Part 3 – Customer Journey Mapping Workshop

Cross-Channel MarketingCustomer ExperienceDigital Marketing

A framework & tools to run a customer experience journey mapping workshop

 

In the first part of the series we covered the importance of customer journey mapping and in the second part we reviewed the framework and workshop steps. In this last series we will run through the practical application of this framework in the workshop environment.

The agenda for the day’s workshop looks like this:

  • Workshop introduction and kick-off (9am – 9:20am)
  • Decide who your journey persona is (9:20am – 9:50am)
  • Outline customer journey stages (9:50am – 10:20am)
  • Tea break (10:20am – 10:50am)
  • Define the touchpoints (10:50am – 11:10am)
  • Identify what your persona is thinking (11:10am – 11:55am)
  • Lunch (11:55am – 12:55pm)
  • Get in touch with what your persona is feeling (12:55pm – 1:55pm)
  • Identify what are the opportunities to deliver a better experience (1:55pm – 2:55pm)
  • Tea break (2:55pm – 3:25pm)
  • Map your technology capabilities to your opportunities (3:25pm – 3:55pm)
  • Create an ideal customer journey for your persona (3:55pm – 4:40pm)
  • Workshop close and next steps (4:40pm – 5pm)

Below is how I suggest you draw and layout your whiteboard or butcher-paper on the wall running from left to right. If you are using butcher-paper then I suggest you do each stage (e.g.: acquisition, engagement, etc.) on a new sheet. Please remind your teams that we will be running through each step from left to right first before tackling the next step below, touchpoints – acquisition, engagement, etc. before doing the same for thinking – acquisition, engagement, etc. I have seen some teams get enthusiastic and start completing each stage from top to bottom before the next step has even been introduced. One way to stop this is to only write each step up (e.g.: Touchpoints, Thinking, Feelings, etc.) after you have actually introduced the exercise for that step (the PowerPoint is available here)..

Customer Experience Journey Framework

Here are some additional tips for each of the steps.

Step 1: Decide who your journey persona is

 

Keep in mind when doing customer journey mapping that the customer in this instance could be a B2C customer or B2B. They could even be your own business that you supply services to, for instance your field sales force or maybe property owners if you were a hotelier.  Ensure that each group chooses a different post-it colour so you can differentiate the persona journeys if they are all being mapped onto the same wall.

 Decide who your journey persona is
Step 2: Outline customer journey stages

 

This step can be a little confusing for some groups as they may only be involved in one stage of the customer life cycle or don’t necessarily think in terms of the customer stages in their journey. The most universal stage process is the first example I have provided (acquisition, engagement, etc.) and can commonly be applied across most journeys the teams are looking at tackling. I have provided other examples to help them more broadly about the steps and names of their stages dependent on their persona. Essentially we are looking for the major steps their persona goes through from initial conception of their proposed activity to the conclusion.

 Outline customer journey stages
Step 3: Define the touchpoints

 

For this step all we are looking for us what are the touchpoints in which our persona can currently engage with us at each stage, whether it be desktop site, mobile app, Facebook or retail branch. In addition to this we are trying to evaluate the quality of this touchpoint, does the personas engagement usually help them or hinder them at this stage.

 Agree on touchpoints
Step 4: Identify what your persona is thinking

 

This is where we start to apply design thinking by putting ourselves in the shoes of our persona and try to project what they may be thinking at each stage of the process. This will then dovetail with the next step of what they may be feeling. If they are thinking ‘wow I got a great deal’, then a corresponding feeling may be elation which is a positive reflection on your business, however if they’re thinking ‘I don’t understand my return options’ they may be feeling apprehension which is an area of opportunity for your business.

 Identify what your persona is thinking
Step 5: Get in touch with what your persona is feeling

 

In this workshop we are taking a fairly basic approach to customer feelings and simply projecting them above or below the baseline as laid out in the template at the start of this blog dependent on if they positive neutral or negative feelings. If you have some more time in hand then I would highly recommend having your groups complete an empathy map for their persona, to gain a deeper insight for this exercise.

 Get in touch with what your persona is feeling
Step 6: Identify what are the opportunities to deliver a better experience

 

Here is the opportunity for your teams to really start to think laterally about addressing some of the challenges and opportunities they have identified up to this point. Not everyone spends their time in this way so as the facilitator you may need to suggest a couple of examples or use one of the team’s inputs so far to suggest an opportunity that may be a little left field, but helps fire their imagination.

 What are the opportunities to deliver a better experience
Step 7: Map your technology capabilities to your opportunities

 

This step will really help solidify what technology capability your customer is ideally expecting together with whether you have that technology and are deploying it appropriately. At this second to last stage we have the teams present their persona and findings from the exercise to this point, the alternative is to have the teams do this at the end of each step, both seem to work equally well.

 Map technology capabilities to your opportunities
Step 8: Create an ideal customer journey for your persona

 

Now that the teams have gone gaining a deeper understanding of their persona and identifying what they are thinking and feeling and the opportunities to deliver a better experience is, this is their chance to craft a new journey identifying the ideal touchpoint in each stage, and what the customer will be thinking and feeling that aligns with this.

 Create an ideal customer journey for your persona

These are the next steps to conclude the workshop with.

The facilitator will gather the information from the workshop:

    •  Document each of the persona’s photos/input into an Excel template
    •  Create new visual persona customer journeys (creative team)
    •  Schedule a follow-up presentation (findings, recommendations and priority actions)

Here are some internal actions to ensure this activity delivers long term benefits to your business.

Identify a customer journey owner (typically the facilitator)

    1. Ownership – Identify 1 person who will own, develop and drive the customer journey program.
    2. Stakeholder buy-in – Ensure all business stakeholders have contributed to the development of the customer journey program.
    3. Strategy – Complete the planning phase by prioritizing the actions required to achieve Short, Medium & Long term initiatives.
    4. Planning – Use project management principals including detailed project plans to monitor execution phase.
    5. Measurement – Assign a business value to each initiative (e.g.: revenue uplift, cost saving etc.) & set KPI baselines to measure these changes pre and post implementation.
    6. Publicise success – Report and communicate optimisation achievements against Goal’s throughout the organization.
    7. Customer Journey Framework – Run customer journey mapping on annual basis at various levels within the organization to validate relevance.

This concludes the overview of the customer experience journey mapping framework and workshop. Hopefully it provides you with an easy to use tool and robust framework to apply within your organisation that allows you to gain a deeper insight into new areas to evolve your customer experience and accelerate the program.


Cross-Channel Marketing, Customer Experience, Digital Marketing

Posted on 11-09-2016


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  • By Gil Meier - 1:49 AM on December 2, 2016   Reply

    Great posts on customer experience journey mapping, much appreciated, thank you.

    My question is in regards to defining and analyzing the customer’s touch points. My interpretation is that the touch point is defined by the technology the customer is engaged with, within a stage. While a stage is a high-level customer business activity (e.g. considering the information at hand) would it be beneficial to also consider the specific business sub-process the customer is engaged with. I would suggest, a poor experience may not only result from a deficient technical solution, but also a broken vendor business process (e.g they have online chat, but it is not staffed sufficiently, the wait is too long).

    Would you agree? If so, how would we incorporate it within the approach?

    Regards
    Gil

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