Finding the Gaps With a Customer Experience Map

Transcription

1 Finding the Gaps With a Customer Experience Map Jill Hewitt Customer Experience Designer Liz Mertz Account Director August 17, 2015

2 Who Is Catalyst? A marketing agency that helps clients develop more profitable customer relationships. We specialize in retail, financial services, and B2B. Liz Mertz Account Director Jill Hewitt Customer Experience Designer 2

3 Key Takeaways 1. What a customer experience map is and how to create one 2. How to use it to pinpoint gaps in your customers experience 3. How it fits into your overall customer experience strategy 4. How to apply your findings to create a competitive advantage

4 Today s Customer Experience Source: venturebeat.com sponsored post by Gigya: The Current State of Cross- Channel Commerce, August

5 The Omni-Channel Challenge 90% of people move between devices to accomplish a goal 45% of in-store consumers turn to social platforms on their mobile device to influence buying decisions 54% of marketers cite not having a consolidated customer view across channels as the biggest roadblock to a successful cross-channel experience Sources: emarketer US Time Spent on Mobile to Overtake Desktop, August 2013 Retail Systems Research (RSR) Retailing: Omni-Channel Approach Central to Strategies in 2013, August 52013

6 Start Thinking Holistically Corporate projects focus on individual touch points, technologies or features without taking into account the total customer experience Organizations must think holistically 6

7 What Is a Customer Experience Map? Illustrates the customer journey across all channels Presents your customer s point of view Describes the highs and lows people feel while interacting with your business Identifies opportunities Source: Adaptive Path, The Anatomy of an Experience Map, November

8 What Does It Look Like? Source: nform, Experience Maps: Understanding Cross-Channel Experiences for Gamers, February

9 What Does It Look Like? Source: Customer Experience Matters, LEGO s Building Block for Good Experiences, March

10 What Does It Look Like? Source: desonance, Customer Service Mapping, June

11 What Does It Look Like? Guiding Principles Stages Customer Journey Qualitative Research Takeaways

12 What Is Your Customer s Experience? Look at each stage of the customer life cycle Consider Evaluate Buy Enjoy Advocate 12

13 Step 1: Inventory Identify customer touch points across channels

14 Build an Inventory 14

15 Build an Inventory Look at the gaps in your touch point inventory are those opportunities? 15

16 Step 2: Research Elicit the customer s point of view

17 Customer Research Observe and interview customers Online surveys Traditional focus groups Online focus group 17

18 Benefits of Online Focus Groups Large geographical reach Easier for customers to participate Participants can remain anonymous Moderator can probe for clarification Eliminates group think and biasing Results are immediately available 18

19 Customer Feedback I wish I could have earned more rewards but when I m just buying for myself the rewards didn t add up fast enough Jessica F. (lapsed member) if I knew that I was close to another reward, I d be more likely to go to the store sooner than I might have otherwise. Make us feel special for choosing your store. We pay your paychecks, so we make you feel special. Linda C. (newbie) Bill M. (longtime member) 19

20 Step 3: Workshops Analyze and summarize what customers are thinking and feeling

21 Stakeholder Workshops Include internal stakeholders who can impact the final customer experience Workshop participants gain customer empathy 21

22 Stakeholder Workshops 22

23 Step 4: Feelings Define the highs and lows

24 Model Customer Feelings ELATED UNHAPPY SIGN-UP MAKE PURCHASES WEEKLY EARN REWARD EXPIRATION REMINDER Optimal experience Average experience Poor experience 24

25 Step 5: Map Putting it all together

26 The End Product

27 Customer Experience Map in Action Banking

28 Typical banking customer life cycle Consideration Account Onboarding Day-to-Day Account Expanding Ending Opening Management Relationship Relationship 28

29 29

30 30

31 31

32 Who do my friends and family bank with? Does the bank take an interest in my community? How helpful and knowledgeable are the bank employees? How do I choose the best account for my needs? Does the bank offer the services and technology I need? How big is the bank s presence (local, national, international)? How do fees and rates compare to other banks? Will the bank help me grow and progress financially? How close are the nearest branches and ATMs? 32

33 33

34 34

35 35

36 Pinpoint Opportunities 36

37 Identifying Customer Themes: Guiding Principles Themes that carry through all stages of the life cycle Use your guiding principles as a litmus test for the success of organizational initiatives now and in the future 37

38 Guiding Principles Know me Remember me Make me feel special Help me succeed Always be there for me Get better connected to your customers. Stay connected with more relevant touches. Proactively optimize their account and make product suggestions that are tailored to them. Continue to improve online tools and technology. Be there 24/7 for your customers: whenever/wherever/ however. I absolutely want the relationship to feel personalized and the customer service personnel to show interest in me and my needs. The bank really hasn t reached out to me. I would expect more postal mailings as well as s. Connectivity, to me, would be a bank reaching out with specific customtailored products and services. I would prefer a bank that understands where I am with my financial life, where I want to go, and can provide the knowledge and tools to help me get there. I want to be connected to my accounts 24/7, online, whether through a computer or via a mobile app, and if I have a problem with my account, there should be someone available at all times that I can interact with to find a solution. 38

39 Process Summary Inventory Triggers, Touch Points and Channels Conduct Customer Research Hold Stakeholder Workshops Develop Initial Model of Customer Feelings Build Your Customer Experience Map 39

40 Fitting It Into a Larger Customer Experience Strategy

41 Customer Experience Project Approach Discover Plan Build Improve Business Discovery Touch Point Inventory Customer Data Analysis Customer Research Persona Development Competitive Benchmarking Stakeholder Workshops Customer Feelings Model Journey Map Data Delivery Assessment Improvement Opportunities Prioritization Improvement Roadmap Establish KPIs Experience Design Prototyping CX Testing Deliver Ongoing Measurement Optimization Reactive à Proactive Ad hoc à Systematic 41

42 Discover Business discovery: Brand promise Business goals Stakeholder needs VOC data (e.g., Net Promoter Score, usability research, customer research, satisfaction surveys, etc.) 42

43 Discover Customer data analysis: Product(s) Segmentation Value Channels 43

44 Discover Persona development: Behaviorally focused profiles: Targeted customers Challenged segments Opportunity segments Based on: Customer data analysis Stakeholder interviews Qualitative research Competitive analysis 44

45 Discover Competitive benchmarking: Identify areas where top competitors are succeeding and missing opportunities Helps identify our opportunities while avoiding pitfalls 45

46 Discover Data delivery assessment: Can we deliver a consistent and seamless experience across channels? Stakeholder interviews Business use case development Business requirements 46

47 Plan High Customer Benefit Catalog improvement opportunities Prioritization: Customer benefit Revenue/cost Low Cost Low Customer Benefit High Cost 47

48 Plan Improvement roadmap: Initiative description Timing Benefit Success measurement 48

49 Improve Ongoing measurement and optimization Reactive à Proactive Ad hoc à Systematic 49

50 Key Takeaways 1. The process pinpoints opportunities by channel, customer segment, and touch points within the life cycle 2. A customer experience map tells you what your customers are doing, thinking and feeling at each stage of the customer life cycle 3. In the end your team will have guiding principles and a roadmap of opportunities to improve the overall customer experience 4. Use what you learn to create a strategy and plan for your customers experience

51 Questions? Jill Hewitt Liz Mertz