Customer Journey Mapping

Description

So, you want to improve your Customer Experience.

A few quick questions for you:

• What’s it like to be your customer, across all the different channels and touch points and throughout the customer lifecycle?
• Is your customer experience delivering on your brand promise?
• Do you know which are the critical moments of truth for your customers?
• Are you delivering a good experience in these key moment and is the work you’re doing improving this experience?

Customer Journey Mapping is the process of creating a graphical representation of the steps and stages a customer goes through to experience a product or service

This is a very practical workshop type course where you "learn by doing" - you will map out in detail your customer's "journey" across the various "touchpoints" with your business. You will then be in a position to optimise and enhance that client experience based on a full understanding of the many ways your client can connect with you.

Visually charting customer stages of anticipate, enter, engage, exit, and reflect.

1. Parallel sub-groups to map (two-three people per group potentially):

touch-points, enhanced, and poached experiences, thoughts, and emotions at each stage
defining the voice of the customer (methods overview given) to identify their needs (spoken and unspoken) at each touch point
chart the opportunities to build customer loyalty and retention and to win new customers (using provided prompt templates)
Failure demand mapping and Deming’s Chain. Reaction and introduction to FMEA
2. Organising insights by category using an infinity diagram

3. Map the ideal blue-sky (perfection) state

4. Backwards from Perfect: Mapping the realistic future state and action plan/accountability to bridge the gap / opportunities from the current condition

What you will learn

The Objectives of this course are:

• To understand how customers experience each stage
• To explore how brand values can be brought to life in each stage
• To see how different customers go through each stage
• To understand what objectives and tasks customers have in each stage
• To scout for innovation opportunities in each stage
• To increase design effect in each stage
• To focus the dialogue with the customer in each stage