Customer and Employee Journey Design can be a differentiator for your brand and your brand ambassadors. Use it!

1. Customer/Employee
Journey Design as a
differentiator
chantel@brandlove.co.za

2. Me

3. My Joy

4. Who I am surrounded by –
my second Joy

5. RATIONAL EMOTIONAL SENSORY
CUSTOMER EXPERIENCE IS…

6. RATIONAL
Did I achieve my goal?
Was it good value?
CUSTOMER EXPERIENCE IS…

7. EMOTIONAL
Did it make me feel good
Did I feel good about myself?
Do I have a good story to tell?
CUSTOMER EXPERIENCE IS…

8. SENSORY
See Hear Taste Smell Feel
CUSTOMER EXPERIENCE IS…

9. YOU CANNOT,
NOT, HAVE AN
EXPERIENCE.
LOU CARBONE

10. I created this presentation for…
People tasked with CX on top of their
day job
Curious Victim
People with a CX title and no team
Lone Rangers
CX Leader with a team that don’t
exactly know what they are doing
Passionate but
cluelessCX Leaders and teams who are just
rocking it
Guru’s
Executives, decision makers
Wise Kings

11. • You can take a nap now OR
• Help yourselves to coffee
CX Leaders and teams who are just
rocking it
Guru’s

12. The foundation
• We journey map to better understand
our customers
• To identify gaps
• To find breaks in the journey
• To identify opportunities
• To show employees and train them

13. What is Today
• Maps are process orientated
• Not done from a customer
perspective
• Not done with customers
• Not done with frontline staff
• Maps that don’t contain the essence
of the brand’s experience

14. What
could be
• Our journey maps inspire change in
behaviour
• Informs technology decisions
• Improves processes
• They become living artefacts in our
companies that help us stand out and
differentiate
• It helps us be true to who we promise to
be in our marketing campaigns

15. HOW TO
• Work in design sprints
• Have the right people in the room
• Set up your workshops for success
• Use tools to help you
Customer Journey
DESIGN COURSE
hello@brandlove.co.za
©BRANDLOVE CUSTOMER EXPERIENCE (PTY) LTD
Chantelbotha, Trained facilitator of LEGO® SERIOUS PLAY® method and materials.

18. Mark BANK
Mark M A RK
Mark CHA NNELS
Mark M A RK'S V ISUA L JOURNEY
Mark M A RK’S JOURNEY
Mark M A RK'S EXPECTAT IONS
Banking Journey
JOURNEY MAP
BrandLove Sample Customer Journey Map
PROJECT
15 March 2019
EXPORT DATE
-2
-1
+0
+1
+2
+1
+2
+3
+4
+5
Catalyst Need Recommendation from F… Product Awareness Evaluate Buy Use Request Service Has Problem Receives Statement Receives Special Offer Sees Advertisement Make Complaint Re-Evaluate Recommend to Friend
I get a new job I need a new bank I ask a peer for advice I research all alternatives I compare my options I apply for my new account I start using my account I request added functionality I encounter a problem! I receive my monthly statement I receive an offer from my bank I see an advertisement from my … I complain! I re-evaluate my bank I recommend my bank
face-to-face
digital
print
Telephone
Bank
Third party
I get a new job I need a new bank I ask a peer for advice I research all alternatives I compare my options I apply for my new account I start using my account I request added functionality I encounter a problem! I receive my monthly statement I receive an offer from my bank I see an advertisement from my
bank for value added services
I complain! I re-evaluate my bank I recommend my bank
Mark starts a new job
His expectations:
▸ Mark wants to be successful
Moment of magic:
▸ Gets a promotion soon
Moments of Misery:
▸ Gets fired
He needs a bank account that will
be functional, but also give him a
sense of status
His expectations:
▸ Mark wants a card that gives him
a sense of status.
Moment of magic:
▸ No stupid qualification rules.
Gets platinum.
Moments of Misery:
▸ Feels unworthy as result of
qualifying criteria.
Mark talks to Joe and Joe is very
impressed with his bank. Joe does
everything online
His expectations:
▸ Mark can get at least what Joe
can get and better.
Moment of magic:
▸ Gets more functionality with
bragging rights.
Moments of Misery:
▸ Does not even qualify for Joe’s
banking option.
Mark does research on various
bank accounts and what they offer
His expectations:
▸ Information easily available and
understandable.
▸ Aspirational bank package
available.
Moment of magic:
▸ Flexible and personal options.
Moments of Misery:
▸ Information not available/
understandable.
Mark draws up a spreadsheet of
various options including
functionality and costs
His expectations:
▸ Easy to compare. Will find a
suitable option.
Moment of magic:
▸ Online chat to answer questions/
video conference.
▸ Moments of Misery: Options not
comparable.
Mark applies for an account with a
newer bank who offers more in
electronic channels
His expectations:
▸ Easy to apply, process will be
clear.
Moment of magic:
▸ All documents can be
photographed on mobile phone,
no forms.
Moments of Misery:
▸ Lots of forms, documents taken
into branch.
Mark starts using his account to
deposit his salary into every month
His expectations:
▸ Know that money is safe Mobile
notifications.
Moment of magic:
▸ Planning tools to manage wealth.
Moments of Misery:
▸ No notifications.
Mark travels overseas and need to
be able to buy on his debit card
while he is overseas
His expectations:
▸ My bank card will work
everywhere. I will not be let
down by my bank.
Moment of magic:
▸ Additional travel services, Uber
vouchers for airport.
Moments of Misery:
▸ Card does not work while
traveling abroad.
Mark has a problem with his
account at a merchant overseas
that declines his card
His expectations:
▸ Problem will be resolved quickly.
They know it’s urgent.
Moment of magic:
▸ Loyalty points/ rewards to make
up for inconvenience.
Moments of Misery:
▸ Cannot find someone to own my
problem. Problem is not
resolved.
Mark receives a statement and
reconciles his spending with what
is on the statement
His expectations:
▸ Statement will be sent on a
specific date. There will be no
errors. Simple and
understandable.
Moment of magic:
▸ Statement includes planning and
nice graphs on spending.
Moments of Misery:
▸ Statement not sent. Not
understandable.
Mark receives an offer to get a
home loan at a great rate
His expectations:
▸ I am getting a good offer. Does
not feel like I am being spammed.
Moment of magic:
▸ Value added services like
property history evaluation
included for free.
Moments of Misery:
▸ Better offers available from other
banks. Being spammed.
Mark sees an advertisement for
buying a cellphone through his
bank
His expectations:
▸ I will be pre- qualified.
▸ No additional documents
required.
▸ Instant gratification.
Moment of magic:
▸ 24 hour delivery. Great rates.
Moments of Misery:
▸ Better offers elsewhere. Slow
service. Red tape.
Mark is unhappy about the fact
that his bank charges are much
more than what the initial brochure
said
His expectations:
▸ Bank will correct the charges.
Admit it was their mistake.
Understand my issue.
Moment of magic:
▸ The apologise and correct the
fees.
Moments of Misery:
▸ They tell Mark that he does not
qualify for better rates as a
result of his earnings.
Mark sees another advertisement
from another bank offering the
same functionality but at much
lower rates
His expectations:
▸ The bank will tell me why I am
paying more. Benefits will be
clear.
Moment of magic:
▸ Match or even beter the fees.
Moments of Misery:
▸ Not interested in having a dialog.
Does not explain.
Mark recommends his bank to
friends since he enjoys the fact
that he can transact from his apple
watch
His expectations:
▸ Bank will value my
recommendation and deliver on
their promises. My friend will
have as good an experience as
me.
Moment of magic:
▸ Referral discount on fees.
Moments of Misery:
▸ No acknowledgement of referral.

20. BONITAS MEMBER CANCELLATION
JOURNEY
Problem Approach
Results
Increase in
customer
retentions
218%
• New team set up
• Measurements that do not support the customer
experience
• No clear vision/empathy on the customer
• No CX strategy
• Co-Design with employees (*QA+Retentions)
• Employee training
• Co-Design with customers
• Journey design
• Conversation design
• Alignment across areas
In savings in
penaltiesR6m

21. • Not meeting existing KPA’s
having too much work
• No time to focus on CX
• No time to lead and skill up
People tasked with CX on top of your
day job
Curious Victim

22. What to do
• Relieve the pain
• Design for your top 10 complaints
• Prioritise based on volume, risk to
brand, difficulty to fix
• Get small wins and prove what you can
do
People tasked with CX on top of your
day job
Curious Victim

23. • Struggle to persuade and effect
change
• Not enough hands to do work
• Afraid that non-delivery will lead
to irrelevance
People with a CX title and no team
Lone Rangers

24. What to do
• Gather evangelists
• Write in the snow
• Tell stories
• Continuous discovery
• Gather measures + build business case
People with a CX title and no team
Lone Rangers

25. • Struggle to get team to deliver on
demands
• Inexperience of the team leads to
irrelevance
• CX seen as soft and fluffy with not
enough measurement
• Team not focusing on the right stuff
CX Leader with a team that don’t
know exactly what they are doing
Passionate but
clueless

26. What to do
• Get your foundations strong
• Grow your team
• Connect with other CX professionals
• Set achievable goals
• Let your success stories spread
CX Leader with a team that don’t
know exactly what they are doing
Passionate but
clueless

27. • Will my brand stand out and be chosen
by customers?
• How are my competitors differentiating,
will they overtake us?
• How do I support my CX team?
• Can I trust my CX team to deliver
results?
Executives, decision makers
Wise Kings

28. What to do
• Support.. “I’ve got your backs”
• Permission to fail
• Time and opportunity to innovative – not
just fix
• Skills
• Tools
• Time on executive agenda
• Opportunity to celebrate achievements
• Gather support from other executives
Executives, decision makers
Wise Kings

29. Journey mapping is a tool – it cannot fail.
To unlock the map you need to engage
the hearts and minds of people.
The map is part of a treasure hunt.
Without the hunt the map means nothing.
You need to find the treasure.
SUMMARY

30. QUESTIONS