Customer journey management system
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This document discusses a customer journey management system from Futurelab. It provides a 7 step process for successful customer journey management, including clearly defining objectives, generating customer insights, designing journey maps, operationalizing the journey, implementing changes, conducting deep dives, and reinventing the experience. The goal is to help companies better understand the customer experience, align around a single framework, and ensure continuous CX improvements.
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Customer journey management system
- 1. FUTURELAB Customer Journey Management System Based on Futurelab experience at NN Insurance, Vodafone, Toyota/Lexus, Grant Thornton and various others 20/05/2018
- 2. Operational reality always seems reasonable from the internal point of view. But from the perspective of the customer it could look very different. Conflicting messages, inconsistent promises and extra hoops to jump through can result in confusion and ultimately loss of customer. This is why Customer Journey Management at the heart of any Customer Experience programme. Starting with the framework describing all events, emotions, expectations and interactions that customers experience with your company answers 4 key objectives: 1. Understanding your customer reality better 2. Aligning your people around a single framework for CX 3. Developing an action plan and giving momentum to for structural CX improvements in your company. 4. Ensure the continuous implementation and management of the customer journey throughout the organisation On the next pages we show you the elements that go in to a full scale Customer Journey Management System. Of course you will have to look which of these elements are relevant for your organisation and your situation. We will gladly help you with this. Call us to discuss real life examples and cases and how we can help you to put the customer at the heart of everything you do. The heart of your Customer Experience program
- 3. FUTURELAB 7 Steps to Successful Customer Journey Management 3. 1. Clearly define the objective 2. Generate insights 3. Design a first journey map 4. Operationalise the journey 6. Conduct select deep-dives 7. Reinvent the experience 5. Implement changes
- 4. FUTURELAB 1. Clearly define the objective 4. There are many approaches to customer journey management. To pick the right one, you need to understand what you ultimately want to achieve. Align the business Possible motivations Find & fix weaknesses Differentiate your business Improve resource allocation Envision the CX future Manage value drivers Establish an operational frame Develop digital framework …
- 5. FUTURELAB 2. Generate Insights 5. Customer insights Insight categories Competitive insights Market insights • Voice of the customer/NPS research • Desk research • Customer panels • Customer conversations • Channel conversations • (Cross-industry) expert panels • Observation research • Mystery shopping • Deep insight techniques Collection mechanisms Every journey management effort needs to be rooted in customer insight, both in absolute terms as in the context of the market and the competition.
- 6. FUTURELAB Key elements High level process 3. Design a first journey map 6. Outside-in journey steps Customer mind-set Choice drivers Advocacy drivers Formulate a thesis based on customer insights Align various business stakeholders Validate final thesis with the customer With journey mapping, it’s easy to get lost in the detail of every touch-point. That’s why it’s important to start simple and focus on the big picture first. Customer Expectations
- 7. FUTURELAB Key standards to be defined High level process 4. Operationalise the journey 7. Minimum CX standards Advocacy standards Employee behaviours Data/system standards Formulate a thesis based on customer insights Align various business stakeholders Validate final thesis with the customer Prioritise key standards & focus areas Once the high level journey is defined, it needs to be translated into operational standards upon which the business can act. This is done at a high enough level to be customer noticeable and allow the company to answer the question Are we doing the right things?
- 8. FUTURELAB 5. Implement improvements/changes 20/05/2018 8. Planning without action is pointless. But when it comes to implementing improvements it is crucial to clearly scope and prioritise the extent of the change envisaged. Only this way the company can make sure that they really happen. Key standards to be defined High level process People Readiness Resource availability Customer Performance Operational Readiness Gap analysis (as is vs. to be) Prioritise & re-scope Implement changes Validate impact & improve
- 9. FUTURELAB Key elements High level process 6. Conduct select deep dives 20/05/2018 9. Touch-point improvement Swim lane improvement Persona journeys Select priority focus area Fact-finding & interviews Thesis development Validation & improvement With a general journey improvement programme is en route, deep-dives become possible refining the customer’s experience for high-volume or impact journeys, individual touch-points or customer personas.
- 10. FUTURELAB Key elements High level process 7. Re-invent the experience 10. Industry vision document Book of future opportunities Future CX roadmap Trend analysis Visioning workshops Reality checks Continuous innovation cycle Even the best (traditional) journey map will only reflect today’s reality. To truly be competitive, you need to visualise the future and challenge your industry’s orthodoxies all over.
- 11. FUTURELAB FUTURELAB Let’s talk customer – contact us for a call or a cup of coffee – and we can show you some real life cases: Stefan Kolle Managing Director [email protected] +32 473 88 89 96 We make Customer-Centricity happen. Profitably. Marina Natanova Head of Research [email protected] +32 473 88 89 96 Interested? Inspired? Curious? Questions?
- 12. We make Customer Centricity happen. Profitably. Industry expertise A structured approach for automotive firms to embed the customer perspective in every aspect of their business, from customer journey development to POS training Automotive A structured approach for telecommunication firms to embed the customer perspective in every aspect of their business. Telecommunications A skilled multi-language team for EMEA clients B2B and B2C Credentials To make the world a more customer-friendly place (for fun & profit) Our Purpose We make customer experience happen. Profitably.Our Promise Who are we? What do we do? A structured approach for B2B firms to loyalize customers, improve share of wallet, and save accounts at risk. NPS, customer journey, and other key tools. Business to Business We are Customer Experience Architects. Futurelab is the European customer experience (CX) consultancy. For more than 15 years we help our clients understand the needs of their customers, develop better customer experience, and draw profit from customers’ loyalty and word of mouth. We call ourselves “Customer Experience Architects” because we help you dream, design, launch and implement your CX program – just like an architect helps a client to dream, design and create a new building. We listen to your needs, evaluate your current situation, and plan projects with your team, managing your agencies and vendors towards the desired result. But we don't stop just there: like any good architect, we stay with you overseeing the implementation process, making sure that projects are on track, the necessary processes are created, and your people learn necessary skill sets. This is why our services fit your needs – from customer strategy development and NPS ® pilots to all-company customer centricity trainings. Our focus is on identifying quick wins and drive the ROI of any project. Through our offices in Germany and Belgium, as well as our associates in many other countries, we are always close to you. Own offices Antwerp, Stuttgart Network partners Copenhagen, Prague Representations Valencia, Moscow