4. Why invest in
Customer Experience?
It takes 12 positive
experiences to make
up for an unresolved
negative experience
Understanding Customers, Ruby Newell-Legner
14. Stage of Journey Stage of Journey
Personna 1
“girl”
Personna 2
“guy”
Poor Experience Great Experience Opportuntities
Where Research and Planning
How Booking
What Experience
Communication Post Experience
Good Bye Feeling/ Actions
A first date with “the
one” – Gen X.
15. Our Journey
The date
Actions
What people are
doing
Emotions
Feelings and
Perceptions
Needs
What people are
trying to satisfy
People
Who is involved
Content
Place and
Environment
Products and Services
16. What is the
Customer Journey?
+
-
Research Try Buy
Evaluate
Buying a TV
Booking a Holiday
Trying a restaurant
Actions
Emotions
Questions or Needs
Touchpoints
journey
39. Humanising Services
My system
Identify the
current Journey
Discover
Collect Insight
Identify
Patterns and
Evaluate
Build profile
Anticipate
Vision
Set goals and
Align the
Experience
Technology
ProcessPeople
40. Tools to Audit
• Customer Empathy Audit
• Customer Service Aptitude
• Test your customer Centricity
• Humanize online Asssessment
• Customer Culture tools
• Buyer Persona Institute – Persona Template
• Mltcreative -Up-close and-persona tool
41. Next Steps:
Ready to learn how to grow your business with
Empathy, Insights and Actions?
•Take the customer service test
•Book in a Customer Experience
Mapping Workshop
More info at:
www.strategicservicedesign.com.au
Danielle MacInnis
Customer Centric Marketer
danielle@macinnismarketing.com.au
0400507037
Connect on LinkedIn
Danmacinnis
Play Video : http://www.youtube.com/watch?v=CLBp8WpeMSM From computer I want you to just go with the story. Note down what you are feeling, insights and things you might do differently
Power of Empathy Everyone’s perception is different A day in the life we are going to explore and how you can apply the insights, empathy and actions to your business
Humanising Service Journey What is a buyer persona? What is the Customer Journey? Mapping Your Customers ’ Journey? "Key you need to understand what matters to your customers and more importantly why. Without learning about their decision making cycles, without empathy, you cannot create a meaningful and engaging experience for them."
71% of business leaders believe that customer experience is the next battle ground. Shaw and Ivens It takes 12 positive experiences to make up for an unresolved negative experience Understanding Customers, Ruby Newell-Legner
In 2011 86% of customers quit doing business with a company because of bad customer experience Harris Interactive customer Experience Impact Report Probability of selling to an existing customer is 60-70% The probability of selling to a new customer is 5-20% Marketing Metrics
Sally
They care more about opinions than companies
Mobile
What happened to trigger What were the moments of truth that could make or break the situation
New Landscape New touch points
Experience Map E.g
Be aware of: Feelings Thinking Actions Hearing With Whom Environment
Map this out for each person What does a poor experience look like What does a Great Experience Action/ Opportunities to design the service journey
Cheat Sheet for what to think about
Be Human Listen intently Be empathic Be contactable Be honest Strive to understand Keep your promises
Touch Map Example for the wall
Review the design
Online Reviews Search Friends Apps Past Experience Books
Booking process. What do you use?
Decision and impact
Chance to wow
Suitability
Atmosphere
Unsuitability
Tone
Energy
Attention
Consequences of actions
Reactions
Positive?
Outcomes
Disappointments Being late Being early Being dressed inappropriately Poor Hygiene Good venue Talking too much Not talking Enough Transport Rudeness Being cheap
Adventurous Out of your comfort zone Surprises Insight Collaboration Fun Personality
Fun Laughter Spontaneous
Different expectations Different communication styles Not trying Not understanding Bad mood
Models
E.G of model
1.Customer Journey – Experience Mapping Assess and map current customer journey Evaluate Key Components Develop strategy for new campaign or product Customer journey design and implementation 2. Customer and Employee insight Assess existing customer and employee feedback mechanisms Create new customer insight and models Set up and facilitate customer immersion Conduct Research Set up and customer and employee advocates Set up continual learning & innovation Establish and facilitate customer advisory boards 3. Customer Persona ’ s Assess existing profiles and personas Develop personas Develop high value account profiles and qualification guidelines 4. Nurture goals for each stage of the customer and employee journey Assessment of goals for each stage (staff induction first 90 days) Define metrics to track prospect progress Assess content and experience contribution Content design, strategy and development Customer engagement experiences 5. Systems and processes alignment Assess existing systems, analytics and processes Define and facilitate updates and enhancements
Tools and apps
My details and next steps
Brian Solis
B2B Example
B2B Example
Shift - from Jagan Neman
MARS model for customer experience
Outside In model
Best thought leaders in Customer Experience, Employee Experience Customer Centricity and Service Design