Botha Chantel - Customer Journey Mapping

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Copyright 2020 Chantel Botha

All rights reserved
The characters and events portrayed in this book are fictitious. Any similarity to real persons, living or dead, is coincidental and not intended by the author.
No part of this book may be reproduced, or stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without express written permission of the author.

I dedicate this book to my family and my clients.
This book would not have seen the day of light if not for my mom, now my eternal cheerleader in heaven. She knew I would become everything I am today from the day that she met me! Seeing that knowledge in your eyes, mom, got me here!
Thank you to my husband Johan, who believes in me more than I believe in myself, who sees me at my best and my worst and still chooses to love me.
I thank my mother-in-law Kotie, who encourages me and believes in me so much!
Thanks to my children. I hope you will have the courage to put your work out there, imperfect like mine.
Let us make a difference in the world.
Thank you to my clients who inspire me to be better so that I can make a difference to their clients.

Contents

A poem of encouragement for the Customer Experience Practitioner

When you get tired, rest.

When you get angry, breathe and know you it is because you care.

When you get sad, have a bar of chocolate. I know that it is because you care.

When you get passionate, write it down on a post-it note.

When you doubt whether you are making a difference, visualize the faces of your customers.

When you are bored, map a new journey.

When you get challenged, match your opponent with grace and gratitude.

When you achieve small wins, have a big celebration, but never become complacent or arrogant.

When you close the door on a project, look up at the window for a new vision.

When you get tired, angry or sad, just dont give up. We need you!

Thanks!

Thanks for choosing this book.

I filled it with practical advice, workshop methods and worksheets as well as a companion video guide.

To register for the online companion course, go to this link:

Online Video Companion Course

Use the code: kindle2020 to check out.

At the time of publishing, I have not completed the online course, so please check back for future modules.

Why I wrote this book

I want to inspire people who are finding designing journeys in a collaborative manner challenging.

I want to inspire teams who find it challenging to get their journeys adopted by the rest of the organization to shift to a more inclusive design approach.

I want to support the lone ranger, who has the task of mapping a journey for an old product in a complex environment.

After reading this book, I want you to say, "Now I get it!".

I want to share the methods and techniques that I have used over many years so that people can design better experiences in a world that needs love and care right now.

I have been creating customer journeys for brands over the last 13 years, and I have used many rolls of paper, many post-it notes and 100's of kilograms of lego and many physical props. With social distancing, we have had to get smart and devise methods that would deliver the same spectacular results, but ones that people can do in an online workshop to co-create.

In this book, I will start with the basic foundation understanding of customer journeys. You will find step- by- step methods that will empower you to deliver the same as the case studies we include in the book.

The Experience Status Quo

H ave you ever had such a bad experience that you had to pinch yourself to check that it is real? At that moment, did you think, "I am sure the manager or the owner has no idea that the experience is so bad"?

If you are a fixer like me, you may even have offered a fix right there and then.

Many experiences today have not been deliberately designed, they just happen, and when they just happen, they often have unpredictable and unpleasant outcomes. The financial consequences are very often not quantified since no-one knows about this experience unless the customer complains or answers a survey. Often after unpleasant experiences, I don't want to answer a survey, I feel the brand has stolen enough of my life. So you never hear about those experiences.

What amazes me is that the methods in this book are so simple to follow. I said simple, not easy. If it were easy, everyone would have fantastic experiences.

What I promise you, if you have the grit to do everything I say in this book, you will see results and not only that, you will feel incredibly proud of what you have created. You will feel the satisfaction and sense of fulfilment that comes with crafting and implementing a journey that is full of meaning and care.

This book is for busy people. I have many case studies that will add over the next few months on the BrandLove blog, but here I wanted to give you the guidance that will provide you with the quickest results and create raving fans for your brand.

Customer Experience Terms

B elow I have created a sketchnote to explain some of the customer experience terminology used in this book.

How I see Customer Experience

I define Customer Experience (CX) as the interactions between a customer and your organization throughout their business relationship. An "interaction" can include awareness, discovery, cultivation, advocacy, purchases and service.

That is very academic and unemotional. More encompassing, customer experience is

The feelings and thoughts that a customer associates with your brand

The sum of all the highs, the lows, the delights and the disappointments that the customer experiences

A customer's experience is the culmination of the emotions, smells, tastes, sights and sounds that your brand conjures up when she/he thinks about your brand

It's the way a customer feels about themselves when they interact with your brand

Why Customer Experience?

I n a world where products are almost indistinguishable from each other, it has become more challenging to do business. When product features are similar, customers will look at price and convenience.

Still, often without them even knowing, they will make decisions based on how they felt or the ability to recall the memory of an experience. We don't remember details in the experiences we have. We usually only recall the emotional peaks in experiences as well as how the experience ended. Now that we know this, this phenomena can be used by experienced designers to craft experiences aimed at making a memorable impression.

When looking at experience design from a Chief Financial Officer (CFO) perspective, he is looking at return on investment, growing the business and maximizing value for shareholders.

I believe that a more deliberate experience design is the only way to do that.

Research has proven that people who have great experiences are:

More forgiving when things go wrong

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