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Customer Journey Mapping - The journey from today to tomorrow
- 1. The journey from today to tomorrow Michiel Ooms - Sr. Creative Consultant
- 3. Celebrating The launch of the website! Source: http://www.flickr.com/photos/14242173@N03/2331670902/
- 5. Relaxing After a period of hard working! Source: http://www.flickr.com/photos/kumaneko/5499747804/
- 8. HOW CAN WE? " Organize and orchestrate the (digital) channels " to increase reach, revenue, value and loyalty?
- 10. Important To surprise the customer…!
- 11. Important …with a tailormade treatment!
- 12. I want to buy... VISIT COMPETITOR WEBSITE ATTENDS FACEBOOK CAMPAIGN RECEIVES VOUCHER CODE SHARES TRAVEL INTENTIONS ...How do I decide? GOOGLE VACATIONS GOOGLE OTHER DESTINATION BOOKS VACATION PACKAGE BUYING PROCESS CONSULTS FELLOW TRAVELLER SEARCH BEST DEAL ASK PEERS COMPARES WITH COMPETITOR VISIT COMPANY WEBSITE
- 15. Mismatch No relevancy in offering!
- 16. THIS WILL RESULT IN " Loss in conversion and revenues, " solution: linking insights to relevant offers ~ Increase ! of costs ! solution: targeted campaigns, shorter time-to-market and increased" automation " ~ " Lower customer satisfaction " solution: personal, consistent and fast contact points
- 18. A user scenario that gives insight in the ! touch points (offline, desktop or mobile) " of a user uses over time." " There’s not one customer journey: combinations and variations are endless.
- 22. Continuously evolving overview of what " the business and our users want over time" " Along with examples of possible customer journeys, related projects and relevant content and its channels.
- 23. Experience map I want to Tom and his friends play golf in Spain feel at ease I want to board quickly and easily I want to be in ORIENTATION PLAN AND BOOK ADD AND ALTER CHECK-IN FLIGHT the holiday mood AT DESTINATION ADD AND ALTER CHECK-IN FLIGHT EVALUATION FLIGHT EVALUATION I want flight and destination User needs I want to information check in without hassle I want to check-in quickly I want to feel I want to Legend comfortable board without hassle PERSONA 1 I want to PERSONA 2 board without ORIENTATION Strategy and themes PLAN AND BOOK ADD AND ALTER CHECK-IN FLIGHT AT DESTINATION hassle and safe ADD AND ALTER CHECK-IN
- 24. I want to Legend board without Multi session, hassle PERSONA 1 cross device support PERSONA 2 INSPIRE Compare flights ORIENTATION PLAN AND BOOK ADD AND ALTER CHECK-IN FLIGHT and destinations AT DESTINATION FLIGHT EVALUATION CHECK-IN FLIGHT EVALUATION passengers ACCESS Tools to CHECK-IN Identify user accounts INSPIRE Strategy and themes ADD AND ALTER Facilitate ACCESS manage procedures SELF SERVICE Offe product CO Make it accessible for all devices ACCESS Digital touchpoints Make it easy to order CONVERSION to ask questions CUSTOMER SERVICE Legend PRIMARY THEME SECUNDARY THEME TERTIARY THEME ORIENTATION PLAN AND BOOK ADD AND ALTER CHECK-IN FLIGHT AT DESTINATION OFFLINE They enjoy their flight ADD AND ALTER
- 25. Legend PRIMARY THEME SECUNDARY THEME TERTIARY THEME Tom adds missing ORIENTATION PLAN AND BOOK ADD AND ALTER CHECK-IN passport details of his friends ADD AND ALTER FLIGHT AT DESTINATION FLIGHT EVALUATION Tom and his friends OFFLINE They enjoy their flight Based on customer feedback, Customer Journey CHECK-IN all check in for themselves and buy some more drinks she recommends “Happy Golf Resort” Tom and his friends would like to play golf in Spain They collect their rental Tom agrees on the resort, Tom visitis the Pin High travel store car and drive to the resort Based on the e-mail, and Sheila takes an option Tom’s friend Phil Tom asks for Tom and his friends play golf every day decides to add extra baggage available flights DESKTOP Tom adds missing Sheila shows Tom several They receive a ‘thank you for flying passport details of his friends with us’ email with an invitation for Tom and his friends resorts in the Nice area Tom and his friends receive a confirmation mail. their boarding passes all check in for themselves The mail comes extra options too. Sheila logs on to airline.com with her agent ID and selects a a review Tom and his friends receive Based on the e-mail, flight, a car and golf bags Tom’s friend Phil decides to add extra baggage Tom and his friends MOBILE receive a confirmation mail. The mail comes extra options too. Tom prints boarding Tom and his friends receive They make use of the available Tom discusses adding extra Tom shares some of his information to find out where to their passes boarding passes for everybody golfing pictures on Facebook collect their rental car He gets notifications of options with his friends flight status information Tom and his friends pre-order They check in by using Phil’s smartphone Tom calls h Tom prints boarding passes for everybody some drinks with discount to set up a Tom and his friends pre-order Tom and his friends receive real time flight status updates Tom calls his friends some drinks with discount to set up a meeting at the airport ORIENTATION LANDING PAGES PLAN AND BOOK ADD AND ALTER CHECK-IN FLIGHT AT DESTINATION ADD AND ALTER CHECK-IN FLIGHT EVALUATION
- 26. Tom and his friends all check in for themselves Sheila logs on to airline.com with her agent ID and selects a Based on the e-mail, flight, a car and golf bags Tom’s friend Phil decides to add extra baggage Tom and his friends MOBILE receive a confirmation mail. The mail comes extra options too. Tom and his friends receive They make use of the available their boarding passes information to find out where to Tom shares some of his golfing pictures on Facebook collect their rental car Tom discusses adding extra He gets notifications of flight status information options with his friends They check in by using Phil’s smartphone Tom prints boarding passes for everybody Tom and his friends receive Tom and his friends pre-order real time flight status updates Tom calls his friends some drinks with discount to set up a meeting at the airport BOOKING TOOL ORIENTATION PLAN AND BOOK ADD AND ALTER CHECK-IN FLIGHT AT DESTINATION ADD AND ALTER CHECK-IN FLIGHT EVALUATION MANAGE BOOKING LANDING PAGES BOOKING TOOL Channels CUSTOMER SERVICE MANAGE BOOKING MANAGE BOOKING APP SERVICE EMAIL APP SERVICE EMAIL SERVICE EMAIL SERVICE EMAIL NEWSLETTER SMS SMS SOCIAL MEDIA ORIENTATION SOCIAL MEDIA PLAN AND BOOK ADD AND ALTER CHECK-IN FLIGHT AT DESTINATION ADD AND ALTER CHECK-IN FLIGHT EVALUATION SURPRISE Content SURPRISE SURPRISE SURPRISE SURPRISE SURPRISE SURPRISE SURPRISE SURPRISE SURPRISE SUGGEST SUGGEST SUGGEST SUGGEST SUGGEST SUGGEST SUGGEST SUGGEST SUGGEST SUGGEST SUPPORT SUPPORT SUPPORT SUPPORT SUPPORT SUPPORT SUPPORT SUPPORT SUPPORT SUPPORT
- 27. ORIENTATION PLAN AND BOOK ADD AND ALTER CHECK-IN FLIGHT AT DESTINATION ADD AND ALTER CHECK-IN FLIGHT EVALUATION LANDING PAGES BOOKING TOOL Channels MANAGE BOOKING MANAGE BOOKING APP APP SERVICE EMAIL SERVICE EMAIL SERVICE EMAIL NEWSLETTER SMS SURPRISE SOCIAL MEDIA ORIENTATION SMS PLAN AND BOOK ADD AND ALTER CHECK-IN SURPRISE FLIGHT AT DESTINATION SUGGEST SURPRISE SURPRISE SURPRISE SURPRISE SURPRISE SUGGEST SUGGEST SUGGEST SUGGEST SUGGEST SUGGEST SUPPORT SUPPORT SUPPORT SUPPORT SUPPORT SERVE SERVE SERVE SERVE SERVE SUPPORT SERVE CHECK-IN FLIGHT EVALUATION SUGGEST SURPRISE Content ADD AND ALTER SOCIAL MEDIA SURPRISE SURPRISE SURPRISE SURPRISE SUGGEST SUGGEST SUGGEST SUGGEST SUPPORT SUPPORT SUPPORT SUPPORT SUPPORT SERVE SERVE SERVE SERVE SERVE SUPPORT SERVE
- 28. It helps us better understand " our business goals " and the user needs over time ." " This knowledge enables us to develop and design for a desirable user experience (appropriate, relevant, pleasurable, efficient, …) and achievement of business goals
- 29. How to create a customer journey?
- 31. Workshop activities Step1: Define the high-level process steps! Step 2: Identify the dimensions! Step 3: Start mapping your personas! Step 4: Sketch the different scenarios! Step 5: Repeat step 4 for each cross-section! ! !
- 33. Insight Create insight into the variables!
- 35. Discussion Jointly experience the journey!
- 38. WHAT IS NEEDED? 1-3 Workshops ~ Broad delegation from within the organization" ~ Enough space, Post-Its and Sharpies"
- 39. It is not a one-time exercise" " Evaluate and update the customer journey on a regular basis Customer needs and behavior will change due to: technology, economics, maturity, etcetera…
- 40. HOW TO USE IT Relate your user-stories to the “needs” ~ As a brainstorm facilitator" ~ Frame, reframe and reimagine experiences" ~ Leverage mapping to connect, collaborate and align"
- 41. A LITTLE EXERCISE Invite a group of stakeholders ~ Identify the “main stages”" ~ Map a typical user story
- 43. SHARE YOUR RESULT Sent me a picture of your workshop results" mooms@mirabeau.nl"
- 44. The journey of a thousand miles " must begin with a single step" Chinese proverb Source: http://www.tourist-destinations.com/2011/06/chinese-wall-china.html