WHITE PAPER
Journey to a Customer Experience Map
BY JILL H E WIT T, CUS TOM E R E XPE RIE NCE DE SIG N E R
Journey to a Customer Experience Map
Journey to a Customer Experience Map
Why does customer experience matter?
Executive summary
B
usinesses are constantly seeking ways to more accurately predict customer
behavior and attitudes. Data models and traditional market research often
overlook a research methodology that can tell you what customers are thinking,
feeling and doing at each stage of their relationship with you. This methodology,
titled “customer experience mapping,” uncovers customer emotions and attitudes
through the entire customer life cycle, resulting in opportunities for more relevant
communications, better customer relations, higher retention rates, and increased
lifetime value.
60% of shoppers
who excluded an
institution from
consideration
did so because
they had a bad
experience or heard
negative things.
By cataloging key customer touch points and talking to customers about their
experiences during those key touch points, it’s possible to create a customer
experience map that provides a concise picture of what customers are thinking,
feeling and doing. The map not only identifies gaps in customers’ experiences, it
also delivers an actionable framework to improve them.
IN THIS WHITE PAPER WE WILL EXPLORE:
• What is a customer experience map and how to create one
• H
ow to use a customer experience map to pinpoint gaps in your
customers’ experiences
• How to apply your findings to create a competitive advantage
C
ustomers interact with your brand across multiple channels. They expect a
holistic, integrated experience in and across all of them.
RECENT STUDIES HAVE SHOWN THAT:
45%
68%
54%
of customers prefer an
omnichannel shopping
experience
of consumers use two or more
screens at the same time to
access unrelated content
of marketers cite not having a
consolidated customer view across
channels as the biggest roadblock to a
successful cross-channel experience
While marketers recognize the need to adopt an omnichannel strategy, many are
struggling to successfully connect consistently with consumers across all available
outlets. Most organizations are structured to focus on individual channels,
touchpoints, technologies or features rather than the overall brand. A customer
experience map bridges this gap and examines how customers interact with your
brand during each stage of the customer life cycle.
Sources:
eMarketer “US Time Spent on Mobile to
Overtake Desktop” August, 2013
Retail Systems Research (RSR)
“Retailing: Omni-Channel Approach Central
to Strategies in 2013” August, 2013
Bad customer experiences are shared … and shared …
and shared
Years ago, a bad customer experience took a lot longer to permeate the public than
it does today. But with social media and ratings and review websites, word gets
around a lot quicker. Here’s an actual example from the banking industry:
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©2015 Catalyst. All rights reserved.
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Journey to a Customer Experience Map
Journey to a Customer Experience Map
What is a customer experience map?
Good customer experiences make a brand stand out
When your
customers aren’t
happy, they vote
with their feet.
Good reviews are also shared. These two banks had the confidence to allow
reviews directly on their website—good, bad or indifferent.
A
customer experience map is a strategic tool for presenting your customer’s
point of view. It includes four key components:
u
v
Guiding principles
HELP ME UNDERSTAND WHAT I GET.
I DESERVE VIP TREATMENT.
I WANT TO GET MY MONEY’S WORTH.
GIVE ME MORE.
MAKE IT ABOUT ME.
Program features awareness =
benefits satisfaction
Loyalty programs = special treatment
Showing rewards =
enhanced perceived value
Added features & benefits =
greater value
Personalization = relevant messaging
Journey
Stages
Renewing Membership
90 days before renewal
Learn about program and benefits
Receive membership card
Learn that a reward is close
Learn about renewal
Decide not to renew
Assess program value
Attend movies to begin earning rewards
Earn reward
Consider renewal
Attend as lapsed member
Use reward OR reward expires
Renew membership
Linear Process
$
10%
89%
billion
5
of customers stop doing business with a company after a bad experience1
One
12
negative experience takes
good experiences
to make up for it2
The high cost of churn
The average company loses up to
30%
of their customers
each year3
7x
It costs up to
more
to acquire new customers
than retain current ones4
Companies
who lower
their customer
attrition rates
REWARDS
$
Earn
• How will I use my reward?
• Did I earn rewards this year?
• Should I have renewed?
• Which theatre is closest?
• Should I use the reward now or save it for a special occasion?
• It’s time to renew already?
• Wouldn’t it be nice if I could still get the concession upgrades?
• Which has the best amenities and concessions?
• Why did it take so long to earn?
• I have to pay again?
• Why didn’t I get more for being a loyal member?
• What? An annual fee?
• What are my friends doing tonight?
• Why aren’t there more rewards?
• Will I lose out by renewing early?
• Is this just another sales pitch?
• How close am I to a reward?
• Is it going to be a pain to redeem?
• What are my other expenses?
• Can’t I just get to my movie?
• Where are the offers and special events?
• Rewards expire? Why?
• Do I have time to renew right now?
• Hmm. Why not?
• I have to pay a fee to purchase tickets online? Why?
• Jazzed about earning free items.
•
•
•
•
• Thrilled. This saved me some money and now I’m hooked.
• Grateful for the notice because I don’t want to miss out.
• Happy that it was fast and easy to redeem my reward.
• Happy to renew; it was easy.
• Glad because I earned the reward quickly.
• Pleased that I can use rewards toward renewal cost.
• Discouraged. I wish I got more of a reward.
• A little irritated because I just don’t have time now but will renew
at my next visit.
• Comfortable with my research; I’ll sign up next time.
Excited because I want to see new movies.
Intrigued when I get promotions about movies that I want to see.
Glad that the crew members are so friendly.
Enjoy the modern amenities of the theatre.
• Uninterested in promotions that don’t fit my movie tastes.
• Upset that it’s taking so long to earn a reward.
• Angry that rewards expire. I earned them; they should never expire.
• Unhappy with the high cost of movie-going.
• Disappointed that I have to pay again.
• Miss the rewards now that my membership has lapsed.
• Unappreciated.
• Let down because the company didn’t recognize my loyalty.
• Mad because I never received a reward.
• Dissatisfied because there’s a renewal cost.
Opportunities
• Make it easy for movie-goers to understand member benefits at a glance
• Let movie-goers see what they are missing out on through in-theatre experience
• Encourage members to promote the program
w
Qualitative research
• Make it even easier for crew members to sell & promote the program
• Partner with Fandango (and others) to promote the program
• Leverage segmentation and personalization to deliver relevant messages to members
• Introduce surprise and delight approach for members based on their value
• Optimize life cycle communications to reinforce value of program and drive retention
• Identify program modifications
x
Opportunities
v T
he customer journey—shows what customers have actually done
95%
Companies
who raise their
customer
retention rate
Increase
their value
Sources:
1
slideshare.net/RightNow/2011-customer-experience-impact-report 2parature.com/infographic-financialcustserv 3McKinsey
4
White House Office of Consumer Affairs 5Forrester, The Business Impact of Customer Experience 6Bain & Company
Attend as a lapsed
member
u Guiding principles—these emerge as you begin to understand the journey
Raise
company
profits by
up to
5%
10%
Decide not to
renew
• What’s playing this week?
• Appalled that you are asking me to pay for a loyalty program.
$1
Renew
• Will joining take long?
1
of customers are willing to pay up to 25% more for a better experience1
Consider
• How do I sign up?
• Annoyed. I just want the crew member to leave me alone.
86%
Learn
• Will this program benefit me?
• Interested because I think it could save me money.
Realize
additional
revenue of
Use
REWARDS
Non linear, but timebased
• Skeptical; I’ll research the program more.
Enterprise
companies
who raise
their customer
experience
score by
Learn
Ongoing non linear
Feeling
Positive business impact
Letting Membership Lapse
Immediately after lapse
renewal
Attend
Learn
of customers feel that their customer experience expectations are always met
Page 4
Receiving and Redeeming Rewards
Approach reward
reward expiration
Learn —Consider—Sign up
Thinking
The importance of a positive customer experience
Brand ambassadors = program referrals
Planning and Attending Movies
Receive card
renewal
Doing
When your customers aren’t happy, they vote with their feet. When they’re happy,
they’re more likely to recommend you to others and stay loyal—even become
advocates. Either way, it affects your bottom line.
I LOVE THE PROGRAM;
I’LL TELL MY FRIENDS.
Learning and Signing Up
Find out about program
sign up
Sign up
Your customers’ experiences impact the bottom line
1%
Customer journey
6
wQ
ualitative online and offline research—conversations with customers to
gain insights about what they are thinking and feeling
x Opportunities—gaps in the customer experience that can be closed by
improved marketing and customer service
30%
6
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Journey to a Customer Experience Map
Journey to a Customer Experience Map
How to develop a customer experience map
H
ere are five specific steps to guide you on your way.
2. Research
Once you’ve completed your inventory, you are ready to start doing some
qualitative research. Of course you can pull comments from social media or
ongoing research, but it is also very important to set up direct qualitative
research to create your customer experience map.
1. Inventory all triggers, touchpoints and channels
Begin by listing all of your current customer touchpoints by channel under
each customer life cycle stage. This important exercise will show the gaps in
your touchpoint inventory, and you’ll immediately be able to see where the
opportunities are.
A S YOU PL AN YOUR RESEARCH, YOU’LL NEED TO:
• Identify customer segments to recruit
• Develop a discussion guide that will encourage people to tell a story about
what they are doing, thinking and feeling
• Decide what to pay participants
TRIGGERS, TOUCHPOINTS AND CHANNELS INVENTORY
STAGE
Sign Up
Earn Rewards
• Prepare questions that will help you probe for clarification and examples
Redeem
Renewal
Lapsed
There are a variety of ways to gather qualitative research from customers.
You can observe and interview customers on site, conduct online surveys, run
traditional focus groups or use online focus groups.
CHANNELS
In Store
• This is the first listing
• This is the first listing
• This is the first listing
• This is the first listing
• This is the first listing
• Second listing is here
• Second listing is here
• Second listing is here
• Second listing is here
• Second listing is here
• Listing number three comes next
• Listing number three comes next
• Listing number three comes next
• Listing number three comes next
• Listing number three comes next
• A fourth listing goes here
• A fourth listing goes here
• Number five is another listing
• This is the first listing
• This is the first listing
• This is the first listing
• This is the first listing
• Second listing is here
• Second listing is here
• Second listing is here
• Second listing is here
• Listing number three comes next
• Listing number three comes next
Email
Web
We recommend using online bulletin boards. Essentially, these are online
focus groups. They have several advantages over traditional focus groups:
• This is the first listing
• This is the first listing
• This is the first listing
• Second listing is here
• Second listing is here
• Second listing is here
• Second listing is here
• Listing number three comes next
• Listing number three comes next
• This is the first listing
• Easier for customers to participate
Look at•the
gaps
This is the
first listing
• Second listing is here
• Second listing is here
in next
your touchpoint
• Listing number three comes
inventory—are they
opportunities?
• Participants can remain anonymous
• Moderator can probe for clarification
• A fourth listing goes here
GAPS
• Eliminates “group think” and biasing
• This is the first listing
Social Media
• Results are immediately available
• This is the first listing
• This is the first listing
• This is the first listing
• Second listing is here
• Second listing is here
• Second listing is here
• Listing number three comes next
Mobile
• This is the first listing
• This is the first listing
• Second listing is here
• Second listing is here
• This is the first listing
• This is the first listing
• This is the first listing
• Second listing is here
• Second listing is here
• Listing number three comes next
• A fourth listing goes here
Mail
• This is the first listing
• This is the first listing
• This is the first listing
• Second listing is here
• Second listing is here
• Second listing is here
• Listing number three comes next
Out of Home
—Jessica F.
(lapsed member)
3. Hold workshops
Customer experience workshops are conducted with your internal
stakeholders—the people who can impact the final customer experience.
When stakeholders read customers’ comments and feelings firsthand,
they develop empathy and are more likely to act on and resolve customer
experience problems.
“Make us feel special for
choosing your store. We pay
your paychecks, so we make
you feel special.”
—Bill M.
(longtime member)
“… if I knew that I was close
to another reward, I’d be
more likely to go to the
store sooner than I might
have otherwise.”
—Linda C. (newbie)
• A fourth listing goes here
Ongoing nonlinear
Page 6
“I wish I could have earned
more rewards but when I’m
just buying for myself the
rewards didn’t add up fast
enough.”
• Large geographical reach
• A fourth listing goes here
• This is the first listing
CUSTOMER FEEDBACK:
—Linda C.
(newbie)
Time-based nonlinear
Linear
Page 7
Journey to a Customer Experience Map
DURING THE WORKSHOPS, WE:
• Read all the comments customers
made on the online bulletin boards
• Create a sticky note for each
comment—each color indicates a
specific research segment
Customer experience
workshops are
conducted with your
internal stakeholders.
Journey to a Customer Experience Map
Customer experience map in action
Since every business model is unique, we chose an example that anyone can relate
to—opening a personal bank account. The typical banking customer life cycle looks
like this:
Consideration
Account Opening
Onboarding
• Group similar comments into
themes: disappointment,
frustration, surprise,
communications timing, etc.
• Look for emerging patterns
4. Develop an initial model
of customer feelings
This analysis pulls all your research together to show you what your customers
are thinking, feeling and doing at each stage of their journey with you. The
consolidated research is used to build your customer experience map.
Banking Customer Experience
Consideration
Account Opening
This analysis pulls
• Identify the need for a new financial account
•
• Assess financial institutions and account types available
•
•
Doing
View advertisements
Call a representative
all your research
Choose a financial
institution and
together
toaccount
showtype(s)
Open account(s)you what your
Receive confirmation and account numbers
customers are
thinking, feeling
and doing at each
stage of their
journey with you.
Visit website
Apply online
Visit branch
Speak with a
representative
Fill out
application
Call representative
Receive
paperwork to sign
Fax/email signed
paperwork to bank
View mail promotion
Check rates online
Visit branch
KING
Talk with friends
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Ending
Relationship
When considering opening a personal banking account, the customer is influenced
by many touch points, including visiting a branch, advertising and direct mail
solicitations. Below is a visual representation of the customer journey at this stage:
CUSTOMER JOURNEY
5. Do a complete analysis of your customer research
Expanding
Relationship
Now, lets take a closer look at what customers are doing, thinking and feeling at
the very beginning of the journey—the consideration stage.
Steps
We focus on feelings to identify highs and lows in the customer experience
throughout the life cycle. The three lines in the model below represent optimal,
average and poor customer experiences.
Day-to-Day Account
Management
• Who do my friends and family bank with?
• Will it be difficult to open a new account?
• How do I choose the best account for my needs?
• Will I qualify for the account(s) that I want?
• Does the bank offer the services and technology I need?
• What does the fine print mean?
• How close are the nearest branches and ATMs?
• Will I be able to talk to a real person? Page 9
• How do fees and rates compare to other banks?
• Will the branch representatives take care of all the pap
anking Customer Experience Map
Journey to a Customer Experience Map
Call representative
• How do I choose the best account for my needs?
Steps
and knowledgeable are the bank employees?
View advertisements
Receive account
Happy —
opening documents
• Will I have problems logging in to my account online or
• Deposit money
on my mobile device?
• Withdraw money
• Will all of my bank accounts transition smoothly?
• Check balances
• Receive confirmation and account numbers
Fill out
application
Receive account
opening documents
Call representative
Receive
paperwork to sign
Fax/email signed
paperwork to bank
Receive account
opening documents
FEELING
•
•
• Add or change account products/services
• Pay bills
Evaluate ﬁnancial situation
Pay bills
Deposit money
• Add or chan
Download
mobile app
Receive
materials
in the mail
Send direct
deposit info
Sign up
for online
banking
Learn about new services
View cross-sell promotions
Log in
Initiate account
closing
Receive account closing paperwork
Withdraw money
Research products/services
Call a rep
Visit branch
Receive statements and alerts
• Will it be difficult to open a new account?
• What services and features are offered with my new account(s)?
• Will I be able to understand how to use my account?
• Will I be able to reach someone at the bank easily if I have a question
or a problem?
• What are these new features all about (e.g., mobile banking)?
Are they useful?
• Can I trust my current bank?
• Will I qualify for the account(s) that I want?
• What does the fine print mean?
• Will it be easy to add a new account?
• Can I find a bank that doesn’t charge as many fees?
• Will I be able to talk to a real person?
• Will I have problems logging in to my account online or
on my mobile device?
• Is my bank looking out for my best interests?
• How close are the nearest branches and ATMs?
• Are my banking activities and identity secure?
• Will other banks move faster (e.g., refinancing)?
• How do fees and rates compare to other banks?
• Will the branch representatives take care of all the paperwork?
• Will all of my bank accounts transition smoothly?
• Can I easily access my accounts wherever and whenever I need to?
• Is there a branch nearby where I can talk to someone about adding
an account?
• How big is the bank’s presence (local, national, international)?
Acquisition
• Are there any benefits to switching the account(s) that I have with
the bank?
• How difficult and painful will it be to switch banks?
• Does this bank take an interest in my community?
• What should I expect when my account is taken over by the bank?
• How helpful and knowledgeable are the bank employees?
• Will I be able to continue working with my advisor from my old bank?
• Will the bank help me grow and progress financially?
• What will happen to the employees at my local branch?
Pay bills
Deposit
Empowered to build
ourmoney
home knowing that the bank was backing us
• Will the bank monitor my account(s) and let me know when I should consider
a change?
Download
Empowered to build our home knowing that the bank was backing us
Informed
— the site is very
mobile
app
Informed — the site is very comprehensive and explained all of the benefits
Comfortable — I’ve done my research
Happy — the reps are here to help me open an account
Happy — the bank does a lot of great things for the local community
Thankful — the bank was willing to lend me money
Confident — my friends/family have recommended the bank
Special — as if my transaction were the only thing happening in the branch
that come with the account
Excited to open my first account
Acquisition
Respected — branch representatives sat down with me and explained options
and services
Welcomed during the takeover
Comfortable — bank employees don’t make me feel stupid or behind the
times when I ask questions about new technology
that come with the account
Pleased — I have met all of the requirements to receive my promotional
offer for opening an account
Valued — when I am recognized in the branch
Secure — I am alerted when changes are made to my online account
Comfortable — I can reach someone at the branch or by phone if I have
a problem with my account
Lucky — I had a smooth transition to the bank. Others did not
Pleased — my bank supports my community
Acquisition
Secure — I am alerted when c
Intrigued by higher interest rates for checking accounts at other banks
Interested in cash offers to open an account elsewhere
Comfortable — I can reach so
a problem with my account
Relieved and happy — it isn’t
Lazy — I don’t feel like jumping through all the hoops to switch my account(s)
Unsure about some services like mobile banking and overdraft protection
and whether they will benefit me
Indifferent — my bank is just a place to make payments; I’m a number
Anonymous — the promotions I receive are generic
Unappreciated — no one has contacted me or helped me learn how to
maximize my banking relationship
Unimportant — they haven’t taken the opportunity or time to approach
me and find out what they can do for me
Indifferent — I don’t really feel like I have a relationship with the bank
Impatient — our mortgage refinancing is taking forever
Dissatisfied — I feel disconnected; I’d like a better relationship
Disappointed — the bank has not analyzed my patterns and reviewed
changes that could benefit me. I’m left to do this work on my own
Pleased — I have met all of the requirements to receive my promotional
offer for opening an account
Ignored — no communication from the bank since my accounts were
transitioned
Upset — I can’t transfer funds to a friend immediately, even though he has
a the bank account
Lucky — I had a smooth transition to the bank. Others did not
Acquisition
Burdened — I had to figure out how to switch some things on my own
Unsettled — I didn’t have the tools to access my account
Unappreciated — the bank is cold, impersonal and untrustworthy
Unimportant — ATM/debit cards and new checks were not reissued when
promised
Frustrated and annoyed — many missteps and fees along the way
Valued — when I am recogniz
• Are there any loyalty benefits for sticking with the bank?
OK — as long as everything is handled correctly
Easy to keep my money in the same place it has been since I was a kid
Insecure — branch personnel were not super knowledgeable
• Can I find a knowledgeable financial team to work for me?
Confused — I didn’t feel like everything was as clear as it could be
Anonymous — I’m just a number after all the papers are signed
Impatient — waited a long time in a crowded, smelly waiting area
• Is another bank’s promotion worth switching for?
Acquisition
Satisfied — my online issues have been dealt with quickly by phone reps
Pleased — I wasn’t rushed and that the process was not stalled
Indifferent — I didn’t actually choose the bank
Respected — the bank doesn’t push accounts/services that I don’t want
Confident — my questions will be answered by friendly bank personnel
Worried — will it be difficult? It’s been a long time since I changed accounts
Acquisition
Fortunate — the bank is looking out for my best interests
Relieved and happy — it isn’t a fight to get a problem solved
Concerned — will I be taking a step backwards, since the bank doesn’t
have a global presence?
Glad to have it done — one more thing crossed off my to-do list
Valued — when a teller or other employee suggests an option that will
earn more interest or have lower fees
Comfortable — bank employees don’t make me feel stupid or behind the
times when I ask questions about new technology
Comfortable — the bank knows what is going on and I can ask for help
• Are there banks with better interest rates?
• Can I live with the frustrations that I have with my bank’s technology?
comprehensive and explained all of the benefits
Confused — how do offers differ from bank to bank?
Dissatisfied
Fax/email signed
paperwork to bank
Receive account
Worried —
opening documents
Call a rep
will it be difficult? It’s been a long time since I changed accounts
OPPORTUNITIES
Indifferent
FEELING
• Close account with financial institution
• Learn about products or services available
• Pay bills
Foolish — I was told that my banking service would be the same and it
has not turned out that way
Frustrated — I keep getting locked out of my online banking account —
especially when the Customer Contact Center is closed!
Irritated — I’ve requested that my email address be changed multiple times
and it still hasn’t been done
Annoyed — my online account history displays only 90 days of transactions
Learn ab
Viewwil
cr
Confident — my questions
Unfulfilled — I need a bank with an international presence
WithdrawAngrymoney
— my bank
made a mistake with my bank
accountmy
Pleased
—
Uninformed — I don’t receive information about promotions or products
Vulnerable — I felt like my accounts had been compromised
bank supports
Annoyed by the constant promotional mailings that I receive from the bank
Embarrassed — a customer service representative made me feel dumb,
instead of trying to help
Impatient — tellers at the bank try to upsell me when I’m in a hurry —
I’m there for a specific reason
Deceived — the bank’s financial practices don’t seem straightforward,
and extra fees keep getting added to my account(s)
Exasperated — when I can’t log in to my online account and the Customer
Contact Center is closed
Unappreciated — I am not rewarded for my loyalty. Why do new customers
get all the perks?
Irked — it’s hard to get in touch with my advisor
• Create personal connections with prospective customers
• Create flexible and customizable account options
• Make it easy to understand and differentiate between account options
• Make account opening simple and straightforward
• Share stories from advocates
• Provide customer support at each step of the process
Pleased — I wasn’t rushed and that the process was not stalled
Glad to have it done — one more thing crossed off my to-do list
UATE
D EVAL
IDER AN
CONS
• Welcome and guide acquired customers through conversion
PURCHASE
• Will it be difficult to open a new account?
Acquisition
• Will I qualify for the account(s) that I want?
Indifferent — I didn’t
choose
the bankhow to use my account?
• Willactually
I be able
to understand
• What does the fine print mean?
Concerned — will
I lose
access
to my money?
• Will
I have
problems
logging in to my account online or
on my mobile device?
• Will I be able to talk to a real person?
• What services and features are offered with my new account(s)?
Guiding principles
Visit branch
Receive statements and alerts
Satisfied
— my online
issues have been dealt with quickly by phone reps
Easy to keep my money in the
• Follow up on all new customers with personalized communications
• Form a relationship with each customer
• Work for each customer’s financial well-being
• Provide prompt, expeditious responses to customer concerns
• Identify and honor customer communication preferences
• Be available to customers
• Make it easy to grow the relationship
• Follow up personally on all account errors
• Provide educational tools
• Encourage and reward loyalty
• Provide customized messaging and promotions online
• Match competitor offers
Transfer money and check balances
Anonymous — I’m just a number after all the papers are signed
• Assign acquired customers to a bank counselor
Acquisition
ADVOCATE
OK — as long as everything is
Indifferent — my bank is just a
Unimportant — •they
haven’t
Confused — I didn’t
everything
as clear
as itbank
couldeasily
be if I have a question
What
are tht
• Willfeel
I belike
able
to reach was
someone
at the
me and find out what
they
can
Are
they
use
or
a
problem?
Ignored — no communication from the bank since my accounts were
transitioned
G
• Is my bank looking out for my best interests?
• Will it be ea
• Are my banking activities and identity secure?
• Is there a br
an account?
uiding
principles
will emerge as you begin to •understand
the customer
Can I easily access
my accounts journey
wherever and whenever I need to?
• Will all of my bank accounts
transition
smoothly?
Dissatisfied — I• feel
Impatient — waited a long time in a crowded,
waiting
Aredisconne
there an
Upset —as
I can’t
transfer test
funds for
to a the
friendsuccess
immediately,
as asmelly
whole.
Usearea
your guiding principles
a litmus
of even though he has
• How big is the bank’s presence (local, national, international)?
thegetting
bank? lo
a
the
bank
account
Frustrated
—
I
keep
Insecure — branch personnel wereorganizational
not super knowledgeable
initiatives now and in the future. Here are a few guiding principles:
• Does this bank take an interest in my community?
• What should I expect when my account is taken over by the bank?
especially when •theWill
Customer
the ban
Acquisition
Acquisition
a
change?
• How helpful and knowledgeable are the bank employees?
• Will I be able to continue working with my advisor from my old bank?
Irritated — I’ve requested that
“Know
me”—get
better
with your
theaccount
— I customers,
didn’t have the personalize
tools to access my
Burdened — I had to figure out how to switch
some
things on my
own connectedUnsettled
and it still hasn’t been done
• Will the bank help me grow and progress financially?
• What will happen to the employees at my local branch?
experience
Unimportant — ATM/debit cards and new checks were not reissued when
Unappreciated — the bank is cold, impersonal
and untrustworthy
Annoyed — my online accoun
promised
Frustrated and annoyed — many missteps and fees along the way
OPPORTUNITIES
Unappreciated — I am not rew
Foolish
— I was told
thatmore
my banking
servicetouches
would be the same and it
“Remember me”—stay connected to
customers
with
relevant
Valued — when I am recognized in the branch
Empowered to build our home knowing that the bank was backing us
Happy — the reps are here to help me open an account
Comfortable
— I’vepinpoint
done my research
get all the perks?Valued — whe
Gaps can
has
not
turned
out
that
way
through direct mail and email
more inte
Secure — I am alerted when changes are made to my online accountIrked — it’s hardearn
Informed — the site is very comprehensive and explained all of the benefits
Thankful — the bank was willing to lend me money
Happyopportunities
— the bank does afor
lot of great things for the local community
to get in touc
Fortunate
—
that
come
with
the
account
Comfortable — I can reach someone at the branch or by phone if I have
Special — as if my transaction were the only thing happening in the branch
Confident
— my friends/family
have recommended the bank
improvement
in each
“
M
ake
me
feel
special”—proactively
optimize
customer
account
and
suggest
Respected —
a problem with my account
Comfortable — bank employees don’t make me feel stupid or behind the
Excited
to open
firstcustomer
account
stage
ofmy
the
Acquisition
products
when I ask questions
about newtailored
technologyto them
•
Form
a
relationship
with eac
• Follow up on all
new
customers
with
personalized
communications
• Create personal connections with prospective customers
• Create flexibletimes
and customizable
account
options
Relieved and happy — it isn’t a fight to get a problem solved
life cycle:
Respected
— branch representatives sat down with me and explained options
Welcomed during the takeover
Pleased
—
I
have
met
all
of
the
requirements
to
receive
my
promotional
• Be available to customers
• Identify and honor
customer
communication
• Make it easy to understand and differentiate between account options
• Make account opening simple and straightforward
Confident
— my
questions willpreferences
be answered by friendly bank personnel
and services
• Which customer
Comfortable — the bank knows what is going on and I can ask for help
“Help me succeed”—continue to improve online tools and technology
offer for opening an account
• Encourage and reward loyal
•
Provide
educational
tools
•
Share
stories
from
advocates
•
Provide
customer
support
at
each
step
of
the
process
Pleased — my bank supports my community
Convincedsegments?
— switching will deliver a better experience than my current bank
Lucky — I had a smooth transition to the bank. Others did not
• Assign acquired customers to a bank counselor
• Welcome and guide acquired customers through conversion
• Will the branch representatives take care of all the paperwork?
Distrustful of large banks that are sneaky and rude
Acquisition
Dissatisfied
• How do fees and rates compare to other banks?
• W
hich channel or
touchpoint?
Indifferent
• Identify the need for new financial services
• Check balances
• Receive ATM/debit/credit card
• Does the bank offer the services and technology I need?
Special — as if my transaction were the only thing happening in the branch
Concerned — will I be taking a step backwards, since the bank doesn’t
have a global presence?
Confused — how do offers differ from bank to bank?
OPPORTUNITIES
Positive
THINKING
•
• Withdraw money
• Order checks
• How do I choose the best account for my needs?
Thankful — the bank was willing to lend me money
Visit branch
•
• Set up direct deposit
• Who do my friends and family bank with?
Distrustful of large banks that are sneaky and rude
How does a customer
feel when interacting
with your brand? Are you
Who do my friends and family bank with?
exceeding, fulfilling or
How do I choose the best account for my needs?
falling short of customers’
Does the bank offer the services and technology I need?
expectations? Gaps will
Howbe
close
are the
branches and ATMs?
easy
to nearest
see here.
Ending Relationship
• Identify the steps necessary to move financial assets
Transfer money and check balances
Acquisition
Respected — branch
representatives
sat
down
with
me
and
explained
options
Welcomed during
the takeoverSend direct
Speak
with
a
Sign up
Receive account
Fill out
Visit branch
Receive
Log in
representative
for online
opening documents
application
materials
deposit info
and services
Comfortable —inthe
on and I can ask for help
thebank
mail knows what is goingbanking
Convinced — switching will deliver a better experience than my current bank
Confused — how do offers differ
Expanding Relationship
• Monitor financial health
Add account
Speak with a
representative
Visit branch
Concerned — will I lose access to my money?
FEELING
Day-to-Day Account Management
• Deposit money
Receive account
opening documents
Apply online
Visit website
• Is my bank looking out for m
• Monitor fina
• Are my banking activities an
• Identify the
• Can I easily access my acco
• Learn about
Onboarding
• Set up online or mobile banking services
Check rates online
Convinced — switching will deliver a better experience than my current bank
Receive
from
bank to
to sign
bank?
paperwork
Receive statements and alerts
View mail promotion
the reps are here to help me open an account
Excited to open my first account
Call representative
Visit branch
Visit branch
Confident — my friends/family have recommended the bank
Talk with friends
The p
Call a rep
Call a representative
Talk with friends
Positive
Positive
• Open account(s)
• Will I be able to continue working with my advisor from my old bank?
Happy — the bank does a lot of great things for the local community
Doing
• Assess financial institutions and account types available
• What will happen to the employees at my local branch?
Apply online
Comfortable —Visit
I’vewebsite
done my research
Check rates online
Account Opening
• Choose a financial institution and account type(s)
• What should I expect when my account is taken over by the bank?
• Will the bank help me grow and progress financially?
View mail promotion
Consideration
• Identify the need for a new financial account
Doing
CUSTOMER JOURNEY
• Does this bank take an interest in my community?
• How helpful
Call a representative
Receive account
opening documents
Fax/email signed
paperwork to bank
THINKING
What are customers
thinking about when
they are considering
View advertisements
switching banks?
Receive
paperwork to sign
Indifferent
THINKING
Steps
THINKING
for online
banking
deposit info
Journey to a Customer Experience Map
• What does the fine print mean?
• Set up online or mobile banking services
• Will I be able to talk to a real person?
• Set up direct deposit
• Will the branch representatives take care of all the paperwork?
• Order checks
Acquisition
• Receive ATM/debit/credit card
• Does the bank offer the services and technology I need?
• Choose a financial institution and account type(s)
• How close are the nearest branches and ATMs?
• Open account(s)
• How do fees and rates compare to other banks?
• Receive confirmation and account numbers
• How big is the bank’s presence (local, national, international)?
• Assess financial institutions and account types available
materials
in the mail
SAMPLE FINANCIAL SERVICES CUSTOMER
EXPERIENC
Onboarding
Day-to-Day
Account
• Will I be able toExpandi
reach someo
• What services
and featuresMAP
are offered
with my newManagement
account(s)?
• Will it be difficult
to open a new account?
Banking Customer Experience Map
The path to purchase and beyond
or a problem?
• Will I be able to understand how to use my account?
• Will I qualify for the account(s) that I want?
Account
• Who do my friends
and family Opening
bank with?
• Identify the need for a new financial account
opening documents
application
Visit branch
Talk with friends
Consideration
representative
Concerned — will I be taking a step backwards, since the bank doesn’t
have a global presence?
Worried — will it be difficult? It’s been a long time since I changed accounts
Satisfied — my online issues have been dealt with quickly by phone reps
Easy to keep my money in the same place it has been since I was a kid
Pleased — I wasn’t rushed and that the process was not stalled
Anonymous — I’m just a number after all the papers are signed
OK — as long as everything is handled correctly
Unsure about
and whether th
Glad to have it done — one more thing crossed off my to-do list
Acquisition
Indifferent — my bank is just a place to make payments; I’m a number
Anonymous —
Unimportant — they haven’t taken the opportunity or time to approach
me and find out what they can do for me
Indifferent —
Acquisition
Page 10
LUATE
EVA
R AND
IDE
CONS
“Always be there for me”—be available to customers 24/7, whenever/
wherever/however
Indifferent — I didn’t actually choose the bank
Concerned — will I lose access to my money?
PURCHASEConfused — I didn’t feel like everything was as clear as it could be
Ignored — no communication from the bank since my accounts were
transitioned
Page 11
Journey to a Customer Experience Map
Process summary
1.
Triggers,
touchpoints
and channels
inventory
2.
Customer
research
(online focus
groups)
3.
Stakeholder
workshops
4.
Develop
initial model
of customer
feelings
5.
Build your
customer
experience
map
Key takeaways
1.A customer experience map tells you what your customers are doing,
Developing
a customer
experience map
is an excellent
first step toward
improving
your customers’
overall experiences
and satisfaction.
thinking and feeling at each stage of the customer life cycle
2. The process pinpoints where the opportunities are by channel and touch
point within the life cycle
3.Create guiding principles and a road map to improve the overall
customer experience
Developing a customer experience map is an excellent first step toward improving
your customers’ overall experiences and satisfaction. The research and analysis
can be completed fairly quickly, providing you with a road map for the coming
year and beyond.
ABOUT THE AUTHOR
For more than 15 years, Jill Hewitt has designed,
researched and evaluated user interfaces across a
variety of platforms, including Web, mobile, public
kiosks and hardware devices. Her approach is deeply
rooted in user-centered design principles. Jill has
extensive knowledge in usability and user needs
research methods, all geared toward understanding customer needs and
improving customer experiences. She has improved customer experiences
for major Fortune 500 brands, including UPS, NPR, Turner Broadcasting,
Dell and Paychex. She is currently a customer experience designer at
Catalyst, a marketing agency headquartered in Rochester, New York.
800.836.7720 | www.catalystinc.com |
Page 12
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