Week 5-Kamilla Flashcards
Why do we buy technology?
- We want it to ‘work’ for us
Ex: watched ‘Sproutel video’ a company that gives stuffed animals to kids with diabetes or cancer- what does the customer feel when interacting with the product?
What is road-mapping applied to?
- NPD
- Service design
- Experience design
- Technology investment
What is road-mapping used for?
- Planning
- Internal communication
- External communication
- Fact-checking
What does it mean to map the customer experience
It’s not just about customer satisfaction, you want to give the customer experience so that you can get:
1. Retention
2. Loyalty
3. Referral
What are the four customer journey map components
- Joyride
- Odyssey
- Trek
- Routine
7 Different Customer Journey Maps
- Buyers journey template
- Current state template
- Lead nurturing mapping template
- Future state template
- A day in the customer’s life template
- Customer churn mapping template
- Customer support blueprint template
What is a Joyride?
- Unpredictable and effortless
- They are amusing journeys that allow people to escape the tedium of everyday routines
Ex: TikTok or any social media platform
What is a Odyssey?
- Unpredictable and effortful
- They are challenging, thrilling, and unpredictable adventures that are fueled by a customer’s enthusiasm, determination, and sense of purpose
Ex: Crossfit workouts
What is a Trek?
- Predictable and effortful
- They are journeys in which customers labour to achieve challenging long-term goals such as learning a new language.
Ex: MyFitness Pal food diary
What is a Routine?
- Predictable and effortless
- Is a simple procedure for completing a recurring task and typically involves a trigger for an activity that produces a reward
Ex: Starbucks (mobile ordering ahead)
what does Customer Journey Mapping do
Puts the user front and centre in the organization’s thinking:
- Contrasts with the (understandable) tendency to get so caught up in what you want a project to achieve that you forget to consider how it will benefit users
- A helpful tool in broader digital transformation, because, at its heart, digital transformation is about adapting to changing user expectations
When you consider the customer experience- what is the need?
- need recognition
- product specification
- supplier search and call for proposal (CFD)
- proposal analysis and supplier selection
- order specification
- performance assessment and feedback
How can we optimize the experience?
- Interaction
- Relationship
- Customers
- Employees
Goal: The Experience
- Should offer something they didn’t know they wanted or needed
- Take what may be a terrible process and make it fantastic
- Key? - Going beyond product-market fit
How can you create the experience for ‘Interactions’?
- Streamlining
- Eliminate pain points
- Gamification
How can you create the experience for ‘Relationships’?
- Personalization
- Collect feedback
How can you create the experience for ‘Customers’?
- Personalization
- Promote word of mouth referrals
How can you create the experience for ‘Employees’?
- Above and beyond training and support
Who else benefits from customer journey mapping?
- Designers
- UX Designers
- Writers
- Managers
How does customer journey mapping help ‘Designers’?
helps them understand the context of users and what they are trying to achieve with the technology
How does customer journey mapping help ‘UX Designers’?
Helps them identify points in the customer experience that are disjointed or painful e.g. gaps between:
- Devices, when a user moves from one device to another
- Departments in the firm (e.g. sales vs. marketing) where the user might get frustrated
- Channels (e.g. where the experience of going from social media to the website could be better)
How does customer journey mapping help ‘Writers’?
helps them understand what questions users have and how they are feeling (thus, what rhetoric and tone to use)
How does customer journey mapping help ‘Managers’?
Get an overview of the customer’s experience including how customers move through the sales funnel.
Helps them hit their targets (esp. Sales and marketing)
According to Morgan:
- 73% of firms with above-average CX perform better financially than competitors
- Bring in 5.7x more revenue
- Have 1.5x more engaged employees
The role of analytics in understanding the experience
Website analytics (e.g. Google Analytics)
- Provides information on where users have come from, and what they are trying to achieve
- Helps identify points in the process where they have given up
What is the risk with analytics?
Misinterpreting analytics is easy
E.g. what does a lot of clicks mean? Or long dwell times? A happy user? A lost or confused user?
Social media
Tools that track mentions of a brand and whether those mentions are positive or negative
Search data
Insights into what users are looking for, revealing whether your existing website is providing the right information
Primary research (numbers)
Help you build a more detailed picture of users’ questions, feelings and motivations
Anecdotal research
Why? Numbers aren’t enough
Interview people who talk to customers often:
- Salespeople
- Customer support staff
NOTE: these people won’t see the entire customer journey. You will need to piece together the various part by talking to different staff
- Find customers (or potential customers) who are willing to sit down and talk with you (refer back to Dave Weiss at Hatch.co with his Starbucks visits)
Focus on your primary audiences
- Make educated guesses about the customer journeys for secondary audiences
Caveats (red flags)
- Be careful to make clear what conclusion or decision has what type of research behind it (and what does not)
- Making roadmap decisions based on assumptions is dangerous
BUT: Once management sees the benefits of road mapping and the research that supports it, they are often willing to spend more time (and/or money) on it
Reading: Gopaldas (Designing an ideal customer journey)
- Identify the best archetype for your product
- Put the archetype’s design principles into action
- Cue purchase decisions at the right time
- Streamline the journey at every opportunity
- Consider different journey archetypes for different customer segments
Reading: Halligan (Experience Disrupters)
- They give you experiences you didn’t know you wanted
- They make interactions frictionless
- They personalize the relationship
- They get customers to sell for them
- They empower employees to make things right for customers
