Customer Journey Mapping for B2B Success
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- Elisabeth Walsh
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1 Customer Journey Mapping for B2B Success GE Power & Water Rama V. Mahajanam September 15th, 2015 Imagination at work.
2 Why Customer Experience? There is only one boss. The customer. And he can fire everybody in the company from the chairman on down, simply by spending his money somewhere else. -Sam Walton 2
3 The Current Landscape 53% - CX is a Competitive Advantage 45% CX is a strategic priority 45% Difficult to tie CX investments to business outcomes Source: Harvard Business Review Analytic Services Study of 400 CX executives 3
4 Customer Experience A differentiator? Customer Service Video Positive WOM drives growth Negative WOM drives away potential customers! 4
5 Steps to Customer Centricity Map the Customer Journey Find the gaps Create a Total Customer View Automation to align with customer needs Analyze & Optimize Source: e-book Five Steps to Manage Customer Journey for B2B Success 5
6 What is Customer Journey Mapping? Journey mapping is a tool companies use to help them see what their customers truly want the real moments of truth and the ways in which customers go about achieving their needs. 6
7 Walk in the Customer s shoes Source: ClarabridgeTM Training material Identify Touch points and Improve CX 7
8 The How? 1. Determine customer strategy vision and success metrics Revenue Growth Improve Market share Increase share of wallet Reduce cost-to-serve. 8
9 The How? 2. Inputs from Internal Customerfacing stakeholders a) Identify key moments of truth b) Broad stages of interaction c) Pain Points (internal perspective) d) 9
10 Look beyond the Silos Phillips Example Customer Experience Awareness Buy Use Receive Bill/Finance Get Help Upgrade/re -purchase Functions Marketing Sales Product Development Manufacturing Communications Finance Logistics Source: Satmetrix Net Promoter Training material 10
11 The How? 3. Customer Interviews in the field/by phone a) More probing than surveys b) Validate touch points c) Identify positive & negative areas d) 11
12 The How? 4. Map & Recommendations a) Validate touch points b) Identify positive & negative areas c) 12
13 Airline Customer Experience Identifying Critical Touch points Evaluate Flights Go to Airport & Check In Wait & Board Flight Arrive & Claim Bags Airline Travel Experience Corridor Buy Ticket Go through security In flight Experience Get to final destination Source: Satmetrix Net Promoter Training material Key stressful & time-sensitive touch points 13
14 Customer Journey Map at GE Mobile Water Emergency Service Need for Emergency Water Arises Become Aware of GE MW Contact GE via: 1) Service Center /Logistics (NAM) 2) Sales Person 3) Website Simple Solution/ Repeat business? No Request & Review Proposal submitted Yes Place Order Track & Improve Experience Social Listening for GE MW Track Potential accounts Track Missed Opportunities by Geographies /Service Centers/Drivers Monitor Proposal submitted vs. Won Track Requests vs. Orders Reasons for Missed Opportunities 14
15 Customer Journey Map at GE contd Emergency Service Job planning Site Equipment Preparation Receive the Dispatched Equipment Commissioning & Operation Decommissioning & Dispatch Accept & Pay Invoice Track & Improve Experience Logistics Records of customer communications Checklists for QA/QC for thoroughness Monitor OTD data Track Driver availability SAP Notifications Service Reports/Job Summaries Track QA/QC Checklists at site SAP Notifications Credit Rebill data Past Dues Aging 15
16 The How? 5. Make it Stick Culture change a) Establish current baseline b) Quantify impact on business outcomes c) Continuous improvement d) 16
17 So what? Single, comprehensive view of Customer to rally the business Identifies roadblocks and new value generating items Cross-functional engagements silos fade away 17
18 What lies beneath? Functional vs. Emotional Customer Experience Text Analytics for sentiment 18
19 Customer Intelligence
20 Customer Intelligence Topics Trending ALERT: Trending issue with Mobile and Online Banking. Mobile Deposit Online Banking Website Teller Fees
21 Customer Intelligence Enables Discovery Topics Trending: By Age Group Age 55+ displeased with mobile product. Age 55+ Age Age Age Age 18-25
22 Discover Yields Understanding Diving into Age 55+ Verbatim Provides Root Cause I don t trust this smart phone to do banking. What happened to my deposit, I need that money now. PROBLEM: Age 55+ can not easily focus camera to make deposits through the mobile product. Dang thing won t take a clear picture of my check.
23 Understanding Customer s Needs, Desires, and Emotions SENTENCE PARSING Clarabridge at Work UNDERSTAND CLAUSES AND RELATIONSHIPS Adjective Noun Verb Noun Adjective Noun Verb Adjective 1 2 Ugh, mobile deposit doesn t work for me, but teller service is really great. EXTRACT SENTIMENT NOT WORK > MOBILE DEPOSIT SENTIMENT > Ugh means frustration REALLY GREAT> SERVICE CATEGORIES Mobile Deposits, Online Banking Teller Branch DEMOGRAPHIC Age 55 + Prime Customers Largest Accounts SENTIMENT FRUSTRATION 2
24 Words of wisdom Exceed your customer's expectations. If you do, they'll come back over and over. Give them what they want - and a little more. -Sam Walton 24
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