Tooling Around a Journey MapA Case Study of Northern Tool + Equipment
Jen EckertSenior Consulting PartnerDirector, Customer Experience Consulting
Synopsis Journey Mapping Defined
Why Should You Consider Journey Mapping?
The Journey Mapping Toolbox
Outcomes from Journey Mapping
The Importance of Voice of the Customer
Lessons Learned
Call to Action
A solid understanding of your customer and their journey with your organization must be the foundation of your Customer Experience strategy. So, do you REALLY know your customer? In this session, we will share the tools you need to successfully map your customer journeys, and explore how this valuable information can be used to identify and address pain points for your customers and employees; leading to delighted customers, more engaged employees, and improved bottom line.
What is a Customer Journey?
The customer journey is the complete sum of experiences that customers go through when interacting with your company and brand.
What is a Customer Journey?
the act or process of directly perceiving events or reality.
ex·pe·ri·ence ik-’spir-ē-ən(t)s/
interact /,intər’akt/
brand /brand
to act together; to come together and have an effect on each other.
name, term, design, symbol, or any other feature that identifies one seller's product as distinct from those of its competitors.
Customer Journey Mapping
• Identifying the experiences your customer will have with your company and brand through the phases of the customer lifecycle. What touch points will the customer have? What channels will they use? How well does that touch point work (from the customer
and colleague perspectives)?
Discover Evaluate Buy Access Use Maintain
Journey Mapping Case Study: Northern Tool + Equipment
90 Brick and Mortar Locations
Frequent Direct Mail Campaigns
Online Retailer
Contact Center Ecosystem
Challenge ResultLimited to no integration between channels
Customer Service Rep must ask for information already provided by the customer.
Unable to pin point areas within the applications that should be enhanced to improve containment rates.
Additional call volume to contact center and longer handle times.Disparate data sources Significant manual effort to compile consolidated reporting.
Inability to analyze interaction trends – contact reasons, containment/failure rates, cross-channel volume.
Disparate Point of Sale (POS) systems Limited visibility into sales across channels.End of life ERP Limited visibility into stock availability.
Cross Channel Contact Strategy
E-Commerce VideoSocial Next
?. . . Retail Store
Live Call Fax
Contact Center Channels
Meet Jim(and his family…)
Meet JimSuccessful Small Business Owner and Master of Many Trades
Meet JimSuccessful Small Business Owner and Master of Many Trades
Jim needs to purchase a new air compressor for his new boat dealership.
It’s 1986…What He Wants
• A Good Brand• A Fair Price• To Purchase from
Someone He Trusts• To Know that the Seller
Will Stand Behind the Product
So, how did Jim research his options?
When it came time to purchase…He could have placed the order via the telephone, or mailed in the order from the catalog, but…
Would you have purchased a $3,000 piece of equipment site-unseen?
And, if he was happy (or upset) about his purchase?
What He Wants
• A Good Brand• A Fair Price• To Purchase from
Someone He Trusts• To Know that the Seller
Will Stand Behind the Product
Jim needs to purchase a new air compressor to replace his old one.
It’s 2014…
So, how does Jim research his options?
When it comes time to purchase…He could drive 200+ miles to the nearest store, but…
He is much more likely to place an online order
And, if he is happy (or upset) about his purchase?
The Lesson in This
What He Wanted
A Good Brand
A Fair Price
To Purchase from Someone He Trusts
To Know that the Seller Will Stand Behind the Product
What Changed
Methods for Researching Products
Options for Purchasing
Technology
Comfort Level of Buying “Sight Unseen”
Ability to Influence Other’s Future Purchase Decisions
Jim’s Purchasing Journey Evolved Over the Years
Contact Center Ecosystem
Challenge ResultLimited to no integration between channels
Customer Service Rep must ask for information already provided by the customer.
Unable to pin point areas within the applications that should be enhanced to improve containment rates.
Additional call volume to contact center and longer handle times.Disparate data sources Significant manual effort to compile consolidated reporting.
Inability to analyze interaction trends – contact reasons, containment/failure rates, cross-channel volume.
Disparate Point of Sale (POS) systems Limited visibility into sales across channels.End of life ERP Limited visibility into stock availability.
Cross Channel Contact Strategy
E-Commerce VideoSocial Next
?. . . Retail Store
Live Call Fax
Contact Center Channels
Journey MappingTools
+ +Participant Expectations:• Be willing (and able) to put yourself in the mindset
of the customer.• Be open to learning about aspects of the customer
journey that don’t necessarily pertain to your role in the organization.
• Recognize that the end goal is to create a more seamless customer experience.
• Accept that journey mapping will require significant effort (and time).
Journey MappingTools
Characteristic Comments
Social Savvy Late adopter to social media sites like Facebook and Twitter, but frequently visits online communities and forums specific to their trade or personal interests.
Tech Savvy Highly mechanically-inclined, but a late adopter to the use of technology. This persona likely has a PC/laptop, and a smart phone, but may not use all the smart phone features. This persona may also have a tablet device, but most likely uses it mainly for internet browsing.
Optimism Will spend significant time researching product options/pricing online, but when needs assistance beyond general order placement, will likely fall back to placing a telephone call to a Contact Center, versus investing more than a few minutes using other available self-help options.
•Research Product(s)/Options (NT+E will not be the only place they have looked)
•Price Comparisons (89% of customers will compare prices)•Order/Purchase Product• Locate Product Information (Post-Sale)•Product Support (Post-Sale)
Tasks
•Web-Site•Catalog / Contact Center
Channel
•Telephone Call•Email• Fax•Web Chat
Media
•Price and Value are Critical•NT+E Will Stand Behind the Products•Want to be Known•Ease to Purchase•NT+E Accountability•Product Knowledge and Support•Easy returns•Quick Delivery Time•Discounted or Free Shipping•NT+E “Has Their Back”•Account Management
Expectations
BEFORE you start, be sure you have a thorough understanding of the customer you are examining
in your journey!
Customer PersonaThe characteristics of your target customer, including the tasks (s)he is trying to accomplish in his/her journey, the channels/media (s)he may use, and his/her expectations from your company.
Journey Mapping Process
Journey Mapping
Journey MappingBreaking it Down
Touch PointAn interaction that the customer may have with the company or brand.
RatingHow well (or not well) is that interaction working? Is it easy for the customer (and employee) to do business with you?
Journey MappingBreaking it Down
ChannelsWhat options does the customer have in interacting with your company during each touch point?
Journey MappingInternal and External Factors Will Drive the Journey
Journey MappingInternal and External Factors Will Drive the Journey
At the beginning of the Customer
Journey, NT+E was very much in control
of the journey.
As the journey progressed, external
factors (namely customer
perceptions) became increasingly
important.
Customer experience is critical
to creating and maintaining brand
loyalty and advocacy!
The Importance of Voice of the Customer
Targeted telephone interviews Surveys
Posting the Journey Map for employees to review/provide
feedback
Validating your Journey Map before taking action
Journey Mapping
Strengths• Easy to research products and place orders• Concise and accurate product
documentation• Quality products• Brand that invokes pride of ownership• Stand behind the products sold• Effective at driving traffic to e-commerce
site• Multiple marketing strategies to encourage
customer loyalty
Opportunities• Varied CX depending on channel• Limited ability to share key information
across channels• Difficult to enact customer service and
loyalty programs• Time consuming for CSRs to locate
important customer/product information• Inability to personalize the customer
experience• Challenges in product fulfillment
What did this Journey Map Reveal?
Journey MappingCritical to Forming Your Customer Experience Strategic Roadmap
• Aligning Customer Experience across all channels• Providing consolidated customer information and purchase history to all front line employees• Aligning Contact Center rep performance measurements/pay structure to the Customer
Experience strategy• Providing reps with better tools to support the basic CX philosophies of “Know Me”, “Help
Me” and “Value Me”
CX Focused
KPIs
Omni-Channel Contact Center
Virtual Contact Center
Consistent Cross
Channel Experience
Cross Channel
Integration
Consistent Agent
Message
Proactive Customer
Service
Voice of the
Customer
Lessons Learned
Be sure to include cross-functional team members
Don’t rush the process
Revisit the journey and the touch point rankings
Validate your findings with your customers
Recognize that the customer journey will evolve and change (just like Jim’s purchasing journey)
Tips for Making your Journey Mapping Exercise a Success
Lessons LearnedTips for Making your Journey Mapping Exercise a Success
Call to ActionPr
epar
e Identify your Target PersonaAssemble a cross-functional teamSet expectations about participation and the process
Crea
te Start by Defining the PersonaBrainstorm about the touch pointsDocument the channelsRate the touch points
Revi
ew
Identify the journey drivers and moments of truthRe-visit the Journey Map within the cross-functional teamSolicit feedback internally and from your customers
Getting Started
Questions?
“…many companies and interactive agencies have gotten so caught up in the persona and journey map hype that they skip the research phase and go straight to crafting these documents based on what they think they know about customers… Your end goal is deep customer insights, which just happen to be encapsulated in these particular formats.”
Harley Manning and Kerry BodineForrester Research“Outside In”
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