Do You Know Where They're Going?

Becoming an Effective Customer Journey Map Cartographer.

Are You Experienced?

Is it worth it?

Loyalty Rules

One Shot

Four Pillars

The Shift is On

Who Owns Your Brand?

ACSI 2014

ACSI 2014

The Rise of Experience

ACSI 2014

Regarding the 2014 Decline

“Based on the new ACSI results, growth in consumer spending will continue to be

curtailed as weak customer satisfaction deters repeat buying and low consumer discretionary

income inhibits first-time purchases.”

- Claes Fornell, ACSI Chairman

The Value of Customer Experience

Glaring Statement of the …

Loyalty Programs Rule

Hello Dave …

Why Journey Map?

How they Help

Understand  the  reality  of  

peoples’  lives

Design  and  overhaul  

systems  and  processes

Facilitate  inter-­‐departmental  collaboration  

Make  Decisions

Today’s Roadmap

See Expand Identify Plan Build Anchor

Seeing

Your Baby Is Beautiful

Now, let’s be honest…

Sunk Costs, Ego, Blinders

Look into your past

Who is Your Competitor?

Confronting Reality

Expand

The Moment of Truth

Before, During & After

Before

During

After

Identify

The Wrong Journey - Your Journey

The Right Journey - Their Journey

Customer Journey Map Exercise

Plan

Contingency Planning

Multiple Personas

Build

Best Practice

This is Service Design Thinking

Know the Difference

Topic Process Maps Customer Journey Map

Main Focus The company The customer

DescribesThe company’s internal

processes, functions, and

The customer experience

TerminologyTerms and jargon

specific to the company

The customer’s language

Who is involved?Process mapping

specialists and specific departments

All groups involved in the

customer experience

It will take time …

A Moving Target

Anchor

Must Share the Same Values

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