HOW THE SMITHSONIAN BUILT THEIR JOURNEY MAP, WITH SAMIR BITAR – “we talked about exactly how Samir worked to build the first journey map for the Smithsonian which has established the blueprint for countless innovations in the visitor experience, as well as many basic experiences that needed to be consistent from one part of the museum to the other. Finally Samir walked us through a groundbreaking trip planning tool which Conde Nast called a game changer, which is the Smithsonian’s “Trip Planner.”’
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Another free ebook (PDF) on Jobs to be Done, by Alan Klement – When Coffee Competes with Kale
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Four Customer Loyalty
Myths—Busted from CEB -
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Nice presentation on Jobs to be Done by Jim Kalbach – webinar version
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Adaptive Path’s Guide to Service Blueprinting [PDF] – Really nice and fairly complete guide to service blueprinting specifically and service design in general
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Designing for service: Creating an experience advantage – terrific PDF from Dubberly
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Describing Personas – lots of information here, particularly interesting insights involving bias and stereotypes attached to specific persona attributes
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Investing in customer experience is now a winning formula for retailers – “As Asos and Tesco once again reiterate their commitment to investing in customer experience, marketers should stand up and take notice.”
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Understanding the Lifecycle of Service Experiences
As awareness and capability grows for service design, more and more people are talking about “service experiences.” We are “designing for service experiences,” we are “delivering service experiences,” and we are “experiencing services.” But what makes up a service experience? What is this “lifecycle” thing all about? Well, I’m going to break it down for you and stake a claim that all services experiences follow this same lifecycle. Let’s dive in!
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Intercom’s Job Stories framework
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[Adaptive Path’s] Guide to Experience Mapping: “We’ve been doing experience mapping in our practice for several years now. Why? Customers are increasingly choosing products and services based on the quality of the experiences they have with them. These experiences often break down when they span multiple channels. As a result, organizations need a holistic, human-centered view of the experiences they create. In short, they need a map.” -
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A Playbook for Improving Customer Journeys from Adaptive Path – this is a nice overview of what the impact of a journey map can have – looking for “troughs” (negative experiences) for example
“You can’t just stop after creating an experience map. That’s because a good current-state experience map is simply oozing with potential: the potential to create an even better experience. But how do you move forward? How do you see the opportunities? Well, it’s a little easier when you know what to look for, what the patterns of success are.”
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GREAT docs from Megan Miller for Service Blueprinting prep and action:
Practical Service Blueprinting Prep Checklist
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THE CUSTOMER EXPERIENCE JOURNEY MAPPING TOOLKIT – “On this page, you’ll find all of the CX Journey Mapping tools, materials, and guides that we’re developing — everything you need to introduce your teams to this powerful approach for customer-centered action and CX innovation.”
Powerpoints, PDFs, posters, etc.
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How to run a customer journey mapping workshop – “To map the customer journey it is necessary to speak to a lot of people. Often the easiest approach is to run a workshop. But how exactly would that work?”
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Customer Journey Map “Stencils” – nice looking stuff
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Designing for Multi-touchpoint Experiences – slideshow
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Kerry Bodine’s “The Four Types of Customer Journey Maps”
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