Customer Journey Design helps agility

Be Agile in Marketing, ‘How to design a great customer

journey?’

Number8

Paul Ligtenberg

Willemijn Schneyder

What are we about?

1. LEARN

2. INSPIRE

3. NETWORK

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Next-up | Thursday march 31st

The next Be Agile in Marketing

meet-up will be about:

Agile Leadership: Insights & Trends

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Pleased to meet you!

The Loosehead Prop |

The Tighthead Prop |

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I will tell you this: it hurts!

• You sometimes need to ‘hurt’ your customer

• Customer satisfaction does not say much (about retention)

• You should not always listen to your customer

• Your customer can be your most important competitor

• Your memory is not how you experienced it.

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Agile working improve efficiency…

34%quicker

27%costreduction

21%lessfaults

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..and brings better results in 3 areas

Een methodiek op het gebied van

samenwerken en organiseren.

Agile in Marketing zorgt voor het

versterken

versnellen

en verbinden

van commerciële groei.

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It’s built on 8 fundamental values…

Validated learning over opinions

and conventions

Customer focused collaboration

over silos and hierarchy

Responding to change over

following a plan

1

2

3

The process of customer

discovery over static prediction

Many small experiments over a

few large bets

Adaptive and iterative campaigns

over Big-Bang campaigns

4

5

6

Organisation Operation

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that all require (cultural) change.

Validated business modelling over

the one business plan

Incubation & acceleration over

annexation

7

8

Innovation

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Agile Umbrella

Agile is a tailor-made suit

Do whatever! (0)

Kanban

Kanban

Scrum

Lean start-up

Customer development

RUPXP

FDD

Agile modelling

Kanban (3)

Scrum

Customer development

XP (13)

RUP (120)

Agile modelling

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Where agile meets marketing

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Persona’s help you understand…

Good persona’s tell human

stories of values, behaviors,

situations, thinking and

interactions on the path to

accomplish goals.

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the needs & wants of the user

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on their journey to and with you.

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Meet Claire James

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And Yvonne

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Let’s put it into practise

Just image…

• You are Claire James, this intriguing digital savy textile designer.

• What could be your 5 most important values in life?

• What would be you ambition in life?

• What is the role of technology a whole in your life?

• What media would you consumer?

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Rules of the game

• Groups of 3

• Time boxed 7 min

• No presentation – just

plenary discussion

Every customer goes on a journey…

Customer journey design is a method to

visualize the buying, usage and/or service

process from the perspective of your user.

It describes the interactions and experiences

of your user with your brand during that so

called journey.

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Initial consideration Share – Review – Refer – Reject

AfterDuringBefore

Service

Completionor

Renewal

(Delive

r)

UseorDo

Decid

eorBuy

Orientation

Awareness

Needgeneration

Apromisemadeisapromisekept

with several stop-overs and…

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at each station the customer interactswith you in various ways..

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Every time a user or

customer connects with you

is a moment your brand is

being ‘touched’


the brand’s touch points.

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Defining the customer journey map

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Or like this


Just image…

You are Claire James, this intriguing digital savy textile designer.

• What would the journey to your new laptop purchase look like?

• Design one or two stop-overs of that journey.

• Describe the story and the touch points you will use.

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Rules of the game


• Work from consumer

perspective

• Make it visual

They experience different things

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A promise made is a promise kept

Perfo

rman

ce le

vel

Importance to customers

High

High

Low

What would you start fixing?

Don’t listen to your customer…

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We remember it positively if:

• It has highs and lows

• End positive, with a peak-end (Peak-End Rule).

The experience will be connected to the brand if:

• The experience has a significant WOW

• The most important brand values are reflected on the peak points

• No points are DE-BRANDED

• There is consistency across points


create positive memories…

An experience is only effective if its remembered and connected to the brand!

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Nee

d ge

nera

tion

Awar

enes

s

Orie

ntat

ion

Dec

ide

or B

uy

(Del

iver

)

Use

or D

o

Serv

ice

Com

plet

ion

or

Ren

ewal

Thejourney

1.BrandedPeaks

2.Goodpains

4.Peak-end

1

2

3.Contrast

and positive re-purchase cues

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Focus: Branded Peaks & Good Pains

Categorietouch-points

(Reference/basics)

Brand definingtouch-points(‘Brand Drivers’)

Irrelevanttouch-points

Differentiating, but useful?

(sometimes yes- in communication)

Impo

rtanc

e to

cus

tom

ers

Differentiation -Importance to your brand

High

High

Low

12

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A handshake between customer & brand

24

“Be Yourself.”Positive Feeling

Product quality

Display settings

Product trial

9

Satisfy

Gratify

Bad

Neutral Time

Store location &

appearance

Car park

Indoor decoration

DIY shopping

tools

Price

Labels & signage

Toilet

Kids playfield

Canteen

Checkout

RMB1 ice-cream

1

2

3

4

6

7

8

10

12

13

14

15

17

19

20 Emotion Curve

© 2001-2012 G-CEM All rights reserved.

Bad

Horrible

Negative Feeling

The round tour Staff ServiceSearch stock

Pick stock

Delivery arrangement

Installation arrangement

5 11 1516 18

19

Unacceptable Levels / Minimum StandardsUnacceptable Levels / Minimum Standards

Smell and background music

Friendly staff and professional in coffee

See and be seen

Coffee taste & packingGoodbye with genuine smile8 15

16 20

Positive Feeling

Emotion

“Be Yourself.”

In-store decoration

Smell and background music

Seat comfortableness & tidiness

Feed yourself with milk, sugar

Price quite expensive

Cash coupon to buy coffee in 15-day

Accept credit cards

Coffee varieties

Store location and appearance

Limited magazines, no Internet kiosk

Free trial of new products

13

4

6

7

9

10

12

14

16

17

18

19

20

Satisfy

Gratify

Bad

Neutral TimeWarm greet by staff Washroom is so so

2

Curve

© 2001-2012 G-CEM All rights reserved.

A long queue Not easy to find a seat

Long wait to get your coffee

Internet kiosk5

1113

Bad

Horrible

Negative Feeling

Unacceptable Levels / Minimum StandardsUnacceptable Levels / Minimum Standards

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Getready&travel Arrival&settlein

Discovery Windingup Windingdown Lastchance& Goodbye

Friday Saturday SundayPERSONA•Sander&Monique,Liv (11),Liam(6)• live inancityapartment•hecticlives• savedmoneyandtimetobreak• it istheirWeekendspringbreak• First timevisitorsatCP,but• ‘Experienced’breakers

COREVALUES•Qualityfamilytime,connect•Havingabreakoutfromhecticlives•Goodtimeforthekids•Comfortablecottageinnature•Nohassle, complications,undercontrol•Goodpriceandquality•Friendlystaff•Natureexperience:parc,animallife•Relax,seamlessexperience

CHANNELS

RECEPTION&STAFF

BEYONDBRANDSCONTROL

MARKETING&SALES

HOSPITALITY&RETAIL

SECURITY,MAINTAINANCE&CLEANING

MOMENTSOFTRUTH•Atarrivalfirst impressionofthepark•Enteringthecottage:doesitmatchmyexpectations:comfort,hygiene•Are thebedscomfortable•Iswifi workingandfree•Can Iuse AquaMundo:openinghours, tobusy•Facilities&Thingstodo:easyaccessible,notclosed,outoforder,broken

Helptobeincontrol,minimizemyhassle!Getting ready totravel

Deliver on/confirmmyexpectations

Arelieved guest

FunandclosureonfirstdayformyfamilyIncrease activity&hospitalitybookings

Let’sexperienceexcitement together

Create sharablemoments

We wanttorelax&connectasfamily

++ hospitalityspendingBookinglastactivities

We stillhavetodoandsee…

Longer stay

Helpmetodepartfree ofstress

Lastgoodmemorableimpression

Monique booked their trip early on. Gettingeverything ready sheuses theinformation pack(1)shegot las tweek.And Sander downloaded the specialapp(2) Shefeels more comfortable whensheknows what to expect.It’s is quitean expedition to goout with thefour ofus .Iwishwewerealready swimming inthe pool.. Thepersonal SMS messageofthe manager feels good! (3). Afterlunch theyleave. Itis not alongdrive but due tosome jamand awrong turn, they drive throughthe gateafter four (4). Thefirs t impress ion (5)is good. Theydo the fastcheckin(6) andafter theyfinally found their cottage (7), the firs timpress ion of the cottage (8)is good; afreshsmell, that’s always nice!And it feels welcome becausethe personal messageofthe manager and thewelcoming presents free drinks , snacks agameandnature passport(9). When everything is unpacked, Sander has to drive their carto the parking lot(10). Their hous ing manager checks (11)ifeverything is okandsafe.He repairs directly the light inone ofthe bedrooms. After dinner thechildren can’t waitany longer: it’s time to gotothe pool, the Aquadome. It’s busy,but they areguided byfriendly s taff.(12).Liam is firs t tojump into the pooland soonafter Monique alsojoins them. They quicklydiscover allthe waves anddifferent pools together (13), Sander &Moniqueknow they’ve madethe right choice tohave this break together. Whenthey pass themarketdomeithas acosyatmosphere (14), they treat the kids toanicecream. Tomorrow they wantto gooutfor dinner. Whenthe kids areas leepMonique and Sander checkout the app(15) tothink about aniceprogram for the next daytogether.

The nextmorning it’s time for their luxury breakfast (16) – the kids donesome thing ofthe naturepassport whileMonique gots everything ready – the familydiscusses whatto do.(17) Sander books the activities ,some arealready overbooked (18). Liv wants to beacowboy inthe morning (19),andLiamwants tospend theafternoon inthe pooltrying outhis new goggles (19). Monique, finds aspare timeto get anicerelaxing facialtreatement (19). They’ve agreed to meet upover lunch, butwaiting for everyone to showup infront of the MarketDome is quitefrustrating. (20)When theyfinally s itdownon the terrace they sharetheir morning experiences and relayenjoy eachothers company! (21) After afullday outs ide andinthe pool the kids haveasnackouts ideon the veranda.Their cheeks are red andthey lookhappy. Monique andSander quietly enjoythe viewfor thekitchen (22). Theydecide to gofor dinner together. Let’s have somefun tonight! It’s not often we’reout as afamily.Monique and Sander letthe kids decidewhere togofor dinner. Theyend up atanicegrill placeatthe marketdome. Allyou caneatspare ribs .For dessert they order giant chocolateicecream coupes (23). Such fun.After dinner thefamily takes s troll alongthe marketdome. Alot is going on.There’s livemus icplaying, the’re some childrens ’ activities…it feels comfortable. They letthemselves persuade bythe entertainer to book acoolfactor climbing clinictogether for the nextmorning (24)They pass asmall childrens show but choose for fun andplayafew rounds ofairhockey whenit’s time for Liamto goto bed. Theydecide togo backtothe cottage as afamily.

It’s suchalong walkafter abusyday, andit’s drizz ling rain (25)At the cottage it’s time for asnackand theyplay oneof theCenterParcs games together (26). When the kids areinbed, Monique andSander quietly enjoy the nighttogether around the fire withanice bottle ofwine. Nothing much,justenjoying the moment (26). Thekids are upearly andgodown stairs quietly soMonique andSander get tos leepin alittle late(28) Around 9.30the allhavebreakfast withfresh croissants (29).Before theclinicthey have awholenew animalfarm experience. Theyusethe new Layar app.(30)They aresoengaged that time flies byandare almost tolate for the clinicbecausethey couldn’t findit. Somes igns were missed.(31) Theclimbing is reallyexciting. Theyallmanage to climbto thetopand theguide pictures the four ofthem (32).In the cottage theyhave aquicklunch andMoniquealready packs somestuff. (33) Thenthey gofor the las ttime to theAquadome. Liam’s favourite is the longs lide(34). It is difficult toget himout of thewater buttomorrow is anormal working weekagain.Usuallythey prefer their dinner at home. Todaythey decide tohave aquickdinner at theMarketdome ,this wayMonique doesn’t havethe s tress when theyget home. They pickupandpacktheir car (35) andgofor afarewell dinner (36). Itwas asuper weekend that theywill notforget. At thereception they leavethe keyandand to their surprise gotasmallfarewell present forthe wayback.(37). They leavejustintime to avoidSunday afternoon traffic rush.

1. Information pack2.App: practical

information

6.Check in11.Checkand followup

8.First impressioncottage7.Search forcottage10.Car toparking

12.BusyatAquaDome13.AquaDome pool14.Cosyatmosphere

15.App: informationactivities

5:Firstimpressionpark9:Welcomepresentin-cottage

15:CPapp– profiledactivitiespackages

16:Breakfast

5.First impression ofthepark

20.Waiting foreveryone

23

4

5

6

7

9

10

8

11

12

13

14

16

18

Qualitytimeandplacetoreconnect

Havingfunanddiscovertogether

Relaxandinspiredbynature

Genuinecaringstaffiswelcomingyou

Purposelydesignedinharmonywithnature

Secureforyou&yourkids

16.Luxurybreakfast19. Individual activities21.Sharing stories lunch

17

CHANNELS1. E-mail2. Smartphoneapps3. Texting4. Webenvironment5. Print

COMMUNICATION• Oneonone• Inspirationalmessages• Personalizedandcustomized• Easy• Clear&transparent

Project:CenterParcs

Journey:Attheparc

Targetgroup:family with children5-12

20-06-2013Version 2.0

AndréSoffWillemijnSchneyder

CenterParcs:Thebestplacetoreconnect innature

22.View fromcottage

23.Funat restaurantdinnerandmarket dome

24.Sales deskactivities

25.Long,darkand wetwalk back26.Experiencing familyhappiness

26.CenterParcs gamepack

34.Last timeslides36.Farewell dinner

35.Carpacking

33.Packing39.Traffic rush

37.Personal goodbye bycp staff&Farewellpresent

19

20

22

25

28

29

30 32

4. Weekend rush

1

26

15

21

31

24

3. Personalized textalert

9.Welcoming present 17.App:bookingactivities

18.Overbookedactivities

28.Raising outofbed

29.Fresh croissants

30.Layeranimal app.32.Climbing clinic

31.Rushing tonextactivity

33

34

35

36

37

23

19:individualactivities21:sharingexperiences26:CPgamepack30:specialtrailsLayarApp32:Climbingclinic&pics37:farewellpack

4:weekendrush7:searchingforcottage10:cartocarpark12:businessataquadome18:overbookedactvities24:salesactivities

25:Longwalkback31:missedsigning33:packing35:carpark


Just image…


• Go back to the journey you designed, define the experience per touch point.

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Rules of the game



perspective

• Make it visual


Just image…


• Define 1 user story thatresults from you customer journey

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Rules of the game



perspective

• Make it visual

C U next time!

We are:

www.number8.nlApril 1st , Leusden,

Executive Program Agile Business Management

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Customer Journey Design helps agility

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