customer journey mapping - peter

Customer journey mapping

Jury’s Inn29 April 2010

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Why bother?

Maximise customer satisfactionReduce effortOptimise marketing spendMinimise wasteDeliver the best possible customer experience for the

least costPerpetuate good practice and eradicate bad practice

Why bother? – 2

Because interesting things happen…

End result

Happy customer:– Buys more– Costs less• To acquire• To keep• To satisfy

– Buys more often– Your best promotional medium

How to get there

Understand:– what the customer wants – at every stage– how they’d find out about it– where they’d go for more information– how they want to buy it– how they want it delivered– how much support they need– when– where– over what time scale

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Understanding how customers want to transact, how many convert from each stage to the next, via which media and at what cost will give you your marketing ROI, the value of each customer at every stage and justify everything you spend.

Routes to market

Routes to market map

Importance of Process

Every customer goes through a process on every transaction

Different customer segments will want difference experiences of the process, depending on:– likes and dislikes– personal characteristics– buying context– level of experience

So the process may need to be different for different segments

Moments of truth

Understand all the touch points - not too many or too fewPlan them in minute detailPlan for things going wrong

How to do it

Divide the journey into stagesDefine what the customer needs at the end of each

stage, and how long it should take

How to do it

Divide the journey into stagesDefine what the customer needs at the end of each

stage, and how long it should takeDefine who is involved - departments, channels,

individuals

How to do it

Divide the journey into stagesDefine what the customer needs at the end of each

stage, and how long it should takeDefine who is involved - departments, channels,

individuals, etcPlan the journey, using the routes that the customer (by

segment) wants to use

How to do it

Divide the journey into stagesDefine what the customer needs at the end of each stage, and

how long it should takeDefine who is involved - departments, channels, individuals, etcPlan the journey, using the routes that the customer (by

segment) wants to usePlan the activities necessary to provide the customer with what

he wants, when he wants it, where he wants it:– What messages through which media at which stages– Who does what and when

How to do it

Divide the journey into stagesDefine what the customer needs at the end of each stage, and how

long it should takeDefine who is involved - departments, channels, individuals, etcPlan the journey, using the routes that the customer (by segment)

wants to usePlan the activities necessary to provide the customer with what he

wants, when he wants it, where he wants it:– What messages through which media at which stages– Who does what and when

Plan for things going wrong – assess where fail points are and how to correct them

How to do it

Divide the journey into stagesDefine what the customer needs at the end of each stage, and how long it

should takeDefine who is involved - departments, channels, individuals, etcPlan the journey, using the routes that the customer (by segment) wants to

usePlan the activities necessary to provide the customer with what he wants,

when he wants it, where he wants it:– What messages through which media at which stages– Who does what and when

Plan for things going wrong – assess where fail points are and how to correct them

Assess cost and time required for each activity

How to do it

Divide the journey into stagesDefine what the customer needs at the end of each stage, and how long it should takeDefine who is involved - departments, channels, individuals, etcPlan the journey, using the routes that the customer (by segment) wants to usePlan the activities necessary to provide the customer with what he wants, when he

wants it, where he wants it:– What messages through which media at which stages– Who does what and when

Plan for things going wrong – assess where fail points are and how to correct themAssess cost and time required for each activityMeasure effectiveness and customer satisfaction at each stage

“Interesting things”

Delivery improvesOpportunities and new ideas are spottedConsensus buildingMoney is savedCustomers are happierDelivery is consistentMeasurement processes can be built inDelivery can be simplified and shortened

Benefits

Costs fully understoodWasteful processes can be avoidedService elements become scalableStaff training easierRole definition easier

Thank you!

Peter Martin

p.martin@shape-the-future.comwww.shape-the-future.com

0800 781 4045