Customer first 6. Mapping the customer journey and embedding a Customer-first culture in core processes Overview Purpose To support the team in mapping the journey they create for their customers Description Understanding the journey customers go through when buying/using your products and services is an essential starting point for improving their experience Only when the customer journey is clear and written down can a team think through what changes can be made at each customer touch point to deliver to their expectations and requirements What it looks like in practice Provide the team with an example of a customer journey. We have included one overleaf. Get the team to talk through the example to ensure they understand the concept of a customer journey Facilitate a session where the team outlines the journey of their customers. As a team coach, your role here will be to focus the team on being specific in outlining each customer touch point and doing so in a rigorous manner Customer-journey mapping can be very time consuming and can be an extensive separate project in itself (one of our clients just spent six months clarifying their customer journey). Ensure the team takes work around the customer journey offline once a start has been made during the team workshop Watch out for If you have not worked in the area of Customer first before, you may want to draw on an experienced colleague to facilitate a session around customer-journey mapping Don’t get distracted by a convoluted and complex customer journey. Focus the team on the main touch points. The aim of the session is not to map out the journey in detail; the team can do this afterwards

Customer first 6. Mapping the customer journey and embedding a Customer-first culture in core processes What is the ‘customer experience journey’? The end-to-end customer journey, which consists of: Cumulative experiences Across multiple touch points In multiple channels Over time

Customer first 6. Mapping the customer journey and embedding a Customer-first culture in core processes Example customer journey 1 Use this slide to give you a sense of what a customer journey could look like and what the main touch points are. You can use this example to guide the team in mapping their own customer journey. Customer Journey Example Car Purchase Found special financing offer Positive Experiences First ride in the new car Researching cars, found new model  Call from an employee who explained the alternatives Received ‘Thank You’ letter     Time Negative Experiences Waiting to receive contract Signed financing and purchased contract   The financing offer is actually not what was promised Car has an engine failure

Customer first 6. Mapping the customer journey and embedding a Customer-first culture in core processes Example customer journey 2 Use this slide for your information if you are interested in seeing a slightly more complex and detailed customer journey. If you are working with a more sophisticated team, this example might give them more food for thought than the previous one. NOTE: This is an Internet-based survey and may potentially skew levels of some channel/resource usage Green/Red Significant differences between XXX marketing vs. lost subscribers at 95% confidence.

Customer first 6. Mapping the customer journey and embedding a Customer-first culture in core processes Exercise to map customer journey – instructions Use this slide to facilitate a group discussion around the customer experience Instructions: For your assigned business unit, choose a representative customer from some of the discussions we’ve just had (we will work with this customer group for the other exercises, so choose an interesting one) Define three to five categories (or high-level stages) that make up the customer experience Complete the template (next slide) List the stages of a customer’s journey and experience with one of your product areas Some Suggestions: Exploration/Research, Purchase, Install, Consuming at Home, Consuming on the Go, Work Usage, Troubleshooting, Competition, Cancelling Identify the typical actions and behaviours your customer is doing during each stage Determine what motivation or need the customer is trying to fulfil through these actions and behaviour Recognize the pain points and challenges the customer faces in trying to complete those actions. What questions do they find themselves asking? What barriers or obstacles do they face? When do they get frustrated?

Customer first 6. Mapping the customer journey and embedding a Customer-first culture in core processes Exercise to map customer journey – template Instructions: For your assigned business unit, choose a representative customer from some of the discussions we’ve just had (we will work with this customer group for the other exercises, so choose an interesting one). Define three to five categories (or high-level stages) that make up the customer experience. Discuss your impact for each category: How can we help the customer along this journey? What could you do differently at each stage to take pain away from the customer? What could you do to surprise or delight a customer and make him your customer for life? Stage of the customer journey Activities/ behaviour Motivations Pain points

Customer first 6. Mapping the customer journey and embedding a Customer-first culture in core processes Thinking about how to improve key customer touch points Once the team has mapped its customer journey, facilitate a discussion around how each customer touch point could be improved. Use the questions in the model below to structure and stimulate the debate. For each customer touch point, get the team to think about (and write down) what can be reduced, created, raised, and eliminated. Ensure the discussion leads to clear actions for the team to deliver on. Identify an improvement opportunity through shifting resources or influencing preferences, or through focusing on a particular segment of the market New Map Create Eliminate Reduce Raise What factors should be reduced well below the industry standard? What factors should be raised well beyond the industry standard? What factors should be created that the industry has never offered? What factors should be eliminated that the industry has taken for granted?