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Measure and manage the customer experience

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A practical framework on how to map, measure and manage omnichannel customer experience at enterprise level

Publicado en: Empresariales
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Measure and manage the customer experience

  1. 1. Measure the customer experience
  2. 2. a smart, strategic, design firm that shapes future experiences
  3. 3. How to map, measure and manage omnichannel CX at enterprise level
  4. 4. Experience is an emotional flow EXPECTED LIVED REMEMBERED
  5. 5. Experience is an emotional flow EXPECTED LIVED REMEMBERED setting pain points wow moments peak end rule memories average perception
  6. 6. Good experience matters at different levels
  7. 7. JOURNEY NEED CASES TOUCHPOINT TASK INTERACTION
  8. 8. MAP THE REALITY Start from qualitative End with quantitative PRE DURING POST QUALITATIVE STORYMAPPING QUANTITAVE INSIGHTS
  9. 9. Big data Extreme approach Deep qualitative
  10. 10. Insights Definition INSIGHTS AND MICRO BEHAVIOUR THROUGH BIG DATA Data Gathering & Preparation Explorative Analysis Machine Learning Validation & Testing Integration Need mapping EXPERIENCE / BEHAVIOR MAPPING THROUGH DESIGN RESEARCH Experience usecases definition First research Deepening Experience mapping
  11. 11. — Project sample Week 2 3 4 5 6 Research Output finalization Milestone 1 Customer journey mapping Stream Journey mapping Stream Quantitative analysis Online survey Social analysis Internal data analysis Stream Touch point and service benchmarking Competitor and inspirational benchmarking Touch point and service mapping Service safari . Tier 1 Workshop day . Tier 1-2 Customer email interview . Tier 3-4 Service delivery partner interview . Tier 1 IT IT UK FR DE ES . BE . CH . NL
  12. 12. HIGH Explode needs and experiences AWARENESS CONSIDERATION ACQUISITION ACTIVATION 1ST TIME USAGE USAGE LOYALTY JOURNEY NEED EXPERIENCE.POSITIVE EXPERIENCE NEGATIVE EXPERIENCE WEB EXPERIENCE STORE EXPERIENCE HYBRID … NEED EXPERIENCE.POSITIVE EXPERIENCE NEGATIVE EXPERIENCE WEB EXPERIENCE STORE EXPERIENCE HYBRID … NEED EXPERIENCE.P EXPERIENCE N EXPERIENCE EXPERIENCE EXPERIENCE … NEED EXPERIENCE.POSITIVE EXPERIENCE NEGATIVE EXPERIENCE STORE NEED EXPERIENCE.POSITIVE EXPERIENCE NEGATIVE EXPERIENCE WEB EXPERIENCE STORE EXPERIENCE HYBRID … ⇣ SUB PROCESS MAPPING ⇣ SUB PROCESS MAPPING ⇣ SUB PROCESS MAPPING
  13. 13. MIDDLE Map the single experience and gather pains and gains MAP THE EXPERIENCE - Workshop - Field research - Shadowing - Mistery - Deep interview - … GATHER PAINS AND GAINS - CRM and Social data analysis - Probes data analysis - User reporting - Surveys - … (Weight based on frequency)
  14. 14. LOW Test in context how much touchpoints are useful, usable and delightful
  15. 15. LOW Size and measure behavioral phenomena
  16. 16. INTEGRATE MEASURING Google HEART framework From user perspective Users signals like ratings -Satisfaction STL -Perceived ease of use -Net promoter score From user perspective Users signals like ratings -User consumption -Number of key actions -Number of activities From user perspective Users signals like ratings -Upgrades to the latest versions -New subscription -Purchase by new users From user perspective Users signals like ratings -Active users -Renewal rates -Repeat purchase From user perspective Users signals like ratings -Task success rate -Time -Completition HAPPINESS ENGAGEMENT ADOPTION RETENTION TASK SUCCESS GOAL SIGNALS METRICS
  17. 17. Thank you Michela Perotti - Luca Mascaro www.sketchin.ch

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