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www.esource.com 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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www.esource.com

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

© 2018 E Source | www.esource.com 2

Journey mapping means taking a walk in

your customers’ shoes

© 2018 E Source | www.esource.com 3

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

© 2018 E Source | www.esource.com 4

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

© 2018 E Source | www.esource.com 5

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

© 2018 E Source | www.esource.com 8

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

© 2018 E Source | www.esource.com 9

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

© 2018 E Source | www.esource.com 10

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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

© 2018 E Source | www.esource.com 11

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]

You're free to share this document in its entirety inside your company. If you'd like to quote or use our material outside of your business,

please contact us at [email protected] or 1-800-ESOURCE (1-800-376-8723).

© 2018 E Source | www.esource.com 14ES-1800003-005 |