2014 AEC Madrid
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Transcript of 2014 AEC Madrid
Linking Customer Journeys
and Digital Transformation
Mark Tamis
Stimulus
Touchpoint
Experience
Moments of Truth
CommunicationsRevolution
Connected Anywhere,Anytime
An Interconnected World
Source :E&Y Consumers On Board, June 2014
Influence of Digital
Experience Lifecycle
Customer Journey Mapping
Reduce Frictions in the Customer Flow
MakingCustomer JourneysSuccessful
Touchpoints
NudgeImprovement
Moving Beyond Contact and Transactional Data
Rich Profiles ThroughBig Data and Social Media Interaction
Monitor, Capture, Sollicit Feedback,Analyze
From Personas to Patterns
WebsiteSession
WebsiteSession
WebsiteSession
Call CenterQuestion
Loyalty CardPromo Email
Loyalty CardSign Up
Major Product Purchase in Store
Store all the detail, in time order
Capture Events
filter customer journeystime
customer journeysalignrelative timetime
before after
Use Context and Behaviour Patterns toAnticipate Expectations
Optimize for Business Outcomes
Get The Big Picture!
What Impact on the Organisation?
Touchpoint & MappingExperience Analysis are your Journey GPS
Service-Design logic is driven by an innate purpose ofdoing something for and with another party,and is thus customer-centric and customer responsive
Why DoesDigital TransformationSeem MainlyInternally Focused?
Source PwC: The Cloud you don’t know
Journey Mappinghelps youFocus
The impact ofCJM and DT
Source : HBR Putting the Service-Profit Chain to Work -1994
Business &CustomerIntelligence Value
Proposition
Capabilities Customerand
Business Outcomes
Business Vision and
StrategyPortfolio
Service
Feedback & analysis
Organisational Capabilities
Conclusions
• Understand Customer Needs & Expectations• Map Customer Journeys• Capture Events at Touchpoints• Complete Event Data with CRM Data• Use Patterns to Anticipate
• Adapt your Service Portfolio• Use feedback loops to adapt and iteratively enhance
Interactions & Experiences
• Optimize for Business and Customer Outcomes
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Mark TamisManaging Partner