Journey to a Customer Experience Map
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: Page 2 ©2015 Catalyst. All rights reserved. Page 3 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 Page 5 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 Page 8 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 Facebook | Twitter | LinkedIn ©2015 Catalyst. All rights reserved.
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