Kyle Couch CXPN 2014 - Customer Journey Mapping

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    28-Nov-2014
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    Business

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These slides are a sub-set of material I presented at the Customer Experience Professionals Association (CXPA) CXPA Day Event. The material served as a primer for both Customer Experience, Customer Service, Sales, and Marketing Professionals to begin to understand the importance of developing a comprehensive Customer Journey Map.

Transcript of Kyle Couch CXPN 2014 - Customer Journey Mapping

  • 1. Do You Know Where They're Going? Becoming an Effective Customer Journey Map Cartographer.
  • 2. Are You Experienced?
  • 3. Is it worth it?
  • 4. Loyalty Rules
  • 5. One Shot
  • 6. Four Pillars
  • 7. The Shift is On
  • 8. Who Owns Your Brand?
  • 9. ACSI 2014
  • 10. ACSI 2014
  • 11. The Rise of Experience
  • 12. ACSI 2014
  • 13. 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
  • 14. The Value of Customer Experience
  • 15. Glaring Statement of the
  • 16. Loyalty Programs Rule
  • 17. Hello Dave
  • 18. Why Journey Map?
  • 19. How they Help Understand the reality of peoples lives Design and overhaul systems and processes Facilitate inter- departmental collaboration Make Decisions
  • 20. Todays Roadmap See Expand Identify Plan Build Anchor
  • 21. Seeing
  • 22. Your Baby Is Beautiful
  • 23. Now, lets be honest
  • 24. Sunk Costs, Ego, Blinders
  • 25. Look into your past
  • 26. Who is Your Competitor?
  • 27. Confronting Reality
  • 28. Expand
  • 29. The Moment of Truth
  • 30. Before, During & After
  • 31. Before
  • 32. During
  • 33. After
  • 34. Identify
  • 35. The Wrong Journey - Your Journey
  • 36. The Right Journey - Their Journey
  • 37. Customer Journey Map Exercise
  • 38. Plan
  • 39. Contingency Planning
  • 40. Multiple Personas
  • 41. Build
  • 42. Best Practice
  • 43. This is Service Design Thinking
  • 44. Know the Difference Topic Process Maps Customer Journey Map Main Focus The company The customer Describes The companys internal processes, functions, and The customer experience Terminology Terms and jargon specific to the company The customers language Who is involved? Process mapping specialists and specific departments All groups involved in the customer experience
  • 45. It will take time
  • 46. A Moving Target
  • 47. Anchor
  • 48. Must Share the Same Values
  • 49. Free Slides & Insights http://www.slideshare.net/kylecouch ca.linkedin.com/in/kylecouch/ @kylecouch