Customer journey

Business

juergen-tanghe
  • 1. Customer Journey Mapping Designing  Services. Energizing  Change.
  • 2. BUSINESS CARD FORMS SOCIAL and A customer is surrounded MEDIA by touchpoints DOCS SALES EMAIL TEAM CREDIT CARDADVERTISING FRONT HELPDESK WEBSITE DESK
  • 3. These touchpoints create the interactions throughout the customer’s journey Get Attract Inform Buy Deliver support FRONT EMAIL SALES WEBSITE FRONTADVERTISING TEAM DESK DESK FORMS HELPDESK BUSINESS CREDIT CARD and CARD WEBSITE DOCS Website SOCIAL MOBILE MEDIA
  • 4. CUSTOMER’S HAVEEXPECTATIONS OF THESERVICE, DURING THEIR JOURNEY.
  • 5. EXPECTATIONS VS PERCEPTIONS {} CREATES A GAP
  • 6. { }! THESE GAPS ARE THE CAUSE OF BAD CUSTOMER EXPERIENCES !80%! 8%! of companies believe that they! provide a superior proposition!Source: Bain, Closing the delivery gap, 2005!
  • 7. A journey which canbe mapped SALES ADVERTISING WEBSITE TEAM WEBSITE MOBILE CREDIT FRONT CARD DESK
  • 8. 1 STAPPENWelke stappen/fases doorloopt de klanttijdens de dienstverlening? ‘afgifte document’ of ‘contactopname’ 2T UCHPOINTS BUSINESS CARDHoe komt de klant in aanraking met ADVERTISING SALES CREDIT WEBSITE WEBSITE BROCHURE MOBILEonze dienst? bv: PITCH CARD 3 FRONTSTAGEWelke interacties vinden plaats tussen SALES FRONT customer  journey  de klant en de dienstverlener? TEAM DESK ‘invoeren data’ of ‘telefonisch gesprek’ Start with 4 BACKSTAGE ACTIVATEWat zijn de ondersteunende acties en CREATE START ONLINE OPEN SEND TWEET CHATinteracties van de dienstverlener. PRODUCT CAMPAIGN OFFER ACCOUNT CARD REPORT INFO HELP vb: ‘website beheer’ of ‘administratie’ Map the cognitive and emotional experience 5 PROCESSENNoteer hier de ondersteunende HRprocessen. IT MARKETING DATABASE OPERATIONS vb: ‘marketing strategie’, ‘assets’, FINANCE TRAINING ‘voorraad’ of ‘database’ PRODUCT DEVELOPMENT
  • 9. 1 STAPPENWelke stappen/fases doorloopt de klanttijdens de dienstverlening? ‘afgifte document’ of ‘contactopname’ 2T UCHPOINTS BUSINESS CARDHoe komt de klant in aanraking met ADVERTISING SALES CREDIT WEBSITE WEBSITE BROCHURE MOBILEonze dienst? bv: PITCH CARD 3 FRONTSTAGEWelke interacties vinden plaats tussen SALES FRONTde klant en de dienstverlener? TEAM DESK ‘invoeren data’ of ‘telefonisch gesprek’ 4 BACKSTAGE ACTIVATE CREATE START ONLINE OPEN SEND TWEET CHAT touchpointsWat zijn de ondersteunende acties eninteracties van de dienstverlener. PRODUCT CAMPAIGN OFFER ACCOUNT CARD REPORT INFO HELP vb: ‘website beheer’ of ‘administratie’ identify all 5 PROCESSENNoteer hier de ondersteunende HRprocessen. IT MARKETING DATABASE OPERATIONS vb: ‘marketing strategie’, ‘assets’, FINANCE TRAINING ‘voorraad’ of ‘database’ PRODUCT DEVELOPMENT
  • 10. 1 STAPPENWelke stappen/fases doorloopt de klant ⚡ ♥ ✯tijdens de dienstverlening? ‘afgifte document’ of ‘contactopname’ 2T UCHPOINTS BUSINESS CARDHoe komt de klant in aanraking met ADVERTISING SALES CREDIT WEBSITE WEBSITE BROCHURE MOBILEonze dienst? bv: PITCH CARD 3 FRONTSTAGEWelke interacties vinden plaats tussen SALES FRONTde klant en de dienstverlener? TEAM DESK ‘invoeren data’ of ‘telefonisch gesprek’ 4 truth, Find moments of BACKSTAGE ACTIVATEWat zijn de ondersteunende acties en CREATE START ONLINE OPEN SEND TWEET CHATinteracties van de dienstverlener. PRODUCT CAMPAIGN OFFER ACCOUNT CARD REPORT INFO HELP vb: ‘website beheer’ of ‘administratie’ 5 differentiators and points of non-quality PROCESSENNoteer hier de ondersteunende HRprocessen. IT MARKETING DATABASE OPERATIONS vb: ‘marketing strategie’, ‘assets’, FINANCE TRAINING ‘voorraad’ of ‘database’ PRODUCT DEVELOPMENT
  • 11. A journey which can be designed 1 STAPPEN rloopt de klantWelke stappen/fases dootijdens de dienstverlening? tactopname’ ‘afgifte document’ of ‘con BUSINESS CARD WEBSITE 2T UCHPOImet S NT WEBSITE SALES BROCHURE CREDIT CARD MOBILE Hoe komt de klant in aan raking ADVERTISING PITCH onze dienst? bv: 3 SALES FRONT FRONTSTAGE ts tussen TEAM DESK plaa Welke interacties vinden er? de klant en de dienstverlen ‘invoeren data ’ of ‘telefonisch gesprek’ CHAT 4 BACKSTAGsE START ONLINE OPEN ACTIVATE CARD SEND REPORT TWEET INFO HELP CREATE OFFER ACCOUNT en Wat zijn de ondersteunend e actie PRODUCT CAMPAIGN rlener. interacties van de dienstve inistratie’ vb: ‘website beheer’ of ‘adm 5 PROCESSEN HR DATABASE OPERATIONS Noteer hier de ondersteun ende MARKETING TR AINING IT processen. ‘assets’, FINANCE vb: ‘marketing strategie’, ‘voorraad’ of ‘database’ PRODUCT DEVELOPMENT
  • 12. Service  design  drives  loyalty Customer loyalty drives Customer experience drivesService design
  • 13. Insight Roadmap Challenge Concept Landscape LaunchIdentify Discover Create Prototype Plan Build Land Map Designing Services Energizing Change
  • 14. Kite ConsultantsWe provide insightWe inspireWe give guidancejurgen.tanghe@kiteconsultants.euwww.kiteconsultants.eu@jurgentanghe / @IdkiteRijnkaai 98, 2000 AntwerpBelgium
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Description
a brief intro to customer journey mapping
www.kiteconsultants.eu
Text
  • 1. Customer Journey Mapping Designing  Services. Energizing  Change.
  • 2. BUSINESS CARD FORMS SOCIAL and A customer is surrounded MEDIA by touchpoints DOCS SALES EMAIL TEAM CREDIT CARDADVERTISING FRONT HELPDESK WEBSITE DESK
  • 3. These touchpoints create the interactions throughout the customer’s journey Get Attract Inform Buy Deliver support FRONT EMAIL SALES WEBSITE FRONTADVERTISING TEAM DESK DESK FORMS HELPDESK BUSINESS CREDIT CARD and CARD WEBSITE DOCS Website SOCIAL MOBILE MEDIA
  • 4. CUSTOMER’S HAVEEXPECTATIONS OF THESERVICE, DURING THEIR JOURNEY.
  • 5. EXPECTATIONS VS PERCEPTIONS {} CREATES A GAP
  • 6. { }! THESE GAPS ARE THE CAUSE OF BAD CUSTOMER EXPERIENCES !80%! 8%! of companies believe that they! provide a superior proposition!Source: Bain, Closing the delivery gap, 2005!
  • 7. A journey which canbe mapped SALES ADVERTISING WEBSITE TEAM WEBSITE MOBILE CREDIT FRONT CARD DESK
  • 8. 1 STAPPENWelke stappen/fases doorloopt de klanttijdens de dienstverlening? ‘afgifte document’ of ‘contactopname’ 2T UCHPOINTS BUSINESS CARDHoe komt de klant in aanraking met ADVERTISING SALES CREDIT WEBSITE WEBSITE BROCHURE MOBILEonze dienst? bv: PITCH CARD 3 FRONTSTAGEWelke interacties vinden plaats tussen SALES FRONT customer  journey  de klant en de dienstverlener? TEAM DESK ‘invoeren data’ of ‘telefonisch gesprek’ Start with 4 BACKSTAGE ACTIVATEWat zijn de ondersteunende acties en CREATE START ONLINE OPEN SEND TWEET CHATinteracties van de dienstverlener. PRODUCT CAMPAIGN OFFER ACCOUNT CARD REPORT INFO HELP vb: ‘website beheer’ of ‘administratie’ Map the cognitive and emotional experience 5 PROCESSENNoteer hier de ondersteunende HRprocessen. IT MARKETING DATABASE OPERATIONS vb: ‘marketing strategie’, ‘assets’, FINANCE TRAINING ‘voorraad’ of ‘database’ PRODUCT DEVELOPMENT
  • 9. 1 STAPPENWelke stappen/fases doorloopt de klanttijdens de dienstverlening? ‘afgifte document’ of ‘contactopname’ 2T UCHPOINTS BUSINESS CARDHoe komt de klant in aanraking met ADVERTISING SALES CREDIT WEBSITE WEBSITE BROCHURE MOBILEonze dienst? bv: PITCH CARD 3 FRONTSTAGEWelke interacties vinden plaats tussen SALES FRONTde klant en de dienstverlener? TEAM DESK ‘invoeren data’ of ‘telefonisch gesprek’ 4 BACKSTAGE ACTIVATE CREATE START ONLINE OPEN SEND TWEET CHAT touchpointsWat zijn de ondersteunende acties eninteracties van de dienstverlener. PRODUCT CAMPAIGN OFFER ACCOUNT CARD REPORT INFO HELP vb: ‘website beheer’ of ‘administratie’ identify all 5 PROCESSENNoteer hier de ondersteunende HRprocessen. IT MARKETING DATABASE OPERATIONS vb: ‘marketing strategie’, ‘assets’, FINANCE TRAINING ‘voorraad’ of ‘database’ PRODUCT DEVELOPMENT
  • 10. 1 STAPPENWelke stappen/fases doorloopt de klant ⚡ ♥ ✯tijdens de dienstverlening? ‘afgifte document’ of ‘contactopname’ 2T UCHPOINTS BUSINESS CARDHoe komt de klant in aanraking met ADVERTISING SALES CREDIT WEBSITE WEBSITE BROCHURE MOBILEonze dienst? bv: PITCH CARD 3 FRONTSTAGEWelke interacties vinden plaats tussen SALES FRONTde klant en de dienstverlener? TEAM DESK ‘invoeren data’ of ‘telefonisch gesprek’ 4 truth, Find moments of BACKSTAGE ACTIVATEWat zijn de ondersteunende acties en CREATE START ONLINE OPEN SEND TWEET CHATinteracties van de dienstverlener. PRODUCT CAMPAIGN OFFER ACCOUNT CARD REPORT INFO HELP vb: ‘website beheer’ of ‘administratie’ 5 differentiators and points of non-quality PROCESSENNoteer hier de ondersteunende HRprocessen. IT MARKETING DATABASE OPERATIONS vb: ‘marketing strategie’, ‘assets’, FINANCE TRAINING ‘voorraad’ of ‘database’ PRODUCT DEVELOPMENT
  • 11. A journey which can be designed 1 STAPPEN rloopt de klantWelke stappen/fases dootijdens de dienstverlening? tactopname’ ‘afgifte document’ of ‘con BUSINESS CARD WEBSITE 2T UCHPOImet S NT WEBSITE SALES BROCHURE CREDIT CARD MOBILE Hoe komt de klant in aan raking ADVERTISING PITCH onze dienst? bv: 3 SALES FRONT FRONTSTAGE ts tussen TEAM DESK plaa Welke interacties vinden er? de klant en de dienstverlen ‘invoeren data ’ of ‘telefonisch gesprek’ CHAT 4 BACKSTAGsE START ONLINE OPEN ACTIVATE CARD SEND REPORT TWEET INFO HELP CREATE OFFER ACCOUNT en Wat zijn de ondersteunend e actie PRODUCT CAMPAIGN rlener. interacties van de dienstve inistratie’ vb: ‘website beheer’ of ‘adm 5 PROCESSEN HR DATABASE OPERATIONS Noteer hier de ondersteun ende MARKETING TR AINING IT processen. ‘assets’, FINANCE vb: ‘marketing strategie’, ‘voorraad’ of ‘database’ PRODUCT DEVELOPMENT
  • 12. Service  design  drives  loyalty Customer loyalty drives Customer experience drivesService design
  • 13. Insight Roadmap Challenge Concept Landscape LaunchIdentify Discover Create Prototype Plan Build Land Map Designing Services Energizing Change
  • 14. Kite ConsultantsWe provide insightWe inspireWe give guidancejurgen.tanghe@kiteconsultants.euwww.kiteconsultants.eu@jurgentanghe / @IdkiteRijnkaai 98, 2000 AntwerpBelgium
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