1. 50
Agenda:
Friday 18th Oct
10:30 to 11:30
Customer Experience Mapping
12:30 to 1:30
Personna Profiling
5:00 to 5:55
How to use Customer Reviews
Saturday19th Oct
10:35 to 11:35
Customer Experience Mapping
12:30 to 1:25
Personna Profiling
2:30 to 3:25
How to use Customer Reviews

2. My background
IT
TRAINING & HR
CONSTRUCTION
SERVICES
CONSUMER
CERTIFICATION

3. Customer Experience Mapping
Presenter Danielle MacInnis
www.macinnismarketing.com.au

4. Agenda:
Customer Experience Mapping
Why?
How does it help?
How to do it?
How to use it
We don’t by products or
services. We buy promises.
Make promises you can keep. It
is now a reflection of ourselves
the brands we associate with.
How you will make me care?

5. What's in it for you?
1. How to do it and create a better brand
2. Leverage it
3. Develop more services and products
Tip: See something you want to
know more about? Jot it down on
the feedback form and we will
make sure we get back to you with
the good oil.

6. Customer Experience Mapping

7. What makes a good customer experience
map
It has a start, middle and end
It has to be true

8. What is a customer experience map?
Customer experience journey maps are
a tool to help to bring the outside world
in. They are a tool that can help you
bring your customer stories to life. An
entire story. Not just the piece.
As we map the customer’s story our
own story becomes visible and often
reveals a incomplete or fractured story.
What is your customers response to
your experience

9. Step into your customers’ shoes: Its not about you.
What is their problem, issue or challenge? Set your mindset
to think "What is in if for me FM?
Tip: set up online survey, and ask
customers about your service,
how they found you etc

10. Why invest?
It takes 12 positive
experiences to make up for
an unresolved negative
experience!
Understanding Customers, Ruby Newell-Legner!

11. Why invest?
“Customers are sharing
their experiences in
real time. Business with
poor service have
no where to hide.”

12. Why invest?
What are they saying, sharing, and how are they choosing?
Designing'for'Growth'

13. Disappointments

14. Wow Moments

15. Distance between expectations

16. How customer centric is your service?

17. What system to use?
Touchpoint mapping

18. Mapping your clients journey
•Choosing - Trigger
•Finding - Researching
•Booking - Online/ Telephone
•Dropping off
•Treatment time
•Pick Up
•After Care
Text

19. Mapping your clients journey
•Choosing Trigger
•Finding Researching
•Booking Online/
Telephone
•Dropping off
•Treatment time
•Pick Up
•After Care

20. Mapping

21. Mapping to Personna’s
Before Scenario!
After Scenario!
Sub-task!
Scenario!
Consideration/
Influencers!
Pain Points!
Functionality!
* inspired by Todd Warfel's task analysis grid!

22. Putting it together

23. Putting it together

24. Things to keep in mind
Actions
What people are doing
Emotions
Feelings and Perceptions
Needs
What people are trying to satisfy
People
Who is involved
Content
Place and Environment
Products and Services

25. Your turn
Research(
Try(
+!
Buy(
Evaluate(
Actions
Emotions
-!
Buying a TV
Booking a Holiday
Trying a restaurant
journey
Questions or Needs
Touchpoints

26. 53
Want help...?
www.macinnismarketing.com.au
www.daniellemacinnis.com
• Customer Service Aptitude
• Test your customer Centricity
• Humanize online Asssessment
Tools
http://files.thisisservicedesignthinking.com/tisdt_cujoca.pdf
• Customer Culture tools

27. 53
Books
Books

28. Personna Profiling
Presenter Danielle MacInnis
www.macinnismarketing.com.au

29. My background
IT
TRAINING & HR
CONSTRUCTION
SERVICES
CONSUMER
CERTIFICATION

30. Agenda:
What is a persona?
Why profile?
How to profile?
How to use it?

31. What's in it for you?
1. Templates to follow
2. Resources
3. Lots of examples
4. Short cuts
Tip: See something you want to
know more about? Jot it down on
the feedback form and we will
make sure we get back to you with
the good oil.

32. What your prospect is thinking
1. Do you work with people like me?
2. Do you understand my problems, issues and challenges?
3. Do you have solutions and results that actually work for people like me?
4. Do you have some free information that can help me immediately? I don’t
want to pay for anything yet!
Tip: Look at your web and ask
yourself how well do we answer
these questions for our
customers?

33. Goal
The goal of a buyer persona is to gain deeper insights into your
target audience. With that understanding, you can create
marketing messages that reach potential customers on a more
personal level.
Prioritise Customer Needs
! In marketing, what is important
to one customer might be
irrelevant to another.
! Buyer personas help you create
content that speaks directly to
the needs of specific audience
sectors.
! Tailored messages are more
effective than content that tries
to reach everyone at once.

34. Processes
1. Map out your buying process
! How are your products purchased?
! Who is involved in the purchasing process?
! What are their roles in the organisation?
Humanise your top personas
What is their educational and professional background and skill set?
How old are they?
Are they married?
Do they have any relevant hobbies?
How do they seek new information?

35. Mapping
! BACKGROUND:
• Basic details about persona’s role
• Key information about the persona’s
company
• Relevant background info, like
education or hobbies
! DEMOGRAPHICS:
• Gender
• Age Range
• HH Income (Consider a spouse’s
income, if relevant)
• Urbanicity (Is your persona urban,
suburban, or rural?)
! IDENTIFIERS:
• Buzz words
• Mannerisms

36. Mapping
! GOALS:
• Persona’s primary goal
• Persona’s secondary goal
! CHALLENGES:
• Primary challenge to
persona’s success
• Secondary challenge to
persona’s success
! HOW WE HELP:
• How you solve your
persona’s challenges
• How you help your persona
achieve goals

37. Profiling
What do they
THINK & FEEL & FEAR?
what really counts
major preoccupations
worries & aspirations
What do they
What do they
HEAR?
SEE?
boss
colleagues
influencers
friends
environment
friends
colleagues
what work offers
What do they
SAY & DO?
attitude in public
appearance
behavior towards others
PAIN
GAIN
fears | frustrations | obstacles
wants/needs | measures of success | obstacles
Source: XPLANE and Business Model Generation by Alexander Osterwalder

38. Ordering Personna’s

39. Word
of
Mouth
Tes.monials
Case
Studies
Does this service really work?
Solution / Outcome - Trust

40. Mapping to Personna’s - Your Turn
Before Scenario!
After Scenario!
Sub-task!
Scenario!
Consideration/
Influencers!
Pain Points!
Functionality!
* inspired by Todd Warfel's task analysis grid!

41. Want help...?
www.macinnismarketing.com.au
www.daniellemacinnis.com
Tools
Smaply
http://www.servicedesigntools.org
Touchpoint Mapping
http://
www.designthinkersacademy.com/
wp-content/uploads/2012/07/
CLICK-HERE-TO-DOWNLOADYOUR-FREE-COPY-OF-THESTARTUP-CANVAS.pdf

42. Thank you

43. How to use Customer Reviews
Presenter Danielle MacInnis
www.macinnismarketing.com.au

44. 8
My background
IT
TRAINING & HR
CONSTRUCTION
SERVICES
CONSUMER
CERTIFICATION

45. Agenda:
Why reviews have more relevancy
Where your customers are looking
How to be found
How to respond
How to ask for reviews

46. Why

47. Why invest? What are they saying,
sharing, and how are they choosing?
Designing'for'Growth'

48. Mouth Marketing - Now online
http://www.womo.com.au/search/Dog-Washing-and-Grooming-near-Moonee-Ponds-VIC-3039/R0051001

49. Facebook
“Well, if people are asking questions on Facebook and Twitter about how to redeem
Membership Rewards points, shouldn’t we be there answering them? Wouldn’t that help our
marketing efforts?” When you start to see things come together like this, that’s when the light
bulb goes on. It is all about creating a cohesive outcome for the customer base.

50. True Local

51. Yelp

52. Product Review Australia

53. Review sites
Dog food adviser

54. You Tube

55. Talkable. sharable.

56. Reviews - Ask for them
! Secondly, test your internally created profiles, by
reaching out to your existing customers and even
prospective customers - if you can gain access to
them. Win/Loss interviews with prospects who
did not become customers are extremely
enlightening.
! For those not in your current customer base, you
may need to get creative in your recruitment
process using survey tools like SurveyMonkey
and social networks LinkedIn to seek out
connections.
! If you don’t have a relationship established with
the interviewee, incentives are especially
important. Make it clear that you’re not doing a
sales pitch, and be as flexible as possible to
accommodate their schedule and preferred
interviewing situation.

57. Respond to them
When you understand that this is a
group of people who really feel a
sense of belonging—that this brand
matters to them—you start to build
your marketing plans around the
sense of joining a community. So if
we find, based on your purchasing
profile, that you love wine or you love
dining out or you love golf, we can
further engage you in the things
you’ve already made clear are
important to you as a person. It is
about doing appropriate things to
understand what interests you and
then serving you better. (amazon) It is
how we listen. It is learning how to
respond.

58. When to ask for them
1. Right after service - with an
incentive
2. Long term loyal customers
3. When someone doesn’t
come back

59. What you can discover
1. What is wrong with your current
service
2. New services
3. Testimonials for your website
4. Referrals

60. 52
Do you feel like this?

61. 53
Want help...?
www.macinnismarketing.com.au
www.daniellemacinnis.com
Audit
Marketing
Strategy
The 7 Steps to Customer Centric Service Marketing
1. Understand what your customers want and what you deliver

62. Thank you