VISUAL v 1 0 Symbols and Visual elements

VISUAL v 1. 0 – Symbols and Visual elements A deliverable from the VISUAL project April 30, 2013 VISUAL

Content • Visual elements and syntax – – Main diagram elements Customer journey Touchpoint Action and activity • Symbols and touchpoints – Overview of symbols – Overview of touchpoints – Touchpoints with context • Visualization alternatives for customer journeys – Plain view – Timing view – Deviation view VISUAL 2

Visual elements and syntax VISUAL

Main diagram elements touchpoint connector activity special symbols start of customer journey end of customer journey VISUAL 4

Customer journey • • A customer journey consists of a sequence of touchpoints The start and end of the journey has to be defined Touchpoints are labelled with a unique ID: T 1, T 2, T 3 etc. When convenient, a customer journey can be divided into service phases or service moments T 1 T 2 phase / service moment VISUAL T 3 T 4 phase / service moment 5

Touchpoint • • touchpoint boundary symbol area • Actor service provider customer completed VISUAL missing • Actor: The colour of the boundary indicates the actor initiating the touchpoint – green: service provider – orange: customer – purple: third actor • Status: The boundary style indicates the status of the touchpoint – solid boundary: completed – dashed boundary: missing – crossed touchpoint: failed other actor Status failed Touchpoints are represented as circles The touchpoint boundary carry information about – the actor initiating the touchpoint – the status of the touchpoint The symbol area of the touchpoint carry information about the channel carrying the touchpoint, or the device used 6

Action and activity • • • The onset of a customer journey is always preceded by a phase characterized by some sort of physical actions and/or mental activity, (most probably a combination) leading the customer towards the first touchpoint. Examples of this phase could be a desire to see a movie, or a decision to do the tax return. Actions and activities forming the onset of a customer journey can be difficult to address and will always rely on information from the customer. In the case of potential customer journeys they can only be expressed on an abstract level. An activity may also appear directly as part of the customer journey whenever convenient, but should be distinguished from a touchpoint decide • • A touchpoint may also be broken into a sub-process of actions or activities. An example is a touchpoint representing online shopping. It can be broken into a subprocess consisting of the following activities: 1. browse products 2. select product 3. pay and confirm. decide 1 VISUAL 2 3 7

Symbols and touchpoints VISUAL

Overview of symbols VISUAL 9

Overview of touchpoints VISUAL 10

Touchpoints with context VISUAL telephone conversation e-mail telephone (device) letter (snail-mail) PC/laptop internet via PC/laptop tablet internet via tablet smart phone internet via smartphone fax social media interaction 11

Touchpoints with context VISUAL SMS invoice visit to store/shop payment app (smart phone) package/parcel PC application logistic – home delivery self-service machine service provider message service shop counter 12

Touchpoints with context employee service desk technician call centre (agent) VISUAL 13

Visualization alternatives - customer journeys VISUAL

Visualization of customer journeys • • Several visualization alternatives will be presented in the following – alternative 1: plain view – alternative 2: timing view – alternative 3: deviation view The visualization alternatives outline different aspects of the customer journey and are convenient for different purposes The model service "Movie experience" will be used to demonstrate the visualization alternatives The pre-service phase and the service outcome (movie) is not represented here. order and pay ticket via web e-mail confirmation home VISUAL SMS confirmation retrieve ticket control at entrance cinema 15

Plain view, ordered Plain view (ordered) • • • Customer journey consists of a sequence of touchpoints in chronological order Can be used for both expected and actual journeys For expected journeys this alternative is convenient when – the temporal order of the touchpoints can be pre-determined order and pay ticket via web VISUAL e-mail confirmation SMS confirmation retrieve ticket control at entrance 16

Plain view, un-ordered Plain view (un-ordered) • • • When a sub-set of the touchpoints do not have any pre-defined temporal sequence, they are shown within brackets In the example below, the e-mail confirmation and SMS confirmation come in arbitrary order Convenient in cases where there is no pre-defined order of the touchpoints order and pay ticket via web VISUAL e-mail confirmation SMS confirmation retrieve ticket control at entrance 17

Timing view • • A time axis is introduced to emphasize the detailed timing of touchpoints The touchpoints are positioned according to the relevant time Can be used for both expected and actual journeys An example of expected journey is shown below Example 1: Expected journey day 1 VISUAL day 2 18

Timing view • • A time axis is introduced to emphasize the detailed timing of touchpoints The touchpoints are positioned according to the relevant time Can be used for both expected and actual journeys An example of an actual journey is shown below Customer arrives one day late and is not admitted Customer calls movie agency to get a ticket refund Example 2: Actual journey day 1 VISUAL day 2 day 5 19

Deviation view (1) • • • The deviation view shows the actual journey as a comparison to the expected journey The ad-hoc touchpoints are displaced in the vertical direction, originating from the previous expected touchpoint Missing touchpoints appear along the horizontal line Convenient when the notion of an expected journey can be defined Convenient for providing an intuitive comparison between expected and actual journey Expected journey Actual journey self-service machine out of order customer contacts service desk VISUAL 20

Deviation view (2) • Touchpoints are shown in two different layers where 1. 2. • all the expected touchpoints are shown in the upper "expected" level all the ad-hoc touchpoints are shown in the lower "ad-hoc" level Convenient when the temporal order of the expected touchpoints are arbitrary, or parts of the expected journey is undefined order and pay ticket via web e-mail confirmation ticket control at entrance SMS confirmation Actual journey Expected touchpoints Actual journey Ad-hoc touchpoints self-service machine out of order VISUAL customer contacts service desk 21