In 2016, the global consulting market was worth more than $250 billion, including over
$130 billion in management consultancy services alone, according to McKinsey & Company.
CASE STUDIES
CASE STUDIES
Collaboration in
Journey Mapping
When administrators
at USA.gov set out to improve customer
experience, they searched for answers
through journey mapping. A look at their
process reveals three areas collaboration
played a key role.
> PEOPLE: USA.gov hosted four journey mapping
workshops and invited managers and subject
matter experts to the table to collaborate and
professional facilitators to help keep them on task.
> DATA: The organization leveraged several
resources to compile the data for their mapping
process, including outside agency research, help
center data, social media comments, surveys,
front-line employee interviews, and web analytics.
> AGENCIES: Organizers identified and improved
specific pain points and gaps in the customers’
experiences and shared those with the appropriate
departments and outside agencies. Stakeholders
from inside and outside the organization formed
a Customer Advisory Council to facilitate the
directives of the mapping process.
Jumpstart Your Way to Journey Mapping
Developing your first journey map can be
overwhelming. Use these tips to get past the
challenge of taking that first step:
Î Î ASK FOR HELP BY INVITING ONE FRONT-LINE
EMPLOYEE, ONE DEPARTMENT HEAD, AND ONE
MARKETING EXECUTIVE TO COLLABORATE.
Later, widen the pool to include other stake-
holders and subject matter experts.
Î Î START BY MODELING ONLY YOUR MOST
EXTREME CUSTOMER AND YOUR MOST COMMON
ONE. Once you get the hang of it, you can include
all key customer segments.
Î Î DON’T GET MIRED DOWN IN THE NUANCES OF
EVERY TOUCHPOINT. Focus on ones that are
most important to your business, such as in-store,
online, marketing, and phone support. Down the
line, you can break those larger touchpoints into
smaller ones.
Î Î BEGIN WITH BROAD ASSUMPTIONS ABOUT
YOUR CUSTOMERS’ BEHAVIOR. Later, you can
validate those assumptions and add more data as
it becomes available.
Client Experience Done Right
In the war to win the adoration and loyalty of
their customers, Apple’s "secret sauce" can
be summed up in one word: empathy. From casual
online browsing to the thrill of opening a new product's
packaging for the first time, this tech giant designs every
touchpoint with the customer experience in mind.
As the driving force behind Apple’s experience design,
empathy plays a key role in every touchpoint. Smaller
companies wanting to do a better job of weaving customer
experience throughout the journey can learn from these
examples of touchpoints done right:
UNBOXING AS A HAPPENING
The joy of opening a new Apple product is the stuff social
media is made of. If you’re unfamiliar with the unboxing
phenomenon, a quick YouTube search will help explain the
extent of its popularity. Most retail companies put a lot of
thought into packaging, but few consider how the experience
of opening a new product could strengthen customer
loyalty. A great unboxing experience can feel like a personal
performance for the user, so scripting it perfectly may return
great dividends.
POWERFUL, YET EFFORTLESS, NAVIGATION
Apple’s website is easy to navigate, pleasing to the eye, and
designed to make users feel like part of a community. Make
sure your website facilitates seamless transitions for those
wanting to learn more about your brand, buy a product, or
locate you.
RETAIL AS AN EXPERIENCE
Apple Stores are designed and operated to illicit excitement
about new products, solve user problems, and create an
atmosphere of belonging in an Apple world. Product demos
give customers a way to get excited about new devices
without the risk. Apple staffers are extensively trained in the
psychology of the customer and use tactics designed to make
customers feel heard, agreed with, and included. Train your
staff to be responsive and empathetic to the client, while
giving them a feeling of belonging, and give customers a
reason to get excited about your brand.
UNPARALLELED SUPPORT
From a customer-experience perspective, Apple’s Genius
Bar is, well, genius. Not only do employees quickly solve
a host of problems, but customers identify and bond with
the employees, who use Apple mobile devices on the floor.
One-on-one tutor ials, personal set-up desks, and group
classes round out an exceptional support program. Identify
touchpoints in your business that provide guidance to your
customers and streamline them to exceed expectations.
As the driving force behind Apple’s
user experience design, empathy plays
a key role in every touchpoint.
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