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ALL YOU NEED TO KNOW ABOUT CUSTOMER JOURNEY MAPPING
Realtime Board
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Current trends prove that ideal customer experience is soon going to be a cornerstone of corporate success. !So here is a collec9on of comprehensive instruc9ons to customer journey mapping from Real9meBoard library.
TABLE OF CONTENTS
3 Introduction
6 What is customer journey mapping (CJM)?
7 The process of CJM
8 Gathering Information 9 Introducing the Team 10 Brainstorming 12 Illustrating 13 Creating an Action Plan and Implementation 14 Revising CJM
15 Common mistakes while CJM
16 Related reading
17 Related templates
INTRODUCTION
Customer experience is considered to be the main opportunity to differen9ate from compe9tors in 2015–2020, bea9ng out product quality and compe99ve pricing. !It means customer experience will soon determine referral, reten9on, revenue, and overall growth in the majority of businesses.
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Figure: Econsultancy, Adobe B2B Digital Trends 2015
B2B (607 respondents)
B2C (893 respondents)
0% 20% 40% 60%
Customer service / customer experience
Product / service quality
Product / service choice
Convenience
Mobile
Price
INTRODUCTION
The study by customer strategist Esteban Kolsky shows that most companies struggle to get customers’ a[en9on and acquire newcomers, but this isn’t financially sound: it’s 6–7 9mes more expensive to a[ract new customers than to keep exis9ng ones. !That means the focus needs to be on improving the experience for exis9ng customers.
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67%of consumers cite bad experiences as the reason for churn
91%of unhappy customers simply leave without a complaint
Learn how to improve the experience for existing customers by creating a
customer journey map!
The customer journey map (CJM) is a visual graph with the interac9on steps visitors and users go through to become customers. !The basic CJM template includes a specific persona, the beginning–to–end steps of the customer experience, and poten9al emo9onal highs and lows.
WHAT IS CUSTOMER JOURNEY MAPPING?
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Step 1 Step 2 Step 3 Step 4
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THE PROCESS OF CUSTOMER JOURNEY MAPPING
Although the process varies from one company to another, here is one of the thousands of scenarios for CJM.
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Step 5 Crea9ng an ac9on plan and Implementa9on
Step 3 Brainstorming
Step 4 Illustra9ng
Step 1 Gathering informa9on
Step 2 Introducing the team
Step 6 Revising your CJM
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STEP 1: GATHERING INFORMATION
Start by se`ng a goal for CJM workshop. Define a customer persona relevant to your goal and the scope of ac9vi9es you’d like to assess (e.g. from first contact to sign up, from ge`ng a trial to purchasing). Then gather as much informa9on about this persona as possible. !When gathering this data, you need both quan9ta9ve and qualita9ve informa9on to gain the deepest insight into your customer. The more data you can get — the more chances you have to understand customer experience correctly.
Figure: A landscape of user research methods, Chris9an Rohrer
Natural use of product
Scripted (oden lab–based) use of product
De–contextualized / not using product
Combina9on / hybrid
Interviews
Focus groups
Par9cipatory design
Ethnographic field studies
Usability lab studies
Card sor9ng
Desirability studies
Customer feedback
Diary/camera studies
Concept tes9ng
Unmoderated remote panel studies
Moderated remote usability studies
Usability benchmarking
Eyetracking
Email surveys
Intercept surveys
True intent studiesUnmoderated UX studies
A/B tes9ngClickstream analysis
Qualita1ve Quan1ta1ve
A4tudinal
Behavioral
STEP 2: INTRODUCING THE TEAM
Crea9ng a CJM usually involves a cross–func9onal team that represents different departments and seniority levels. !Set up a date for the workshop and create a shared space. Consider brainstorming exercises that will help you warm up the par9cipants or refresh them if they reach a deadlock. !At the beginning of the workshop, explain the stakes and the goal of the workshop and agree upon the schedule.
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Mee9ng room Shared whiteboard Online tools
Shared space
Plan for the lion’s share of the 9me to be the brainstorming ac9vity. Select a brainstorming technique that you think will best help your cross–func9onal team generate new ideas for future customer experience. !The discussion starts with a briefing about the customer persona and then an analysis of the research.
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STEP 3: BRAINSTORMING
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Then, the team should generate as many touchpoints as possible and consider relevant channels between them. !Touchpoint is a point of contact between the customer and your product. Each touchpoint is an opportunity to strengthen the rela9onships with the customer and move towards the greatest customer experience. !Make each touchpoint more informa9ve by adding customer goal at each stage, sta9s9cs, actual and poten9al barriers, and poten9al KPIs.
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STEP 3: BRAINSTORMING
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Ader you have allowed sufficient 9me for brainstorming, the team is ready for the mapping. !If you used a physical whiteboard for the CJM, make sure someone is responsible for digi9zing the final layout – it should be an editable and shareable work. !RealtimeBoard template allows to collaborate in real–9me from any place and share the results with the en9re company, including remote employees.
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STEP 4: ILLUSTRATING
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Ader the map is ready, analyze whether each touchpoint gives value to the customer. The gaps between desired customer experience and the one actually received should define your ac9on plan. An effec9ve plan covers deadlines, responsibili9es, and success criteria.
STEP 5: CREATING AN ACTION PLAN AND IMPLEMENTATION
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STEP 6: REVISING YOUR CJM
CJM needs to be adapted to changing behavioral pa[erns, new tools, and communica9on channels that arise constantly. !Consider establishing a standard schedule for revising your customer journey map. During revision process, point out the changes and achieved KPIs. !Real9meBoard will save you 9me on illustra9on if you plan to repeatedly revise your CJM.
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7 COMMON MISTAKES WHILE CUSTOMER JOURNEY MAPPING
CJM is created from the company’s point of view. If you don’t interpret your customer’s experience, you’re in freefall. Don't guess, let the informa9on speak for itself. !CJM is an old document with restricted access. The customer journey map should be a live document that you con9nuously develop with your team. !One CJM for all customers. Each customer persona is unique. You may cluster them according to research results, but each group requires a specific customer journey map. !CJM doesn’t include an action plan. The gaps between the desired customer experience and the one actually received should be your action plan.
CJM deems some touchpoints unimportant and skips them. You need to account for every point where your customer comes into contact with your business. !Customer journey analysis concentrates on the bad experience. Although pain points are vital opportuni9es for increasing customer sa9sfac9on, success points can poten9ally extend the posi9ve experience by affec9ng emo9onal decision-‐making. !CJM is a single linear path. Flexibility is the key to great customer experience.
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This presenta9on is based on Real9meBoard's customer journey mapping guide. You can read it on our blog. !However, this framework isn't set in stone. It's one of the op9ons meant to assist you in understanding the process of CJM be[er and star9ng it easier. !Feel free to customize the process and improve it from one revision to another, but avoid the mistakes we men9oned.
RELATED READING
Integrate CJM with customizable templates like Persona, Empathy Map, Service Blueprint, and Ac9on Plan to improve the process and get more streamlined interface. !Check out the Customer Journey demo board to learn how to use them together.
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RELATED TEMPLATES
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