The customer journey
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WE MAKE THEM TALK ABOUT YOU The customer journey
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Transcript of The customer journey
WE MAKE THEM TALK ABOUT YOU
The customer journey
thebrandmanual.com
Articulated information
Observable behaviour
Unarticulated information
Hidden action
Customer says
Says
Behaves
Does
Customer does
Source: Ojasalu, Karu
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Attract Choose Use Support Retain
What we do to get the customers attention
What we do to help the customer
choose the product or
service
The customer is using our product or
service
During usage, how we support
the customer in
case of questions or difficulties
How we retain the customer: how we make the customer choose again.
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What happens before they get to our store or website?
What do we do to keep their loyalty? or How are we loyal to our customers?
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Because the old one is no good as it is: worn out / unfashionable / not warm enough.
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Because your going to an event that you don’t have a jacket for?
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Whatever the case, you are NOT buying the jacket because it is there!
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Did you pay too much or did you get a good deal? € $£ $
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By viewing the process from the customer’s point-of-view, we can understand the NEED that is being satisfied. People are experts at their LIVES and we will hear how they live it.
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By asking and observing enough people until the answers repeat themselves will indicate a common NEED.
Can that need be satisfied better?
That’s what we then service design!
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0%
25%
50%
75%
100%
0 3 6 9 12 15
Number of testers
Usa
bilit
y pr
oble
ms
foun
d
Source: Nielsen Norman Group. Why you need to test with 5 users.
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The aim of service design is to improve the customer experience, which will make them return.
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-50%
-37,5%
-25%
-12,5%
0%
12,5%
25%
37,5%
50%
6 year stock performance of customer experience leaders vs laggards vs S&P 500 Index
Customer experience
leaders
+43%
S&P 500 Index
+14,5%
Customer experience laggards
-33,9%
Cum
ulat
ive
tota
l ret
urn
Source: Forrester Research and Watermark Consulting
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A good customer experience will make them talk about you!
