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What do you think you give your customers?
What do your customers feel they currently get?
What is Customer Experience?
Customer
Service
Custo er’s
Expectations
Customer
Experience
Customer Service is
everything the customer
can:
• See
• Hear
• Smell
• Taste
• Touch
Reality
Customer Expectations are
what the customer bring to
the interaction They are
based on:
• Previous experience
• Recency
• Primacy
• Hearsay
• Association
• Priming
Not Reality
The customer experience is
ased o usto er’s perception of the interaction
with a company, measured by
how far above or below their
baseline expectations the
interaction was.
These expectations are not
based in reality, they are base
on perceptions.
Three Elements of a Customer Journey
Customer Experience
Result
Interaction
Access
Touchpoint Mapping Process
Customer Objective
Information Access
Primary Interaction
Primary Result
Secondary Interaction
Secondary Result
Customer Outcome
Action Plan
• Identify your main products/service to be mapped
• Build draft maps to start socialising them
• Define the pain and pleasure points
• Talk to your customers to validate your assumptions
• Talk to your customers to confirm pain and pleasure points
• Talk to your customers to create action plan to address painpoints
• Talk to your customers about the design of their product or service
• Talk to your customers about the best ways to measure you
• Talk to your customers about how you can make it easy for them
