An overview of Cutsomer Journey Mapping techniques and results

1. Customer Journey Management Martin Wright: martin@martinwrightassociates.co.uk Oakleigh Wood: oakleigh@csmsurveys.com

2. 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’

3. 3 dimensions of customer journey measurement Feel: Brand promise vs. Brand experience Do: How many, what, where, when Think: Operational experience

4. Customer Journey Mapping

5. 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

6. 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

7. 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

8. A typical map Sales Underwriting Error yK TSC calls 455 NTU cK PRM block xK 67% Twice weekly NTU email 5% 6% 12% 54% 14% 9% 18% Save 2k Conditions of quote Human Summary of Cover & Details Your quote Property, address & Discounts Sales Contact Details Payment Details Your details 4,444 (Aggregator 999) 2k 2k 222 200 10k 5k Recalculate 5.2/person Underwriting Error 15K PRM block 5K NTU cK Quote s Aggregators 222k 22k All numbers have been changed

9. 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

10. Customer experience mapping CASE STUDIES

14. Capture Live Report Action W.W.W MD / Board Regional Manager 14 http://reports.csmsurveys.com/login

15. http://customerservicemeasurement.com/services/analytics

16. http://customerservicemeasurement.com/services/analytics

17. http://customerservicemeasurement.com/services/analytics

18. http://customerservicemeasurement.com/services/analytics

19. http://customerservicemeasurement.com/services/analytics

20. Business Benefits - Real-time measurement = Quality experience - Cost saving: £12 per call x 93,000 (2010 £1.1M)

21. Brand experience mapping

22. Process: 5+ Qual interviews, Map points, Quant score, id key points, id solutions.

23. Implementation challenges

24. Challenges Cross functional alignment Competing priorities Company culture Dash board to monitor impact Maintaining commitment over the longer-term

25. A typical large project process

27. Oakleigh Wood: oakleigh@csmsurveys.com