Transcription
Customer JourneyMapping – as part of thePostNord and QVARTZ projecton digital accelerationJune 8, 2017
Purpose of today1Introduction to our collaboration withPostNord2Walkthrough of the 'customer journeymapping' approach3Key learnings for you in applying CJM toyour business4Inspiration from the outcome of ourcustomer pilot projects
Our collaboration with PostNord StrålforsCOMMERCIAL ACCELERATIONthrough customer pilotsAPrepare for customer dialogues andgather insightsBCollaboration with customers to identifykey business issues and opportunitiesCSolution design to address prioritisedopportunities Refine value proposition and developsales toolsFOCUS TODAYWorkshops witha 'CustomerJourney Mapping'approach
Our pilots focused on improving customercommunication – but CJM applies broadlyUnconsidered useof communication Often not used forstrategic purposes Channel use is notoptimizedPoor customerexperience Unclear Un-personable Low self-serviceBusiness issuesHigh cost ofcommunicationHigh churn andlow attractionCustomer serviceresource loadLost revenues
Since customer experience is becomingincreasingly important for business successKEY DIFFERENTIATORBy 2020, customer experienceis expected to surpassproduct and pricing as thekey differentiator forbusinessesForbesINCREASED FOCUS57% of firms expect tospend more on CustomerExperience in 2016, only 6%to spend lessTemkin Group
Why use a 'customer journey mapping'?We used customerjourney map as a tool Key stages from thecustomer's perspective Activities and actionstaken by the customer Touch-points Customer frustrations to understand businessissues and improvementopportunitiesIssues: churn, customer serviceload and missed up-sellOpportunities: Improved layout,accessible information andimproved self-service
The 'customer journey mapping' approachidentifies key issues & opportunitiesMobile subscription plan customerjourneyWORKSHOPResearch and selectphone/subscriptionACTIVITIES Receive and readinvoice Question invoice Pay invoice Changesubscription planReceive phone,sim cardand activateTOUCH-POINTSInvoiceEXAMPLEUseandUse phonephone andrelated servicesservicesrelatedPAIN-POINTSMy Pages Does notunderstandinvoice infoCustomerService Disagrees withamountE-mail Reminder feeAdministrate& ESS ISSUES OPPORTUNITIES Customer serviceload Simplify andimprove visuals Late payments Add relevantinformation &content Poor customerexperience Facilitate selfservice
Our four pilots all identified opportunitiesNORDIC DEBTCOLLECTIONAGENCYNORDICCONSUMERCREDIT COMPANYFINISH topportunities2 solutionsbeing scopedin detailDiscussionsaround 5solutionsimprovementopportunities3 solutionsin alogue"With 5 concretesolutionsidentified infirst meeting
Our learnings from using the approachACJM can be applied to your own customers – or yourcustomers' customersBA customer mind-set challenges your view on yourbusiness (even if it might seem basic)CIt is quite easy – though a simple structure like the onepresented today improves the outcomeDFollow through on the exercise – what are the identifiedopportunities and action points from here?EA CJM mapping exercise is a great way to get morestakeholders involved – which is crucial for successHave fun! – It is a great way of engaging your employeesand drive collaboration
Why use a 'customer journey mapping'? We used customer journey map as a tool Key stages from the customer's perspective Activities and actions taken by the customer Touch-points Customer frustrations to understand business issues and improvement opportunities Issues: churn, customer service load and missed up-sell
