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In order to understand the path your customers may take when engaging with your employees, your partners, and maybe even your competitors, you must create a map of all potential interaction points and supporting channels of communication. We will explore Red Wing Shoes’ Customer Wow! initiative to illustrate the value of the customer journey map in conveying the complexities and challenges inherent in customer experience in order to illuminate opportunities to optimize interactions.
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Avtex Customer Conference 2012The Intersection of Technology and Customer ExperienceHyatt Regency | Minneapolis |10.25.2012
Using Journey Maps to Optimize Customer Experience
Valerie VogtDirector Strategic Consulting
Avtex Customer Conference 2012 The Intersection of Technology and Customer Experience Hyatt Regency | Minneapolis |10.25.2012
Avtex Customer Conference 2012The Intersection of Technology and Customer ExperienceHyatt Regency | Minneapolis |10.25.2012
In-Session Question #1
Which of the following technology channels do you support today for your customers?
a. Centralized phone supportb. Centralized email supportc. Chatd. IVRe. Self-service website/online portal for customer
servicef. Social media for brand awareness
Avtex Customer Conference 2012The Intersection of Technology and Customer ExperienceHyatt Regency | Minneapolis |10.25.2012
In-Session Question #2
How far along is your company on mapping your customer’s journey?
a. Don’t have a journey map, and are not sure we need oneb. Not started, but are interested in learning morec. We are currently assembling our customer journeyd. We have the customer journey mapped, but are not sure
what to do with ite. We are using our customer journey as a tool to prioritize
and manage our CX
Avtex Customer Conference 2012The Intersection of Technology and Customer ExperienceHyatt Regency | Minneapolis |10.25.2012
Avtex Customer Conference 2012The Intersection of Technology and Customer ExperienceHyatt Regency | Minneapolis |10.25.2012
Agenda
• What is the Customer Journey• Mapping Your Customers’ Journey• Using the Results
Avtex Customer Conference 2012The Intersection of Technology and Customer ExperienceHyatt Regency | Minneapolis |10.25.2012
What is the Customer Journey
Avtex Customer Conference 2012The Intersection of Technology and Customer ExperienceHyatt Regency | Minneapolis |10.25.2012
A Simple Customer JourneyUpgrading a Cell Phone
Avtex Customer Conference 2012The Intersection of Technology and Customer ExperienceHyatt Regency | Minneapolis |10.25.2012
A Simple Customer Journey MapUpgrading a Cell Phone
16 Total Touch Point
9 Touch Point Opportunities
24 Interactions 18 Interaction
Opportunities
Avtex Customer Conference 2012The Intersection of Technology and Customer ExperienceHyatt Regency | Minneapolis |10.25.2012
Mapping Your Customers’ Journey: A Case Study
Avtex Customer Conference 2012The Intersection of Technology and Customer ExperienceHyatt Regency | Minneapolis |10.25.2012
Red Wing ShoesA Case Study
Replace Aging ACD System
Customer WOW!
Avtex Customer Conference 2012The Intersection of Technology and Customer ExperienceHyatt Regency | Minneapolis |10.25.2012
Steps to Journey Mapping
Identify the Customer
Map the Interactions
Dissect the Interaction
Measure the Interaction
Health
Avtex Customer Conference 2012The Intersection of Technology and Customer ExperienceHyatt Regency | Minneapolis |10.25.2012
Identify the CustomerCustomer Personas
State of Mind
Goals
Needs
Avtex Customer Conference 2012The Intersection of Technology and Customer ExperienceHyatt Regency | Minneapolis |10.25.2012
Map the InteractionsTeam Brainstorming
Interactions by Lifecycle Phase
Moments of Truth
Avtex Customer Conference 2012The Intersection of Technology and Customer ExperienceHyatt Regency | Minneapolis |10.25.2012
Dissect the Interactions
Technology
Process
People
Avtex Customer Conference 2012The Intersection of Technology and Customer ExperienceHyatt Regency | Minneapolis |10.25.2012
Measure the Interaction HealthVoice of Customer and Voice of Employee
Avtex Customer Conference 2012The Intersection of Technology and Customer ExperienceHyatt Regency | Minneapolis |10.25.2012
The Result Persona
Interactions
People and Technology
Health
Optimization Opportunity
Avtex Customer Conference 2012The Intersection of Technology and Customer ExperienceHyatt Regency | Minneapolis |10.25.2012
Using the Results
Avtex Customer Conference 2012The Intersection of Technology and Customer ExperienceHyatt Regency | Minneapolis |10.25.2012
The Route to the Destination
Identifying Patterns Applying Priority Build a Business Case
Avtex Customer Conference 2012The Intersection of Technology and Customer ExperienceHyatt Regency | Minneapolis |10.25.2012
Identifying Patterns
Manage and Track Activity
Customer Service Tools
Anticipate and
Personalize Experience
Red Wing Shoes Core Scenarios
Avtex Customer Conference 2012The Intersection of Technology and Customer ExperienceHyatt Regency | Minneapolis |10.25.2012
Applying Priority
Implement Contact Center
Integrate Contact Center with CRM
Automation and Self Service
1. Ideal first call resolution2. Internal 360 view of customer3. Increased Insight into performance metrics
1. Order status information available via IVR2. Full Account history available via web
1. Reduced call volume for simple requests2. Reduced wait time3. Immediate and rich information available to customer4. Anticipate customer needs – improved NPS
1. Best resource routing2. Screen pop3. Integrated direct dial handling4. Comprehensive contact center metrics5. Full activity logging1. Consistent caller experience2. Increased first call resolution3. Improved response time4. Foundation for future solutions
1. Skills based routing2. Voicemail routing
Avtex Customer Conference 2012The Intersection of Technology and Customer ExperienceHyatt Regency | Minneapolis |10.25.2012
Building a Business Case
Avtex Customer Conference 2012The Intersection of Technology and Customer ExperienceHyatt Regency | Minneapolis |10.25.2012
Putting This Information to Work
Know your customer’s journey
Use the journey map to see the whole picture
Avtex can help• Customer Experience Optimization Offering• IT Assessment• Contact your Account Executive or
Avtex Customer Conference 2012The Intersection of Technology and Customer ExperienceHyatt Regency | Minneapolis |10.25.2012
Questions?
Avtex Customer Conference 2012The Intersection of Technology and Customer ExperienceHyatt Regency | Minneapolis |10.25.2012
Thank you!
Avtex Customer Conference 2012The Intersection of Technology and Customer ExperienceHyatt Regency | Minneapolis |10.25.2012
