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8/21 Keynote Speech 4

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【服務設計】Customer Journey Mapping From Brand Strategy to the application of technology in delivering

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8/21 Keynote Speech 4

  1. 1. Customer Journey Mapping From brand strategy to the application of technology to create superior customer experience Tim Schuurman DesignThinkers Group
  2. 2. Who are we and What do we do?
  3. 3. Team Brazil! Team Brazil
  4. 4. DesignThinkers Group is a community organisation with creative multidisciplinary teams in 12 countries.
  5. 5. Germany since 2011 Israel since 2012 Singapore since 2012 Netherlands since 2007 UK since 2011 USA since 2010 Brazil since 2012 Chile since 2010 Established Spain since 2013 Australia since 2013 Partners Uruguay since 2013 Argentina since 2013 Taiwan since 2014
  6. 6. We train, develop and facilitate creative multidisciplinary teams and communities to drive positive change.
  7. 7. Customers are increasingly choosing products and services based on quality of the experiences they have with them. Organisations need a holistic, human centered view of the experiences of customers. This holistic view is provided by a Customer Journey Map method that spans all channels.
  8. 8. Customer Journey Mapping
  9. 9. Customer Journey Mapping: > People (customer) centered > Holistic approach > Build a mirror (customer - organization) > Question why customers do what they do > Visualization of journey > Inspiration for conversation
  10. 10. Text
  11. 11. Logistics: > Create space where people feel at ease > Have walls available for tools > Post-its and markers > Group(s) of about 7 people > Facilitator > Stakeholders > Customers
  12. 12. Focus on three key tools: > Stakeholder Mapping > Value Network Mapping > Customer Journey Mapping
  13. 13. Objective: Get overview of service system. How does it work: Put customer / service delivery organization in the centre (depending on subject of investigation) and place Stakeholders (organizations, people, artifact on the map. The circles tells something about strength of relationship between Stakeholders.
  14. 14. Picture of stakeholder map
  15. 15. Get feeling for relationship between stakeholders. How does it work: Copy the most important stakeholders on Value Network Map. Draw arrows from object to explore (customer, service delivery organization) to stakeholders in two ways and determine the values (information, exposure, money,..)that go back and forth.
  16. 16. Picture of value network map
  17. 17. Qualitative Research as preparation for Customer Journey Mapping > Cultures Probes, to have customers write down daily activities in relation to service/theme under investigation. > Interviews, Structured open interviews based upon Customer Journey. > Observation, Observe (pictures) and investigate customers in natural flow of activities.
  18. 18. CUSTOMER JOURNEY MAPPING designthinkersacademy + Explain Emotions - Customer’s Needs Barriers EMOTIONAL STATUS OF PERSONA CONTEXT WHAT IS THE PERSONA TRYING TO DO? JOURNEY STAGES TOUCHPOINTS WHICH TECHNOLOGY SUPPORTS THIS TOUCHPOINT? OPPORTUNITY AREAS OPPORTUNITIES FOR APPLICATION OF NEW TECHNOLOGY + Name Profile Behaviour Objective: Explore customer experience in journey and find opportunities for improvement/innovation. How does it work: Step 1: Build Persona. Name, Profile, Objectives and Behavior (and maybe Technology use). Journey is focussing on this Persona.
  19. 19. CUSTOMER JOURNEY MAPPING designthinkersacademy + Step 2: Filling in horizontal Explain Emotions lanes Journey Stages: General - phases of a journey of customer (Explore, Decide, Order, Use,..). Customer Jobs: Actual activities, within each phase, a customer is doing with certain objective. Touchpoints: Points of interaction relating to each customer job (website, shop, reception,…). Context: Background, environment, Customer’s Needs setting or situation Barriers surrounding the customer job (mood, experience before job, physical situation,…). EMOTIONAL STATUS OF PERSONA CONTEXT WHAT IS THE PERSONA TRYING TO DO? JOURNEY STAGES TOUCHPOINTS WHICH TECHNOLOGY SUPPORTS THIS TOUCHPOINT? OPPORTUNITY AREAS OPPORTUNITIES FOR APPLICATION OF NEW TECHNOLOGY + Name Profile Behaviour
  20. 20. CUSTOMER JOURNEY MAPPING designthinkersacademy + Explain Emotions - Customer’s Needs Barriers EMOTIONAL STATUS OF PERSONA CONTEXT WHAT IS THE PERSONA TRYING TO DO? JOURNEY STAGES TOUCHPOINTS WHICH TECHNOLOGY SUPPORTS THIS TOUCHPOINT? OPPORTUNITY AREAS OPPORTUNITIES FOR APPLICATION OF NEW TECHNOLOGY + Name Profile Behaviour Emotional Status: Rough rating (eg 1-10) on feeling and description reason. Technology: Which technlogy is supporting touchpoint. Insights Opportunities: Opportunities to improve customer experience using specific technology.
  21. 21. Incorporating focus on Technology in Customer Journey Mapping > Introduce technology case studies for inspiration. > Focus on customer touch points. > Ideation on how technology can help to get customer experience on higher level.
  22. 22. INTERACTIVE DISPLAY Technology Opportunity Cards: Describe briefly the application of the technology within the opportunity Describe the opportunity area. Business Model: What is the value to the customer, what costs do you expect for implementation and which values can be monetized. Value Proposition Cost Structure Revenue Stream $ $ $ $ $ $
  23. 23. Case Studies
  24. 24. Training and coaching a Team of Marketing Specialists and Managers of a chain of restaurants. Providing guidance for doing Qualitative Research. Designing and visualizing new innovative Customer Journey Scenarios and providing guidance during building and implementation.
  25. 25. The Coca-Cola Company sees a necessity to re-design their global hiring an onboarding process and experience. Together with the GBS Project Team we designed a Program to embed Service Design Thinking skills & tools into the organization, involving important HR and GBS Stakeholders.
  26. 26. Training and coaching the Service Innovation Team, using a ‘Train-the-trainer’ model. Explore, design and visualize new innovative Customer Journey Maps and Service Scenarios for improving the ‘in store’ Customer Experience.
  27. 27. Facilitate creative sessions with Senior Management to get commitment for prioritizing Customer Journey Scenarios on the 'remote baggage drop' theme. Visualizing Scenarios and long term vision for 'remote baggage drop' Blueprint.
  28. 28. DesignThinkers Group is part of the SAP Design Thinking Team. We assist SAP to design and deliver Design Thinking trainings for Sales and Pre-sales SAP staff in Europe, Middle East, Africa and North America.
  29. 29. Team Brazil!

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