Presentation from recent Customer Journey Mapping Workshop I ran at the conference The Library Evolution 2014

1. MORE CUSTOMER SERVICE EXPERIENCE
WITH LESS BUDGET & STAFF
Workshop led by…..
Terry Gatward

2. AGENDA
• Objectives
• Introductions & Current State
• Why Customer Experience is topical/important
• Your experience as a customer
• Customer Journey mapping
• Take it further?

3. OBJECTIVES
• Understand why Customer Experience is important
• Understand how to look at Customer experience
• Talk about some of your personal experiences as a customer
• Practise Customer Journey Mapping with 4 key elements
• Provide Information on how you can take Customer journey Mapping further

4. INTRODUCTIONS & CURRENT STATE
• Introduce yourself
• Outline 3 top issues you face at your library
• Define who are your customers?
Customer = User = Client?
• What you would like to get from todays workshop

5. LESS BUDGET & STAFF
• Reflection on yesterdays presentations

6. WHY CUSTOMER EXPERIENCE IS
TOPICAL/IMPORTANT
 Do more with less
 Transition from physical to virtual
 Impact of new technologies and
the changing needs of customers
Recap of yesterdays key points

7. AGE OF THE CUSTOMER

8. A DEFINITION OF CX
Customer Experience is:
“How your customers
perceive their interactions
with your organisation”

9. THE CUSTOMER JOURNEY
Source: Forrester Research

10. YOUR EXPERIENCE AS A CUSTOMER...
The best ... The worst ...
As a group,
describe the best and the worst customer experience
you’ve had (as a customer) and why?
You can do this exercise at work - it makes people “think Like a Customer”

11. CUSTOMER CENTRICITY PRINCIPLE
“I consistently think like my Customers”
in order to
Meet their Needs and
Be Easy to do business with and
Enjoyable to do business with

12. Who are your customers ? ... All of them !!
Put yourself in their shoes and identify:
• What they want to achieve and why
• Their thinking process (thoughtpoints)
• The contact they want to have with you (touchpoints)
• Significant steps / decision points in their process
• Their thoughts and feelings

13. UNDERSTANDING THE CUSTOMER’S JOURNEY
• Two main elements
© LIW 2012

14. UNDERSTANDING THE CUSTOMER’S JOURNEY
• elements
‘Personas’
‘Magics’
‘Tragics’
15

15. 16
EXAMPLE JOURNEY MAP

17. MAP THE CUSTOMER JOURNEY
Identify the ideal customer “touch points” and “thought
points” for the processes used in your role
Define the personas that are your customers
Identify the opportunities for Magics and Tragics in the
processes used by your role
Identify changes / actions to successfully deliver and
support the ‘To Be’ customer experience

18. TAKE IT FURTHER?
CX Journey Mapping Toolkit - Designing CX
designingcx.com/cx-journey-mapping-toolkit
This page contains everything you need to run effective Customer Journey
Mapping at your company. Print out guides, slides and templates and
activities.
Helpful s/w: http://www.touchpointdashboard.com/
Human centred Design
http://www.hcdconnect.org/methods
Run your own in-house workshop