Customer Journey Mapping Presentation V3 Open Circulation

Direct Marketing

Consultancy

Customer Journey Management

Martin Wright: [email protected]

Oakleigh Wood: [email protected]

Direct Marketing

Consultancy

What is Customer Journey Management?• Jan Carlzen, Scandinavian Airways

• A qualitative tool

• Understand brand experience at each touch point:

Customer needs

Customer experience

‘Moments of truth’

Direct Marketing

Consultancy

3 dimensions of customer journey measurement

Customer

Journey

Mapping

Customer

Experience

Mapping

Brand

Experience

Mapping

Do:How many, what,

where, when

Think:Operational experience

Feel:Brand promise vs.Brand experience

Direct Marketing

Consultancy

Customer Journey Mapping

Direct Marketing

Consultancy

What it is

• Measures how prospects and customers behave

• From acquisition to attrition

• Movement within and between channels and at each touch point

– Retail or FTF

– Inbound call centre

– Web

– Outbound marketing

– Product or Service engagement

• Showing customer numbers and drop outs

• Using a common measure

Direct Marketing

Consultancy

How its done

• Staff interviews and workshops

• Review of key MI reports:

– Web analytics

– Call centre stats

– Marketing plans and results

– Service reports

• Mystery shopping

• Time and motion studies

Direct Marketing

Consultancy

What can it do

• Illustrate how prospects and customer interact with a company

• Identify hot spots and inefficiencies

• Quantify the opportunity cost

• Build a business case to focus and galvanise effort

• Make improvements to:

– Communications

– Staff training

– Process or service design

– Organisation culture and alignment

Direct Marketing

Consultancy

A typical map

Your details

Property,

address &

Discounts

Payment

Details

Summary of

Cover &

Details

Contact

Details

Conditions

of quote

Human

Aggregators

Your

quote

Save

TSC

calls

Quote s

Twice weekly

NTU email

Recalculate

5.2/person

Sales

5% 6% 12%

PRM block

xK

54% 14% 9% 18%

67%

Sales

NTU cK

Underwriting

Error yK

Underwriting

Error 15KPRM block

5K

NTU cK

4,444

(Aggregator

999)

455

222k 22k

10k 2k5k

2k

2k

222 200

All numbers have been changed

Direct Marketing

Consultancy

Case History: Halifax Insurance

• Retail, call centre, customer services, web, outbound marketing channels

• 38 quick-wins with potential to generate 15% incremental sales

– Contact strategy 40%

• Increasing frequency, following up Client contacts

– Cross functional thinking 36%

• Using their portfolio of brands more effectively, brand consistency, product consistency

– Better use of technology 24%

• Fixing broken web functionality, making online underwriting more flexible, greater use of email and SMS

• Plus 15 long term opportunities

Direct Marketing

Consultancy

Customer experience mapping

CASE STUDIES

Direct Marketing

Consultancy

14

Capture Live Report Action

MD / Board

Regional

Manager

W.W.W

http://reports.csmsurveys.com/login

http://reports.csmsurveys.com/login

Direct Marketing

Consultancy

http://customerservicemeasurement.com/services/analytics

http://customerservicemeasurement.com/services/analytics

Direct Marketing

Consultancy

UK

Experience

8

Price £17

USA

Experience

9

Price £21

India

Experience

3

Price £5

Bulgaria

Experience

5

Price £9

Hungry

Experience

9

Price £9

Business Benefits

- Real-time measurement = Quality experience

- Cost saving: £12 per call x 93,000 (2010 £1.1M)

Direct Marketing

Consultancy

Brand experience mapping

Direct Marketing

Consultancy

Process:

5+ Qual

interviews,

Map points,

Quant score,

id key points,

id solutions.

Direct Marketing

Consultancy

Implementation challenges

Direct Marketing

Consultancy

Challenges

• Cross functional alignment

• Competing priorities

• Company culture

• Dash board to monitor impact

• Maintaining commitment over the longer-term

Direct Marketing

Consultancy

A typical large project process

Direct Marketing

Consultancy

Q&A

• Martin Wright: [email protected]

• Oakleigh Wood: [email protected]

Customer

Experience

Mapping

Customer

Journey

Mapping

Brand

Experience

Mapping

Customer Journey Mapping Presentation V3 Open Circulation

Documents

Transcript of Customer Journey Mapping Presentation V3 Open Circulation