evaluating emerging technology with journey mapping...process-mapping focus journey-mapping focus...
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Evaluating Emerging Technology with Journey Mapping
Examining Your Customers’ Perspectives
Andrea Salazar
Thursday, March 15, 2018
Practice Director, E Source
Keenan Samuelson
Analyst, E Source
Web conference
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Process Mapping Versus Journey Mapping
Process-mapping focus Journey-mapping focus
Company / organization Customer
Internal External
Operational efficiencyCustomer experience (CX) and
operational efficiency
Internal steps and
department-to-department handoffs
Customer’s intent and preferred
interaction channels
Specific department roles Cross-functional teams
Consistency Pain points and customer emotions
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Journey Mapping Is the Foundation for Process Improvements Align
organization
Prioritize CX
improvements
Identify key moments
of truth
Capture customer
interactions and emotions
Understand
Plan
Prioritize
Implement
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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, and feels 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
Journey Mapping Critical Inputs
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Journey Mapping Identifies Solutions
From temporary
sticky notes
To ongoing journey
management
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Journey Mapping Identifies Solutions (cont.)
Issue Solutions
It’s difficult to enroll in the pilot
online
Enable customer authentication without account number
Check for errors after each screen submission
I shop for bulbs using watts
and now that doesn’t help
Help customers transpose lumens between the current bulbs
Provide a calculator to calculate how many lights they need
Configuration is difficult Preconfigure devices before they leave a distribution center
Give succinct instructions on where to place in the hub within the home
Disposal of old CFL bulbs is
cumbersome
Leverage local partnerships for safe disposal of CFLs.
Create local drop locations
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Don’t Stop with the Current State
Current-state map identifies issues and
opportunities
Future-state map helps gain agreement on
solutions
Gap analysis outlines the strategic
roadmap
Validate
Validate
Iterative development
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E Source Can Help
Lead journey-
mapping
workshops
Software
solution:
E Source
JourneyHub
Develop a
strategy and
implement an
action plan
Provide
evidence-based
research and
guidance
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Uses empathy to discover customer needs
Encourages divergent points of view from
cross-functional teams
Reduces risk by identifying solutions with
greater value and lower effort
Takes an unbiased approach to
solving customer problems
Harnesses agreement through a focus on customer experience
Benefits of Our Approach
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Thank You! Questions?
Andrea Salazar
Practice Director, Technology Assessment, E Source
303-345-9125 [email protected]
Keenan Samuelson
Analyst, Customer Experience, E Source
303-345-9144 [email protected]
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