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The role data analytics plays in customer journey mapping, with the end goal of totally
personalised experiences
Clare Muscutt, Ex Head of CX, Sainsbury’s, Founder of CMXPERIENCE
Question…
What impact can you have on the customer experience?
CX is a powerful differentiator
50%
Many businesses struggle
Stong performance Weak performance
SourceHBRAnayltics ServicesReview2017
Access to data?
How we analyse it?
Main challenge- How we work together to use it.
Today• A bit about me• A bit about Sainsbury's• The customer and grocery market context• Why we needed to change our approach- data transformation• The kind of things we did with data to drive CX• Advice on how to work collaboratively using CX Design • Bring this to life with case study examples from my carer at Sainsbury’s
A little bit about me….
A little bit about CMX
@claremuscutt @CMXperience
Life before CMXBig Job….
Accountable for customer experience design, delivery and innovation across all
channels & services
£40bn
190k
32m
£1bn
Meaning….
2200 shops &6 UK contact centres
1m deliveries and collections/week
2Bn online visits/year
26 financial services products
10 mobile apps
Source:IGDUKChannelOpportunities:UKmarketandchannelforecasts2016- 2021
Market context
The wider market
Source:KantarWorldPanel12weeksendingFeb2018(GB)
The
Big
4
17
Customer context
The connected consumer is…..Informed, disloyal and time poor
39% research before purchase
Expect personalisation
36% would share GPS location
Increasingly Passive
Automation
Socially dependent
Check FB 14 times and spend 50 min/day on FB
71% purchase on socialrecommendation
Driven by Experience
Mental availability
We needed a new strategy
EmotionCustomers feel engaged by the experience- personalisation
EaseCustomers get value from the experience
EffectivenessCustomers get value from the experience without difficulty
Function
Use
Satisfaction
Experience
Loyalty
In all but 1 of 18 US industries Forrester researched, emotion trumped ease and effectiveness in having the greatest influence on loyalty.1
Similarly in loyalty models : Emotional experience accounts for two thirds of customers’ loyalty to the brand where as cognitive loyalty accounts for a third.2
2. Source: Forrester Paper: Understanding the impact of emotion on Customer Experience1. Source: Forrester CX Index 2015: N= > 45,000 customers across 19 US industries
What is CX all about?
Customer Journey Mapping
Favourites/regular shop Single log on Single app
Painpoints
Opportunities
£4m
£2m
£8m
Driving Sales
Single Customer View
Designing the future
The future CX experienceThe CX experience today
TODAY X YEARS
Target Experience
Build Customer experience capability
Design Target experiences
Customer needs
Brand positioning and values
POV on operating environment for the target experience
Define the Experience Portfolio
Take a customer led approach
Customer Experiences
Service Proposition
BrandPositioning
CustomerMissionsCustomers
ValuesBeliefsExpectations
ValuesBeliefsCulture
Offerings & benefitsService principlesCapabilities
Service featuresTouchpointsCore customer journeysService behaviours
Who the customer isWhat the customer
needs What we offer Who we areWhat we design and
how we deliver it
Customer needsSituational needs
Target customer experience
Tools to design a CX that’s right for your business?
27
Think omnichannel
Their journeys span channels.
Our customers design their own journeys.
Create the right frameworksPlan Navigate Discover Try Pick Pay Consume Control Get help Share
Com
mer
ce
Website
App
Store
Com
ms
ATL
BTL
Serv
ice
Store services
Customer service in-store
Door step
Contact centres
During shopPre-shop Post-shop Around the shop
Create a vision..
“Sainsbury’s fulfils my needs as a customer through a seamless, helpful and personalised grocery shopping experience, whenever and
wherever I engage with them”.
Communicate the impactSainsbury’s fulfils my needs as a customer through a seamless, helpful and personalised grocery
shopping experience, whenever and wherever I engage with them.
Platforms
ServicesData
ContentBrands
PropositionInterfaces
Devices
Devices
InterfacesDomains
BrandsContent
DataServices
Platforms
Devices
InterfacesDomains
BrandsContent
DataServices
Platforms
Devices
InterfacesDomains
BrandsContent
DataServices
Platforms
Devices
InterfacesDomains
BrandsContent
DataServices
Platforms
Devices
InterfacesDomains
BrandsContent
DataServices
Platforms
Devices
InterfacesDomains
BrandsContent
DataServices
Platforms
Devices
InterfacesDomains
BrandsContent
DataServices
Platforms
Devices
InterfacesDomains
BrandsContent
DataServices
Platforms
Rewards
Customer facing
Back end
Add voice in grey
Luna will make this more
consistent
Collaborate!
DARE TO DREAM;BE AMBITIOUS
1DELIVER VALUE EARLY
AND OFTEN
2DEDICATED,
EMPOWERED, CROSS-FUNCTIONAL TEAMS
ACTION BEFORE PERFECTION
43
Agile ways of working
Co-create and learn through design, build and test phases
Summary
Question…
What impact can you have on the customer experience?
