Introductory slides referred to in a workshop on Client Experience Management and Client feedback in Professional Services. The workshop applied the 5E framework for client pathways and applied Empathy Mapping (developed by Dave Gray) and observational + need analysis. Extended version included a range of opportunities for gathering client feedback during these phases.

1. BUILDING CLIENT
JOURNEY MAPS THAT
DRIVE ACTION AND
GROWTH
CXPS: CLIENT EXPERIENCE IN PROFESSIONAL SERVICES
CONFERENCE
24-25 MAY 2016, DURHAM, NORTH CAROLINA
AUTHORS: SUE-ELLA PRODONOVICH, PRODONOVICH
ADVISORY &
LYNETTE NIXON, PWC

2. ABOUT TODAY …
2
An
introduction
to design
1
Client
pathways –
the 5Es
2
Empathy
and
journey
maps
3
Listening
posts –
lived &
reported
4
Getting the
most from
your efforts
5

3. Delivery
Clients want more from us, more of
the time … we need to expand our
thinking beyond delivery
Context Impact
3

4. Entice EngageEnter Exit Extend
Understanding
my needs and
how your promise
connects to them
A gate at which I
make a choice to work
with you, based on
your promise
The experience
you create for me
while you deliver
How you close your
engagement with
me
How you connect post
the delivery and grow
our relationship
Delivery
Context Impact
Key need.. To have my
emotional well-being
supported
It’s about the promise..
Who will I trust to help
me manage the
complexity of my world?
Making the choice…
who will I stake my
reputation on?
Value is a key part of
Enter
Wrapping up – did we
do what we said we
would do?
What happens to the output
we created … how will it be
used?
What does our relationship
look like … outside of a
specific piece of work?
Client experience pathway – the 5Es
4

5. Almost all our systems and behaviour are focused
on Engage – ie the delivery of our work, leaving huge
opportunities for us to focus on Enter and Exit ie before
we start working with clients as well as post
engagement – this is where feedback is critical
Entice EngageEnter Exit Extend
Understanding
my needs and
how your promise
connects to them
A gate at which I
make a choice to
work with you, based
on your promise
Experience you
create for me
while you
deliver
How you close your
engagement with
me
How you connect post
the delivery and grow
our relationship
Client experience pathway – the 5Es
5

6. LET’S APPLY THIS
In groups, for the ‘E’ you have been assigned answer
the following on the flip chart provided
Context - you are going to the movies:
• What are the questions you
would ask as a consumer?
• What needs emerge?
6

7. 7
Say
Think Feel
Do
Empathymap
Other headings
you might find
on an empathy
map include:
• Pains & gains
• Hear
• Tasks/jobs
• Ideas
• Results

8. TIPS ON JOURNEY MAPS
• Slow down to speed up – quality insight = quality journey
maps
• Start with empathy and go from there
• Keep a specific user in mind as you develop the map – they
will be a proxy for others like them
• Realise their potential – as a learning tool, touch-point
optimisation, process re-design, service design
• There’s no trick to them – use it to hone in on bright spots
and blind spots
• Use them sparingly, otherwise your day job will be journey
maps
8

9. RESEARCH – A KEY INPUT TO
THE JOURNEY MAP
9
The lived experience
No amount of data would reveal
this insight The reported experience
Asking the right questions at the
right time is vital

10. THE REAL ACT OF
DISCOVERY IS NOT IN
FINDING NEW LANDS,
BUT IN SEEING WITH
NEW EYES
PROUST
1010

11. A PICTURE PAINTS A THOUSAND
WORDS …
Solution
1
2
11

12. OBSERVATION
What do you observe?
What assumptions can you make?
12

13. LET’S ZOOM OUT
13