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Journey Mapping Customer Effort

#RelateLive

Roshni SondhiZendesk

Director, Customer Success

Sary BrunnerZendesk

VP, Customer Success

Reducing the effort your customers have to put into a relationship is extremely important.

The Effortless Experience There’s something to it

96%of customers that had high-effort experiences reported being disloyal.

9%of customers with low-effort experiences report being disloyal.

1%of all customers with low-effort experiences said they’d spread negative word of mouth about the company.

81%of customers with high-effort experiences who said they’d do the same.

Dixon, Matthew; Toman, Nick; DeLisi, Rick (2013-09-12). The Effortless Experience: Conquering the New Battleground for Customer Loyalty (p. 22 & 150). Penguin Group US. Kindle Edition.

What is Journey Mapping?

Journey Mapping is a tool companies use to help them see what their

customers truly experience—the real moments of truth and the ways in which customers go about

achieving their needs.

What is Journey Mapping for Customer Effort?

Journey Mapping for Customer Effort is a tool to identify where customers

are expending too much effort to achieve their needs.

Customer Effort Score v2.0

The company made it easy for me to handle

my issue.

OK great. Where do we start?

Well, with a customer journey, or course.

Meenu Meenu and her sister participate in

FashionCo’s ‘Be the Buyer’ marketing

program.

Meenu shares the ‘Be the Buyer’ blog post with

her social network.

Meenu places two more orders over the course of the next 3 months.

Meenu is asked out on a date by a long-time

romantic interest of hers.

She orders 3 dresses as potential outfits for the

date. The dresses arrive 3 days later.

Meenu tries on the dresses; one she doesn’t

like, one was the right size butdidn’t fit and the

last was a totally difefernt item. The

missing item was her fave…

She posts this on FB: “uggh, was to go folks messed up my order—I NEED my dress before

my big date.”

FashionCo’s social team responds and invites her

to a live chat session.

FashionCo gets the correct dress

overnighted, sets up a return gives her a 20%

coupon.

Meenu posts: “Thanks for making things right @FashionCo” on FB.

Meenu rocks her first date

FashionCo Customer Since

2010 Lifetime Value

$10,050 Average Order Value

$150 Engagement

Style Gallery, Product reviews, Facebook & Twitter

Meenu

Meenu and her sister participate in FashionCo’s ‘Be the Buyer’ marketing program.

Meenu shares the ‘Be the Buyer’ blog post with her social network.

Meenu places two more orders over the course of the next 3 months.

Meenu is asked out on a date by a long-time romantic interest of hers.

FashionCo Customer Since

2010 Lifetime Value

$10,050 Average Order Value

$150 Engagement

Style Gallery, Product reviews, Facebook & Twitter

Meenu

FashionCo Customer Since

2010 Lifetime Value

$10,050 Average Order Value

$150 Engagement

Style Gallery, Product reviews, Facebook & Twitter

Meenu

She orders 3 dresses as potential outfits for the date. The dresses arrive 3 days later.

Meenu tries on the dresses; one she doesn’t like, one was the right size but didn’t fit and the last was a totally different item. The missing item was her fave…

She posts this on FB: “uggh, was to go folks messed up my order—I NEED my dress before my big date.”

FashionCo’s social team responds and invites her to a live chat session.

FashionCo gets the correct dress overnighted, sets up a return gives her a 20% coupon.

Meenu posts: “Thanks for making things right @FashionCo” on FB.

Meenu rocks her first date

FashionCo Customer Since

2010 Lifetime Value

$10,050 Average Order Value

$150 Engagement

Style Gallery, Product reviews, Facebook & Twitter

Meenu

and invites her to a live chat session.

The 4 pillars

Low effort companies

minimize channel switching

Low effort companies

maximize next issue avoidance

Low effort companies equip

agents to engineer experiences

Low effort companies empower

employees

The math of loyalty

More customers, more time

More revenue per customer

Improve Customer Retention

Increase Lifetime Value

The math of loyalty

Increase customer lifetime value

$1,250,000

500,000

# of customers

5%

% impacted

$500

current ltv

10%

% improvement( )xx x) (

Key takeawaysFour-up

2

Reducing effort for your customers can increase business value

Effort is a key piece of loyalty

1 4

Give it a shot! Talk to the ZD team at our booth about working together to do an Optimization or Strategic Assessment with your team!

3

Journey mapping for customer effort is an approachable, effective tool to diagnose areas of effort

Q&A

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