customer journey mapping workshop - utility exchange...benefits of journey mapping • solutions and...
TRANSCRIPT
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Agenda Introductions (9-9:15) Journey Mapping Overview (9:15-9:45) Theory (Melanie); In practice (Ann): Xcel and Jane’s experience
Large Group: Craig’s Journey (9:45-10:30) Break (10:30-10:40) Small Group: Blue Sky Ideas (10:40-10:50) Share / Report Out/Vote (10:50-11:00) Large Group: Gap Identification & Next Steps (11:00-11:20) Xcel Energy Journey Mapping Experience (11:20-11:40) Discussion and Wrap up (11:40-11:50) *plus activity
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Journey Mapping Means Taking a Walk in Your Customers’ Shoes
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From Process Mapping to Journey Mapping
Process-mapping focus
Company / organizationOperational efficiency
Internal steps and department-to-department handoffs
Journey-mapping focus
External / customerCustomer experience and operational efficiencyCross-functional teamsCustomer intent and preferences
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Journey-Mapping Approach
Specific Journey
Narrow the focus to a specific scenario.Emphasize a single “intention” the customer has.
Persona
Use a persona to accurately capture how different people maneuver in their journey.
Touchpoints
Collect the artifacts the customer sees, hears, feels, etc. and identify emotions and channels.
Journey Data
• Quantitative metrics
• Qualitative insights• Voice of the
customer and the employee
Collaborative Group
• Frontline and back office
• Systems and channel experts
• Internal stakeholders and program support
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What does a journey map look like?
Journey Map Also a Journey Map
© E Source (2018)
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What does a journey map look like?
And another Journey Map!
© E Source (2018)
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Benefits of Journey Mapping• Solutions and outcomes are designed from the customer’s perspective
• Use the customer as a “neutral point”—it’s no longer about what one department wants, it’s about designing something for your customers
• Helps groups that are often disconnected from the customer experience (like legal, IT, fraud prevention) see the bigger picture
• Enables them to be a part of creating the solution
• Predicated on deeper, cross-functional and cross-departmental collaboration
• People are looking for solutions and are often more willing to adapt
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In the room for the journey mapping
Program Mgmt
Rebate ops
Corp Communications
Web master
Advertising
Customer Service reps
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Created a customer personaJane: Mid 30s, married to BruceRuns an in-home daycareLives in 22-year-old 2,400 square foot home with original mechanicals
Neither Jane nor her husband are mechanically inclined, and they both have a distrust of contractors
Prefer to interact via internet, after hours
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Current view• What does Jane experience first?• With whom did she share her
problem?• Where does she go to research?• When is the first moment she thinks
about her utility?• When does she first think about
rebates?• …• How was her rebate experience?
One cold Saturday morning in January, Bruce is away for the weekend, Jane gets up to a very cold house. The furnace isn’t working.
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Very apparent gaps• Jane didn’t think about us for a long while• Jane didn’t consider using us as a trusted source of information• If she had, would she have been able to quickly find what she needed?• 30% of customers already have a trusted contractor – what are the chances
they are participating in our rebate programs?• How can we get our customers’ attention, to tell them things proactively?
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In the room for the journey mapping
Program Mgmt
Rebate ops
Corp Communications
Web master
Advertising
Customer Service reps Jane, our
Customer
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DSM Residential Rebate: Future State Big idea brainstorming – doesn’t have to be realistic
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Get to know Craig• Review the persona • Work through the empathy map canvas and capture thoughts (5 mins)
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Current State MappingJourney Stages
Pre-Move Move Post-Move
Awareness
Research
Action/Decision
Installation
Resolution
Follow-up
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Rapid Fire: Map His JourneyCraig finds out during his home inspection that the furnace is old and inefficient. He’s told it may keep going for +/- 2 years. After buying the house, his daughters pressure him to replace it because rooms are starting to get cold/drafty and the first snow will be coming.
Awareness
Research
Action/Decision
Installation
Resolution
Follow-up
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IdeateWhat should the customer journey look like?
• What should the ideal customer experience be?• What channels does Craig want to use?• What outcomes is the customer looking for? And the utility?
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Future-State Journey Map• The idea is to map an ideal, but
achievable, experience for the customer • Incorporate ideas discussed as a group• Same scenario, same basic stages;
possibly new channels, interaction owners, and touchpoints
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Define the ideal, but achievable, experienceCraig finds out during his home inspection that the furnace is old and inefficient. He’s told it may keep going for +/- 2 years. After buying the house, his daughters pressure him to replace it because rooms are starting to get cold/drafty and the first snow will be coming.
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Identify Gaps• What is preventing “it” from being
implemented today• Who would need to be involved to
implement it?• If implemented, what/who would need
to change?• People• Process• Systems• Policy
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Prioritize SolutionsBased on the current state, what would be the impact of the implementing solution:• Value
• Customer benefit• Organizational benefit
• Feasibility• Technical level of effort• Cost
Look for high value, high feasibility
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Xcel Part 2: A quick visit with peer groups
Program Mgmt
Rebate ops
Corp Communications
Web master
Advertising
Customer Service reps Jane, our
Customer
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Working group 2018Overarching purpose: The status of a rebate should be transparent and available to everyone. It involves the customer and their money. If I call you and you don’t know what’s going on with my money, I don’t trust you. We want to deepen our customers’ trust in us, and increase our customer satisfaction scores. We desire to take exceptionally good care of our customers.
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Enable CSRs to see latest status• Issue: Call center reps can’t see the latest status on rebates – character-
limited field - so they can’t give customers good information when they call us
• No one had defined that problem before – ever!
• Solution: Rebate operations is now putting the latest updates at the beginning of the rebate notes field in Salesforce, rather than the end.
• All 400 of our residential customer service reps can now give customers better information about the status of their rebates.
• This is a major win.
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Moving from “no” to “yes”
• We can’t do that• We don’t have the people• We can’t help it
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Moving from “no” to “yes”
• We’ll look into it• I think we can do it• We’ve found a way• This is great
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Online application improvement
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Old process:
New process:
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The cone of silence• The rebate has been submitted• There is silence from the utility• What is the customer feeling?• What are they thinking about the utility?
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Breeching the cone of silenceThe online application software sends customers an email each time the rebate status is changed.
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Hey, trade partners – don’t hold it up• Issue: Customers don’t know that it’s sometimes the trade partner who is
holding up the rebate, because they aren’t sending corrections back to us promptly.
• Solution: We identified the trade partners who most often take more than two weeks to make corrections, sorted by the percentage of their rebates that miss our commitment to customers. Those trade partners have received education to improve their responsiveness.
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Impacts• Customer-centric environment• Strong, continual improvement• Better teaming• Better customer satisfaction
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Thank you
Ann Kirkpatrick 303-294-2943 [email protected] Wemple 303.345.9149 [email protected]