crm evolution conference: how to create a customer experience map
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Presented at the CRM Evolution Conference, August 18, 2014. Businesses are constantly seeking ways to more accurately predict customer behavior and attitudes. Analytical models and market research offer robust information, but are you overlooking an innovative approach to discover what your customers are thinking and doing? Customer experience maps examine customer emotions and attitudes through the learn, buy, enjoy, and advocate stages of the customer life cycle. The map identifies the gaps in your customer experience and delivers a framework for effectively improving it. This presentation walks you through the process of creating a customer experience map and gives real-world examples of how a major financial institution and an entertainment loyalty program were able to use their maps to identify gaps in their communications and processes.TRANSCRIPT
Finding the Gaps With a Customer Experience Map Jill Hewitt Customer Experience Designer [email protected] www.catalystinc.com
August 18, 2014
Who Is Catalyst?
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A marketing agency that helps clients acquire, retain and develop long-term relationships with customers
We specialize in the retail and financial services industries
Jill Hewitt
Customer Experience Designer
Key Takeaways 1. What is a customer experience map and
how to create one
2. How to use a customer experience map to pinpoint gaps in your customers’ experience
3. How to apply your findings to create a competitive advantage
Today’s Customer Experience
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Source: venturebeat.com sponsored post by Gigya: “The current state of cross-channel commerce”, August 2014
The Omni-Channel Challenge
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90% of people move between devices to accomplish a goal
45% of in-store consumers turn to social platforms on their mobile device to influence buying decisions
54% of marketers cite not having a consolidated customer view across channels as the biggest roadblock to a successful cross-channel experience
Sources: eMarketer “US Time Spent on Mobile to Overtake Desktop” August, 2013 Retail Systems Research (RSR) “Retailing: Omni-Channel Approach Central to Strategies in 2013” August, 2013
Corporate projects focus on individual touchpoints, technologies or features without taking into account the total customer experience
Start Thinking Holistically
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Organizations must think holistically
What Is a Customer Experience Map?
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Illustrates the customer journey across all channels
Presents your customer’s point of view
Describes the highs and lows people feel while interacting with your business
Identifies opportunities Source: Adaptive Path, “The Anatomy of an Experience Map,” November, 2011
What Does it Look Like?
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Source: nForm, “Experience Maps: Understanding Cross-Channel Experiences for Gamers,” February, 2010
What Does it Look Like?
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Source: Customer Experience Matters, “LEGO’s Building Block for Good Experiences,” March, 2009
What Does it Look Like?
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Source: desonance, “Customer Service Mapping &,” June, 2010
What Does it Look Like? Guiding
Principles
Customer Journey
Qualitative Research
Takeaways
Stages
What Is Your Customer’s Experience?
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Look at each stage of the customer life cycle
Consider Buy Evaluate Advocate Enjoy
Step 1: Inventory Identify customer touch points across channels
Build an Inventory
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Build an Inventory
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Look at the gaps in your touch point inventory – are those opportunities?
Step 2: Research Elicit the customer’s point of view
Observe and interview customers
Online surveys
Traditional focus groups
Online focus group
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Customer Research
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Large geographical reach
Easier for customers to participate
Participants can remain anonymous
Moderator can probe for clarification
Eliminates “group think” and biasing
Results are immediately available
Benefits of Online Focus Groups
Customer Feedback
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“…if I knew that I was close to another reward, I’d be more likely to go to the
store sooner than I might have otherwise.”
Linda C. (newbie)
“I wish I could have earned more rewards but when I’m just buying for myself the
rewards didn’t add up fast enough”
Jessica F. (lapsed member)
Bill M. (longtime member)
“Make us feel special for choosing your store. We pay your paychecks, so we
make you feel special.”
Step 3: Workshops Analyze and summarize what customers are thinking and feeling
Stakeholder Workshops
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Include stakeholders who can impact the final customer experience
Workshop participants gain customer empathy
Stakeholder Workshops
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Step 4: Feelings Define the highs and lows
Model Customer Feelings
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UNHAPPY
ELATED
Optimal experience Average experience Poor experience
SIGN-UP WEEKLY EMAIL MAKE PURCHASES
EXPIRATION REMINDER
EARN REWARD
Step 5: Map Putting it all together
The End Product
Customer Experience Map in Action Banking
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Typical banking customer life cycle
Consideration Onboarding Ending Relationship
Account Opening
Expanding Relationship
Day-to-Day Account Management
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Who do my friends and family bank with?
How do I choose the best account for my needs?
Does the bank offer the services and technology I
need?
How close are the nearest branches and ATMs?
How do fees and rates compare to other
banks?
How big is the bank’s presence (local,
national, international)?
Does the bank take an interest in my community?
How helpful and knowledgeable are the
bank employees?
Will the bank help me grow and progress
financially?
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Pinpoint Opportunities
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Identifying Customer Themes: Guiding Principles
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Themes that carry through all stages of the life cycle
Use your guiding principles as a litmus test for the success of organizational initiatives now and in the future
Guiding Principles
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Know me Remember me Make me feel special Help me succeed
Always be there for me
Get better connected to your customers.
Stay connected with more relevant touches.
Proactively optimize their account and make product suggestions that are tailored to them.
Continue to improve online tools and technology.
Be there 24/7 for your customers: whenever/wherever/however.
“I absolutely want the relationship to feel personalized and the customer service personnel to show interest in me and my needs.”
“The bank really hasn’t reached out to me. I would expect more postal mailings as well as emails.”
“Connectivity, to me, would be a bank reaching out with specific custom-tailored products and services.”
“I would prefer a bank that understands where I am with my financial life, where I want to go, and can provide the knowledge and tools to help me get there.”
“I want to be connected to my accounts 24/7, online, whether through a computer or via a mobile app, and if I have a problem with my account, there should be someone available at all times that I can interact with to find a solution.”
Process Summary
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Inventory Triggers, Touch Points and Channels
Conduct Customer Research
Develop Initial Model of Customer Feelings
Hold Stakeholder Workshops
Build Your Customer Experience Map
Key Takeaways 1. The process pinpoints opportunities by channel,
customer segment, and touch points within the life cycle
2. A customer experience map tells you what your customers are doing, thinking and feeling at each stage of the customer life cycle
3. In the end your team will have guiding principles and a roadmap of opportunities to improve the overall customer experience
