CUSTOMER EXPERIENCE JOURNEY MAPS A BETTER FRAMEWORK Prepared

CUSTOMER EXPERIENCE JOURNEY MAPS – A BETTER FRAMEWORK Prepared for: Prepared by: DATE Address The Commons 20 -40 Meagher St, Chippendale NSW 2008 Phone + Email +61 2 8094 6800 info@rubychacha. com. au

THIS SLIDE SHARE IS FOR YOU IF… You are a CEO, marketing professional, customer service manager, customer experience manager of a service / product Want to know more? You want to understand how to shape customers perceptions, experiences and satisfaction with your brand You want to understand what levers you can control to target your activity to improve customer experience You want to increase your brand’s chance of success against other brands

WHAT YOU WILL LEARN…THE CUSTOMER EXPERIENCE JOURNEY MAP 01 • What is Customer Experience? Every brand business provides a customer experience 3 Want to know more? 02 03 04 05 • Where to start? Define the journey, and identify the touchpoints • What does a Customer Journey Map look like? Acquisition, satisfaction and retention • Customer research to understand what motivates and drives satisfaction and loyalty. • Identify the touchpoints you can control then target your activity

UNDERSTANDING CUSTOMER EXPERIENCE “Customer Experience” has become a common term for organisations and marketers. THE QUESTION IS… HOW CAN WE IMPROVE IT, However it is difficult to find a universal definition… what does it mean? IF WE CAN’T EVEN DEFINE IT? Most businesses now see improving Customer Experience as something that will provide competitive differentiation through creating a stronger bond with the consumer. 4 Want to know more?

EVERY BUSINESS PROVIDES A CUSTOMER EXPERIENCE … The mere fact you provide products and/or services, means that customers have an experience with your business and your brand… it’s up to the business whether it’s awesome, awful or industry average THAT SAID, NO BUSINESS CAN AFFORD TO LEAVE THE EXPERIENCE THEY PROVIDE IN Some businesses make a strong case that they cannot fully control experience… experiences inevitably involve emotion, and unexpected behaviours… and no matter what a business does, people are people, and do not react the way we anticipate or hope… 5 THE HANDS OF THE GODS WE NEED CUSTOMER EXPERIENCE JOURNEY MAPS Want to know more?

WHAT DOES CUSTOMER EXPERIENCE REALLY MEAN? THE CUSTOMER EXPERIENCE JOURNEY Purchase Sometimes it’s defined as digital experiences and interactions, such as on a website or a smartphone… Post Purchase Enquire & Evaluate Consideration & Awareness …in other cases, customer experience is focused on retail or customer service, or the speed at which problems are solved in a call centre. To be really successful on a long-term basis, customer experience needs to be seen as all these things, and more… It is the sumtotal of how customers engage with your company, you brand, your product or your service. 6 Pre. Contemplation A CUSTOMER EXPERIENCE JOURNEY MAP IS THE ENTIRE ARC OF BEING A CUSTOMER UNTIL THEY LEAVE THE CATEGORY Want to know more?

SO WHERE DO WE START… Step 02 Step 01 Define the Customer Journey and map it! This is a fundamental piece of knowledge you need to start with. It is a thorough understanding of the journey your customers take when interacting with your company. 7 Identify the touchpoints and understand what the customer wants from you! This is what you can control… it’s products, web sites, advertising, call centre, etc. that support the customer through their journey and ultimately shape their perceptions of their experience with you business and you brand. Want to know more?

WHAT IS A CUSTOMER JOURNEY MAP? A DIAGRAM THAT ILLUSTRATES THE STEPS YOUR CUSTOMER(S) GO THROUGH IN ENGAGING WITH YOUR COMPANY OVER A PERIOD OF TIME. CONSIDERATION OR AWARENESS 8 ENQUIRE & EVALUATE The easiest place to start is to look at the timeline of traditional sales funnel… PURCHASE OR ENGAGEMENT Want to know more?

… BUT WE BELIEVE THERE IS IMPERATIVE TO GO BEYOND PRE-CONTEMPLATION Focus on customer acquisition CONSIDERATION OR AWARENESS ENQUIRE & EVALUATE PURCHASE OR ENGAGEMENT Focus on customer satisfaction POST PURCHASE Focus on customer retention The timeline is jut the starting point… Want to know more? 9

WE NEED TO LOOK AT WHAT IS HAPPENING AT EACH STAGE AND THIS IS WHERE CUSTOMER RESEARCH COMES INTO PLAY ACTIONS MOTIVATIONS QUESTIONS BARRIERS • • What is the customer doing at each stage? What actions are they taking to move themselves to the next stage? Why is the customer motivated to go to the next stage? What emotions are they feeling? Why do they care? What are the uncertainties, jargon or other issues preventing the customer from moving to the next stage? What structural, process, cost, implementation, or other barriers stand in the way of moving to the next stage? …the best way to get underneath this is through in-depth in-context based observations 10 Want to know more?

THE USE OF ONLINE COMMUNITIES ALLOW US TO ENGAGE WITH THE CUSTOMER OVER A PERIOD OF TIME… PRE-CONTEMPLATION CONSIDERATION OR AWARENESS ENQUIRE & EVALUATE PURCHASE OR ENGAGEMENT POST PURCHASE HOW MOTIVATIONS ARE TRIGGERED • Life changing event • Significant birthday • WOM/social • Internet • Advertising WHAT BRANDS OR CHANNELS ARE CONSIDERED • Initial search • Brands or products considered at first • Time frames set • Expectations INFORMATION GATHERING & EVALUATION • Where sourced? • What information and how sorted? • How prioritised? • Hierarchy DECISION-MAKING MOMENT • Timing • Products purchased • Channel used • On-boarding experience • Expectations of what comes next CUSTOMER-EXPERIENCE • Fit with expectations (billing, information, etc) • Poaching activities from competitors • Consideration of lapsing/switching WHEN started thinking about life products WHAT was the trigger? WHO were key sources of information or influence? HOW did consciousness become raised? WHAT were the first actions taken? WHICH brands were thought of immediately or rejected outright? WHO took responsibility? WHEN did they expect to have this purchased? WHAT did they think would be covered and how? WHEN did the real search begin? WHAT channels were used to access information? WHICH brands were looked at? WHAT questions were asked? WHO in the household is responsible for this process? WHEN was the transaction? WHAT was the experience like? HOW was the decision made? HOW was the transaction made? WHAT reassurance or information was received? HOW did this make them feel? WHAT was the billing experience like? WHY did they pay/not pay/reconsider? 11 WHAT cross-selling or upselling was successful 11 Want to know more?

WHAT WE END UP WITH IS A FAR MORE DETAILED MAP OF WHAT THE CUSTOMER JOURNEY ACTUALLY IS …AND SOMETHING WE CAN IDENTIFY AND QUANTIFY PRE-CONTEMPLATION Osuere hendrerit elit, a commodo magna dapibus et. Integer malesuada dignissim risus id aliquam. Fusce ac arcu velit. Suspendisse a urna rhoncus, volutpat ex ac, volutpat quam. Donec vulputate porta lorem at ultricies. Duis in orci in lacus hendrerit consequat nec vel massa. Nulla justo felis, facilisis blandit Aliquam tempor bibendum pellentesque 12 CONSIDERATION OR AWARENESS ENQUIRE & EVALUATE Osuere hendrerit elit, a commodo magna dapibus et. Integer malesuada dignissim risus id aliquam. Fusce ac arcu velit. Suspendisse a urna rhoncus, volutpat ex ac, volutpat quam. Donec vulputate porta lorem at ultricies. Duis in orci in lacus hendrerit consequat nec vel massa. Nulla justo felis, facilisis blandit PURCHASE OR ENGAGEMENT Duis in orci in lacus hendrerit consequat nec vel massa. Nulla justo felis, facilisis blandit Suspendisse a urna rhoncus, volutpat ex Vestibulum non eleifend est, eget tristique est. POST PURCHASE Fusce ac arcu velit. Suspendisse a urna rhoncus, volutpat ex ac, volutpat quam. Donec vulputate porta lorem at ultricies. Vestibulum non eleifend est, eget tristique est. Nulla turpis diam, sodales ullamcorper varius consequat Want to know more?

But having done that, we are only halfway there… …from the Customer Experience Journey Map we need to identify the touchpoints we can control and influence 13 Want to know more?

THE NEXT STEP IS TO IDENTIFY THE TOUCHPOINTS WE CAN CONTROL … AND ULTIMATELY ACTION IS NEEDED There are four primary touchpoints we can control… and each has a different weighting at each stage of the customer journey and again this is where consumer research comes into play 14 Products the item, hardware, software and services themselves. Interaction the two way interactions either in-person (or in store), on the phone, or virtual. Messages… the one way communications that include brand, advertising, packaging, collateral etc. Setting… anywhere the product or service is seen, used or heard about. Want to know more?

WE NEED TO UNDERSTAND NOT ONLY WHAT THE CONSUMER NEED IS AT EACH TOUCH POINT, BUT HOW THEY FEED INTO EACH OTHER … PRODUCTS e INTERACTIONS v ati ta a d ! y l on tr s Illu MESSAGING SETTING 15 Want to know more?

ONCE WE UNDERSTAND THE CUSTOMER EXPERIENCE WE CAN BETTER TARGET ACTIVITY 16 Want to know more?

WANT TO KNOW MORE? GIVE US A CALL +61 2 8094 6800 OR INFO@RUBYCHACHA. COM. AU