21. WebsiteSession
WebsiteSession
WebsiteSession
Call Center
Question
Loyalty Card
Promo Email
Loyalty Card
Sign Up
Major Product
Purchase in Store
Store all the detail, in time order
Capture Events
28. Service-Design logic is driven by an innate purpose of
doing something for and with another party,
and is thus customer-centric and customer responsive
31. The impact of
CJM andDT
Source: HBR Putting the Service-Profit Chain to Work-1994
32. Business &
Customer
Intelligence
Value
Proposition
Capabilities
Customer
and
Business
Outcomes
Business Vision
and
Strategy
Portfolio
Service
Feedback & analysis
OrganisationalCapabilities
33. Conclusions
•UnderstandCustomer Needs&Expectations
•MapCustomer Journeys
•Capture Events atTouchpoints
•Complete Event Data withCRM Data
•Use Patterns to Anticipate
•AdaptyourService Portfolio
•Use feedback loopsto adaptand iterativelyenhanceInteractions & Experiences
•Optimizefor Business and Customer Outcomes