2017 FORRESTER REPRODUCTION PROHIBITED WEBINAR Use Customer Journeys

WEBINAR Use Customer Journeys To Guide Your Digital Strategy Aurélie L’Hostis, Analyst July 11,

We work with business and technology leaders to develop customer-obsessed strategies that drive growth.

The race to digital transformation is on. © 2017 FORRESTER. REPRODUCTION PROHIBITED. 4

CX is the top priority for most influencers and decision makers in financial services Base: 426 European (UK, France, and Germany) business and technology influencers and decision makers in financial services firms (1, 000+ employees) Note: Top five responses are shown. Source: Forrester Data Global Business Technographics® Priorities And Journey Survey, 2016 © 2017 FORRESTER. REPRODUCTION PROHIBITED. 5

“There's been a race in the digital space to develop new capability after new

Digital strategies are too inside-out - Driven by enterprisewide focus on ROI or cost cutting - Directed by lines of business fixated on specific products or functionality - Disconnected from customer and employee needs and expectations © 2017 FORRESTER. REPRODUCTION PROHIBITED. 7

Mapping tools Firms need toabound follow a disciplined, customerfocused process. Lean Six Sigma Agile

Customer journeys can bring focus and alignment Customer focus and outside-in perspective © 2017 FORRESTER. REPRODUCTION PROHIBITED. Better digital and crosschannel customer experiences Link to the business technology agenda 9

The customer life cycle and customer journey maps serve distinct purposes Source: The Customer Life Cycle: A Blueprint For Customer-Obsessed Enterprises Forrester report © 2017 FORRESTER. REPRODUCTION PROHIBITED. 10

Customer journey maps are narratives associated with a specific customer © 2017 FORRESTER. REPRODUCTION

Journey maps alone are insufficient. © 2017 FORRESTER. REPRODUCTION PROHIBITED. 12

Make customer journey mapping part of your digital strategy Choose a journey. Frame a hypothesis. Map the current journey. Map the ideal journey. Optimize the journey. Develop and deliver digital assets. Design the experiences. Map the ecosystem. © 2017 FORRESTER. REPRODUCTION PROHIBITED. 13

Pick the right journeys based on priorities Nationwide Mutual highlights the top 10 pain

Make journey mapping a team effort with the right stakeholders and partners. © 2017

Pool data and research across silos to frame a hypothesis BZWBK highlights how customers

Co-create the current state and ideal journeys in a workshop. © 2017 FORRESTER. REPRODUCTION

Customer journey mapping helped Intesa Sanpaolo reframe its digital strategy around the customer. ©

Form cross-functional teams to share insights and optimize customer journeys Scaling team Lab team Product owner CX design lead Digital technologist Business architect Compliance Legal Ops Branch Call center © 2017 FORRESTER. REPRODUCTION PROHIBITED. Feature team + Business rollin team At Lloyds, crossfunctional teams are tackling 10 customer journeys. Model office team 19

Macif links the customer journey to the ecosystem that underpins the journey. © 2017

Share the results broadly Tandem. Seven UX 360 integrates journey maps into epics and

“A lot of companies are doing maps, but there is a gap in delivery — a bit of paralysis on how to execute. ” Michelle Palomera, head of the financial services practice at Tandem. Seven © 2017 FORRESTER. REPRODUCTION PROHIBITED. 22

Use journey maps for Agile development. © 2017 FORRESTER. REPRODUCTION PROHIBITED. 23

USAA uses an expanded Agile methodology to manage its customer journeys. © 2017 FORRESTER.

To ensure that your efforts don't stop with just a journey diagram: › Translate maps into touchpoint and functionality ideas. › Use journey maps for Agile development. › Incorporate customer insights into every sprint. › Test assumptions at each stage. › Continue to optimize the journey. © 2017 FORRESTER. REPRODUCTION PROHIBITED. 25