20 / 50% of all ‘purchases’ are generated via Word of Mouth

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Chief Marketing Officers (CMOs) see customer advocacy and loyalty as their top priority in the digital era.

40% Chief Executive Officer (CEOs) see customer advocacy as the most important tactic in creating a competitive advantage in the next five years

Customer Experience Mapping!

Benefits of Customer Journey MappingFor customers✚ See things from the customer’s point of view ✚ Removes barrier to use and make it easier and more enjoyable for a customer

to interact with you and deliver information, messages and services at the most appropriate time

✚ Deliver a seamless, streamlined experience that cuts across silos by recognising where and when it makes sense to join things up for the customer

✚ Get it right when it really matters e.g. when emotions are highest or needs greatest

✚ Look at the current situation and the ‘ideal’ side-by-side, allowing us to redraw the customer journey

UNCOVER THE TRUTH: Study customer behaviour and interactions

across channels and touch points

CHART THE COURSE: Collaboratively key insights into a journey model

with all departments and decision makers.

TELL THE STORY: Visualise a compelling story that creates empathy and

understanding

USE YOUR MAP: Follow the map to new ideasand better customer experiences

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Journey mapping is the first step in achieving it.

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Framework

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Journey mapping, the finished article

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Objectives, scope & journey type Customer segment

Moments of truth

Key Journey StepsKey Journey StepsKey journey steps

Touchpoints

Actions, feelings, thoughts and reactions at each step

Now its your turn…

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