What is Customer Journey Mapping, Really?...Customer Perspective (VoC) End-to-End & 360°...

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Prepared by: Jessica Cryer, Managing Partner | [email protected] Shawn Ashley, Manager CX Consulting | [email protected] What is Customer Journey Mapping, Really? CSPN Webinar Series May 19, 2020

Transcript of What is Customer Journey Mapping, Really?...Customer Perspective (VoC) End-to-End & 360°...

Page 1: What is Customer Journey Mapping, Really?...Customer Perspective (VoC) End-to-End & 360° Interactions. An “experience” driven methodology used to understand customers – through

Prepared by:

Jessica Cryer, Managing Partner | [email protected]

Shawn Ashley, Manager CX Consulting | [email protected]

What is Customer Journey Mapping, Really?CSPN Webinar Series

May 19, 2020

mailto:[email protected]
mailto:[email protected]
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Shawn AshleyManager, CX Consulting

Lead CX Consulting Services at CSPN• MBA, B.Comm, LSS Accredited• 10+ Years Consulting Experience• Various Industry & Domain Exposure

• Global Brands to Agile Start-Ups

Specialization:• CX Operational Excellence• CX Strategic Design• Digital Transformation• Human-Centered Design• Customer Journey Mapping

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What We Do?CSPN partners with organizations in answering two strategic questions:

CONSULTING TRAINING COMMUNITY

How do we create happy employees?

How do we create happy customers?

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20+Years of Service

1,000+Clients

13+ Industries

15,000+Community Members

10Designations & Certifications

As a Trusted Advisor, we Partner with Clients

to Improve their Customer & Employee

Experiences

© CSPN PRIVATE & CONFIDENTIAL

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What is Customer Journey Mapping?

CJM Organizational & CX Strategy Tool

Transformation Tool

Visualization

Continuous Collaboration

Customer Perspective (VoC)

End-to-End & 360° Interactions

An “experience” driven methodology used to understand customers –

through diagrams, a Journey Map illustrates the steps customer(s) go

through when engaging with a company to achieve a goal, whether it be a product, online, retail, or service

relationship… or any combination.

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What’s in a Journey Map?

CJMJourney & Stages CLOSEEXECUTEUNDERSTAND

Opportunities

Metrics

Moments

Attitudes & Emotions

Touchpoints

Actors & Systems

Drivers

PURPOSECurrent/Future Improve/Ideate

Tinker/Transform

TYPEExperience

Journey / StoryBlueprint

PERSONA / JOB

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CJM

V

ALU

E The CustomerPerspective

The Tangible Map

The Mapping Activity

Identify critical pain points and moments

of truth for your customers

Determine the operational, HR and technology impacts and gaps on the CX

Uncover the “where” and “how” of the customers when

interacting

Drive and support genuine long-term

organizational change focused on

the customer

Dispel silos, increase communication &

streamline services across departments

Build organizational awareness and

focus on customer-centricity

Build understanding of real customer

expectations, attitudes & emotions

Tailor offerings to meet critical

customer needs for various personas

Dispel the assumed “internal” from the actual “external”

experience / journey

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Building an Effective Journey Map

JOURNEY MAP

How does the map align to organizational strategy?

What are the Purpose & Goals?

Where does the journey fit?

How will the maps be used?

Where can we get quality insights?

What information do we need?

WHAT LEVEL OF DETAIL DO WE NEED TO UNCOVER?

Who should be involved in activities?

Who’s Going Through the Journey?

WHAT ARE CUSTOMERS TRYING TO ACHIEVE?

How is the customer group unique?

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Identify the Right Customer Groups

What “Goals” are they Trying to Achieve?

What Makes them “Unique”?

Identify Characteristics & AttributesIdentify the Interaction Drivers

DemographicPsychographicBehavioral

Core Needs

Jobs-to-be Done

GeographicSocioeconomic

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Gather the Right Data & Insights

Qualitative Quantitative

Uncover the Journey “Measures”Uncover the Journey “Intangibles”

SurveysFeedback Scoring

EthnographyInterviewsCJM Workshops

Focus GroupsFormal Shadow / ImmersiveJournaling

Internal TrackingCRM-Based Tracking

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Customer Group

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Markham ONL3R 9X4

Tel: 905-477-5544 | Fax: 905-940-1278

Website: www.myCSPN.com

@myCSPN

CSPN – Customer Service Professionals Network

Customer Service Professionals Network


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