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SymbioInnovationDaySymbio Innovation DayCustomer Journeyand Business Process ManagementFrom the customer’s perspectivePhil WintersCOPYRIGHT 2019 BY PHIL WINTERS. ALL RIGHTS PROTECTED AND RESERVED
SymbioInnovationDayCustomer OrientedLet’s just say that all organisations are customer oriented TargetSellDeliverCOPYRIGHT 2019 BY PHIL WINTERS. ALL RIGHTS PROTECTED AND RESERVEDSupport2
SymbioInnovationDayCustomer Oriented and all are trying hard to get the mix right NEUROMARKETINGSocialMediaCUSTOMER JOURNEY rocessManagementSupportDataWarehouseCRMCUSTOMER EXPERIENCEMarketingAutomationCOPYRIGHT 2019 BY PHIL WINTERS. ALL RIGHTS PROTECTED AND RESERVED3
SymbioInnovationDay“Customer sCOPYRIGHT 2019 BY PHIL WINTERS. ALL RIGHTS PROTECTED AND RESERVED4
Understand the Customer PerspectiveCOPYRIGHT 2019 BY PHIL WINTERS. ALL RIGHTS PROTECTED AND RESERVEDSymbioInnovationDay5
SymbioInnovationDayCustomers Don’t Just Buy for ls a n / SaveFaceNon-TraditionalPleasant forthe SensesLucky680%COPYRIGHT 2019 BY PHIL WINTERS. ALL RIGHTS PROTECTED AND RESERVEDSacred
The Customer PerspectiveDecision Cycle, Stages and TouchpointsCOPYRIGHT 2019 BY PHIL WINTERS. ALL RIGHTS PROTECTED AND RESERVEDSymbioInnovationDay7
SymbioInnovationDayWhy is this so important?The number of Touchpoints is exploding .COPYRIGHT 2019 BY PHIL WINTERS. ALL RIGHTS PROTECTED AND RESERVED8
and customer behavior is changing rapidlyCOPYRIGHT 2019 BY PHIL WINTERS. ALL RIGHTS PROTECTED AND RESERVEDSymbioInnovationDay9
Customer Perspective: ConsumerCOPYRIGHT 2019 BY PHIL WINTERS. ALL RIGHTS PROTECTED AND RESERVEDSymbioInnovationDay
SymbioInnovationDayCustomer Perspective: sOptionsEvaluateTestNegotiatePurchaseCustomer TaskOwner 1Customer TaskOwner 2Customer TaskOwner 3Customer TaskOwner 4Customer TaskOwner 5COPYRIGHT 2019 BY PHIL WINTERS. ALL RIGHTS PROTECTED AND RESERVEDImplementUseRemember
Customer Perspective: BtoBCOPYRIGHT 2019 BY PHIL WINTERS. ALL RIGHTS PROTECTED AND RESERVEDSymbioInnovationDay
3400 Involved: Customer Journeys etingSalesOpsCOPYRIGHT 2019 BY PHIL WINTERS. ALL RIGHTS PROTECTED AND RESERVED
SymbioInnovationDayCustomer IMPACT AgendaApplicable to many of today’s hot topics Defining the customer perspective Customer Journey Mapping Customer experience Identifying new touchpoints Using new customer insight Give to get: information strategiesEnglish Social media, Mobile The Human Touchpoint: Sales cycle transformation Touchpoint choreographyDeutsch Customer delight Leveraging the Customer Perspective: Business Process managementCOPYRIGHT 2019 BY PHIL WINTERS. ALL RIGHTS PROTECTED AND RESERVED14
When to use Customer Journey Mapping: BtoC Extensive decision making High price, not often, “important” needs, more research, moreoptions, takes longer Limited decision making Not as “important”, occasional but not high price, small amountof research, shouldn’t take long Routine decision Low price, often, needs not consciously assessed, no research,“always the same” Impulse decision Spontaneous, usually but not necessarily low price, not often, noresearchCOPYRIGHT 2019 BY PHIL WINTERS. ALL15 RIGHTS PROTECTED AND RESERVEDSymbioInnovationDay
Customer Journey Mapping: Btob?ALWAYSSymbioInnovationDay “60% of the decision steps for complex BtoB decisions are today made WITHOUT theinvolvement of a vendor sales person .” “ however, the key touchpoint that makes a difference at the right time is thepersonal contact”1500 Organizations, CEB, 2014COPYRIGHT 2019 BY PHIL WINTERS. ALL16 RIGHTS PROTECTED AND RESERVED
SymbioInnovationDaySymbio Innovation DayCustomer Journeyand Business Process ManagementFrom the customer’s perspectivePhil WintersCOPYRIGHT 2019 BY PHIL WINTERS. ALL RIGHTS PROTECTED AND RESERVED
Create a Customer Journey: Wisdom of the Crowd !SymbioInnovationDay Consumer (BtoC) Service (BtoB) Product (BtoB)COPYRIGHT 2019 BY PHIL WINTERS. ALL RIGHTS PROTECTED AND RESERVED18
SymbioInnovationDayCOPYRIGHT 2019 BY PHIL WINTERS. ALL RIGHTS PROTECTED AND RESERVED
SymbioInnovationDayCOPYRIGHT 2019 BY PHIL WINTERS. ALL RIGHTS PROTECTED AND RESERVED
SymbioInnovationDayApply the Customer Journey to the BusinessBusiness focus determines the journey mapping focus areas Lead conversion Velocity Marketing/sales handoffDeliver on timeUpsell/cross-sellMeet SLAsCase efineRequirementsTake aDecisionOptions Target segments Find new business InstallPurchase Sales Closing Professional servicesCOPYRIGHT 2019 BY PHIL WINTERS. ALL RIGHTS PROTECTED AND RESERVEDUseImplementRememberUseRemember Retention Win-back21
SymbioInnovationDayApproachDefine PerspectiveDefineCustomer JourneyFrom the Customer PerspectiveCustomer Journey 2-day WorkshopIdentify Stakehoders& MilestonesPrioritize relevantTouchpointsFocus on a Business Topicand prioritize Moments of TruthApply to the BusinessMeasure Effectfrom the Customer PerspectiveTransfer Requirements intoBusiness Process RoadmapCOPYRIGHT 2019 BY PHIL WINTERS. ALL RIGHTS PROTECTED AND RESERVEDDefine Touchpoint Choreographyfor each Moment of Truth22
SymbioInnovationDayCOPYRIGHT 2019 BY PHIL WINTERS. ALL RIGHTS PROTECTED AND RESERVED
SymbioInnovationDayOur Contribution – BPM&O and CIAgendaDefine/refineCustomer JourneyDock Customer JourneyOn Business ProcessesCOPYRIGHT 2019 BY PHIL WINTERS. ALL RIGHTS PROTECTED AND RESERVEDStrategically alignProcesses withthe Customer Perspective24
SymbioInnovationDayNext Steps Resources (and books)www.ciagenda.com White Paper Customer Perspective and Business Processes (auf 19/05/White Paper Customer Journey Prozessmanagment.pdf Customer Journey Certification (auf mpact-zertifizierung/Fabian SchwarzSven SchnägelbergerPhil Wintersfs@bpmo.deE-Mail: sc@bpmo.dephil.winters@ciagenda.comCOPYRIGHT 2019 BY PHIL WINTERS. ALL RIGHTS PROTECTED AND RESERVED25
Customer Journey Mapping Customer experience Identifying new touchpoints Using new customer insight Give to get: information strategies Social media, Mobile The Human Touchpoint: Sales cycle transformation Touchpoint choreography Customer delight Leveraging the Customer Perspective: Business Process management 14
