Direct Marketing
Consultancy
Customer Journey Management
Martin Wright: [email protected]
Oakleigh Wood: [email protected]
Direct Marketing
Consultancy
What is Customer Journey Management?• Jan Carlzen, Scandinavian Airways
• A qualitative tool
• Understand brand experience at each touch point:
Customer needs
Customer experience
‘Moments of truth’
Direct Marketing
Consultancy
3 dimensions of customer journey measurement
Customer
Journey
Mapping
Customer
Experience
Mapping
Brand
Experience
Mapping
Do:How many, what,
where, when
Think:Operational experience
Feel:Brand promise vs.Brand experience
Direct Marketing
Consultancy
Customer Journey Mapping
Direct Marketing
Consultancy
What it is
• Measures how prospects and customers behave
• From acquisition to attrition
• Movement within and between channels and at each touch point
– Retail or FTF
– Inbound call centre
– Web
– Outbound marketing
– Product or Service engagement
• Showing customer numbers and drop outs
• Using a common measure
Direct Marketing
Consultancy
How its done
• Staff interviews and workshops
• Review of key MI reports:
– Web analytics
– Call centre stats
– Marketing plans and results
– Service reports
• Mystery shopping
• Time and motion studies
Direct Marketing
Consultancy
What can it do
• Illustrate how prospects and customer interact with a company
• Identify hot spots and inefficiencies
• Quantify the opportunity cost
• Build a business case to focus and galvanise effort
• Make improvements to:
– Communications
– Staff training
– Process or service design
– Organisation culture and alignment
Direct Marketing
Consultancy
A typical map
Your details
Property,
address &
Discounts
Payment
Details
Summary of
Cover &
Details
Contact
Details
Conditions
of quote
Human
Aggregators
Your
quote
Save
TSC
calls
Quote s
Twice weekly
NTU email
Recalculate
5.2/person
Sales
5% 6% 12%
PRM block
xK
54% 14% 9% 18%
67%
Sales
NTU cK
Underwriting
Error yK
Underwriting
Error 15KPRM block
5K
NTU cK
4,444
(Aggregator
999)
455
222k 22k
10k 2k5k
2k
2k
222 200
All numbers have been changed
Direct Marketing
Consultancy
Case History: Halifax Insurance
• Retail, call centre, customer services, web, outbound marketing channels
• 38 quick-wins with potential to generate 15% incremental sales
– Contact strategy 40%
• Increasing frequency, following up Client contacts
– Cross functional thinking 36%
• Using their portfolio of brands more effectively, brand consistency, product consistency
– Better use of technology 24%
• Fixing broken web functionality, making online underwriting more flexible, greater use of email and SMS
• Plus 15 long term opportunities
Direct Marketing
Consultancy
Customer experience mapping
CASE STUDIES
Direct Marketing
Consultancy
Direct Marketing
Consultancy
Direct Marketing
Consultancy
14
Capture Live Report Action
MD / Board
Regional
Manager
W.W.W
http://reports.csmsurveys.com/login
Direct Marketing
Consultancy
http://customerservicemeasurement.com/services/analytics
Direct Marketing
Consultancy
http://customerservicemeasurement.com/services/analytics
Direct Marketing
Consultancy
http://customerservicemeasurement.com/services/analytics
Direct Marketing
Consultancy
http://customerservicemeasurement.com/services/analytics
Direct Marketing
Consultancy
http://customerservicemeasurement.com/services/analytics
Direct Marketing
Consultancy
UK
Experience
8
Price £17
USA
Experience
9
Price £21
India
Experience
3
Price £5
Bulgaria
Experience
5
Price £9
Hungry
Experience
9
Price £9
Business Benefits
- Real-time measurement = Quality experience
- Cost saving: £12 per call x 93,000 (2010 £1.1M)
Direct Marketing
Consultancy
Brand experience mapping
Direct Marketing
Consultancy
Process:
5+ Qual
interviews,
Map points,
Quant score,
id key points,
id solutions.
Direct Marketing
Consultancy
Implementation challenges
Direct Marketing
Consultancy
Challenges
• Cross functional alignment
• Competing priorities
• Company culture
• Dash board to monitor impact
• Maintaining commitment over the longer-term
Direct Marketing
Consultancy
A typical large project process
Direct Marketing
Consultancy
Q&A
• Martin Wright: [email protected]
• Oakleigh Wood: [email protected]
Customer
Experience
Mapping
Customer
Journey
Mapping
Brand
Experience
Mapping