engage 2014 - martin van krimpen - spindle & loud
DESCRIPTION
Customer Journey Mapping – Necessity or Nuisance?TRANSCRIPT
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Martin van KrimpenCustomer Experience Director
Customer Journey Mapping
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Customer Journey Mapping
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“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
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Customer Journey Diversity
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Why should we do Customer Journey Mapping?
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Reasons not to start Customer Journey Mapping
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Is your organization ready?
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Service Profit Chain
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Think creative, be creative
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Impact on Strategic Decisions
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Impact on Tactical Decisions
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Impact on Operational Decisions
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Customer Journeys connect Silos
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Start Mapping the Customer Journey
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Customer Insight
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Anatomy of a Journey Map
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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
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The CX Workshop Experience
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Innovation vs Customer Needs
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Meet Sofia
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Traditional MRI Room
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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
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Great Experience by Story Telling
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Think Big, start Smart!
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Step by Step Approach
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Omni-Channel – CX consistency
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Omni Channel Customer Journey DNA
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Beyond a Brown Paper Exercise
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“There is no more B2B or B2C. It’s H2H: Human to Human.” – Bryan Kramer
Mindset Shift
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Conclusions
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How do you eat an Elephant?
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Martin van Krimpen
Customer Experience Director
Personal Information