What is Customer Journey Mapping?
28
Direct Marketing Consultancy Customer Journey Management Martin Wright: [email protected] Oakleigh Wood: [email protected]
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This presentation works through understanding how you can use customer journey mapping in your organisation... for an in depth description, please visit http://customerservicemeasurement.com/customer-satisfaction-resources/customer-insight-events/february-2011-customer-journey-mapping
Transcript of What is Customer Journey Mapping?
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 needsCustomer experience
‘Moments of truth’
Direct Marketing Consultancy
3 dimensions of customer journey measurement
CustomerJourney Mapping
CustomerExperienceMapping
Brand ExperienceMapping
Customer: What, where, when, how
Operational experience
Proposition vs.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 detailsProperty, address & Discounts
Payment Details
Summary of Cover & Details
Contact Details
Conditions of quoteHuman
Aggregators
Your quote
Save
TSC 7.8K calls
Quote s
Twice weekly NTU email
Recalculate 3.98/person
Sales
5% 6% 12%
PRM block 6K
54% 14% 9% 18%
67%
Sales
NTU 14.3K
Underwriting Error 1K
Underwriting Error 15K
PRM block 5K
NTU 60K
4,444(Aggregator
999)
455
222k 22k
29k 20k 15k 12k
2k
222 200
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
Direct Marketing Consultancy
Direct Marketing Consultancy
14
Capture Live Report Action
MD / Board
Regional
Manager
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Capture Live Report Action
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Regional
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Capture Live Report Action
MD / Board
Regional
Manager
W.W.W
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Direct Marketing Consultancy
http://customerservicemeasurement.com/services/analytics
Direct Marketing Consultancy
http://customerservicemeasurement.com/services/analytics
Direct Marketing Consultancy
http://customerservicemeasurement.com/services/analytics
Direct Marketing Consultancy
http://customerservicemeasurement.com/services/analytics
Direct Marketing Consultancy
http://customerservicemeasurement.com/services/analytics
Direct Marketing Consultancy
UK
Experience8
Price £17
USA
Experience9
Price £21
India
Experience3
Price £5
Bulgaria
Experience5
Price £9
Hungry
Experience9
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
HEART MONITOR
Objectives, scope & journey
type
Track the process experienced by jurors to improve levels of service
Customer segment
J urors
Moments of truth
©Oxford Strategic Marketing
Post trialReceive
summonsJ ury
selectionIn court pre-trial
In court –during trial
Deliber-ation
Delivery of verdict
Key journey steps
Comms:Ensure follow-up letter goes out re
sentencing
Comms: Manage expectations
Channel:24 hour access
Customer face:Explain delaysEnvironment:
Make the wait as painless as
possible
Process:Simplify expenses
systemLook at time-
keeping
Comms:Make jurors aware of role
played by all the evidence
Environment:Provide adequate
facilitiesComms:
Brief on verdict delivery
Customer face:Talk to jurors –
stress the importance of
what they’ve done
Levers for solution hunting
Great+100
-100Poor
Customer Satisfaction
Rating
Receive letter – looking
forward to it
Easy to change date
by email
Judge was ‘professional’
Slow selection process
Judge thanks jury – much appreciated
Locked in
No preparation
for delivering verdict
Finishing was a relief
Not sent information
about sentencing
Only small amount of evidence
useful
Trial was impersonal
Late start most days
Expenses ‘a hassle’
Victims family start
to cry –‘lowest point’
HEART MONITOR
Objectives, scope & journey
type
Track the process experienced by jurors to improve levels of service
Customer segment
J urors
Moments of truth
©Oxford Strategic Marketing
Post trialReceive
summonsJ ury
selectionIn court pre-trial
In court –during trial
Deliber-ation
Delivery of verdict
Key journey steps
Comms:Ensure follow-up letter goes out re
sentencing
Comms: Manage expectations
Channel:24 hour access
Customer face:Explain delaysEnvironment:
Make the wait as painless as
possible
Process:Simplify expenses
systemLook at time-
keeping
Comms:Make jurors aware of role
played by all the evidence
Environment:Provide adequate
facilitiesComms:
Brief on verdict delivery
Customer face:Talk to jurors –
stress the importance of
what they’ve done
Levers for solution hunting
Great+100
-100Poor
Customer Satisfaction
Rating
Receive letter – looking
forward to it
Easy to change date
by email
Judge was ‘professional’
Slow selection process
Judge thanks jury – much appreciated
Locked in
No preparation
for delivering verdict
Finishing was a relief
Not sent information
about sentencing
Only small amount of evidence
useful
Trial was impersonal
Late start most days
Expenses ‘a hassle’
Victims family start
to cry –‘lowest point’
HEART MONITORHEART MONITORHEART MONITORHEART MONITOR
Objectives, scope & journey
type
Track the process experienced by jurors to improve levels of service
Customer segment
J urorsObjectives,
scope & journey type
Track the process experienced by jurors to improve levels of service
Customer segment
J urors
Moments of truth
Moments of truth
©Oxford Strategic Marketing
Post trialReceive
summonsJ ury
selectionIn court pre-trial
In court –during trial
Deliber-ation
Delivery of verdict
Key journey steps
Post trialReceive
summonsJ ury
selectionIn court pre-trial
In court –during trial
Deliber-ation
Delivery of verdict Post trial
Receive summons
J ury selection
In court pre-trial
In court –during trial
Deliber-ation
Delivery of verdict
Key journey steps
Comms:Ensure follow-up letter goes out re
sentencing
Comms: Manage expectations
Channel:24 hour access
Customer face:Explain delaysEnvironment:
Make the wait as painless as
possible
Process:Simplify expenses
systemLook at time-
keeping
Comms:Make jurors aware of role
played by all the evidence
Environment:Provide adequate
facilitiesComms:
Brief on verdict delivery
Customer face:Talk to jurors –
stress the importance of
what they’ve done
Levers for solution hunting
Comms:Ensure follow-up letter goes out re
sentencing
Comms: Manage expectations
Channel:24 hour access
Customer face:Explain delaysEnvironment:
Make the wait as painless as
possible
Process:Simplify expenses
systemLook at time-
keeping
Comms:Make jurors aware of role
played by all the evidence
Environment:Provide adequate
facilitiesComms:
Brief on verdict delivery
Customer face:Talk to jurors –
stress the importance of
what they’ve done
Comms:Ensure follow-up letter goes out re
sentencing
Comms: Manage expectations
Channel:24 hour access
Customer face:Explain delaysEnvironment:
Make the wait as painless as
possible
Process:Simplify expenses
systemLook at time-
keeping
Comms:Make jurors aware of role
played by all the evidence
Environment:Provide adequate
facilitiesComms:
Brief on verdict delivery
Customer face:Talk to jurors –
stress the importance of
what they’ve done
Levers for solution hunting
Great+100
-100Poor
Customer Satisfaction
Rating
Great+100
-100Poor
Customer Satisfaction
Rating
Receive letter – looking
forward to it
Easy to change date
by email
Judge was ‘professional’
Slow selection process
Judge thanks jury – much appreciated
Locked in
No preparation
for delivering verdict
Finishing was a relief
Not sent information
about sentencing
Only small amount of evidence
useful
Trial was impersonal
Late start most days
Expenses ‘a hassle’
Victims family start
to cry –‘lowest point’
Receive letter – looking
forward to it
Easy to change date
by email
Judge was ‘professional’
Slow selection process
Judge thanks jury – much appreciated
Locked in
No preparation
for delivering verdict
Finishing was a relief
Not sent information
about sentencing
Only small amount of evidence
useful
Trial was impersonal
Late start most days
Expenses ‘a hassle’
Victims family start
to cry –‘lowest point’
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]
CustomerExperienceMapping
CustomerJourney Mapping
Brand ExperienceMapping
