Morgenbriefing: Berig kunderejsen, skridt for skridt

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Better customer journeys One step at a time

© Creuna

Jacob Hartung, Digital Business Consultant Rikke Koch, Senior UX Consultant

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select ’Grid and Guides...’ 2.  Check ’Display drawing

guides on screen’ 3.  Select OK

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The age of the customer Briefings, Spring 2016

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1: The right business model for the age of the customer

2: Better customer journeys one step at a time

3: Self-services: Building the brand & promoting loyalty

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What is the Age of the Customer?

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3: Selvbetjening: Styrk brandet og få loyale kunder

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Four paradigms in 110 years

© Creuna Forrester: Winning in the Age of the Customer

Age of manufacturing

Mass manufacturing makes industrial

powerhouses successful

1900

Age of information

Connected PC’s and value chains leads to

improvement in information flows

1990

Age of distribution

Global connections and transportations

systems makes distribution key

1960

Age of the customer

Empowered buyers are here and they

demand a new level of customer obsession

2010

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Agenda •  Why is the customer journey so popular?

•  When is the customer journey relevant?

•  How do we map the customer journey?

•  Takeaways

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Four common goals

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1. Better insights on our customers

2. Breaking down siloes

3. Bring customer insights to design processes

4. Make employee training more customer focused

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A history of UX

Usability User experience Service design

1980 1995 2010

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Touch points

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Share Support Stage Use Purchase Decision Awareness

Action

Thoughts

Feelings

Experience Enjoyability

Relevance

Helpfulness

Enjoyability

Relevance

Helpfulness

Enjoyability

Relevance

Helpfulness

Enjoyability

Relevance

Helpfulness

Enjoyability

Relevance

Helpfulness

Enjoyability

Relevance

Helpfulness

Actions

System

Busi

ness

Cust

omer

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@

Usability

User experience

UX methods

Service design google

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3: Selvbetjening: Styrk brandet og få loyale kunder

Usability challenge

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Bruger udfordring

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Use usability criteria to improve usability

Rule #1

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Make sure you don’t drown in data

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Use the data you’ve found before collecting more

Rule #2

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Ask the right questions for a precise framing

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Business Objective

Tactic A

KPI 3

Must Win Battle B

Segment A

Segment B

Tactic C

KPI 1

Segment C

KPI 5

KPI 4

Tactics

KPIs

Segments

Objective

Strategy

KPI 3

Tactic B

Must Win Battle A

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Great employees equals great clients

Attract

Increase in relevant links

Hire and retain “best-in-class” employees

Organic search / paid search

Social channels

Convert

Increase in media ROI

Job portals – referrers

Job section traffic increase

Increase in relevant unsolicited applications

Increase in relevant applications

Increase in followers

Tactics

KPIs

Segments

Objective

Strategy

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Rudersdal Municipality

Case

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Citizens should experience to be met on rudersdal.dk

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Citizens should experience to be met on rudersdal.dk

Offer easy-to-use self-services

KPI 3

Empower citizens

Segment A

Segment B

KPI 1

Segment C

KPI 5

KPI 4

KPI 2

KPI 6

Tactics

KPIs

Segments

Objective

Strategy

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colour 4. Click OK 1.  Sign in child

2.  Report relocation 3.  Find public swimming

pools & cultural activities 4.  Apply for handicap aids 5.  Follow a hearing 6.  Report unemployment

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Sign in child

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Dorthe googles ”institutions”

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Dorthe filters her search result

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Dorthe finds the ”Honningkrukke”

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Dorthe must log in to update her preferred institutions

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Dorthe chooses ”Myretuen” as her 2. priority

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Dorthe chooses to recieve notifications on the process

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Oliver arrives

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Dorthe gets her notifications

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Dorthe activates her priorities by adding the to the basket

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Dorthe activates Myretuen and puts Honningkrukken on a waiting list

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Dorthe chooses to recieve notifications on the process from here

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Where are the gaps between existing services and customer needs?

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Rudersdal.dk MinRude App/mobile Email Telephone Letters / analogue Public service Face-to-face Other websites Family / relatives Local news

Complexity

Value

Value map

2. Searches rudersdal.dk for an overview of institutions in the local area

3. Research local institutions

1. Learning that you have to sign up the child right after birth

4. Contacts and visits several institutions to get a 1st hand impression

6. Collects information on institutions (mother's groups, neighbors, local news)

5. Signs up for institutions (number dependent on whether you’ve tried this before)

7. Notification on enrollment via letter or email

8. Answers to institution offer before five days

9. Uses MinRude for messages from the institution

Low Low

High

High

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Redesign framing

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Metro customer service © Creuna

Case

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Make customer service less resource-intensive and a better

customer experience

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We wanted to prioritize what customers primarily look for - in order to help the best way

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Customer service less resource-intensive and a better CX

Meet the customer & promote understanding via digital

Less online complaints

Less complaints and more digital issue handling

Segment A

Segment B

Less cust. service calls

Segment C

KPI 5

KPI 4

Less local complaints

KPI 6

Tactics

KPIs

Segments

Objective

Strategy

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We have never heard a customer say Kontrolafgift

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It’s about me, not Metro’s customer service categories

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H2H Voice and tone

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Optimized customer experience 33% drop in customer service calls

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Optimized internal process for each customer journey

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Customer Journey mapping

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Medium

1-2 studies – e.g. •  X interviews •  Data-based insights

Workshop 1 Identify business objectives and target group

Customer journey is mapped based on simple research

Large Workshop 1 Identify business objectives and target group

3-6 studies – e.g. •  Interviews with employees •  Interviews with customers •  Observation •  Survey •  Stakeholder workshop •  Data-based insights

Customer journey is mapped based on research

Small Workshop 1 Identify business objectives and target group Workshop 2 Customer journey mapping done business representatives

Customer journey is mapped based on inside knowledge

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Rule #3 Set target level, be precise and make sure to frame it

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The customer journey in a greater perspective

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Services to differentiate

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A new product based on a customer journey

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Frame for mapping the customer journey

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Implementation

Frame

Objective

Method decision

Data collection

Decision

iterative process

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Evaluation & iteration

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canvanizer

mural smaply suiteCX

TandemSeven UX360

Strativity – Touchpoint Dashboard Universal Mind Journeys

UXPressia

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Take-aways

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Use usability criteria to improve usability 1

2

3

4

5

Use the data you’ve found before collecting more

Set target level, be precise and make sure to frame it

Decide on a framework and stick to it

Scale up - when you're ready!

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Make a new slide to add or change the icons by using graphics from www.iconmonstr.com

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These are the colours we use for backgrounds

Darker colours You’re basically free to use the different

saturations of the colours, but we still recommend these second to darkest ones

Thanks! :-) Creuna Morgenbriefing

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