WEBINAR Use Customer Journeys To Guide Your Digital Strategy Aurélie L’Hostis, Analyst July 11, 2017. Call in at 10:55 a.m. Eastern time

The race to digital transformation is on.

CX is the top priority for most influencers and decision makers in financial services Base: 426 European (UK, France, and Germany) business and technology influencers and decision makers in financial services firms (1,000+ employees) Note: Top five responses are shown. Source: Forrester Data Global Business Technographics® Priorities And Journey Survey, 2016

“There's been a race in the digital space to develop new capability after new capability.” Christopher Cox, head of digital experience delivery, USAA

Digital strategies are too inside-out Driven by enterprisewide focus on ROI or cost cutting Directed by lines of business fixated on specific products or functionality Disconnected from customer and employee needs and expectations

Lean Six Sigma Agile Service blueprints Design thinking Firms need to follow a disciplined, customer-focused process. Mapping tools abound Lean Six Sigma Agile Service blueprints Design thinking Customer journeys

Customer journeys can bring focus and alignment Customer focus and outside-in perspective Better digital and cross-channel customer experiences Link to the business technology agenda

The customer life cycle and customer journey maps serve distinct purposes Image source: Adaptive Path (http://www.adaptivepath.com/) Source: The Customer Life Cycle: A Blueprint For Customer-Obsessed Enterprises Forrester report

Customer journey maps are narratives associated with a specific customer Image source: Heart of the Customer (http://heartofthecustomer.com/)

Journey maps alone are insufficient.

Make customer journey mapping part of your digital strategy Choose a journey. Frame a hypothesis. Map the current journey. Map the ideal journey. Map the ecosystem. Design the experiences. Develop and deliver digital assets. Optimize the journey.

Pick the right journeys based on priorities Nationwide Mutual highlights the top 10 pain points in claims. Image source: Nationwide Mutual Insurance

Make journey mapping a team effort with the right stakeholders and partners.

Pool data and research across silos to frame a hypothesis BZWBK highlights how customers feel at each step of the account-opening process. Image source: Bank Zachodni WBK (http://www.bzwbk.pl/)

Co-create the current state and ideal journeys in a workshop.

Customer journey mapping helped Intesa Sanpaolo reframe its digital strategy around the customer. Image source: Intesa Sanpaolo (http://www.intesasanpaolo.com/)

Form cross-functional teams to share insights and optimize customer journeys Lab team Scaling team At Lloyds, cross-functional teams are tackling 10 customer journeys. Product owner CX design lead Digital technologist Feature team + Business architect Compliance Legal Business roll-in team Ops Branch Call center Model office team Image source: Lloyds Banking Group (http://www.lloydsbankinggroup.com/)

Macif links the customer journey to the ecosystem that underpins the journey. Image source: Macif (http://www.macif.fr)

Share the results broadly TandemSeven UX360 integrates journey maps into epics and design stories. Image source: TandemSeven (http://www.tandemseven.com/)

“A lot of companies are doing maps, but there is a gap in delivery — a bit of paralysis on how to execute.” Michelle Palomera, head of the financial services practice at TandemSeven

Use journey maps for Agile development.

USAA uses an expanded Agile methodology to manage its customer journeys. Image source: USAA (http://www.usaa.com/)

To ensure that your efforts don't stop with just a journey diagram: Translate maps into touchpoint and functionality ideas. Use journey maps for Agile development. Incorporate customer insights into every sprint. Test assumptions at each stage. Continue to optimize the journey.

Aurélie L’Hostis alhostis@forrester.com Twitter: @AurelieLHostis