strategic service design workshop

Designing for Growth

•Empathy

•Insight

•Action

Danielle MacInnisCustomer Centric Marketerdanielle@macinnismarketing.com.au

Insights

Feelings

Actions

Agenda

1. Why Customer Experience Mapping2. Persona’s3. Insight4. Date Night5. Application to your business

Why invest in Customer Experience?

It takes 12 positive

experiences to make up for an

unresolved negative

experienceUnderstanding Customers, Ruby Newell-Legner

Rewards

Sally WhiteReal Quotes:

Key Questions:

Goals:

Challenges Problem/Pain points:

Influencers

Considerations or factors:

Timing

Persona’s

Our new personas

They live a digital lifestyle

They live and breathe social networks and

mobile devices

Personas

75% if the workforce will be Gen Y in 2025

Before Scenario After Scenario

Sub-task

Scenario

Consideration/Influencers

Pain Points

Functionality

* inspired by Todd Warfel's task analysis grid

Customer ExperienceMapping

The Journey has changed

Designing the journey

Our Journey

Stage of Journey

Stage of Journey

Personna 1“girl”

Personna 2“guy”

Poor Experience Great Experience Opportuntities

Where Research and Planning

How Booking

What Experience

Communication Post Experience

Good Bye Feeling/ Actions

A first date with “the one” – Gen X.

Our JourneyThe date

ActionsWhat people are

doing

EmotionsFeelings and Perceptions

NeedsWhat people are trying to satisfy

PeopleWho is involved

ContentPlace and

Environment

Products and Services

What is the Customer Journey?

+

-

Research Try Buy

Evaluate

Buying a TVBooking a HolidayTrying a restaurant

Actions

Emotions

Questions or Needs

Touchpoints

journey

Reviewing the journey

Touchpoints

Reviewing the journey

Designing for Growth

Research and Planning

Designing for Growth

Booking

Designing for Growth

Touch point

Designing for Growth

Moments of Wow

Designing for Growth

Fun

Designing for Growth

Atmosphere

Designing for Growth

Suitability

Designing for Growth

Adventure

Designing for Growth

Energy

Designing for Growth

Attention to Detail

Designing for Growth

Behaviours

Designing for Growth

Reactions

Designing for Growth

Memorable

Designing for Growth

Outcomes

Designing for Growth

Disappointments

Designing for Growth

Wow Moments

Designing for Growth

Wow Moments

Distance between two expectations

Designing for Growth

Different

Customer Journey Models

Customer Experience Mapping

Humanising Services

My system

Identify the current Journey

Discover

Collect InsightIdentify

Patterns and Evaluate

Build profileAnticipate

Vision

Set goals and Align the

Experience

Technology

ProcessPeople

Tools to Audit

• Customer Empathy Audit

• Customer Service Aptitude

• Test your customer Centricity

• Humanize online Asssessment

• Customer Culture tools

• Buyer Persona Institute – Persona Template

• Mltcreative -Up-close and-persona tool

Next Steps:Ready to learn how to grow your business withEmpathy, Insights and Actions?

•Take the customer service test

•Book in a Customer Experience Mapping Workshop

More info at:

www.strategicservicedesign.com.au

Danielle MacInnisCustomer Centric Marketer

danielle@macinnismarketing.com.au0400507037

Connect on LinkedInDanmacinnis

Reviewing the journey

Touchpoints

Back Up Slides

Customer Journey Models

Reviewing the journey

Touchpoints

B2B Example

Reviewing the journey

Touchpoints

Example

Reviewing the journey

Touchpoints

Customer Experience Model • by Jagan Neman

Reviewing the journey

Touchpoints

Levels of Customers Experience (MARS) Forrester

The Customer Experience Pyramid

Thought Leader Books