Improving Care Experiences Through Human Centered Design - HXR 2016 - Jonathan Podolsky
Are You Easy To Do Business With? (Improving Customer Experiences)
14
www.ServiceEase.net
-
Upload
serviceease -
Category
Business
-
view
376 -
download
0
description
Customers are frustrated with how difficult it is to do business with some organizations. Lost customers, higher cost, and poor reputations are the price of not being easy to do business with. Customer Journey Mapping helps businesses understand what their customer's frustrations are by walking in the steps of the customer.
Transcript of Are You Easy To Do Business With? (Improving Customer Experiences)
Customers Are Frustrated
(c) 2013 ServiceEase
Top 4 Reasons Customers Are Frustrated
Rudeness
33%
Passing the Buck 26% The Waiting
Game 10%
Being Boomeranged
10%
Other 21%
2012 American Express Customer Experience Barometer
(c) 2013 ServiceEase
How Do Frustrated Customers React
55% walked away from a transaction in the last year
because of a poor customer experience.
2012 American Express Customer Experience Barometer
(c) 2013 ServiceEase
Why Care?
• An estimated $83 Billion is Lost to
US Businesses due to poor customer service each year. • Customers tell 15 people about a good customer experience, but tell 24 people about a bad customer experience. • It cost 5x as much to get new
customers as retain current customers.
2013 Shankman| Honing Infographic
(c) 2013 ServiceEase
What To Do?
Say “NO” to a narrow
CUSTOMER SERVICE focus
(problem–centered )
(c) 2013 ServiceEase
What’s Next?
Say “YES” to a holistic
CUSTOMER EXPERIENCE focus
(proactive)
(c) 2013 ServiceEase
What is Customer Experience?
Customer Experience is how customers perceive their interactions with your organization.
Whether you take action or not, your organization already has a customer experience.
Customer experience doesn’t start or end with a transaction. Ex. Word of Mouth, Social Media, Advertisements, Warranty, etc.
Forrester Research, November 2010
(c) 2013 ServiceEase
Where to Start?
Customer Journey Mapping A Customer Journey Map is an illustration of each step a
customer takes in their interaction with your organization.
“A great customer journey map documents your
customer experience from your customer’s eyes, helping you to understand not only how customers interact with
you today, but also identifies improvement opportunities.”
2013 www.heartothecustomer.com
(c) 2013 ServiceEase
(c) 2013 ServiceEase
Customer Journey Maps – Key Features
Goal(s) — what a customer has set out to achieve Ex. Order book through interlibrary loan process
Persona — a representative profile of a customer segment Ex. Jane, 35-45 yrs old, single, active reader, library
supporter
Touchpoints — all the ways customers experience or interact with your organization (communications, human contact or technology) Website, telephone system, librarians, interlibrary form
Emotions — how a customer feels during the journey ( - ) Happy, Sad, Mad, Frustrated, etc.
(c) 2013 ServiceEase
Customer Journey Maps – Key Insights
Pain Points – specific conditions that cause customers dissatisfaction Customer had to call the library twice and go to the library to
order book.
Moments of Truth – critical times when customers decide to continue or leave Learning it could take up to 5 wks to get book. Customer
cancelled request and ordered from Amazon.
Opportunities – ways to improve, redesign or create new services Add detailed description and Interlibrary Loan Request Form
to library’s website. Develop an expedited process for an additional fee
(c) 2013 ServiceEase
Be Easy to Do Business With
Understanding and reducing customers frustrations are vital to improving customer experience.
Customer journey maps offer an opportunity to walk in customers’ shoes and find out what’s working and what’s not working as they interact with your organization.
These insights can be used to eliminate unnecessary steps, redesign services, create new services, and more.
(c) 2013 ServiceEase
Lisa D. Dance
ServiceEase
www.ServiceEase.net
[email protected] Follow me on @ServiceEase
Questions?
