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Setting the Scene for today.
Setting the scene - ‘Sabbuteo is great’ Why Customer Experience is vital today How digital has changed the journey Get mapping.
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Customer Experience
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A brand advocate is SIX TIMES more likely to stay with you in the future than just
a satisfied customer
Customer Experience
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News of bad customer service reaches more than 2 times as many ears as praise for a good service experience.
Take the time to address unhappy customers and do everything in your power to remedy the situation. It's not only worth keeping their business, but also avoiding any
negative word of mouth exposure.
BEFORE SOCIAL
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It takes 12 positive experiences to make up for one unresolved negative experience.
Customer Experience
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The customer experience is not the same today as it was years ago.
Digital has create a culture, a behaviour of instant, always - on, connected, willing, wanting and able to share.
No matter the circumstances, if a customer has an interaction with your brand, chances are they’re going to talk about it.
Digital is now usually the first touch point in their journey. It is therefore crucial that organisations can interpret, interact and engage along this digital highway…
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This is where things get fuzzy for many because the “experience” in digital experience is the customer experience…
There’s a huge difference between simply using digital technology and actually leveraging it to improve customer experiences and better address customer needs.
It’s rapid, changing, challenging, engaging, exciting and critical to map this journey.
How digital has changed experience…
Customer Mapping!
.The balance of power has swung back toward customers, and
their ability to amplify their feelings and experience into their
own networks and beyond.
20 / 50% of all ‘purchases’ are generated via Word of Mouth
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Chief Marketing Officers (CMOs) see customer advocacy and loyalty as their top priority in the digital era.
40% Chief Executive Officer (CEOs) see customer advocacy as the most important tactic in creating a competitive advantage in the next five years
Customer Experience Mapping!
Benefits of Customer Journey MappingFor customers✚ See things from the customer’s point of view ✚ Removes barrier to use and make it easier and more enjoyable for a customer
to interact with you and deliver information, messages and services at the most appropriate time
✚ Deliver a seamless, streamlined experience that cuts across silos by recognising where and when it makes sense to join things up for the customer
✚ Get it right when it really matters e.g. when emotions are highest or needs greatest
✚ Look at the current situation and the ‘ideal’ side-by-side, allowing us to redraw the customer journey
UNCOVER THE TRUTH: Study customer behaviour and interactions
across channels and touch points
CHART THE COURSE: Collaboratively key insights into a journey model
with all departments and decision makers.
TELL THE STORY: Visualise a compelling story that creates empathy and
understanding
USE YOUR MAP: Follow the map to new ideasand better customer experiences
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Journey mapping is the first step in achieving it.
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Objectives, scope & journey type Customer segment
Moments of truth
Key Journey StepsKey Journey StepsKey journey steps
Touchpoints
Actions, feelings, thoughts and reactions at each step
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