customer journey mapping presentation v3 open circulation
DESCRIPTION
The three dimensions of customer journey mappingTRANSCRIPT
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Direct Marketing
Consultancy
Customer Journey Management
Martin Wright: [email protected]
Oakleigh Wood: [email protected]
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Direct Marketing
Consultancy
What is Customer Journey Management?• Jan Carlzen, Scandinavian Airways
• A qualitative tool
• Understand brand experience at each touch point:
Customer needs
Customer experience
‘Moments of truth’
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Direct Marketing
Consultancy
3 dimensions of customer journey measurement
Customer
Journey
Mapping
Customer
Experience
Mapping
Brand
Experience
Mapping
Do:How many, what,
where, when
Think:Operational experience
Feel:Brand promise vs.Brand experience
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Direct Marketing
Consultancy
Customer Journey Mapping
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Direct Marketing
Consultancy
What it is
• Measures how prospects and customers behave
• From acquisition to attrition
• Movement within and between channels and at each touch point
– Retail or FTF
– Inbound call centre
– Web
– Outbound marketing
– Product or Service engagement
• Showing customer numbers and drop outs
• Using a common measure
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Direct Marketing
Consultancy
How its done
• Staff interviews and workshops
• Review of key MI reports:
– Web analytics
– Call centre stats
– Marketing plans and results
– Service reports
• Mystery shopping
• Time and motion studies
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Direct Marketing
Consultancy
What can it do
• Illustrate how prospects and customer interact with a company
• Identify hot spots and inefficiencies
• Quantify the opportunity cost
• Build a business case to focus and galvanise effort
• Make improvements to:
– Communications
– Staff training
– Process or service design
– Organisation culture and alignment
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Direct Marketing
Consultancy
A typical map
Your details
Property,
address &
Discounts
Payment
Details
Summary of
Cover &
Details
Contact
Details
Conditions
of quote
Human
Aggregators
Your
quote
Save
TSC
calls
Quote s
Twice weekly
NTU email
Recalculate
5.2/person
Sales
5% 6% 12%
PRM block
xK
54% 14% 9% 18%
67%
Sales
NTU cK
Underwriting
Error yK
Underwriting
Error 15KPRM block
5K
NTU cK
4,444
(Aggregator
999)
455
222k 22k
10k 2k5k
2k
2k
222 200
All numbers have been changed
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Direct Marketing
Consultancy
Case History: Halifax Insurance
• Retail, call centre, customer services, web, outbound marketing channels
• 38 quick-wins with potential to generate 15% incremental sales
– Contact strategy 40%
• Increasing frequency, following up Client contacts
– Cross functional thinking 36%
• Using their portfolio of brands more effectively, brand consistency, product consistency
– Better use of technology 24%
• Fixing broken web functionality, making online underwriting more flexible, greater use of email and SMS
• Plus 15 long term opportunities
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Direct Marketing
Consultancy
Customer experience mapping
CASE STUDIES
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Direct Marketing
Consultancy
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Direct Marketing
Consultancy
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Direct Marketing
Consultancy
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14
Capture Live Report Action
MD / Board
Regional
Manager
W.W.W
http://reports.csmsurveys.com/login
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Direct Marketing
Consultancy
http://customerservicemeasurement.com/services/analytics
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Direct Marketing
Consultancy
http://customerservicemeasurement.com/services/analytics
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Direct Marketing
Consultancy
http://customerservicemeasurement.com/services/analytics
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Direct Marketing
Consultancy
http://customerservicemeasurement.com/services/analytics
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Direct Marketing
Consultancy
http://customerservicemeasurement.com/services/analytics
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Direct Marketing
Consultancy
UK
Experience
8
Price £17
USA
Experience
9
Price £21
India
Experience
3
Price £5
Bulgaria
Experience
5
Price £9
Hungry
Experience
9
Price £9
Business Benefits
- Real-time measurement = Quality experience
- Cost saving: £12 per call x 93,000 (2010 £1.1M)
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Direct Marketing
Consultancy
Brand experience mapping
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Direct Marketing
Consultancy
Process:
5+ Qual
interviews,
Map points,
Quant score,
id key points,
id solutions.
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Direct Marketing
Consultancy
Implementation challenges
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Direct Marketing
Consultancy
Challenges
• Cross functional alignment
• Competing priorities
• Company culture
• Dash board to monitor impact
• Maintaining commitment over the longer-term
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Direct Marketing
Consultancy
A typical large project process
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Direct Marketing
Consultancy
Q&A
• Martin Wright: [email protected]
• Oakleigh Wood: [email protected]
Customer
Experience
Mapping
Customer
Journey
Mapping
Brand
Experience
Mapping