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CUSTOMER EXPERIENCEFrom research to journey mapping
Harikrishnan
menon
I think renaming tiger bread giraffe bread is a brilliant idea - it looks much more like the blotches on a giraffe than the stripes on a tiger, doesn't it?
It is called tiger bread because the first baker who made it a looong time ago thought it looked stripey like a tiger. Maybe they were a bit silly.
-Chris King (age 27 & 1/3)
of all consumers
will never go back to an organization
after a negative experience
87%
unhappy
customers don’t
complain
96%of them simply
leave
91%other unhappy
customers who
have remained
silent
26friends about the
bad experience
15
For a Customer
complaint there
are
Every unhappy
customer will talk
to
Gave 1 week for
the companies to
respond
50%Started doing
business with the
competitors
89%Posted a negative
comment on
social media
26%of those
comments were
ignored
79%
The company
was unavilable
58%Said they knew
more than the
company reps
knew
57%Didn’t get their
name right
51%Will pay for a
better experience
86%
of the customers
believe you
don’t care about them
68%9%
14%
5%3% 1%
68%
Source: Smashing Magazine
Customer Loyalty
Acquiring a new customer can cost up to 5 times more than retaining a current customer
Customer Retention Customer Acquisition
FEELINGS
THOUGHTS
EMOTIONS
Customer Experience
Mobile
Print Media
Store Social
Customer Care
Friends
Customer Journey
RESEARCH
NEEDCOMPARE
& DECIDE
BUY
SERVICE
Aspiration
Influence
Peer Pressure
Dissatisfaction
Website
Friends
Advertisements
Social Media
Review Website
Apps
Stores
Expert Advice
Comparison Tools
Websites
Apps
Friends
Offers
Stores
Brand
Cost
Expert Advice
Credit/EMI
Service
Warranty
Trends
Features
Location
Durability
Resale Value
Pay
Store
Online
Mode of Payment
Invoice
Mode of Delivery
Maintenance
Customer Care
Help
Delivery
Quality
Feedback
T
O
U
C
H
P
O
I
N
T
S
Product/Service Journey
RESEARCH
IDEATE
DESIGNMarket
Customer
OPPORTUNITY MARKETING
SELL
SERVICE
Trends
Bench Marking
Features
Technology
Data Analysis
Values
Brainstorming
Road Map
Design Strategy
Marketing Strategy
Design Roadmap
Design Sketches
Prototype
Implementation
Training
Testing
Costing
Merchandising
Advertisement
Website
Store
Merchandising
Apps
Blogs
Tie Ups
Payment Gateway
Mode of Payment
Credit
Invoice
Mode of Delivery
Up Selling
Cross Selling
Demos
Consultants
Feedback
Maintenance
T&C
Customer Care
Offers
Social Media
Offers
Events
Games
SMS
T
O
U
C
H
P
O
I
N
T
S
Touchpoints
Mobile
Ads
Store
Social
Customer Care
T&C
Website
Features
Service
Offers
Price
Specification
Digital Marketing
Digital MarketingDesignSales
MarketingSales
Digital MarketingDesign
Sales
Positive experience for customer, but negative impact on the business
A Bangalore Mall – A Case Study
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
Avg
Sco
re
Touchpoints
Avg Score vs Touchpoints
CUSTOMEREXPERIENCEPROCESS
DISCOVER UNDERSTAND DESIGN ITERATE IMPLEMENT
CX
AGILE
DESIGN
THINKING
DESIGN THINKINGPROCESS
Empathize
Define
Ideate
Prototype
Test
Design Thinking is about taking
a human centered and iterative
approach to problem solving
BUSINESS DESIGN
DESIGN
THINKING
US$8.94 billion US$14.65 billion US$ 1.364 billion US$31 million
Poor customer experiences result in a loss by US enterprises each year
because of defections and abandoned purchases
US$83 billion
Impact of CX on Business
Source
https://goinstant.com/blog/the-effect-of-competition-on-customer-experiences
http://blogs.forrester.com/megan_burns/12-03-28-our_data_once_again_shows_that_better_customer_experience_yields_millions_in_revenue_benefit
Oracle
Thank you !
@harikrishnanc