How to make a Customer journey a successful tool.
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Transcript of How to make a Customer journey a successful tool.
Customer Journey
What is a Customer Journey?
You can also call it ‘Customer Experience Journey’.
• A customer journey is a tool that helps brands to build and improve their customer experience.
• When performed the right way, it is one of the most helpful instruments in designing brand experience.
Let’s guide you
through the different
steps to help you
build better brand
experiences.
1. Pick a journey
• Which services or products are underperforming?
• Where are the most complaints coming from?
• Which interaction and touchpoints are the most essential?
…
These are the kind of brand experiences you want to improve, intensify or redesign.
2. Draw a timeline
3. Frame yourself as customer
… or do the right research ;-)
4. Split up the journey into actions and thoughts.
My mobile
network
hasn’t enough co
verage.
My frie
nds tell m
e
Their netw
ork is b
etter.
I check
online to
see
The other provid
ers.
HopefulExpectations
Disappointed
Disappointed
5. Indicate which actions are in the different levels of the buying decision process
1. Gather Information2. Seek Alternatives3. Make Decision4. Use
My mobile
network
hasn’t enough co
verage.
My frie
nds tell m
e
Their netw
ork is better.
I check onlin
e to se
e
The other provid
ers.
HopefulExpectations
There are many p
ossibiliti
es.
Disappointed
Disappointed
Hopeful
6. Identify the heart- and brainspots
7. Mark the customer emotion towards the action per heart- and brainspot in a graph
8. Mark the customer emotion towards the providing brand per heart- and brainspot in a graph
My mobile
network
hasn’t enough co
verage.
My frie
nds tell m
e
Their netw
ork is better.
I check
online to
see
The other provid
ers.
HopefulExpectations
There are many p
ossibiliti
es.
Disappointed
Disappointed
Hopeful
Towards brandTowards action
Pos emo
Neg emo
9. Write down what the customer need per journey phase is.
10. Give the perceived emotional and rational benefit per phase for the customer.
My mobile
network
hasn’t enough co
verage.
My frie
nds tell m
e
Their netw
ork is better.
I check
online to
see
The other provid
ers.
HopefulExpectations
There are many p
ossibiliti
es.
Disappointed
Disappointed
Hopeful
Towards brandTowards action
Customer need
Customer benefit
Social contact Easy access to information
Pos emo
Neg emo
- - - CHOICE
11. Indicate which actions need improvement because they:
• Have a negative emotion towards the action
• Have a negative emotion towards the brand
• Show a gap between the customer need and
the brand product or service delivery.
• Are redundant or unnecessary.
12. Indicate which actions offer opportunities because:
• They have a positive emotion towards the action
• They have a positive emotion towards the brand
• The brand product or service delivery delivers according the customer need.
My mobile
network
hasn’t enough co
verage.
My frie
nds tell m
e
Their netw
ork is better.
I check
online to
see
The other provid
ers.
HopefulExpectations
There are many p
ossibiliti
es.
Disappointed
Disappointed
Hopeful
Towards brandTowards action
Customer need
Customer benefit
Social contact Easy access to information
Pos emo
Neg emo
- - - CHOICE
1. As we can’t change the product, we can redirect mobile to fixed for free
2. Provide clear and easy information. Create a calculator based on usage. Offer free change of subscription type. …
3. We are unable to follow the positive emotion towards the action. We need to find ways to anticipate or prevent this! See point 1.
13. Make a priority list of which actions:
• Need improvement because
of the negative emotions.
• Need innovation because of
the gap between the
customer need and the
brand delivery.
My mobile
network
hasn’t enough co
verage.
My frie
nds tell m
e
Their netw
ork is better.
I check
online to
see
The other provid
ers.
HopefulExpectations
There are many p
ossibiliti
es.
Disappointed
Disappointed
Hopeful
Towards brandTowards action
Customer need
Customer benefit
Social contact Easy access to information
Pos emo
Neg emo
- - - CHOICE
1. As we can’t change the product, we can redirect mobile to fixed for free
2. Provide clear and easy information. Create a calculator based on usage. Offer free change of subscription type. …
3. We are unable to follow the positive emotion towards the action. We need to find ways to anticipate or prevent this! See point 1.
16. GO, GO, GO• Time for action!• Implement, measure and make your next
customer journey!