2014 aec madrid
DESCRIPTION
My presentation at the AEC (Pasion por el cliente), linking understanding customer needs and expectations and organisational implicationsTRANSCRIPT
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Linking Customer Journeys
and Digital Transformation
Mark Tamis
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Stimulus
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Touchpoint
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Experience
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Moments of Truth
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CommunicationsRevolution
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Connected Anywhere,Anytime
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An Interconnected World
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Source :E&Y Consumers On Board, June 2014
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Influence of Digital
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Experience Lifecycle
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Customer Journey Mapping
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Reduce Frictions in the Customer Flow
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MakingCustomer JourneysSuccessful
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Touchpoints
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NudgeImprovement
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Moving Beyond Contact and Transactional Data
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Rich Profiles ThroughBig Data and Social Media Interaction
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Monitor, Capture, Sollicit Feedback,Analyze
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From Personas to Patterns
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WebsiteSession
WebsiteSession
WebsiteSession
Call CenterQuestion
Loyalty CardPromo Email
Loyalty CardSign Up
Major Product Purchase in Store
Store all the detail, in time order
Capture Events
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filter customer journeystime
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customer journeysalignrelative timetime
before after
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Use Context and Behaviour Patterns toAnticipate Expectations
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Optimize for Business Outcomes
Get The Big Picture!
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What Impact on the Organisation?
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Touchpoint & MappingExperience Analysis are your Journey GPS
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Service-Design logic is driven by an innate purpose ofdoing something for and with another party,and is thus customer-centric and customer responsive
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Why DoesDigital TransformationSeem MainlyInternally Focused?
Source PwC: The Cloud you don’t know
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Journey Mappinghelps youFocus
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The impact ofCJM and DT
Source : HBR Putting the Service-Profit Chain to Work -1994
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Business &CustomerIntelligence Value
Proposition
Capabilities Customerand
Business Outcomes
Business Vision and
StrategyPortfolio
Service
Feedback & analysis
Organisational Capabilities
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Conclusions
• Understand Customer Needs & Expectations• Map Customer Journeys• Capture Events at Touchpoints• Complete Event Data with CRM Data• Use Patterns to Anticipate
• Adapt your Service Portfolio• Use feedback loops to adapt and iteratively enhance
Interactions & Experiences
• Optimize for Business and Customer Outcomes
![Page 34: 2014 AEC Madrid](https://reader033.vdocuments.net/reader033/viewer/2022060121/55943d461a28abf15b8b45da/html5/thumbnails/34.jpg)
linkedin.com/in/marktamis
@marktamis
TouchFlows64 rue Anatole France92300 Levallois PerretFrance
Mark TamisManaging Partner