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Page 1: Good Morning & Welcome · journey mapping Workshop. Margaret Wise Vice President, Strategy. Arke. Importance of the Journey. ... Journey Mapping . HOW Which personas might be most

Good Morning & WelcomeMORNING PROGRAM

Page 2: Good Morning & Welcome · journey mapping Workshop. Margaret Wise Vice President, Strategy. Arke. Importance of the Journey. ... Journey Mapping . HOW Which personas might be most

journey mappingWorkshop

Margaret WiseVice President, Strategy

Arke

Page 3: Good Morning & Welcome · journey mapping Workshop. Margaret Wise Vice President, Strategy. Arke. Importance of the Journey. ... Journey Mapping . HOW Which personas might be most

Importance of the JourneyHow consumer demand and preference has changed everything

Margaret Wise | April 18, 2018

Page 4: Good Morning & Welcome · journey mapping Workshop. Margaret Wise Vice President, Strategy. Arke. Importance of the Journey. ... Journey Mapping . HOW Which personas might be most

There are 13 ways to order a pizza from Dominos and there are more on the way.

https://anyware.dominos.com

6 /

The pizza ordering

experience is being driven

thru customer channel/device

preference

Page 5: Good Morning & Welcome · journey mapping Workshop. Margaret Wise Vice President, Strategy. Arke. Importance of the Journey. ... Journey Mapping . HOW Which personas might be most

The tastiest example I could think of!

Innovative ways to deliver on a legacy brand promise

Page 6: Good Morning & Welcome · journey mapping Workshop. Margaret Wise Vice President, Strategy. Arke. Importance of the Journey. ... Journey Mapping . HOW Which personas might be most

A Harsh Reality

Customers don’t care how

difficult it is

Page 7: Good Morning & Welcome · journey mapping Workshop. Margaret Wise Vice President, Strategy. Arke. Importance of the Journey. ... Journey Mapping . HOW Which personas might be most

Customer Effort Score

Page 8: Good Morning & Welcome · journey mapping Workshop. Margaret Wise Vice President, Strategy. Arke. Importance of the Journey. ... Journey Mapping . HOW Which personas might be most

Moments vs Mindset

Page 9: Good Morning & Welcome · journey mapping Workshop. Margaret Wise Vice President, Strategy. Arke. Importance of the Journey. ... Journey Mapping . HOW Which personas might be most

Ask the right questions to build your journey

PersonasVoC ResearchJourney Mapping

Meet Steve Cook:• Seasoned Exec• Influencer• Author

WHOPersonasVoC ResearchJourney Mapping

WHATPersonasVoC ResearchJourney Mapping

HOW

Understand your customer’s point-of-view

Page 10: Good Morning & Welcome · journey mapping Workshop. Margaret Wise Vice President, Strategy. Arke. Importance of the Journey. ... Journey Mapping . HOW Which personas might be most

PersonasVoC ResearchJourney Mapping

WHO

3 questions to help

PersonasVoC ResearchJourney Mapping

WHATPersonasVoC ResearchJourney Mapping

HOW

Which personas might be most receptive to new ideas?

What pains need to be addressed?

What gaps exist in your Journey across People, Process, Tech and Data?

Page 11: Good Morning & Welcome · journey mapping Workshop. Margaret Wise Vice President, Strategy. Arke. Importance of the Journey. ... Journey Mapping . HOW Which personas might be most

What are the friction points in your Journey?

Page 12: Good Morning & Welcome · journey mapping Workshop. Margaret Wise Vice President, Strategy. Arke. Importance of the Journey. ... Journey Mapping . HOW Which personas might be most

A Special THANK YOUto all our 2018 CX Summit Attendees

For a limited time you can access Arke’s Online Training Program, Arke University for FREE.

Go to http://bit.ly/ARKEU4CXSAfter adding to cart, use discount promo code arkecxs2018

Page 13: Good Morning & Welcome · journey mapping Workshop. Margaret Wise Vice President, Strategy. Arke. Importance of the Journey. ... Journey Mapping . HOW Which personas might be most

AWARE NURTURE CONVERT RETAIN

Emotional State

Emotional State

Customer woke up to a warm leaking fridge that needs to be repaired or replaced fast.

A replacement is essential and a long-term purchase. Customer begins comparing prices online. Ensure web experience is optimal.

Customer goes into store to see a model they looked at online. Salesperson knows who he is based on online inquiry.

They return to make all other appliance purchases and would recommend us to everyone they know.Example

Moments

Technology

Data

Process

People

Moments

Opportunities

Audience Product/Service Goal

ADVOCATEAfter working with the local appliance store the customer found the right fridge in their budget. We provide how-to tips, valuable discount coupons on accessories and information.

$ ?

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