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Are you looking for a plain-English explanation of what journey maps are, what they can do for your business, and for a simple overview of how to make them? This presentation by Storyminers (pioneers in the customer experience and service design business since 2002) you will get a clear definition, a description of the business benefits, valuable best practices, examples, and a dose of inspiration. Journey Maps are a great way to get everyone on the same page when it comes to figuring out which improvements to make in a customer or employee experience--then they help you get started and make progress. Mike Wittenstein got his start at customer experience, service, and adaptive enterprise design at IBM as their eVisionary. Since then, he's helped hundreds of leadership teams in dozens of countries improve their own brand experiences. Mike is based in Atlanta and travels globally as a consultant, designer, and speaker. +1 770.425.9830
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what is journey mapping?definition + benefits + best practices + examples + inspiration
© 2014 Storyminers, Inc.
journey maps show you your customers’ experience
then, they help you make it better
before you build a map, you have to learn about your customers and employees
so, go undercover…
see what it’s like to shop your business on-line
see what it’s like to shop your business by phone
see what it’s like to shop your business in-person
see what it’s like to shop your business with a mobile device
see your business like your customers see it
capture what you see, feel, and think in a notebook
you might be surprised at how your ideas grow!
jot down what makes customers happy,
and what your brand does that makes them laugh
capture what gives rise to frustration…
or confusion
write it down—even when the business does something that makes people angry
then, plot what happens at each touch point
a touch point is a place in time where something important happens—like being greeted at a bank or
getting seated at a restaurant or checking out of a store
wrap up
but, with each pass…
things will get clearer
sticky notes are great—but be sure to tape them down before you roll them up
storyboards supply essential details; you don’t have to be an artist to succeed!
and clearer!
girl with two emotions
no two maps are the same— because no two companies are the same
sometimes, a conceptual map is a good starting point
when you have hundreds of touch points to manage, switch from paper and spreadsheets to software
for example, www.TouchpointDashboard.com, lets you see any combination of touchpoints
and channels or attributes
journey maps do several things at once
understand customers’ + employees’
needs better
engage employees
streamline service delivery
delight customers
prioritize projects
improve top and bottom
linesreduce effort
ok, let’s get started
start with one type of customer
wrap up
1. create their persona
personas describe your key customer types so that designers, planners, and everyone else can keep real
people clearly in mind as they improve the experience
2. plot their persona (and others they work with) on a stakeholder map
a stakeholder map clarifies the internal promises that run the business and maintain the brand
wrap up
3. use the sticky notes from your ‘undercover’ work to designate stages
at storyminers, we use five stages: aware | compare | buy | use | share
wrap up
3. use the sticky notes from your ‘undercover’ work to designate stages
when you feel ready, add touch points that represent the ideal experience!
this is what your organization will build to differentiate itself and
make your brand experience better!
wrap up
4. add these details to your map
wrap up
when your colleagues ‘see’ the experience, they’ll begin to believe it’s possible!
that’s when it gets really interesting
5. print, share, test, revise, measure
use your journey maps everywhere and all the time
post them on the wall talk about them at meetings
keep them up-to-date
don’t be afraid to add some color. socialize new ideas on your journey maps.
* the secret to journey maps is that they let others align their efforts to a common purpose.
journey maps matter… because customer experience matters
everything your brand does for customers - everything your business processes do to them
= how the experience makes them feel
customer experience defined
it’s your turn! journey maps will give you a new perspective.
have fun ;-)
http://www.pinterest.com/storyminers/journey-map-examples/ http://www.pinterest.com/storyminers/service-design/
http://www.mikewittenstein.com/thinking/
very helpful resources
Mike is a global customer experience and service designer who likes to roll up his sleeves and help do the work that makes retailers and service providers better. • 25+ years, 25+ countries, 4 languages • 400+ companies, $1.5B+ influenced In addition to design and consulting work, mike also speaks, facilitates, and mentors.
[email protected] | +1 770.425.9830 | @MikeWittenstein | http://www.MikeWittenstein.com