Achieving Customer Journey Mapping Success - Assets.kpmg

Achieving Customer JourneyMapping Successwww.nunwood.com

The practice of customer journey mapping has become more widelyacknowledged as a critical customer experience tool in recent years, asrecognition grows of its ability to help organisations differentiate and stand outfrom the competition when used successfully. The best performing brands putcustomer journey mapping at the core of their customer experience strategies,enabling them to tailor their businesses around the customer, as opposed to‘fitting’ their customers around the business.For the most successful organisations, customer journey mapping is not a one-offprocess but an iterative cycle without end. These organisations recognise that journeymaps are essentially work-in-progress documents that are never ‘finished’, but arecontinually refined to lead the process of change, acknowledging the evolving needs ofcustomers at each touchpoint of the end-to-end journey.In this customer journey mapping white paper we will discuss:The Key Principles of Customer Journey MappingCommon Pitfalls of Customer JourneyMapping - and How to Avoid ThemHow KPMG Nunwood Can Help2 Achieving Customer Journey Mapping Success

The Key Principles of CustomerJourney MappingBased on far-reaching customer experience research and design workacross numerous industries, KPMG Nunwood has identified five keyprinciples to making customer journey mapping a success:1Customer journey mapping must be aligned to and be a central part of a business’overall customer experience strategy.It is essential to have only one definition of customer journey mapping and how it isapplied across an organisation.2The best customer journey maps bring together the internal view with the customerview, to define the single truth of the current or ‘to be’ customer journey.34A successful customer journey map will become the key framework throughwhich customer experience is continuously measured and managed throughoutthe business.5As a result, it forms the basis of ongoing customer focused improvements andbusiness transformation.EXAMPLE OF A MOB ILE PHONE CUSTOMER JOUR NEYTHIS MAP R EPR ESENTSTHE INTER NAL VIEW OFCUR R ENT END-TO-ENDCUSTOMER JOUR NEYTO A MOB ILE PHONEPUR CHASEC USTOMERMINDSETHOW OURC USTOMERSC URRENTLYFEELWHAT PHONES ARE OUT THERE?HOW MUCH WILL THAT PHONE COST?WHICH WILL BE BEST FOR ME?Map Key My contract has come toan end I have the need topurchase my first mobilephone My current phonedoesn’t have thecapabilities I need I want the latest phonec hec k MYTARIFFCheckproviderreview sitesLook a t /c ompa reTARIFFSINTR IGUEDVisit storeBuy phone /get c ontra c tMake a list offavourite phones /tariff optionsSign up for extras /insuranceANXIOUSFR USTR ATEDResearch &comparedeals / pricesVisit retailerwebsitePla y with /explorephoneBuy / take outcontractSign up for extras /insuranceBuy / take outcontractDownloadtransferapplicationGoogle howto transferVisit providerwebsitesVisit / contactprovidersMOMENT OFTR UTHTalk to friends andfamily about choicesZResearch &comparedeals / pricesVisit retailerwebsiteShortlistphonesCheck reviewsitesCheck brandwebsitesHAPPYVisit storeReadcomparisonreviewsWatch YouTubereview videosLook forPHONESQueryupgrade dateCheck currentoffersVisit storeGoogle searchhandsetsVisit / contactprovidersContactproviderEXCITEDOVER WHELMEDTalk to friends& familyTOUCHPOINTINTER ACTIONINTER ACTIONTRY / USEHOW DO THESE PHONES COMPARE?WHICH WILL BE THE BEST DEAL?SHOULD I BUY NOW?R EASSUR EDUNCER TAINUNDER VALUEDAD-HOCSTAGECOR ESTAGEHOW DO THESE PHONES COMPARE?WHICH WILL BE THE BEST DEAL?SHOULD I BUY NOW?INFOR MEDFR UTR ATEDTRIGGERSHOW MUCH DO I WANT TO SPEND?WHAT DO MY FRIENDS / FAMILY HAVE?WHICH PHONES ARE WELL REVIEWED?EXCITEDINTR IGUEDAttempt account /App log inMy phone has broken /stopped workingBUY / GETMESSAGESENTWHAT ARE MY IMMEDIATE OPTIONS?WHEN DOES MY CONTRACT END?CAN I UPGRADE EARLY?WHAT DO I CURRENTLY PAY?WHAT DO I GET FOR MY MONEY?THE COR E ‘AS IS’ JOUR NEY DEC IDEEXPLORERE-EDUC ATEpha seUploa d /tra nsferinforma tionRe-contactexisting provider(negotiate betterdeal)Transfer pictures /messages etc.PATHWAYDR OP OFF POINTphoneEXPECTATIONSPER SONALISATIONEMPATHYINTEGR ITY3PAIN POINTSda taEARLYUPGRADEGET HELP /SUPPORTInformed of earlyupgrade optionsLook at handbook In store knowledge – customers may seek support hereand have reflected positively on polite assistance /relevant advice experienced in storeX Lack of tariff discounts – Existing customers aredisappointed when the tariff they offer is equal to thatoffered to new customers. Customers expect to berewarded for long term loyalty in the form of preferentialtariffsX Attempt to log-on – Due to a lack of interaction,customers are forgetting their log on details, resulting infrustration when attempting to do so after a long period oftime“I tried to log on to check what I currently got andused on my tariff but it kept rejecting mypassword. I’m not surprised though, its two yearssince I last looked!“I’ve been a customer for 12 years in total, I’ve justnever left so you would expect I would get somedecent discounts! It’s ridiculous, they need to lookafter their customers more 67 % R EDUCE QUESTIONS ON “It was between the Google Nexus and the iPhone and I justcouldn’t decide so I popped into the store on my lunch break.They guy in there was great, he took the time to understandwhat I would used my phone for and gave me some really goodadvice ENAB LE INCR EASEAchieving Customer Journey Mapping Success“When I went in to purchase the phone I knew exactly what Iwanted so it was just a case of processing the payment. I hadseen a deal online and there’s always room to negotiate whenit comes to phone buying B E MOR E R ESPONSIVE GAUGE PR EFER EDCHANNELEAR LYTHE TrainallINstaffPR OCESS1.2.3. PR O-ACTIVELY OFFERA HAR D COPY OF THEmembersto:AIPX Lack of offering of support for transferring information/ setting up phone – customers who lack confidence withtheir new device look“62%79% CUSTOMERS TO and thankTO NEGATIVESOCIAL MEDIA R ecogniseexisting customersfor theirFEEDB ACKHAVE SKYPEBY INTR ODUCING A ‘YOUPR ESENCEcontinued loyaltyto the brandAPPOINTMENTSSAID, WE DID’ Pro-actively provide a set discount to existingAPPR OACHcustomers in recognition of their loyalty IMPR OVE CLAR ITY OFDOCUMENTINSTR UCTIONS (ONLYR ecognise the customers needs / phone usageASK FOR 1 B ANKEstablish preferred phones / brandsSTATEMENT)Provide relevant options within the customers budgetGoogle searchsolutions Professional, personalised staff – customers haverecalled staff seeming to act in the best interests of thecustomer andX Unable to get offer seen online– Customerspredominantly do their research for phone and tariff costsonline but may choose to purchase in-store. When they doso they may be told the prices in store are different,causing disappointment and wasted time.58 %HAVE A VISUAL JOUR NEY LENDINGSend customerstheir ATEMAPupTOtoDEMONSTRCALCULATOR &an update in the runTHE PR OCESSINCREASE ACCURupgradedateACYwith details of their currenttariffTOandCUSTOMER Spotential options for changingContact operatorContact retailer Early Upgrade – customers may not expect get theoption of an early upgrade, therefore, if they do this isseen as a moment of delightWHAT AR E OURCUSTOMER SSAYING?R ESOLUTIONTIME & EFFOR TJOURNEY FIXES /OPPORTUNITIES CSATJOUR NEY(BASED ON THE SCOR EFIXESRESPEC TPILLARS)To understand what’s importantat each stage of the journeyMOMENT OFDELIGHTTold that earlyupgrade is not anoption6 pillarsRequest an earlyupgradeContact provider“emailAD-HOC STAGES“Face toface“postbranch“pressStore /office Always match the price / deals shown online in-storeR eward existing customers with discount / reduced monthlycontract costI didn’t really know how to use it, it was quite frustrating really.The hardest part was transferring things over, it would havebeen really helpful to have some help in the shop when I boughtthe phone “online68% Pro-actively offer assistance with setting up the phoneEnsure a demo model of the phone is available to show customers atpoint of purchase, how to use the phone

Common Pitfalls of Customer JourneyMapping - and How to Avoid ThemNot adhering to these key principles of customer journey mapping givesrise to a number of challenges for a business. As such, there are 3 crucialelements businesses need to get right to ensure success.Looking at the End-ToEnd JourneyCross-BusinessEngagementOne of the most commonpitfalls is for businesseswithout a single customerjourney framework to havea tendency for differentfunctions to develop journeysin isolation. For example,ending up with multiple viewsof the customer journey,gaps in understanding andownership, duplications interms of effort and spend,and, as a result, ofteninadvertently creating aninconsistent and sub-optimalcustomer experience. Theimportance of cross-businessengagement cannot beunderestimated in driving thesuccessful implementation ofcustomer journey mapping.Customer CentricityBusinesses risk deliveringan experience that does notfundamentally deliver againstcustomer needs if they failto start with the customer’sperspective. From designinga product or experience,through to how theycommunicate and deliverthe experience, it’s vital thatit is grounded in genuinecustomer needs.There is also a danger inmaking assumptions aboutwhat your customers’needs look like. Internalassumptions and perceptionsmay not be the full picture.We’ve found, when validatingexisting journeys withcustomers, the reality is thatjourneys can be more orless complex than originallyperceived, moments of truthare often different to thoseenvisaged, and ultimately,may not be grounded in thecustomers’ language. Assuch, customer validation isessential in journey mapping.4 Achieving Customer Journey Mapping SuccessLastly, comes the importanceof the complete end-to-endjourney. Looking at the end-toend journey allows everyoneacross the organisation tounderstand the role eachchannel plays and the differentroutes customers can taketo achieve their desiredoutcome.Also, by only focusing onindividual stages / touchpointsit can often make it difficultto establish the root cause ofpain points for the customer.For instance, if expectationsare better set at the start of acustomers’ experience, andthen continually managedalong the way, we may beable to easily eliminate a painpoint that is caused laterin the customer’s journey,which would be unlikely to beuncovered if the end-to-endexperience wasn’t considered.