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Three Foundational Components to Successful Customer Journey Ops (2).pdf

Marion Boberg
Marion Boberg

Presentation to Helsinki Customer Journey management meet-up. Personal reflection on past 6 years of working in the field of CX and Service design. Exploring 3 questions/challenges: 1-How to construct a robust customer journey framework, 2-How to form optimal customer understanding, 3-How to craft a CX dashboard for actionable insights. Helsinki, 2024

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Three Foundational Components to Successful Customer Journey Ops Presented by Marion Boberg Customer journey management meet-up 2024 Operationalising customer-centricity
Introduction Customer centricity is not just a goal but a transformative destination Lets explore How to construct a robust customer journey framework, How to forme optimal customer understanding, How to craft a CX dashboard for actionable insights. It's not just about transactions; it's about forging lasting connections.
Main challenges identified 1. 2. 3. Everyone map their own maps, around specific product and services Every unit runs their own CX actions following their own frameworks Not one single place for customer understanding Each unit has own customer data and tools Customers and business data are gathered around and through each product lenses, Data are mostly gathered and managed on some touchpoint level
1- From CJ map to CJ framework Customer Journey is a sequence of steps or actions which a customer take in order to achieve a specific goal. During this process, customer interact with the organisation through different channels using different devices.
Gathering and listening Engage, listen with empathy and co-create with diverse stakeholders and frameworks in use to identify common ground Idenitfying linear steps Form an end-to-end journey, with key phases, steps, and validate with customers in their own words Framing for the organisation Create a visually clean and easy- to-grasp circular framework. Co-create a robust Framework
Framework for the organisation Creating a visually impactful circular framework Put the customer at the centre Align customer journey steps with business journey steps Allow a common language
2- Customer understanding Understand your whole customer base through customer segments Organise your voice of the customer data in one customer listing path along your journey steps to tell the story of customers lives
Customer segmentation Mix qualitative and quantitative data Balance attribute of persona from in-depth interviews segment from deep data and analytics Create life-stage segmentation usable by the whole organisation (from marketing, to design, to business strategy ...) Life-stagecategory needs and wants Pain-points Products owned Money spent % from base Tunure Favorite channels Risks Demographics
Customer journey steps I discover I buy I get started I use I like I love, share I buy more I dont need anymore I move on Overall experience key customer feedback key reasons to contact Opportunities Opportunity 1 Opportunity 2 Opportunity 3 Opportunity 4 Customer listening path Gather in one place the voice of the customer, feedbacks along Customer journey steps Engage with, and invite the different part of the organisation, to present, argue, complement and validate their customer data in one story
3- CX dashboard Engage the key stakelholders Follow the metrics that matters Pivot your data from product to customer to journey End-to-end customer journeys, not individual touchpoints, are the unit to measure when setting priorities for your customer-experience investments McKinsey
Key customer journeys Purchase Usage Change Support Resignation Key cutomer Goals Find and take the purchased product easily in use Easily and continuously use the product that works as promised Seamlessly access own informations to change, upgrade downgrade products and services Find and access support easily and in a timely manner Trust that the company X cares about me Resign and return effortlessly Voice of the customer metrics CES finding & taking into-use Customer Satisfaction (CSAT) Customer Effort Score (CES) Net Promotor Score (NPS) after usage CES CSAT feeling of care survey CES to get support CSAT Exist survey feedback NPS after resignation Finanacial metrics Conversion rate Nb of paying customer after 60 days Monthly Recurring Revenue (MRR) Customer Lifetime Value (CLV) Upsell Conversion Rate Average Revenue Per User (ARPU) Churn rate Operational metrics % contact related to finding/ordering a product and taking into use Number of incidents Marketing campaign effectiveness Average resolution time Win-Back campaign effectiveness CX dashboard
2. In summary Shape the operational governance model Guide strategic prioritisation around most valuable customers Monitor your actions operational efficiency Framework Framework Insights Dashboard
Thanks! marionboberg1@gmail.com https://www.linkedin.com/in/marion-boberg/ Presented by Marion Boberg January 30th, 2024
References January 30th, 2024 Bliss (2015) Chief Customer Officer 2.0: How to Build Your Customer-Driven Growth Engine, Wiley 1. Bliss (2015) Customer listening path 2. Bodine (2017) Which Customer Journeys Should you Map? 3. Fern叩ndez-Trapiella (2017) Telef坦nica adopts customer journeys and a process-driven approach, TMForum 4. Hannukainen (2019) Managing customer insight for design, Data driven design day 5. Lin (2018) Customer Journey Simplification A journey to business transformation 6. LinkedIn (2023) How do you segment B2C customers based on their life stage and needs? 7. Manning, Bodine and Bernoff (2012) Outside In: The Power of Putting Customers at the Centre of Your Business, New Harvest 8. Muscutt (2023) Why Customer-Centricity May Be Killing Your CX Strategy, WomeninCX 9. Rawson et al. (2013) The truth about customer experience, HBR 10. Salazar (2023) Customer-Journey Management : Establish and operationalize journey-level experience design work across functional groups for continuous improvement, NNgp 11. Scheba et al. (2017) Putting customer experience at the heart of next-generation operating models, McKinseyDigital 12. Schmidt (2020) How To Measure Value For Customers? , Forrester 13. Stickdorn (2022) Journey Map Operations 14. Wang (2016) The Human insights missing from your big data 15.
Three Foundational Components to Successful Customer Journey Ops (2).pdf

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Three Foundational Components to Successful Customer Journey Ops (2).pdf

  • 1. Three Foundational Components to Successful Customer Journey Ops Presented by Marion Boberg Customer journey management meet-up 2024 Operationalising customer-centricity
  • 2. Introduction Customer centricity is not just a goal but a transformative destination Lets explore How to construct a robust customer journey framework, How to forme optimal customer understanding, How to craft a CX dashboard for actionable insights. It's not just about transactions; it's about forging lasting connections.
  • 3. Main challenges identified 1. 2. 3. Everyone map their own maps, around specific product and services Every unit runs their own CX actions following their own frameworks Not one single place for customer understanding Each unit has own customer data and tools Customers and business data are gathered around and through each product lenses, Data are mostly gathered and managed on some touchpoint level
  • 4. 1- From CJ map to CJ framework Customer Journey is a sequence of steps or actions which a customer take in order to achieve a specific goal. During this process, customer interact with the organisation through different channels using different devices.
  • 5. Gathering and listening Engage, listen with empathy and co-create with diverse stakeholders and frameworks in use to identify common ground Idenitfying linear steps Form an end-to-end journey, with key phases, steps, and validate with customers in their own words Framing for the organisation Create a visually clean and easy- to-grasp circular framework. Co-create a robust Framework
  • 6. Framework for the organisation Creating a visually impactful circular framework Put the customer at the centre Align customer journey steps with business journey steps Allow a common language
  • 7. 2- Customer understanding Understand your whole customer base through customer segments Organise your voice of the customer data in one customer listing path along your journey steps to tell the story of customers lives
  • 8. Customer segmentation Mix qualitative and quantitative data Balance attribute of persona from in-depth interviews segment from deep data and analytics Create life-stage segmentation usable by the whole organisation (from marketing, to design, to business strategy ...) Life-stagecategory needs and wants Pain-points Products owned Money spent % from base Tunure Favorite channels Risks Demographics
  • 9. Customer journey steps I discover I buy I get started I use I like I love, share I buy more I dont need anymore I move on Overall experience key customer feedback key reasons to contact Opportunities Opportunity 1 Opportunity 2 Opportunity 3 Opportunity 4 Customer listening path Gather in one place the voice of the customer, feedbacks along Customer journey steps Engage with, and invite the different part of the organisation, to present, argue, complement and validate their customer data in one story
  • 10. 3- CX dashboard Engage the key stakelholders Follow the metrics that matters Pivot your data from product to customer to journey End-to-end customer journeys, not individual touchpoints, are the unit to measure when setting priorities for your customer-experience investments McKinsey
  • 11. Key customer journeys Purchase Usage Change Support Resignation Key cutomer Goals Find and take the purchased product easily in use Easily and continuously use the product that works as promised Seamlessly access own informations to change, upgrade downgrade products and services Find and access support easily and in a timely manner Trust that the company X cares about me Resign and return effortlessly Voice of the customer metrics CES finding & taking into-use Customer Satisfaction (CSAT) Customer Effort Score (CES) Net Promotor Score (NPS) after usage CES CSAT feeling of care survey CES to get support CSAT Exist survey feedback NPS after resignation Finanacial metrics Conversion rate Nb of paying customer after 60 days Monthly Recurring Revenue (MRR) Customer Lifetime Value (CLV) Upsell Conversion Rate Average Revenue Per User (ARPU) Churn rate Operational metrics % contact related to finding/ordering a product and taking into use Number of incidents Marketing campaign effectiveness Average resolution time Win-Back campaign effectiveness CX dashboard
  • 12. 2. In summary Shape the operational governance model Guide strategic prioritisation around most valuable customers Monitor your actions operational efficiency Framework Framework Insights Dashboard
  • 14. References January 30th, 2024 Bliss (2015) Chief Customer Officer 2.0: How to Build Your Customer-Driven Growth Engine, Wiley 1. Bliss (2015) Customer listening path 2. Bodine (2017) Which Customer Journeys Should you Map? 3. Fern叩ndez-Trapiella (2017) Telef坦nica adopts customer journeys and a process-driven approach, TMForum 4. Hannukainen (2019) Managing customer insight for design, Data driven design day 5. Lin (2018) Customer Journey Simplification A journey to business transformation 6. LinkedIn (2023) How do you segment B2C customers based on their life stage and needs? 7. Manning, Bodine and Bernoff (2012) Outside In: The Power of Putting Customers at the Centre of Your Business, New Harvest 8. Muscutt (2023) Why Customer-Centricity May Be Killing Your CX Strategy, WomeninCX 9. Rawson et al. (2013) The truth about customer experience, HBR 10. Salazar (2023) Customer-Journey Management : Establish and operationalize journey-level experience design work across functional groups for continuous improvement, NNgp 11. Scheba et al. (2017) Putting customer experience at the heart of next-generation operating models, McKinseyDigital 12. Schmidt (2020) How To Measure Value For Customers? , Forrester 13. Stickdorn (2022) Journey Map Operations 14. Wang (2016) The Human insights missing from your big data 15.