customer journey mapping: 11 steps to creating a successful journey mapping expereience

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11 Steps to Creating a Successful Journey Mapping Experience Journey Mapping noHold, Inc. Copyright © 2015

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Page 1: Customer Journey Mapping: 11 Steps to Creating a Successful Journey Mapping Expereience

11 Steps to Creating a Successful Journey Mapping Experience

Journey Mapping

noHold, Inc. Copyright © 2015

Page 2: Customer Journey Mapping: 11 Steps to Creating a Successful Journey Mapping Expereience

Pens (various colors preferred)

Post-it notes (various colors preferred)

Board (or large sheet of paper)

Small Group

Tools

Page 3: Customer Journey Mapping: 11 Steps to Creating a Successful Journey Mapping Expereience

Choose a customer and their journey.

Step 1

Page 4: Customer Journey Mapping: 11 Steps to Creating a Successful Journey Mapping Expereience

Get in the customer’s frame of mind and write a few attributes about them.

Step 2

busy

tech savvy

small business owner

budget conscio

us

parent

health conscious

Page 5: Customer Journey Mapping: 11 Steps to Creating a Successful Journey Mapping Expereience

Write each step in the customer’s journey.

Step 3

Jim wants a smoothie

Jim drinks his

smoothie

I want a smoothie

Smoothie was

good!

drives to smoothie

hut

parking lot full

parks across street

walks to the hut

waits in long line …

Page 6: Customer Journey Mapping: 11 Steps to Creating a Successful Journey Mapping Expereience

Write the emotions the customer might feel at each step.

Step 4

Jim wants a smoothie

Jim drinks his

smoothie

I want a smoothie

Smoothie was

good!

drives to smoothie

hut

parking lot full

parks across street

walks to the hut

waits in long line …

happy frustrated anxious frustrated

Page 7: Customer Journey Mapping: 11 Steps to Creating a Successful Journey Mapping Expereience

Take a moment to look over what has been written and see if you could add extra steps or emotions

Pause

Page 8: Customer Journey Mapping: 11 Steps to Creating a Successful Journey Mapping Expereience

Cast votes for the most impactful moment; negative(red) & positive(green).

Step 5

Jim wants a smoothie

Jim drinks his

smoothie

I want a smoothie

Smoothie was

good!

drives to smoothie

hut

parking lot full

parks across street

walks to the hut

waits in long line …

happy frustrated anxious frustrated

Page 9: Customer Journey Mapping: 11 Steps to Creating a Successful Journey Mapping Expereience

Identify the people and things that are involved with the impactful moment.

Step 6

Jim wants a smoothie

Jim drinks his

smoothie

I want a smoothie

Smoothie was

good!

waits in long line

frustrated

other patrons

baristas

decor

menu

special offer

building

new employee

Page 10: Customer Journey Mapping: 11 Steps to Creating a Successful Journey Mapping Expereience

Determine a measurable consequence that the impact moment has on the customer

Step 7

Jim wants a smoothie

Jim drinks his

smoothie

I want a smoothie

Smoothie was

good!

waits in long line

frustrated

other patrons

baristas

decor

menu

special offer

building

new employee

consequence: decides to try another smoothie shop

Page 11: Customer Journey Mapping: 11 Steps to Creating a Successful Journey Mapping Expereience

Write out the wins or needs of the customer during the impact moment

Step 8

Jim wants a smoothie

Jim drinks his

smoothie

I want a smoothie

Smoothie was

good!

waits in long line

frustrated

other patrons

baristas

decor

menu

special offer

building

new employee

consequence: decides to try another smoothie shop

needs: feel taken care ofget smoothie quicklyreturn to work

Page 12: Customer Journey Mapping: 11 Steps to Creating a Successful Journey Mapping Expereience

Take a moment to look over what has been written. See if you could modify people, things, needs, impacts, etc.

Pause

Page 13: Customer Journey Mapping: 11 Steps to Creating a Successful Journey Mapping Expereience

Brainstorm the desired experience: how you want this customer to feel.

Step 9

consequence: decides to try another smoothie shop

needs: feel taken care of get smoothie quickly return to work

desired exp:fast, efficient service

desired exp:waiting in line can be productive

desired exp:this is worth the wait

Page 14: Customer Journey Mapping: 11 Steps to Creating a Successful Journey Mapping Expereience

How to get the customer to the desired experience.

Step 10

consequence: decides to try another smoothie shop

needs: feel taken care of get smoothie quickly return to work

desired exp:fast, efficient service

desired exp:waiting on line can be productive

desired exp:this is worth the wait

improve training program for smoothie makers

display news updates/ provide wifi

organic produce delivered fresh daily

Page 15: Customer Journey Mapping: 11 Steps to Creating a Successful Journey Mapping Expereience

Propose new experience with a statement.

Step 11

This new experience will address Emotions and Impact Moment(steps 4-5) customers feeling frustrated while waiting in line.

We can accomplish this through Creating a new Desired Experience(step 10) improvement of training for smoothie makers, displaying news updates/ wifi, and providing fresh organic produce everyday.

These changes will impact Measurable Consequence(step 7) improve customer retention by 3%..

Page 16: Customer Journey Mapping: 11 Steps to Creating a Successful Journey Mapping Expereience

www.noHold.com

noHold Inc. builds Virtual Agents that help some of the

most successful companies in the world, increase revenue

and decrease cost, while increasing customer satisfaction.

Smarter Self-ServiceThank You

noHold, Inc. Copyright © 2015