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Measure the customer experience
a smart, strategic, design firm that shapes future experiences
How to map, measure and manage omnichannel CX at enterprise level
Experience is an emotional flow
EXPECTED LIVED REMEMBERED
Experience is an emotional flow
EXPECTED LIVED REMEMBERED
setting
pain points
wow moments
peak end rule
memories
average perception
Good experience matters at different levels
JOURNEY
NEED
CASES
TOUCHPOINT
TASK
INTERACTION
MAP THE REALITY
Start from qualitative End with quantitative
PRE DURING POST
QUALITATIVE STORYMAPPING
QUANTITAVE INSIGHTS
Big data
Extreme approach
Deep qualitative
Insights Definition
INSIGHTS AND MICRO BEHAVIOUR THROUGH BIG DATA
Data Gathering & Preparation
Explorative Analysis
Machine Learning
Validation & Testing
Integration
Need mapping
EXPERIENCE / BEHAVIOR MAPPING THROUGH DESIGN RESEARCH
Experience usecases definition
First research
Deepening
Experience mapping
— Project sample
Week 2 3 4 5 6
Research
Output finalization
Milestone 1Customer journey mapping
Stream
Journey mapping
Stream
Quantitative analysisOnline surveySocial analysisInternal data analysis
Stream
Touch point and service benchmarkingCompetitor and inspirational benchmarking
Touch point and service mappingService safari . Tier 1
Workshop day . Tier 1-2 Customer email interview . Tier 3-4Service delivery partner interview . Tier 1
IT IT UK FR DE
ES . BE . CH . NL
HIGH
Explode needs and experiences
AWARENESS CONSIDERATION ACQUISITION ACTIVATION 1ST TIME USAGE USAGE LOYALTY LOYALTY
JOURNEY
NEED
EXPERIENCE.POSITIVE
EXPERIENCE NEGATIVE
EXPERIENCE WEB
EXPERIENCE STORE
EXPERIENCE HYBRID
…
NEED
EXPERIENCE.POSITIVE
EXPERIENCE NEGATIVE
EXPERIENCE WEB
EXPERIENCE STORE
EXPERIENCE HYBRID
…
NEED
EXPERIENCE.POSITIVE
EXPERIENCE NEGATIVE
EXPERIENCE WEB
EXPERIENCE STORE
EXPERIENCE HYBRID
…
NEED
EXPERIENCE.POSITIVE
EXPERIENCE NEGATIVE
EXPERIENCE STORE
NEED
EXPERIENCE.POSITIVE
EXPERIENCE NEGATIVE
EXPERIENCE WEB
EXPERIENCE STORE
EXPERIENCE HYBRID
…
⇣SUB PROCESS MAPPING
⇣SUB PROCESS MAPPING
⇣SUB PROCESS MAPPING
MIDDLE
Map the single experience and gather pains and gains
MAP THE EXPERIENCE
- Workshop - Field research - Shadowing - Mistery - Deep interview - …
GATHER PAINS AND GAINS
- CRM and Social data analysis - Probes data analysis - User reporting - Surveys - …
(Weight based on frequency)
LOW
Test in context how much touchpoints are useful, usable and delightful
LOW
Size and measure behavioral phenomena
INTEGRATE MEASURING
Google HEART framework
From user perspective Users signals like ratings-Satisfaction STL -Perceived ease of use -Net promoter score
From user perspective Users signals like ratings-User consumption -Number of key actions -Number of activities
From user perspective Users signals like ratings-Upgrades to the latest versions -New subscription -Purchase by new users
From user perspective Users signals like ratings-Active users -Renewal rates -Repeat purchase
From user perspective Users signals like ratings-Task success rate -Time -Completition
HAPPINESS
ENGAGEMENT
ADOPTION
RETENTION
TASK SUCCESS
GOAL SIGNALS METRICS
