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Customer Journey MappingKrista Breckman, Director, Customer-CentredService, WCB of Manitoba
Jacqueline Hogan, Senior Associate, PwC1
Objectives:
• Today’s Customer Experience Realities• Background on Customer Journey Mapping• How the WCB is using journey mapping to improve the
customer experience• How the WCB is using Personas to build the
organization’s capacity for empathy
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1. Today’s realities
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Navigating economic volatility and disruption is shaping corporate strategy......
32%
25%
70%
49%
82%
47%
31%
According to PwC’s 16th Annual Global CEO Survey, companies are focusing on three common approaches to become more resilient – and to thrive.
1. Targeting pockets of opportunity
identified organic growth in an existing domestic market
said a new product or service development
Main opportunities for growth:
2. Concentrating on the customer
of CEOs see shifts in consumer buying patterns as a serious business threat
of CEOs say they will make changes in their customer growth/retention/ loyalty strategies in the next 12 months
3. Improving operational effectiveness
Top restructuring activities in the next 12 months:
implement a cost-reduction initiative
enter into a new strategic alliance or joint venture
outsource a business process or function
Engaging with customers:
17%New M&A/joint
venture/strategic alliance
17%Organic growth in an existing foreign market
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Today’s marketplace is changing. Are you?
‘Value’ is being reinvented. Customers are redefining the very notion of value and how it is delivered to them.
The customer is driving innovation. Customer-driven innovation is one of the few remaining sources of business differentiation.
Everything (and everyone) has gone digital. Digital change is requiring organizations to proactively transform many aspects of what it means to do business.
Customers are leaving behind a trail of data. Companies are striving the understand what drives satisfaction and loyalty. They must learn how to transform customer data into market insight.
Experience fuels growth. Designing and delivering a truly exceptional customer experience has become the most dependable way to achieve sustainable, profitable organic growth.
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Inside-out viewYes, you look to your customers to help you solve business challenges. But you look at the customer you think you know from your organization’s already-compromised point of view.
Outside-in viewYou know your customers hold the key to many of the solutions you seek. But it’s the customer’s view of you –that is, seeing yourself from their perspective – that can often make the real difference.
Seeing the customer through your own eyes
Seeing your products, services and operations through the eyes of your customer
Your Your
company
Your customer
YouYour Your
company
Your customer
You
Two Ways of Seeing Your Business Challenges
2. Customer Journey mapping
The customer journey is the complete sum of experiences that customers go through when interacting with your company and brand. Instead of lookingat just a part of a transaction or experience, the customer journey documents the full experience of beinga customer, from the outside in.
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Customer Experience Through Journey Maps
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Journey mapping visually illustrates an individual customer’s needs, the series of interactions and touchpoints that are necessary to fulfill those needs, and the resulting emotional states a customer experiences throughout the process.
Breaks a customer’s experience down into individual interactions
Enables stakeholders to collectively discuss opportunities for improving the experience
Makes research and analysis easier to recognize and more digestible
Quickly, yet effectively conveys the experience of customers and helps tell their story
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3. WCB’s Customer Journey Mapping Story3. WCB’s Customer Journey Mapping Story
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How is it that we seem to be doing (reasonably) well, but so many people are unhappy with us?
The Current State of Customer Service at WCB
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WCB Path to Customer Experience Maturity
Employer journey and employer personas defined
Customer Service standards and training implemented
2005
Voice of the customer program established
2002
Customer Service Program Model Established
2013
Customer journey and customer personas defined
2014
Customer Experience team established
2015
2015
2016 and beyondEnabling technology implementations (CRM,
Telephony, Channel Strategy)
In 2013, the WCB developed a new customer service program model which identified customer journey mapping as the first stage in a customer- centred service improvement process
Customer Journey Mapping is Part of a Broader Customer Experience Strategy at WCB
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By identifying the need to improve customer centricity and taking steps to improve the experience through the development of a customer service program model and customer journey map, WCB is moving into the “Elevate” stage of the maturity model
1. Repair: Existing customer pain points need to be addressed prior to implementing initiatives aimed at delighting customers.
2. Elevate: Sharing customer insights and KPIsregularly, measuring quality more consistently, integrating the customer into core business processes and rewarding customer-centric behaviours.
3. Optimize: Developing a more sophisticated customer toolkit through activities such as building experience design practices that combine customer insights with business analytics.
4. Differentiate: Differentiate by revealing unmet customer needs, reframe customer problems and ultimately rethink the entire customer experience ecosystem.
WCBManitoba
The Customer Experience Maturity Model
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The project team collaborated with stakeholders from across the organization to ensure that deliverables were well informed and that staff from all levels were engaged in, and involved with, the customer experience initiative at WCB…
1 2 3 4 5 6
• 18 Stakeholder interviews
• 2 Employer interviews
• Side by side listening
Current State Information Gathering
Collaborative Design Session
#1
VoC Analysis and Additional Data
Capture
Customer Segmentation and Persona Development
Collaborative Design Session
#2
Leading Practice Review and Final
Report
• 23 Stakeholders to map customer need states based on the high level journey steps
• Journey map (draft)
• Analyze survey and verbatim data
• Identify VoC gaps to journey map
• 6 customer focus groups
• Conduct customer segmentation
• Layer focus group and VoC data to build personas
• Validate with front line
• Heatmap journey to identify opportunities
• PwC knowledge base and external benchmarking data to build recommendations
• 14 Stakeholders to validate customer personas
• Validate the customer journey map/ need states based on personas
WCB Customer Journey Mapping Project Overview
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Engage employees in the design and implementation of change
Commitment Through Engagement: The importance of collaborative design
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The WCB Customer Journey Map
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“Ensure better response times when a
worker phones in”
“They act like you are guilty… you have to
prove your innocence”
“They were genuinely concerned about my
case”
“He answered all of my
questions and took the time
to explain things”
“I didn’t feel I was ready to go back to
work, neither did my doctor,
but WCB didn’t care…”
“I have no idea who my case manager is. I’ve been
shuffled around from one person to the next”
“The lady I dealt with was awesome! Last time I was on WCB it was a terrible experience”
“Quit playing phone tag, respond to calls right
away”
“They dealt with things in
a timely manner and gave me all
the information I
needed”
Heatmapping Your Customer Journey
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Segmentation Analysis
Collaborative Design Sessions
Voice of the Customer (VoC)Analysis
Additional VoC Data Capture
External Market Research
Internal Focus Groups with Front Line Staff
Customer Personas
Segment customer data by demographics that are important to understanding your customer
Review VoCdata to understand pain and wow points by persona type
Conduct customer focus groups and/ or surveys to capture additional data analysis where gaps in your current VoCexist
A collaborative design session was held with 14 stakeholders from across WCB to provide input into and validate the personas
Four focus groups were held with front line staff across a variety of industry teams to provide input into the draft personas
External market research was conducted to explore preferences by demographics, income and occupation
WCB’s Approach to Customer Persona Development
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By identifying the need to improve customer centricity and taking steps to improve the experience through the development of a customer service program model and customer journey map, we believe WCB is moving into the “Elevate” stage of the maturity model
Customer Persona Summary
Background
Communication & Lifestyle
Incident & Claim Details
Emotional Concerns
• 49 year old full time ICU Nurse
• Married with two college-age children
• Attended Red River College
Finances•Earns $120,000 per year with overtime •Owns home with mortgage•Cost conscious and spends wisely
Past Experience / Perceptions of WCB•No claim experience herself, but has heard negative things about some Case Managers•Knows of a few colleagues who take advantage of the system
Communication•Uses home phone regularly, uses email to keep in touch with kids, goes online for banking •Carries a mobile phone but doesn’t always remember to keep it charged•Works shift work and relies on days off to get back to people
Lifestyle & Social•Prioritizes her family above all else•Takes pride in maintaining a nice home•Provides care for her aging parents •Rarely goes away for vacation
Incident •Injured left shoulder while transferring a patient between beds•Reported 36 hours later at beginning of following shift, when pain had not subsided
Claim Background•Claim was approved•Case manager felt she was not healing fast enough•Brought in for HC assessment and WCB doctor did not agree with family doctor prognosis•Will soon be participating in a gradual return to work program
Fears & Frustrations•Concerned that her colleagues will resent her gradual return to work program•Fears that no one believes her injury is real – she knows colleagues who scam the system but this is not the case for her •Frustrated in her belief that her CM is making medical decisions
Needs•To feel understood and cared about•To feel control over her situation•Her profession and skill to be acknowledged •To know that she is believed
Marilyn“I need to feel in control of my recovery and return to work”
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Are you ready? 23
Resource List• Temkingroup.com• CXPA.com• Outside In: The Power of Putting
Customers at the Center of Your Business, Harley Manning and Kerry Bodine
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• Krista Breckman, Director, Customer Centred Service, WCB of Manitoba, 204-954-4335 [email protected]. wcb.mb.ca
• Jacqueline Hogan,PwC,416 941 8383 ext. 16200 [email protected]://www.pwc.com/ca
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