‘Hub How to…’ Map Customer Journeys In Your Business

And Identify Areas For Improvement’

A Presentation for the Farnham Hub by

Linda Huckle People Development Solutions 25th February 2015

My Journey

• Small Businesses

• Micro Businesses

• Higher Education

• Corporate Organisations

• Charity Organisations

• Voluntary Work

Experience and Credentials

What I hope you will takeaway from my talk today:

Understanding of customer journeys

Use some of the methods to analyse your own customer journeys

Identify some quick wins that could make a difference to customer experience in your business

Customers – the 3 P’s

Potential

Present

Past

Influences

• Direct• Indirect

Customer Journeys

• Interactions• Touchpoints

• Moments of Truth

• Customer’s Perspective

The Flyers Journey

1. Phone Call – enquiry

2. Phone Call – chase quote

3. Quotation received

4. Order placed

5. Phone Call – chase delivery

6. Flyers arrive – packaging damaged and 7 flyers ripped

7. High quality flyers

Touchpoints and Moments of Truth

Touchpoint

• Is a point in the journey where there is an interaction with the customer.• Face to face contact

• Telephone contact

• Electronic communications

• Physical interactions (ie buildings)

Moments of Truth

• Key points in the journey where customers may make a crucial decision or evaluate the experience • Purchase

• Come back

• Recommend

The Flyers Journey

1.

Phone Call – enquiry

2.

Prepare quote

3.

Phone Call – chase quote

4.

Quotation received

5.

Order placed by email

6.

Flyers printed

7.

Phone Call – chase delivery

8.

Flyers arrive –packaging damaged and 7 flyers ripped

9.

Phone call - complaint

10.

Email - complaint

11.

High quality flyers

What’s the Point?

• Learning from the Process• Applies to all types of business

• Some more complex journeys than others

• You own the feedback

• Make changes for improvement

• Applying to your business• What are your products/services

• What are your customer experiences?

• How do you know?

• Gathering Evidence

• Honest and constructive feedback

• Evaluate and plan to improve

• Implement changes

Areas to consider

• Most small businesses offer good products/services

• Most small businesses strive to provide good customer service

• What lets customers down are• Communication

• Difficulty in ordering

• Query resolution

• Deliveries

• Speed of service

• Inability to find service or product

• Attitude/behaviours

• Misunderstandings

Potential Change

• Processes

• Training & Development• Knowledge

• Skills

• Attitude

• Common Sense

What’s the next step in the journey?

• Tools and Resources

• Downloadable Customer Journey Map Template

• Downloadable Constructive Questions

• Survey Monkey• Trip Advisor• Facebook Likes and Polls• Twitter• Communicate directly

• Action Plans• Identify the steps in your customer

journeys• Add the Touchpoints• Add the Moments of Truth• Evidence – gather and evaluate• Learn from what you do well – and why• Learn from what you don’t do well and

why• Identify Quick Wins• Take corrective action • Plan for continuous re-evaluation

www.lindahuckle.uk/cjm

www.lindahuckle.uk

linda@lindahuckle.uk

@LindaJH84

uk.linkedin.com/in/lindahuckle

www.facebook.com/lindahucklepeople