Kyle Couch CXPN 2014 - Customer Journey Mapping

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These slides are a sub-set of material I presented at the Customer Experience Professionals Association (CXPA) CXPA Day Event. The material served as a primer for both Customer Experience, Customer Service, Sales, and Marketing Professionals to begin to understand the importance of developing a comprehensive Customer Journey Map.

Empresariales

Do You Know Where They're Going?
Becoming an Effective Customer Journey Map Cartographer.

Regarding the 2014 Decline
“Based on the new ACSI results, growth in
consumer spending will continue to be
curtailed as weak customer satisfaction deters
repeat buying and low consumer discretionary
income inhibits first-time purchases.”
- Claes Fornell, ACSI Chairman

How they Help
Understand
the
reality
of
peoples’
lives
Design
and
overhaul
systems
and
processes
Facilitate
inter-‐
departmental
collaboration
Make
Decisions

Today’s Roadmap
See Expand Identify Plan Build Anchor

Know the Difference
Topic Process Maps Customer Journey Map
Main Focus The company The customer
Describes
The company’s internal
processes,
functions, and
The customer
experience
Terminology
Terms and jargon
specific to the
company
The customer’s
language
Who is involved?
Process mapping
specialists and
specific departments
All groups involved in
the
customer experience

Free Slides & Insights
http://www.slideshare.net/kylecouch
ca.linkedin.com/in/kylecouch/
@kylecouch

Kyle Couch CXPN 2014 - Customer Journey Mapping

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This presentation was delivered as part of a conference hosted by Federated Press on Workforce Planning. The presentation contains the key elements required to build and implement an effective workforce plan in both the private and public sector. The presentation includes references to research reports conducted by IBM Global Research, and other key sources. The basis of the presentation is the Six Step Process to design, deliver and monitor an organization's Workforce Plan, and how to ensure it aligns with an organizations Strategic Plan and Operations Plan.

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This presentation is a set of slides I delivered at the recent Annual Conference of The Law Office Management Association. The topic was "The Firm of the Future - Current and Emerging Trends". The slides helped participants identify the various forces which are currently impacting their firms, as well as to identify the forces that will enable them to identify emerging trends and forces for the future. The session involved wireless audience response feedback, courtesy of my sponsor, Turning Technologies (TurningPoint) which will serve as a base for a planned White Paper. The underlying message is that change is set to impact all industries, and it is up to the various leaders within organizations to ensure their organization is on the forefront of change, and is able to be proactive in their solution.

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Kyle Couch CXPN 2014 - Customer Journey Mapping

2. Do You Know Where They're Going? Becoming an Effective Customer Journey Map Cartographer.

3. Are You Experienced?

4. Is it worth it?

5. Loyalty Rules

6. One Shot

7. Four Pillars

8. The Shift is On

9. Who Owns Your Brand?

10. ACSI 2014

11. ACSI 2014

12. The Rise of Experience

13. ACSI 2014

14. Regarding the 2014 Decline “Based on the new ACSI results, growth in consumer spending will continue to be curtailed as weak customer satisfaction deters repeat buying and low consumer discretionary income inhibits first-time purchases.” - Claes Fornell, ACSI Chairman

15. The Value of Customer Experience

16. Glaring Statement of the …

17. Loyalty Programs Rule

18. Hello Dave …

19. Why Journey Map?

20. How they Help Understand the reality of peoples’ lives Design and overhaul systems and processes Facilitate inter-‐ departmental collaboration Make Decisions

21. Today’s Roadmap See Expand Identify Plan Build Anchor

22. Seeing

23. Your Baby Is Beautiful

24. Now, let’s be honest…

25. Sunk Costs, Ego, Blinders

26. Look into your past

27. Who is Your Competitor?

28. Confronting Reality

29. Expand

30. The Moment of Truth

31. Before, During & After

32. Before

33. During

34. After

35. Identify

36. The Wrong Journey - Your Journey

37. The Right Journey - Their Journey

38. Customer Journey Map Exercise

39. Plan

40. Contingency Planning

41. Multiple Personas

42. Build

43. Best Practice

44. This is Service Design Thinking

45. Know the Difference Topic Process Maps Customer Journey Map Main Focus The company The customer Describes The company’s internal processes, functions, and The customer experience Terminology Terms and jargon specific to the company The customer’s language Who is involved? Process mapping specialists and specific departments All groups involved in the customer experience

46. It will take time …

47. A Moving Target

48. Anchor

49. Must Share the Same Values

50. Free Slides & Insights http://www.slideshare.net/kylecouch ca.linkedin.com/in/kylecouch/ @kylecouch

Kyle Couch CXPN 2014 - Customer Journey Mapping

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