How should you map your customer journey? Here are eight steps to consider. Increase customer loyalty and revenue by ensuring a better customer experience.

1. © 2016 Service Excellence Partners
Eight Steps to Mapping Your
Customer Journey
Colorado Customer Success Meetup
March 2016

2. © 2016 Service Excellence Partners
Ed Powers
High Technology
• 12 years at Hewlett-Packard (sales, marketing, operations)
• Co-founded an ASP software start-up in services procurement
• Ran IT and operations at five early stage companies
High Service
• 10 years in luxury travel at 3 start-ups
• VP/SVP/COO (led onboarding, services, renewals, referrals)
High Performance
• Consulting 20 years in Lean Six Sigma, Baldrige, Strategic Management
Systems, Customer Experience and Customer Success
• Delivered 96% annual retention, 40% of new sales from referrals, and 32%
lower competitive cost at a $42M membership-based company

3. © 2016 Service Excellence Partners
Service Excellence Partners
www.se-partners.com

4. © 2016 Service Excellence Partners
What is the Customer Journey?

5. © 2016 Service Excellence Partners

6. © 2016 Service Excellence Partners

7. © 2016 Service Excellence Partners
VP Cross-functional Team Key Business
Process
Examples:
• New Product Introduction
• Order Fulfillment
• Customer Experience Read more in my blog post

8. © 2016 Service Excellence Partners

9. © 2016 Service Excellence Partners
Journey Mapping’s True Purpose
Create a common:
• understanding
• vision
• commitment

10. © 2016 Service Excellence Partners
Keys to Improvement Success
1. Incorporate change management
2. Lead a good process
3. Execute!

11. © 2016 Service Excellence Partners
8 Steps for Better Journey Mapping
1. Form the Right Team
2. Segment and Define
Personas
3. Define Experience
Phases
4. Analyze Effective and
Affective Needs
5. Map Business Processes
6. Refine Controls,
Measures, UX
7. Analyze and Prioritize
Gaps
8. Execute Improvements

12. © 2016 Service Excellence Partners
1. Form the Right Team
Who should be on it?
• Multiple functions
• Deep, firsthand
knowledge
• Influential
• 7-9 participants

13. © 2016 Service Excellence Partners
2. Segment and Define Personas
Segments:
Customers grouped by common needs
Personas:
Representative, fictional users,
influencers or economic buyers
View my webinar

14. © 2016 Service Excellence Partners
3. Define Experience Phases
• Observe
• “Mystery shop”
• Hypothesize and verify:
Recognize Investigate Decide Purchase Implement Learn Use/Renew Terminate

15. © 2016 Service Excellence Partners
True or False?
People make buying decisions based
on product and business value.

16. © 2016 Service Excellence Partners
Loyalty Research
Product
Relationship
Market
Trust Moderates Loyalty
Adapted from: Ruyter, K., Moorman, L., Lemmink, J. (2001)
Affective
Commitment
Calculative
Commitment
TRUST Loyalty
High
Low

17. © 2016 Service Excellence Partners
Trust is Learned
High
Low
Interactions
Source: Chang, L., Doll, B., van’t Wout, M., Frank, M., Sanfey, A. (2010) Seeing is believing: trustworthiness as a
dynamic belief. Cognitive Psychology 61 (2010) 87–105
Read more in my white paper
Initial Trust

18. © 2016 Service Excellence Partners
4. Analyze Effective and Affective Needs
Recognize Investigate Decide Purchase Implement Learn Use/Renew Terminate
Effective Needs
• a
• b
• c
• a
• b
• c
• a
• b
• c
• a
• b
• c
• a
• b
• c
• a
• b
• c
• a
• b
• c
• a
• b
• c
Affective Needs
• S
• C
• A
• R
• F
• S
• C
• A
• R
• F
• S
• C
• A
• R
• F
• S
• C
• A
• R
• F
• S
• C
• A
• R
• F
• S
• C
• A
• R
• F
• S
• C
• A
• R
• F
• S
• C
• A
• R
• F
STATUS
CERTAINTY
AUTONOMY
RELATEDNESS
FAIRNESSSource: Rock, D. (2012) “SCARF: a brain-based model for
collaborating with and influencing others.” Neuroleadership Journal

19. © 2016 Service Excellence Partners
5. Map Business Processes
• Brainstorm
• Affinity
• Consolidate
• Flow
• Assign Owners

20. © 2016 Service Excellence Partners
6. Refine Controls, Measures, UX
Control
Document
Trigger
Metric
Read more in my blog post
UX

21. © 2016 Service Excellence Partners
7. Analyze and Prioritize Gaps
“Is” “Should”
Improvement
Gaps

22. © 2016 Service Excellence Partners
Multi-Voting
• N/3 votes/person
• Choose most important
• Tally 1 vote per item

23. © 2016 Service Excellence Partners
8. Execute Improvements
Read more in my blog post
DO THIS!!
1. Set a 2-hour,
weekly recurring
meeting
2. If necessary,
reschedule
WITHIN the week
3. Stick to it!

24. © 2016 Service Excellence Partners
Mindful Customer Experience Design
Recognize Investigate Decide Purchase
Customer Journey
Implement Learn Use/Renew Terminate
Business Process/UX
Effective and Affective Needs
View my services

25. © 2016 Service Excellence Partners