Customers are frustrated with how difficult it is to do business with some organizations. Lost customers, higher cost, and poor reputations are the price of not being easy to do business with. Customer Journey Mapping helps businesses understand what their customer's frustrations are by walking in the steps of the customer.

1. www.ServiceEase.net

2. Customers Are Frustrated
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3. Top 4 Reasons Customers Are Frustrated
Rudeness
33%
Passing the
Buck
26%The Waiting
Game
10%
Being
Boomeranged
10%
Other
21%
2012 American Express Customer Experience Barometer
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4. How Do Frustrated Customers React
55%
walked away from a transaction in the last year
because of a poor customer experience.
2012 American Express Customer Experience Barometer
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5. Why Care?
• An estimated $83 Billion is Lost to
US Businesses due to poor customer
service each year.
• Customers tell 15 people about a
good customer experience, but tell 24
people about a bad customer
experience.
• It cost 5x as much to get new
customers as retain current customers.
2013 Shankman| Honing Infographic
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6. What To Do?
 Say “NO” to a narrow
CUSTOMER SERVICE focus
(problem–centered )
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7. What’s Next?
 Say “YES” to a holistic
CUSTOMER EXPERIENCE focus
(proactive)
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8. What is Customer Experience?
Customer Experience is how customers perceive their
interactions with your organization.
 Whether you take action or not, your organization
already has a customer experience.
 Customer experience doesn’t start or end with a
transaction.
 Ex. Word of Mouth, Social Media, Advertisements, Warranty, etc.
Forrester Research, November 2010
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9. Where to Start?
Customer Journey Mapping
A Customer Journey Map is an illustration of each step a
customer takes in their interaction with your
organization.
“A great customer journey map documents your
customer experience from your customer’s eyes, helping
you to understand not only how customers interact with
you today, but also identifies improvement
opportunities.”
2013 www.heartothecustomer.com
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10. (c) 2013 ServiceEase

11. Customer Journey Maps – Key Features
 Goal(s) — what a customer has set out to achieve
 Ex. Order book through interlibrary loan process
 Persona — a representative profile of a customer segment
 Ex. Jane, 35-45 yrs old, single, active reader, library
supporter
 Touchpoints — all the ways customers experience or
interact with your organization (communications, human
contact or technology)
 Website, telephone system, librarians, interlibrary form
 Emotions — how a customer feels during the journey
 ( - ) Happy, Sad, Mad, Frustrated, etc.
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12. Customer Journey Maps – Key Insights
 Pain Points – specific conditions that cause customers
dissatisfaction
 Customer had to call the library twice and go to the library to
order book.
 Moments of Truth – critical times when customers decide
to continue or leave
 Learning it could take up to 5 wks to get book. Customer
cancelled request and ordered from Amazon.
 Opportunities – ways to improve, redesign or create new
services
 Add detailed description and Interlibrary Loan Request Form
to library’s website.
 Develop an expedited process for an additional fee
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13. Be Easy to Do Business With
 Understanding and reducing customers frustrations
are vital to improving customer experience.
 Customer journey maps offer an opportunity to walk
in customers’ shoes and find out what’s working and
what’s not working as they interact with your
organization.
 These insights can be used to eliminate unnecessary
steps, redesign services, create new services, and
more.
(c) 2013 ServiceEase

14. Lisa D. Dance
ServiceEase
www.ServiceEase.net
ServiceEaseMatters@gmail.com
Follow me on @ServiceEase
Questions?