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Kerry Bodine: Journey Managers - A key role for Service Delivery

Service designers envision great services, but also need to ensure that they’re actually delivered. Enter the role of the journey manager. Just like their more ubiquitous product manager cousins, journey managers need to understand how customer pain points stack up against those in competitors’ experiences; prioritize the most important experience improvements and back up their recommendations with a solid business case; and bridge our long-entrenched silos by herding cross-functional colleagues who need to change how they work every day. However, this role is not well understood. Kerry is out to change that.

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Kerry Bodine: Journey Managers - A key role for Service Delivery

  1. 1. Journey Managers: A Key Role For Service Delivery @kerrybodine HAPPY CUSTOMERS. HAPPY SHAREHOLDERS. LET’S MAKE HAPPY HAPPEN. © 2018 ALL RIGHTS RESERVED
  2. 2. @kerrybodine
  3. 3. @kerrybodine
  4. 4. @kerrybodine
  5. 5. Frederick Winslow Taylor 1856 – 1915
  6. 6. @kerrybodine
  7. 7. @kerrybodine
  8. 8. Who can help?
  9. 9. @kerrybodine Chief Customer Officers
  10. 10. “Chief Customer Officer” 3,664 “Chief Experience Officer” 2,400 @kerrybodine
  11. 11. @kerrybodine Journey Managers
  12. 12. Signing up for insurance Installing a product Cancelling a subscription @kerrybodine
  13. 13. The journey is greater than the sum of its parts.
  14. 14. A media company’s onboarding journey Source: McKinsey — From touchpoints to journeys: Seeing the world as customers do, March 2016 90% 90%90% 90% 90% @kerrybodine
  15. 15. A media company’s onboarding journey Source: McKinsey — From touchpoints to journeys: Seeing the world as customers do, March 2016 90% 90%90% 90% 90% 40% lower @kerrybodine
  16. 16. Journeys, not individual touchpoints, predict business success.
  17. 17. Source: From touchpoints to journeys: Seeing the world as customers do, March 2016@kerrybodine
  18. 18. Source: From touchpoints to journeys: Seeing the world as customers do, March 2016@kerrybodine
  19. 19. Source: From touchpoints to journeys: Seeing the world as customers do, March 2016 “A one-point improvement [in satisfaction] on a ten-point scale corresponds to at least a three- percentage-point increase in the revenue-growth rate.” @kerrybodine
  20. 20. A major US telecom… @kerrybodine • Uncovered 1500 different tactics for contacting customers. • Emails, text, calls, direct mail were not relevant / overwhelming. • Found a direct correlation with opt out and churn. • Required each of 20 different departments to: • Plot planned communications against key journeys. • Show ROI of past efforts & predict future ROI. • Think through how various journeys overlap. • Personalized communications for each user based on journeys. • Saw 3% drop in churn in 6 months.
  21. 21. “Product Manager” 1,363,704 “Journey Manager” 1,304 @kerrybodine
  22. 22. “Product Manager” 1,363,704 “Journey Manager” 1,304 @kerrybodine
  23. 23. “Product Manager” 1,363,704 “Journey Manager” 1,304 @kerrybodine
  24. 24. Who’s hiring journey managers?
  25. 25. Journey managers by industry Base: 406 Journey Managers on LinkedIn
  26. 26. Journey managers by country Base: 406 Journey Managers on LinkedIn
  27. 27. Journey managers by region Base: 406 Journey Managers on LinkedIn@kerrybodine
  28. 28. Journey managers by region Base: 406 Journey Managers on LinkedIn@kerrybodine
  29. 29. @kerrybodine USA Europe CUSTOMER EXPERIENCE SERVICE DESIGN
  30. 30. Journey managers’ professional & educational backgrounds
  31. 31. Journey managers’ career experience Base: 406 Journey Managers on LinkedIn@kerrybodine
  32. 32. Journey managers’ bachelor’s degree focus Base: 249 Journey Managers on LinkedIn
  33. 33. Journey managers’ bachelor’s degree focus Base: 249 Journey Managers on LinkedIn 72% hold a bachelor’s degree
  34. 34. Journey managers’ bachelor’s degree focus Base: 249 Journey Managers on LinkedIn 72% hold a bachelor’s degree 26% hold a masters degree
  35. 35. Journey managers’ bachelor’s degree focus Base: 249 Journey Managers on LinkedIn 72% hold a bachelor’s degree 26% hold a masters degree 1% hold a PhD
  36. 36. Journey managers’ roles & responsibilities
  37. 37. Concurrent roles Base: 406 Journey Managers on LinkedIn@kerrybodine 40% have concurrent roles 60% do NOT have concurrent roles
  38. 38. Concurrent roles Base: 406 Journey Managers on LinkedIn@kerrybodine 40% have concurrent roles 60% do NOT have concurrent roles 5% of the 40% are also product managers
  39. 39. Time in current journey manager role Base: 406 Journey Managers on LinkedIn@kerrybodine
  40. 40. Time in current journey manager role Base: 406 Journey Managers on LinkedIn@kerrybodine
  41. 41. Time in previous journey manager role(s) Base: 71 Journey Managers on LinkedIn@kerrybodine
  42. 42. Journey managers’ previous experience in their current organizations Base: 233 Journey Managers on LinkedIn 15 < 20 years 20 or more years 0% 5% 10% 20% 25%
  43. 43. Sample job descriptions @kerrybodine • “Audit and Mapping of all-channel customer journeys (digital, physical, telephone), all transactions (appointment, subscription, management, closing) and all bank & insurance products.” • “I work in the Digital Channels department where I am responsible for maximising Online service journeys from beginning to end.” • “We transform ideas and user insights into actions, analyze business performance, and contribute to increased usage and great customer experiences.” • “Our objective is to increase the experience of our users by putting the customer central in everything we do and leverage digital assets to increase efficiency as well as experience.”
  44. 44. Responsibilities: Strategy @kerrybodine • “Worked collaboratively with senior leaders across business units to establish a Digital Claims vision and high level capability roadmap.” • “Define and shape customer experience strategy across all products, platforms and systems.” • “Develop and implement strategy to improve customer experience across multiple customer journey touchpoints. Feeding and aiding the design of the digital strategy by championing optimized user journeys across all digital platforms.” • “Created and directly managed the strategic user journey optimisation multichannel roadmap.”
  45. 45. Responsibilities: Agile & Lean @kerrybodine • “Working closely with the Scrum Master and Project Manager to ensure all journeys achieve the desired goals and can achieve the benefits defined in their associated business cases.” • “Improving end to end customer journeys and business processes applying lean and ci techniques through improvement projects.” • “The assignment is to focus the activities within the HR department towards optimally running customer-oriented HR processes. Based on the Customer Journey and the Focus (Lean / Agile) philosophy and working method.”
  46. 46. Responsibilities: Collaboration @kerrybodine • “Worked closely with digital design and UX teams to drive analysis, research, development and enhancement of existing online customer claims journeys using robust fact-based test and learn methodologies.” • “As part of the Senior Leadership Team, working across departments and with our International functions to build and deliver on a strategic roadmap that enables us to offer exceptional customer service.” • “Managing a group of key stakeholders to drive action against key initiatives that look to improve our performance.” • “This role is dependent on collaborating with the wider analytics team.”
  47. 47. Responsibilities: Measurement @kerrybodine • “Implemented a multi-variant testing programme maximising the points of customer engagement increasing the cross sale of products and the adoption of the self-service portal.” • “Utilise user generated data in order to understand customer journey's through various touch-points and align them to key performance indicators.” • “I use customer insight and data to define new customer experiences as well as optimising, testing and validating existing journeys.” • “Manipulation and analysis of large customer data sets, creating recommendations for strategic decisions for cross sales and loyalty activity.”
  48. 48. PROPRIETARY & CONFIDENTIAL • Ratings and Review Sites • Social Media • Chat • Contact Center Inquiries / Calls • Transactional Surveys • Mobile/Web Feedback Forms • Social Media • Facebook • Twitter • Agent Notes • Chat • Transactional Surveys • Contact Center Inquiries / Calls • Ratings and Review Sites • Social Media • Transactional Surveys • Online Forms (Checking, Credit, Investment, IRA) • Exit Survey • Contact Center / Save Team Inquiries • Agent Notes Unite Multiple Feedback Sources by Journey Stage Research & Open Account AccessAccount GetSupport Add Service Close Account + –
  49. 49. @kerrybodine
  50. 50. DESIGN @kerrybodine
  51. 51. DESIGN MANAGE@kerrybodine
  52. 52. DESIGN + MANAGE MANAGE@kerrybodine
  53. 53. DESIGN + MANAGE DESIGN + MANAGE@kerrybodine
  54. 54. Are you looking to hire journey managers?
  55. 55. Advice for hiring managers: DON’Ts @kerrybodine • Don’t waste time looking for candidates with: • Advanced degrees • Journey management experience (unless you’re in Europe) • Product management experience • Don’t get sucked into the buzzword.
  56. 56. Advice for hiring managers: DOs @kerrybodine • Consider internal candidates. • Make this a fulltime role. • Empower journey managers… • …Then demand accountability. • Ask for help!
  57. 57. THANK YOU! kerry@kerrybodine.com @kerrybodine Report: kerrybodine.com/JourneyManagers18 Slides: kerrybodine.com/SDGC18

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  • Szulek

    Oct. 23, 2018
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    Nov. 11, 2018
  • shengqiangliu

    May. 30, 2019

Service designers envision great services, but also need to ensure that they’re actually delivered. Enter the role of the journey manager. Just like their more ubiquitous product manager cousins, journey managers need to understand how customer pain points stack up against those in competitors’ experiences; prioritize the most important experience improvements and back up their recommendations with a solid business case; and bridge our long-entrenched silos by herding cross-functional colleagues who need to change how they work every day. However, this role is not well understood. Kerry is out to change that.

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