morgenbriefing: berig kunderejsen, skridt for skridt
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Better customer journeys One step at a time
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Jacob Hartung, Digital Business Consultant Rikke Koch, Senior UX Consultant
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The age of the customer Briefings, Spring 2016
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1: The right business model for the age of the customer
2: Better customer journeys one step at a time
3: Self-services: Building the brand & promoting loyalty
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What is the Age of the Customer?
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3: Selvbetjening: Styrk brandet og få loyale kunder
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Four paradigms in 110 years
© Creuna Forrester: Winning in the Age of the Customer
Age of manufacturing
Mass manufacturing makes industrial
powerhouses successful
1900
Age of information
Connected PC’s and value chains leads to
improvement in information flows
1990
Age of distribution
Global connections and transportations
systems makes distribution key
1960
Age of the customer
Empowered buyers are here and they
demand a new level of customer obsession
2010
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Agenda • Why is the customer journey so popular?
• When is the customer journey relevant?
• How do we map the customer journey?
• Takeaways
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Four common goals
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1. Better insights on our customers
2. Breaking down siloes
3. Bring customer insights to design processes
4. Make employee training more customer focused
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A history of UX
Usability User experience Service design
1980 1995 2010
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Touch points
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Share Support Stage Use Purchase Decision Awareness
Action
Thoughts
Feelings
Experience Enjoyability
Relevance
Helpfulness
Enjoyability
Relevance
Helpfulness
Enjoyability
Relevance
Helpfulness
Enjoyability
Relevance
Helpfulness
Enjoyability
Relevance
Helpfulness
Enjoyability
Relevance
Helpfulness
Actions
System
Busi
ness
Cust
omer
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@
Usability
User experience
UX methods
Service design google
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3: Selvbetjening: Styrk brandet og få loyale kunder
Usability challenge
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Bruger udfordring
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Use usability criteria to improve usability
Rule #1
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Make sure you don’t drown in data
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Use the data you’ve found before collecting more
Rule #2
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Ask the right questions for a precise framing
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Business Objective
Tactic A
KPI 3
Must Win Battle B
Segment A
Segment B
Tactic C
KPI 1
Segment C
KPI 5
KPI 4
Tactics
KPIs
Segments
Objective
Strategy
KPI 3
Tactic B
Must Win Battle A
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Great employees equals great clients
Attract
Increase in relevant links
Hire and retain “best-in-class” employees
Organic search / paid search
Social channels
Convert
Increase in media ROI
Job portals – referrers
Job section traffic increase
Increase in relevant unsolicited applications
Increase in relevant applications
Increase in followers
Tactics
KPIs
Segments
Objective
Strategy
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Rudersdal Municipality
Case
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Citizens should experience to be met on rudersdal.dk
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Citizens should experience to be met on rudersdal.dk
Offer easy-to-use self-services
KPI 3
Empower citizens
Segment A
Segment B
KPI 1
Segment C
KPI 5
KPI 4
KPI 2
KPI 6
Tactics
KPIs
Segments
Objective
Strategy
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colour 4. Click OK 1. Sign in child
2. Report relocation 3. Find public swimming
pools & cultural activities 4. Apply for handicap aids 5. Follow a hearing 6. Report unemployment
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Sign in child
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Dorthe googles ”institutions”
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Dorthe filters her search result
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Dorthe finds the ”Honningkrukke”
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Dorthe must log in to update her preferred institutions
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Dorthe chooses ”Myretuen” as her 2. priority
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Dorthe chooses to recieve notifications on the process
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Oliver arrives
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Dorthe gets her notifications
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Dorthe activates her priorities by adding the to the basket
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Dorthe activates Myretuen and puts Honningkrukken on a waiting list
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Dorthe chooses to recieve notifications on the process from here
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Where are the gaps between existing services and customer needs?
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Rudersdal.dk MinRude App/mobile Email Telephone Letters / analogue Public service Face-to-face Other websites Family / relatives Local news
Complexity
Value
Value map
2. Searches rudersdal.dk for an overview of institutions in the local area
3. Research local institutions
1. Learning that you have to sign up the child right after birth
4. Contacts and visits several institutions to get a 1st hand impression
6. Collects information on institutions (mother's groups, neighbors, local news)
5. Signs up for institutions (number dependent on whether you’ve tried this before)
7. Notification on enrollment via letter or email
8. Answers to institution offer before five days
9. Uses MinRude for messages from the institution
Low Low
High
High
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Redesign framing
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Metro customer service © Creuna
Case
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Make customer service less resource-intensive and a better
customer experience
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We wanted to prioritize what customers primarily look for - in order to help the best way
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Customer service less resource-intensive and a better CX
Meet the customer & promote understanding via digital
Less online complaints
Less complaints and more digital issue handling
Segment A
Segment B
Less cust. service calls
Segment C
KPI 5
KPI 4
Less local complaints
KPI 6
Tactics
KPIs
Segments
Objective
Strategy
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We have never heard a customer say Kontrolafgift
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It’s about me, not Metro’s customer service categories
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H2H Voice and tone
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Optimized customer experience 33% drop in customer service calls
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Optimized internal process for each customer journey
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Customer Journey mapping
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Medium
1-2 studies – e.g. • X interviews • Data-based insights
Workshop 1 Identify business objectives and target group
Customer journey is mapped based on simple research
Large Workshop 1 Identify business objectives and target group
3-6 studies – e.g. • Interviews with employees • Interviews with customers • Observation • Survey • Stakeholder workshop • Data-based insights
Customer journey is mapped based on research
Small Workshop 1 Identify business objectives and target group Workshop 2 Customer journey mapping done business representatives
Customer journey is mapped based on inside knowledge
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Rule #3 Set target level, be precise and make sure to frame it
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The customer journey in a greater perspective
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Services to differentiate
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A new product based on a customer journey
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Frame for mapping the customer journey
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Implementation
Frame
Objective
Method decision
Data collection
Decision
iterative process
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Evaluation & iteration
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canvanizer
mural smaply suiteCX
TandemSeven UX360
Strativity – Touchpoint Dashboard Universal Mind Journeys
UXPressia
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Take-aways
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Use usability criteria to improve usability 1
2
3
4
5
Use the data you’ve found before collecting more
Set target level, be precise and make sure to frame it
Decide on a framework and stick to it
Scale up - when you're ready!
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Thanks! :-) Creuna Morgenbriefing
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