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Customer Journey Mapping

A presentation that I gave at OPEX Week 2018 on customer journey mapping and process improvement.

Customer Journey Mapping

  1. 1. Customer Journey Mapping Increasing customer satisfaction while improving processes Sandy Kemsley · sandy@kemsleydesign.com · @skemsley Copyright Kemsley Design Ltd., 2018 1
  2. 2. What is a customer journey map? • A diagram of a customer’s steps when interacting with a company • Activities • Communication channels • Touchpoints • From the customer perspective • Persona • Goals • Friction • Linked to internal processes and resources Copyright Kemsley Design Ltd., 2018 2
  3. 3. Isn’t that just outside-in process modeling? Yes… • The customer journey is part of your end-to end business process • A key component to outside-in architecture and strategy • Can use existing process modeling tools …but • Includes storytelling linked to personas • May include customer experience design • Fully buzzword-compliant Copyright Kemsley Design Ltd., 2018 3
  4. 4. Why is customer journey mapping important? • Improve customer experience • Higher conversion rate • Higher customer satisfaction • Improve business knowledge • Customer pathways/interactions • Specific personas and channels • Customer progress metrics • Prioritize improvement initiatives • Balance customer and internal needs • Determine if your customer journey is the right one • Potential for business model disruption Copyright Kemsley Design Ltd., 2018 4
  5. 5. How do I start customer journey mapping? • Determine business goals • Customer satisfaction • Process improvement • Use a realistic persona and scenario • Quantitative data about customers and processes • Qualitative research and anecdotes • Collaborate with internal and external stakeholders • Validate customer scenario • Assess internal change requirements Copyright Kemsley Design Ltd., 2018 5
  6. 6. What’s in a customer journey map? • Persona • Goals • Stages and timeline • Actions and touchpoints • Online (UX) • Offline/physical • Channel stickiness • Motivations and sentiment • Obstacles • Metrics Copyright Kemsley Design Ltd., 2018 6
  7. 7. How do I put my customer journey map into action? • Optimize end-to-end processes for customer needs • Customer self-service and capture • Automation of processes and decisions • Internet of things • Channel integration • Personalization based on past interactions • Contextual interactions • Continuous innovation in response to customer choices Copyright Kemsley Design Ltd., 2018 7
  8. 8. How can customer journey maps make my organization more customer-centric? • Understand customer viewpoint, goals and pain points • “We make them do what?!” • Understand personal contribution • Sense of ownership • Empowerment for innovation • Understand business benefit to improving customer journey • Customer satisfaction and retention = higher revenues • Improved processes and self-service = lower costs Copyright Kemsley Design Ltd., 2018 8
  9. 9. Questions? Sandy Kemsley sandy@kemsleydesign.com Read my blog at column2.com Find me on Twitter @skemsley Copyright Kemsley Design Ltd., 2018 9

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