Martin van KrimpenCustomer Experience Director
Customer Journey Mapping
Customer Journey Mapping
“Customer Journey Mapping is a technique that can help you build a better understanding of how your customers interact with your company and your brand”.
Definition Customer Journey
Customer Journey Diversity
Why should we do Customer Journey Mapping?
Reasons not to start Customer Journey Mapping
Is your organization ready?
Service Profit Chain
Think creative, be creative
Impact on Strategic Decisions
Impact on Tactical Decisions
Impact on Operational Decisions
Customer Journeys connect Silos
Start Mapping the Customer Journey
Customer Insight
Anatomy of a Journey Map
Five Journey Mapping Tips
1) Start small (be assumptive)2) Keep it collaborative (cross-functional)3) Build initial Journey Maps in person4) Use consistent sticky note colors5) Make your Journey Maps visible
The CX Workshop Experience
Innovation vs Customer Needs
Meet Sofia
Traditional MRI Room
GOES
TO
INITIAL
DOCTOR
RIDES TO
HOSPIT’L
CHECKS
IN
WALKS
TO MRI
ROOM
SEES MRI
MACHINE
CRIES &
RESISTS
SEES
DOCTOR
ENTER
GETS A
SHOT
GOES
THROUG
H MRI
………
DOCTOR MOMCHECKIN
NURSE
IMAGING
TECHMOM
DOCTOR
ANESTH.
IMAGING
TECH
MRI
MACHINE
DESK &
COMPUTCHARTCAR
TAKE-
HOME
PACKET
MRI
MACHIN
E
SHOT &
DRUGS
AM I
REALLY
SICK?
THAT
LOOKS
SCARY!
WILL IT
HURT
ME?!
MOM
CAN’T
HELP?
NO! NO!
PLEASE
NO!
I’M
REALLY
NERVOUS
WISH I
WAS AT
SCHOOL
TECH.
WRITER
SYSTEM
ADMIN.
HOSPITAL
BLDG MGRDOUG
PATIENT
SAFETY
TEAM
IMAGING
TECH
STAFF
PAGING
SYSTEM
PATIENT
RECORD
SYSTEM
RESERV.
SYSTEM
IMAGING
RECORD
SYSTEM
DRUG
ROOM
EVALUATE & IDENTIFY OPPORTUNITIESBased on deep customer understanding
Nurse
FEEL
SAFE
FEEL
BETTER
TISSUES
POSITION
PATIENT
TAKE
IMAGE
DEVEL
OP
IMAGE
Great Experience by Story Telling
Think Big, start Smart!
Step by Step Approach
Omni-Channel – CX consistency
Omni Channel Customer Journey DNA
Beyond a Brown Paper Exercise
“There is no more B2B or B2C. It’s H2H: Human to Human.” – Bryan Kramer
Mindset Shift
Conclusions
How do you eat an Elephant?
Martin van Krimpen
Customer Experience Director
Personal Information