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Donn DeBoard
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Customer Journey Maps:Charting a Course for An
Engaging Customer Experience
Donn R. DeBoardMid-Atlantic Technical Communication ConferenceMarch 9, 2012
Copyright Donn R. DeBoard, 2012 2
About the Presenter
Award-winning technical communicator, 25 years dedicated to enhancing customer experience through clear, engaging content.
Senior Information Developer, Vertex Inc., a tax technology company in Berwyn, PA.
STC Associate Fellow. STC Community
Outreach Committee. STC Usability and
User Experience (UUX) SIG.
Interaction Design Association (IxDA).
Information Architecture Institute (IAI) .
Usability Professionals Association (UPA).
March 9, 2012
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What About You?
Share a little about yourself.
Share your reasons for coming to this conference.
Any first time attendees here?
Share your expectations for this session.
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Orienteering
Use a compass and map to travel from place to place in unfamiliar territory.
Special topographical maps indicate natural, geographic, and man-made features.
CJMs are specialized maps with many names (service blueprints, alignment diagrams, or experience map) with similar purpose.
March 9, 2012
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Global Positioning System
GPS allow you to find multiple paths to your destination.
GPS corrects your wrong turns and guides you back on track.
CJMs track the flow of your journey to your destination, including pain points, such as wrong turns.
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Agenda
What is customer engagement?
What are Customer Journey Maps (CJMs)?
Components of CJM. Creating CJMs. Benefits of CJMs. Metrics and CJMs. Exercise. Reflections on
applying CJMs. Summary/Questions.
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About This Present
Many slides are annotated with references to my resources.
Resources are listed in the back of slide deck.
I can see new heights standing on the shoulders of the pioneers who went before me.
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What Is Customer Engagement?
“Customer engagement is thinking and acting as customers do: A series of inter-related interactions that, together, create their ‘customer experience.’”
- Craig McCullochMarch 9, 2012
Copyright Donn R. DeBoard, 2012 9
What Are Customer Journey
Maps?
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Customer Journey Maps Are…
Visual representations of customer’s experience with product or service.
Product is a generic reference.
Systematic exploration of customer interactions with your product.
A framework for customer actions, motivations, questions.
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Copyright Donn R. DeBoard, 2012 11
Customer Journey Maps Are…
Customer-centric, not provider-centric.
Frame-by-frame review of customer journey.
Customer needs, interactions, and emotions as they use your product.
Holistic view of all touch points w/product.
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An Executive Visits Lego
An executive flies from London to Lego office in New York city.
Describe journey in phases: before, during, and after flight.
Can the overall experience be more positive?
Are there make or break moments?
Where is more info needed?
HostynMarch 9, 2012
Copyright Donn R. DeBoard, 2012 13
Lego Customer Journey Map: An Executive Visits NY Lego Office
HostynMarch 9, 2012
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Examin9 the Lego Experience
Customer type: Lego executive.
Purpose: To conduct business at Lego office in New York City.
Identify emotions thought out journey.
Identify areas where more information is needed.
Journey phases: Before flight. During flight. After flight.
Make or break Moment (aka Moment of truth) How was check-in at
train station? Are seats wide
enough on plane? Short walk in airport.
Hostyn
March 9, 2012
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When to Customer Journey Map
Costly: High cost of product, high risk or waste.
Complex: Multiple customer groups, channels, or departments.
Changeable: Evolving customer experience.
Challenged: High dissatisfaction now. Expectations are high.
Climatic: Key moments of truth, emotions are high.
(Oxford Strategic Marketing, (Section 2))
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Types of Customer Journeys
Actual: Physical journey. Transactional:
Process w/fixed steps. Experiential:
Ongoing experience. Emotional:
Mental journey over time. Relationship building:
Relationship over time (customer).
Rite of passage: Major life change.
(Oxford Strategic Marketing, (Section 3))
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Copyright Donn R. DeBoard, 2012 17
Types of Customer Journey Maps
Customer experience map – People, emotional,
qualitative. Same as CJM.
Mapping the system System, analytical,
quantitative, process. Measuring experience
Customer satisfaction Tracking and metrics.
(Oxford Strategic Marketing, (Section 2))
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Building Blocks for Customer Journey Maps
Type of journey Actual. Transactional. Experiential. Emotional. Relationship building. Rite of passage.
Type of CJM Customer Experience. Mapping the system. Measuring experience.
(Oxford Strategic Marketing, (Section 2)
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Components of Customer Journey
Maps
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Typical Customer Journey Map Components
1. Customer actions in chronological steps.
2. Customer goals or needs at each step in process.
3. Moment of truth/areas of significant importance.
4. Pain points, gaps, and disconnects.
KalbachMarch 9, 2012
Copyright Donn R. DeBoard, 2012 21
Typical Customer Journey Map Components
5. Brand impact , satisfaction, and emotional responses.
6. Business or product touch points, including roles and systems.
7. Opportunities for improvement.
8. Descriptive and contextual elements, quote/photo (optional).
Kalbach
March 9, 2012
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Creating Customer Journey
Maps
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Process Overview (Part 1)
1. Identify customer community.
2. Identify customer outcomes.
3. Identify customer steps/actions.
4. Identify touch points beneath customer actions.
Van Oosterom
March 9, 2012
Phase 1
1
2
3
4
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Process Overview (Part 2)
5. List and prioritize moments of truth.
6. Review product delivery.
7. Track ebb and flow of emotional journey.
8. Blueprint backstage process.
9. Improve and innovate.
10. Gather customer feedback.
Van OosteromMarch 9, 2012
Phase 2
5
6
7/8
9/10
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Identify Customer Community
List stakeholders. Customer in center of
circles of influence. What do you do for them? What do they do for us? Who is else involved?
Connect with real customers.
Create personas (Present situation/future ambitions).
Van Oosterom
March 9, 2012
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Identify
Customer Journey Map Outcomes
List customer outcomes along journey.
What is customer trying to achieve?
Prioritize outcomes, if possible.
Van Oosterom
March 9, 2012
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Identify Customer Steps/Actions
List all steps/actions. customer performs to reach desired outcome.
List actions in horizontal line.
Start before customer decided to use your product. What are generating circumstances?
List specific trigger events.
Van Oosterom
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Identify Touch Points Beneath Customer Actions
List every touch point for each customer action.
Specify customer-facing touch points and back stage touch points.
Van Oosterom
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Questions for Touch Point
Specific interactions?
Processes that support touch point?
People that support touch point?
Who owns touch point?
Who customer interacts with?
What tools are used during interaction?
What metrics are tracked?
What are the pain points ?
What should the ideal customer experience be?
Gleneicki
March 9, 2012
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List and Prioritize Moments of Truth
Moments of truth are key or significant touch points within customer journey. Includes decision points, too.
Identify and prioritize moments of truth from all touch points.
Focus on top 1-3 moments of truth.
Van Oosterom
March 9, 2012
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Why Are Moments of Truth Important?
Moments of truth are defining points in the journey that affect reaching successful outcomes.
Moments of truth impact a customer’s likelihood of revisiting journey.
May also include pain points/areas for improvement.
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Review Product Delivery
Under each touch point, who delivers product or service?
Who is directly responsible?
Where are areas for improvement?
Van Oosterom
March 9, 2012
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Track Ebb and Flowof Emotional Journey
Evaluate the experience for each touch point.
Map the emotional ebb and flow of customer experience at each point.
Compare w/ ideal customer experience.
Van OosteromMarch 9, 2012
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List supporting organizational structure back stage .
Who supports the service?
Who influences back stage?
Resulting CJM is an “outside in” perspective of company
Van Oosterom
March 9, 2012
Blueprint Backstage Processes
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Improve and Innovate
Identify CJM areas needing improvement.
Creative brainstorming.
Compare w/ ideal customer experience.
Van Oosterom
March 9, 2012
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Gather Customer Feedback
Create a prototype process or revised workflow.
Gather customer feedback from selected customers.
Incorporate customer feedback to CJM.
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Deasonance CJM: Getting a Secondary ID Card
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CJM: Getting a Secondary ID Card
Can you see: Customer types? Experience triggers? Journey phases? Specific touch points
and interactions? Emotional highs and
lows during the journey?
Desonance/Edwards
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Examining the Deasonance CJM
Experience triggers: No drivers license Need ID for passport
Pain point: Lack of ID is roadblock to future avenues to success.
Specific touch points: Phone Web Passport office
Emotions- Highs and lows along journey.
Journey phases: Discover. Investigate. Prepare. Apply. Receive. Use.
Opportunities for improvement.
Pain points.Hostyn
March 9, 2012
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Benefits of Customer Journey
Maps
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Key Results of Customer Journey Maps
CJMs illustrate: How customers
interact w/product.
What they want from each interaction.
How they feel about each interaction.
TemkinMarch 9, 2012
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Benefits of Customer Journey Maps
Identify individual pain points during the journey, not after the fact.
Provides a framework for modeling and re-designing services and interactions.
Build empathy with customers.March 9, 2012
Copyright Donn R. DeBoard, 2012 43
Benefits of Customer Journey Maps
Provides an internal communicati0n tool in your organization.
Provides a customer engagement tool to encourage customer conversation.
An audit tool to develop user experience metrics.
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Metrics and Customer Journey
Maps
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Value design : Win-Win Metric
Value-centered design: Shared value is the
center of design. Value comes from
intersection of: Business goals and
customer needs Business Return on
Investment (ROI) vs. Customer Return on Experience (ROE) (Sales vs. Satisfaction)
McMullin, Nieboer
March 9, 2012
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Customer Satisfaction Metric:Kanos Model
March 9, 2012
Customer Satisfaction (Y axis) and Degree of Achievement (X axis)
Basic attributes: Features taken for granted.
Performance attributes: Direct correlation between degree of achievement and customer satisfaction
Delight attributes: Unexpected attributes that are something out of ordinary.
Holst/Baymard
Copyright Donn R. DeBoard, 2012 47
Customer Satisfaction Metric:Kanos Model
Customer satisfaction deteriorates as more companies present same feature.
Customer expectations always go up.
CJM provide critical context on customer as your design your next delight attributes.
Holst/Baymard
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Exercise
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Building Your Own Customer Journey Map
Exercise is high-level, due to the limited time.
We can do CJMs as a group or break into smaller discussion groups.
I’ll give you a topic. Use worksheet as a
guideline to help you brainstorm.
Your decision?March 9, 2012
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Getting Your Starbucks Coffee
March 9, 2012
Map how you get your coffee at Starbucks.
Every group needs a recorder and a presenter to summarize the discussion.
No wrong answers. Take 5-10 minutes. Have fun!
Copyright Donn R. DeBoard, 2012 51
Let’s Talk About Your Journey to Starbucks
March 9, 2012
Type of journey? Journey purpose? List of outcomes Phases of journey? Customer actions? Customer touch
points? Other insights?
Copyright Donn R. DeBoard, 2012 52
Starbucks’ Customer Journey Map
Hostyn
March 9, 2012
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Examining the Starbucks CJM
Customer type: Erik, the repeat customer.
Purpose: To work and/or drink coffee.
Baseline experience: Ambiance, convenience.
Enhanced experience: Positive, customer delight.
Poached experience: Negative, crowded, impersonal.
Journey phases: Anticipate: Office to
car. Enter: Walk in. Engage: Get in line,
order, pay, sit, drink, and work.
Exit: Pack up and walk out.
Reflect: Car.
HostynMarch 9, 2012
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Reflections:Applying Customer Journey
Maps
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Reflections: Customer Engagement
Engagement is a continuum where technology is an enabler to the journey and specified outcomes.
Customer journeys should be engaging, worthy of sharing, and unified, regardless of platform.
Solis
March 9, 2012
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Reflections: Content & Customer Journey Maps
Customer Journey Maps allow you to understand: If supporting
content is needed to improve a customer journey.
The type of content needed.
How customer prefers to interact w/content.
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Reflections: Interaction Design & Customer Journey Maps
Customer Journey Maps allow you to understand: Pinpoint key touch
points Where interactions
break down, including symptoms and cause
Where general work flow can be improved
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Summary
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Summary
What is customer engagement?
What are Customer Journey Maps (CJMs)?
Components of CJM. Creating CJMs. Benefits of CJMs. Metrics and CJMs. Exercise. Reflection on
applying CJMs.
March 9, 2012
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Questions?
Thanks for your participation.
Questions? Comments?
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My Contact Information
You are welcome to contact me with questions and comments.
Email:[email protected]
LinkedIn: http://www.linkedin.com/in/donndeboard
Twitter: @donndeboard
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For More Information
Cobb, Dale. “Creating Your Own Customer Journey Map,” http://servantselling.blogspot.com/2008/01/creating-your-own-customer-journey-map.html, January, 2008.
Edwards, Mel. “Customer Journey Mapping,” http://desonance.wordpress.com/2010/06/16/customer-experience-mapping, June 10, 2010.
Engine Services Design. “Customer Journey Mapping,” http://www.enginegroup.co.uk/service_design/m_page/customer_journey_mapping, Date accessed: November, 2011.
March 9, 2012
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For More Information
Flom, Joel. “The Value of Customer Journey Maps: A UX Designer’s Personal Journey.” UX Matters, http://www.uxmatters.com/mt/archives/2011/09/the-value-of-customer-journey-maps-a-ux-designers-personal-journey.php, September 7, 2011.
Gleneicki, Annette. “Customer Interaction Maps: Plotting the Customer’s Journey,” http://www.allegiance.com/blog/customer-interaction-maps-plotting-the-customer%e2%80%99s-journey/869, October 18, 2010.
March 9, 2012
Copyright Donn R. DeBoard, 2012 64
For More Information
Holst, Christian. “UX and the Kanos Model,” http://baymard.com/blog/kano-model,, Baymard Institute, February 7,2012.
Hostyn, Joyce. “Visualizing the Customer Experience using Customer Experience Journey Maps,” http://www.joycehostyn.com/blog/2010/03/22/
visualizing-the-customer-experience-using-customer-experience-journey-maps/, March 22, 2010. March 9, 2012
Copyright Donn R. DeBoard, 2012 65
For More Information
Howard, Jeff. “Using Diary Studies for Customer Journey Mapping, http://designforservice.wordpress.com/2009/12/17/
using-diary-studies-for-customer-journey-mapping/, December 2009.
Kalbach, James. Customer Journey Mapping Resources on the Web,” http://experiencinginformation.wordpress.com/2010/05/10/customer-journey-mapping-resources-on-the-web/ , May 10 2010,updated September 17, 2011.
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For More Information
McCulloch, Craig. “ Creating an optimal customer experience,” .Net Magazine, http://www.netmagazine.com/opinions/creating-optimal-customer-experience. August 9, 2011.
McMullin, Jess, “Searching for the Center of Design”, Boxes and Arrows, http://www.boxesandarrows.com/view/searching_for_the_center_of_design, (originally posted September 9, 2003), reposted November, 2011.March 9, 2012
Copyright Donn R. DeBoard, 2012 67
For More Information
Neiboer, Harry. “Value-centered Design,” http://blogs.infosupport.com/value-centered-design/, November 16, 2005.
Oxford Strategic Marketing. “Customer Journey Mapping: An Introduction” and “Customer Journey Mapping: A Practicioner’s Guide,” Cabinet Office website (Sept 2009, last visited May 2010).
March 9, 2012
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For More Information
Richardson, Adam. “Using Customer Journey Maps to Improve Customer Experience,” Harvard Business Review, http://blogs.hbr.orgs/cs/2010/11/using_customer_journey_maps_to.html, November 15, 2010.
Solis, Brian. “Why User Experience is Critical to Customer Relationships,” Fast Company, http://www.fastcompany.com/1815756/the-importance-of-ux-in-customer-engagement , February 14, 2012.March 9, 2012
Copyright Donn R. DeBoard, 2012 69
For More Information
Stollery, Richard. “Lego's Customer Strategy: Lego Rebuilds Customer Loyalty, Brick by Brick,” An Post Mail Media Unit, Dublin, http://www.anpost.ie/AnPost/AnPostDM/News/DMNews/2009/Richard+Stollery+-+Lego.htm, Aug 12, 2009
Temkin, Bruce. “Customer Experience Matters.” http://experiencematters.wordpress.com/
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For More Information
Torio, James. “Experience Maps Identify Inefficiencies and Opportunities”. UX Magazine. http://jamestorio.com/blog/2011/10/17/experience-maps-identify-inefficiencies-and-opportunities/ . October 4, 2011.
van Oosterom , Arne. “Mapping Out Customer Experience Excellence: 10 Steps to Customer Journey Mapping,” http://www.mycustomer.com/topic/customer-intelligence/customer-journey-mapping/105167#, December 3, 2010.
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