Customer Journey Design

Customer Journeys

As digital technologies enable customers to be more powerful than ever, it is crucial for organizations to put their customers first when taking business decisions. To create an offering or a process and not start from the customer is nowadays rarely a good decision. Thus, when we helped our client to design their new digital landscape and strategy, customer journeys were our starting point to find gaps and to identify elements that the business should focus on.

Our approach to Customer Journeys starts with switching from a business thinking to that one of the customer; who are they, what do they need and what do they expect from the organization they interact with? It is important for businesses to realize that to succeed in the current digital landscape, customer needs come first, not those of the business.

We always start with identifying customer personas together with our clients, and here it is crucial that the personas together represent the whole customer base. We map their values, personalities and priorities very thoroughly. Once this is done, we plot and create the different channels that in an ideal world would be available to the customer. These workshops are very interactive, and we encourage our clients to really embrace the persona whose journey we are mapping. The processed results of such a workshop are clear touchpoints and channels of value, prioritized actions and activities to start supporting an ideal journey. These insights have helped our clients to start their ride and to put their customers first while embarking upon a transformation.

The Dicitas Customer Journey Methodology

When we start a customer journey project we apply our thoroughly tested and continuously improved methodology. With a few key stakeholders, we begin with identifying the basics; what is the current customer strategy, and what other strategic goals are there that needs to be considered. By drawing the current fact map we also begin to move closer to the digital capability mapping. This mapping includes a thorough examination of all current technologies, processes, stakeholders and organizational features that have an impact on the department and business function that we are currently developing for. This lays the foundation for our next step which is an assessment and deep-dive of the customer strategy and concept. Looking at the current digital maturity of an organizations customer interaction strategy tells quite a lot about how much is already there, and what is missing to reach the organizations digital goals.

It is important to put in words why using customer journeys is expected to benefit any given organization. Starting with the customer might not be a fit for all organizations, but after all, the experience designed is for them, and not for the organization itself. It must fit the customer and not an organizations internal business processes. What many businesses forget when designing functionalities and experiences is just that, and they end up delivering unsatisfying experiences.

As digital technologies enable customers to be more powerful than ever, it is crucial for organizations to put their customers first when making business decisions. To create a new offering or a process it is essential to start from the customer perspective. The customer journey is first drafted along the different steps of customer discovery: from the first need, to buy, use and reconsider. Customer journey design is done for specific customer segments. A customer segment is a group of customers with comparable characteristics, needs and wants.  We bring the customer segments to live to translate them into “persona’s”, helping the team to  really get to know the customer and imagine what the best possible experience would be for him or her.

To innovate the digital customer landscape and strategy of organizations, we take customer journeys as our starting point to find gaps and to identify elements that the business should focus on. Customer Journeys design starts with switching from a business thinking to that one of the customer; who are they, what do they need and what do they expect from the organization they interact with? Below you see an example of a customer persona developed for a insurance company. This drawing was a result of a live workshop were the persona was drawn during the brainstorm. This interactive and visual approach brings the persona to live right away!

It is important for businesses to realize that to succeed in the current digital landscape, customer needs come first, and it’s crucial to think from their perspective when designing business processes and services. We identify and design customer personas together with our clients, for which it is crucial that the different personas together represent the whole customer base. We map their values, personalities and priorities very thoroughly. We design the different touch points and channels that in an ideal world would be available to the customer. During the interactive and creative design workshops, we encourage our clients to really embrace the persona whose journey they are mapping. The processed results are clear touchpoints and channels of value, prioritized actions and activities to start supporting an ideal journey. These insights will help you to improve their journey and to put their customers first and becoming truly customer centric. Below you find the artist impression of the designed journey. Behind this drawing their is a much more detailed and technical journey, touchpoint and interaction design that defines to customer journey in detail. We then use the design to build the capabilities needed in the channels to be able to deliver the designed customer journey and experience.

 

Bringing the customer journey to life

Drawing the map for a customer’s journey and how you as an organization think that your customers will travel across your touchpoint isn’t always enough. Customers are unpredictable and will not probably not take the routes you think they will. Therefor it is important to allow for a flexible and dynamic customer journey. To be able to test and to quickly adapt and adjust to real-time input becomes crucial when designing touchpoints for a journey. Starting off with what we call ‘generic’ customer ‘treatments’, we map certain ways of interacting that we assume come back in almost every single journey, regardless of who it is undertaking it. From there we start with improving these generic treatments first, before moving on to more specific details of each persona and his/her way of preferred interaction.

After mapping generic treatments to our customer journeys, we define how these are used by different personas in their journeys. We draw up a customer journey visual, accompanied by a deep dive in all touchpoints with descriptions of the actual customer use case. All in all, these insights provides us with realistic scenarios of how a customer base interacts in different ways with company touchpoints.

 

For more about Customer Journey Design, please contact Martin Hermsen or Elise Rydemark.

Martin Hermsen

martin.hermsen@dicitas.com
+31 646.828.785

Elise Rydemark

elise.rydemark@dicitas.com
+31 +615.325.926

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