Uploaded bySDDMilan
Customer Journey Map in B2B projects
The document discusses the importance of customer journey maps in B2B projects, highlighting how they help analyze user interactions and enhance the client experience. It details the approach and methods used by the consulting studio Epoca to understand both internal processes and client expectations in complex B2B environments. Through various techniques such as interviews, workshops, and internal observations, the document emphasizes the need for a user-centered design approach to effectively redesign services and touchpoints.
More Related Content
Similar to Customer Journey Map in B2B projects
![Laminated_Springs[1]. Machine design practice](https://cdn.slidesharecdn.com/ss_thumbnails/laminatedsprings1-251116120255-2a3c06fb-thumbnail.jpg?width=640&height=640&fit=bounds)
Customer Journey Map in B2B projects
- 1. EPOCA @ ServiceDesign Drinks 18th February 2016 Talent Garden Milano Customer Journey Map in B2B projects @epocaricerca @SDDMilan #sddm #servicedesign
- 2. Who we are ValeriaAdani Service Lead @Epoca epocaricerca.it @ValeriaAdani Susanna De Besi Service designer @Epoca epocaricerca.it Silvia Ottavia Siviero Service & UX designer @Epoca epocaricerca.it @silvia_ottavia
- 3. Where we comefrom Politecnico di Milano
- 4. Where we comefrom Politecnico di Milano Tonji University Shanghai
- 5. Where we comefrom Politecnico di Milano Tonji University Shanghai Univesidade Federal do Paraná Curitiba
- 6. Where we comefrom Politecnico di Milano EPOCA Bologna Tonji University Shanghai Univesidade Federal do Paraná Curitiba since 2013
- 7. Where we work Epocais a small, innovative consulting studio based in Bologna, Italy. It was born in 2007 as an academic spin off of the Department of Engineering Science of the University of Modena and Reggio Emilia.
- 8. What we do... Service& Experience Design Technology & ICT Organization & process design
- 9. How we work »USER-CENTRED DESIGN » LEAN APPROACH » DESIGN THINKING » Service design » User Experience & User Interface » Facilitation & Co-design » Business process design » Organizational analysis » Change management » Enterprise technologies » Mobile technologies » System integration
- 10.
- 11. How can CustomerJourney Map support the analysis in B2B projects?
- 12. Journey Map “The customerjourney map is an oriented graph that describes the journey of a user by representing the different touchpoints that characterize his interaction with the service” Servicedesigntools.org Pic by HBR hbr.org/2013/09/the-truth-about-customer-experience
- 13.
- 14.
- 15. We use itto... Analyse the as is Design the future steps Understand the company
- 16. Why we useit USER JOURNEYS » Demonstrating the vision for the project user journeys are a great way to communicate what you are trying to achieve with stakeholders. » Understand user behavior User journeys can help you work out how users interact with your system and what they expect from it. » Identify possible functionality by understanding the key needs and tasks the user want to do to, help to understand what sort of functional requirements will help enable those tasks.
- 17. Why we useit B2B USER JOURNEYS » Identify how different stakeholders interacts with the different areas of the business » Understand where expectations are set and delivered » Understand and evaluate the complexity of a B2B setting In a B2B setting there are many people weighing in on any decision: processes are much more complicated and there is hardly ever just one person that makes up a “customer.” Plus, the people who get involved have different roles and responsibilities, making the “experience” an amalgamation of many different processes. » Understand and evaluate long-term value and ROI Long term value and ROI are critical and complex in B2B, and it doesn’t happen from a single interaction/experience with any individual touchpoint.
- 18. How we implementcustomer journey maps Through internal interviews & observations: » to understand internal processes and flows » to verify touchpoints, tasks and interactions at each stages » to understand pain points and moments of truth
- 19. How we implementcustomer journey maps Through customer/supplier (both current and lost) input through interviews, focus groups and workshops » to validate the journey both in terms of stages and touchpoints » to understand important touchpoints for customers » to understand pain points for customers » to understand gaps in internal vs. external perception
- 20. How we implementcustomer journey maps Through internal workshops: » to validate the customer journey » to establish a high-level view of the customer journey » to establish buy-in at senior level » to start thinking about things from the customer's point of view
- 21. Journey Map |One practical example User journey map to improve the service proposition and support the digital transformation of a Facility Management company_
- 22. We use itto... Analyse the as is Design the future steps Understand the company
- 23.
- 24. Understanding the clientexperience ICON: Factory by Luboš Volkov | The Noun Project B2B
- 25. Understanding the clientexperience ICON: Factory by Luboš Volkov | The Noun Project CHALLENGE 1 who is the client?
- 26. Understanding the clientexperience MAN by Wilson Joseph | The Noun project BUILDING MANAGER
- 27. Understanding the clientexperience MAN by Wilson Joseph | The Noun project BUILDING MANAGER CFO CEO
- 28. Understanding the clientexperience MAN by Wilson Joseph | The Noun project BUILDING MANAGER CFO CEO ON SITE REFERENT EMPLOYEE
- 29. Understanding the clientexperience MAN by Wilson Joseph | The Noun project BUILDING MANAGER CFO CEO ON SITE REFERENT EMPLOYEE ON SITE EMPLOYEE
- 30. Understanding the clientexperience MAN by Wilson Joseph | The Noun project CHALLENGE 1 who is the client? TIP 1 ● Define the different groups of customers and to establish how different their “journey” with the company can be ● Focus on one stakeholder at a time ● Define which is the most relevant and strategic within the project ● Track relevant interactions among the different client stakeholders
- 31. The aim_Understanding thecompany CHALLENGE 2 going beyond silos: understanding internal processes
- 32. The aim_Understanding thecompany » understand the company context
- 33. The aim_Understanding thecompany » live the company context : the war room
- 34. The aim_Understanding thecompany » live the company context : the modus operandi
- 35. The aim_Understanding thecompany » live the company context : the people
- 36. The aim_Understanding thecompany » live the company context : the people
- 37. » understandinternal processes : the tasks The aim_Understanding the company
- 38. The aim_Understanding thecompany » understand internal processes : the flows
- 39. The aim_Understanding thecompany
- 40. The aim_Understanding thecompany CHALLENGE 2 going beyond silos: the company TIP 2 ● Immerse yourself in the company environment ● Understand internal dynamics ● Understand internal processes and motivations
- 41. The aim_Understanding thecompany CHALLENGE 3 going beyond silos: understanding the client
- 42. The aim_Understanding thecompany » understand the client : stimulate honest feedback
- 43. The aim_Understanding thecompany » understand the client : observe in real context
- 44. The aim_Understanding thecompany » understand the client : take risks
- 45. The aim_Understanding thecompany CHALLENGE 3 going beyond silos: the client TIP 3 ● Help your client to take some risks ● Go beyond B2B “polite” relationship ● Try to meet both engaged and disengaged clients ● Help the client to speak out honestly
- 46. » Map andunderstand the roles » Map and analyse the internal processes » Map and analyse the external interactions Understanding the company& the client experience
- 47. » from “silos”POV to user POV » from vertical to horizontal » from internal processes to user experience Company complexity
- 48. » mapping &understanding touchpoints and interactions » understanding the importance of tangible moments of interactions » understanding the different experience of remote and on site touchpoints Touchpoints complexity
- 49. Experience complexity » connectingtasks and needs to touchpoints » evaluating the solidity and coherence of the customer experience
- 50. Company complexity: outputs »New Value proposition » New company strategy, focus on enhancing the user central role » New organizational chart
- 51. We use itto... Analyse the as is Design the future steps Understand the company
- 52. Designing the nextsteps
- 53. The aim_designing thenext steps » Redefine the experience of the clients (Building Manager) in each step of the process » Redesign the touchpoints (with people and devices) » Redefine the activities of internal roles (Facility Managers) » Redesign the processes of the maintenance works and cleaning service (core service)
- 54. Build the journeymap WHO and WHAT
- 55. Build the journeymap WHO and WHAT Touchpoint Actions Involved actors Level of criticality Emotions Pain points ...
- 56. Build the journeymap WHEN Touchpoint Actions Involved actors Level of criticality Emotions Pain points ... The moments of the experience in chronological order: - first meeting - Start Up phase - Intervention request - etc.
- 57. Build the journeymap Touchpoint Actions Involved actors Level of criticalit y Emotions Pain points ...
- 58. Build the journeymap Touchpoint Actions Involved actors Level of criticalit y Emotions Pain points ...
- 59. Build the journeymap Touchpoint Actions Involved actors Level of criticalit y Emotions Pain points ...
- 60.
- 61. How we startedbuilding it...
- 62. Offline first... Starting witha wall, some pencils, post-it to build better, iteratively and in group: create, change, move, add, remove parts...
- 63.
- 64. ...turn into digital Tobe an useful tool, the journey map has to: » be always updated » be shared among the internal team and the client team » be visible and clear in the design space
- 65. @epocaricerca @SDDMilan #sddm #servicedesign ? CustomerJourney Map in B2B projects ?