In our consumer-driven world, luxury brands have become synonymous with exclusivity, elegance, and sophistication. These brands have carefully crafted their customer journey to ensure a seamless and memorable experience for their discerning clientele. The customer journey of luxury brands encompasses various stages, each unique in its own way. From the initial attraction to the final purchase, luxury brands leave no stone unturned in creating a sense of desire and anticipation. In this article, we will delve into the intricacies of the customer journey of luxury brands, exploring the strategies employed by these esteemed companies to captivate and engage their affluent customers.
The customer journey represents the various experiences a customer has with a product or service, from discovery to post-purchase. Understanding and optimizing this journey is crucial for enhancing customer satisfaction and loyalty. While a journey map provides a visual representation of these touchpoints, a comprehensive journey framework is essential for effective action and improvement. This framework serves as a strategic guide, enabling businesses to analyze, adapt, and innovate across the entire customer experience, ultimately leading to more meaningful and successful interactions. In this article we present a guide on how you create a customer journey guide for your own company.
In today's competitive business landscape, providing exceptional service is no longer a choice; it's a necessity. Customers have more options than ever before, and their expectations are higher than ever. To stay ahead of the competition, businesses must prioritize service excellence and ensure they meet the most important service standards. In this article, we will explore the key service standards that every business should know to deliver exceptional customer experiences and drive customer loyalty.
Bad collaboration does not only hurt employee satisfaction, but also the organization’s success. Process models however fail at preventing this because they lack an essential aspect: the actual adoption – the human aspect. In this article, we show how journey mapping can help organizations to better understand and manage collaboration beyond theoretical intents.
Design thinking workshops are a powerful tool for fostering a team's creativity, problem-solving, and customer-centric solutions. In this article, we will explore the essence of design thinking workshops and their role in driving innovation. We'll also provide insights on how to organize and optimize these workshops for maximum impact.
Professionals working in the experience innovation field represent an array of skills and knowledge: Designers and managers, researchers and engineers, data-driven and creative folks, CX, UX, EX… the profession has many faces. We are thrilled to have a renowned CX expert share some of their background, their learnings, and a few insights into their work: please meet Lou Downe!
User journey mapping enables you to identify pain points, optimize interactions, and ultimately enhance user experience and satisfaction. In this article, we will delve into this method: We will discuss what user journeys are, explain their elements, explore examples, and guide you through the process of creating user journey maps.
In the realm of hospitality, delivering exceptional guest experiences is paramount. Hoteliers keen on leaving a lasting impression need to understand every touchpoint a guest encounters during their stay. This understanding is where the concept of the hotel customer journey comes into play. By charting out each phase of a guest's experience, hoteliers can fine-tune their services to perfection. In this article, we'll delve into the essence of a hotel customer journey map, providing a comprehensive guide on its creation and sharing an example.
In today's business world, understanding how customers experience your brand can be the key to success. This article dives into measuring customer experience, looking at relevance, metrics, KPIs, and the data beyond. An article packed with insights and advice on creating a measurement strategy to enhance your CX analysis.
Customer experience management is a strategic approach that focuses on creating exceptional product/service experiences for customers. It involves understanding and meeting customer expectations, addressing their needs, and fostering long-term loyalty. By consciously managing the customer experience, organizations can build strong relationships with their customers and differentiate themselves from competitors. In this article, you learn everything about customer experience management and how to get started.
In this case study Francis Chay, Global Employee Experience Lead at Bayer, shares how he and his team are optimizing employee experience and making it easy to keep an overview on the manifold platforms and processes used throughout the company.
Customer journey mapping in retail can help take the customer by the hand and together walk through times of perceived high risk. In this article, we look at how the retail sector can use this tool to create customer-centered services, how to create journey maps, and what they look like.
The pursuit of customer-centricity has led organizations to continually evolve their strategies to meet the continuously changing expectations of their customers. To succeed in this dynamic environment, businesses must stay ahead of the curve and embrace the industry’s latest customer experience trends and opportunities. In this article we delve into the exciting trends of customer experience management, exploring the emerging changes that are reshaping the way organizations engage with their audience.
Service blueprinting is a method to better understand and optimize the processes that impact customer experience. It enables businesses to identify areas for improvement and make changes to enhance customer satisfaction. This article guides you through all you need to know about service blueprints: their main elements, benefits, as well as some examples and tools you can use to create one.
Journey maps have the power to create a competitive advantage for organizations, but what types of journey maps are out there and what are they used for? In this article, you get more detailed insights about the three main types & use cases of journey maps.
Customer journey orchestration is the process of delivering a consistent and personalized experience to customers across all touchpoints and channels. It enables businesses to optimize their operations, improve customer satisfaction and loyalty, and drive revenue growth. In this article, we'll explore the benefits of journey orchestration, best practices for implementation, as well as some tools and technologies that can help streamline the process.
Professionals working in the field of experience management represent an array of skills and knowledge: designers and managers, researchers and engineers, data-driven and creative folks, CX, UX, EX… the profession has many faces. We are thrilled to have a leading figure of the global service design community share some of his background, his knowledge, and a few insights into his work: please meet Adam Lawrence!
Customer journey mapping is important for customer success teams because it helps them to better understand their customers' needs and pain points, which in turn helps them to improve the overall customer experience. By mapping out the customer journey, teams can learn how to better support customers on different channels like the helpdesk, phone, or forums – leading to increased customer satisfaction and loyalty.
People often talk in general terms about “products and services” in reference to what they offer their customers. In this short article we suggest that this distinction is incorrect, and even harmful to the ability to innovate how services are delivered.
Journey maps are a useful tool for many organizations and they have countless use cases. When looking at it without any preoccupation, it’s a series of steps in chronological order. This sequence of steps is triggered by a certain event.
Professionals working in the field of experience management represent an array of skills and knowledge: designers and managers, researchers and engineers, data-driven and creative folks, CX, UX, EX… the profession has many faces. We are thrilled to have one of the most crucial community members share some of her background, her knowledge, and a few insights into her work: please meet Birgit Mager!
Now that there is extensive proof service design can have a positive impact on shaping & improving experiences, organizations started building in-house teams to foster this further, just as agencies had before them. Many industry-leading organizations are scaling up their in-house teams, they need to start managing multiple service design projects and teams across different departments simultaneously. This causes another layer of complexity and challenges. In this article, we look at 10 ways that help to embed service design in organizations.
Each year a growing number of companies and consumers take into account the massive impact the production of consumer goods and the range of services have on the environment. Designing for sustainability is becoming increasingly important in today's world, as we face growing concerns over climate change and the depletion of natural resources. In this article, we discuss challenges, opportunities, and a best practice example.
As the world is warming, discussions about how to reverse it are also heating up. World leaders recently met at the COP27 to hammer out the requirements, actions, and measures that need to be taken to tackle global warming. One thing is clear, global warming is an issue that can no longer be ignored, and requires global action. Individuals, families, communities, organizations, businesses, governments, and yes, service designers must change their behavior to a more sustainable mindset.
Professionals working in the field of experience innovation represent an array of skills and knowledge: designers and managers, researchers and engineers, data-driven and creative folks, CX, UX, EX… the profession has many faces. We are thrilled to have a truly inspiring CX expert share some of her background, her learnings, and a few insights into her work: please meet Patricia Stark!
Professionals working in the experience design field represent an array of skills and knowledge: designers and managers, researchers and engineers, data-driven and creative folks, CX, UX, EX… the profession has many faces. We are thrilled to have a service designer working in the field of financial services share some of his work and his background: please meet Adam Cochrane!
Customer journey mapping comes with benefits on different levels. In this article, you learn how customers and organizations benefit from CJM and where this value comes from.
Professionals working in the experience design field represent an array of skills and knowledge: designers and managers, researchers and engineers, data-driven and creative folks, CX, UX, EX… the profession has many faces. We are thrilled to have a design strategist from the fields of social work and mental health share some of her background, her learnings, and a few insights into her work: please meet Rachael Dietkus!
In this course, you get an overview of the most important methods and tools of customer experience management. It consists of 5 modules, going into the details of personas, journey mapping, and stakeholder mapping.
Effective customer journey management is vital for businesses to remain competitive and relevant in today's market. It helps to optimize every step of the customer journey and thus ensuring customer satisfaction, building brand loyalty, and driving revenue growth. In this article, you learn the basics of customer journey management: What is customer journey management? Why is it so important? What are the tasks and skills of a customer journey manager? And what are essential tools for customer journey management?
We collected a few great practice examples from all over the world to demonstrate that sometimes it doesn’t take much effort to ease difficult situations – it just takes empathy and the knowledge of pain points.
Professionals working in the experience innovation field represent an array of skills and knowledge: designers and managers, researchers and engineers, data-driven and creative folks, CX, UX, EX… the profession has many faces. We are thrilled to have a truly inspiring CX expert share some of her background, her learnings, and a few insights into her work: please meet Sylvia Prunthaller!
A customer journey map is an end-to-end visualization of your customers' experience. In this article, you learn how this method can help you to better understand your customers' expectations and needs, and how to use these insights to significantly increase customer satisfaction and loyalty.
In economically stable times, we try to design customer experiences (CX) that make us stand out from the competition and that ideally make our customers loyal and share their experiences with others. In other words: we try to get rid of experience debt and create products and services that meet customers’ expectations. However, we tend to forget a crucial element of any good relationship: the promises we give need to be valid in good and in bad times.
Professionals working in the experience innovation field represent an array of skills and knowledge: Designers and managers, researchers and engineers, data-driven and creative folks, CX, UX, EX… the profession has many faces. We are thrilled to have a truly inspiring CX expert share some of his background, his learnings, and a few insights into his work: please meet Marc Fonteijn!
Working in the field of service design takes patience and dedication. It does not matter in what phase of the innovation process you are – you’re probably familiar with the following ten situations.
Customer journey mapping tools are crucial because they enable businesses to visually depict and analyze the end-to-end experience of their customers. These tools provide a comprehensive view of customer interactions, pain points, and touchpoints across various channels, helping companies identify areas for improvement and optimization. By fostering a deep understanding of customer perspectives, journey mapping tools facilitate the creation of more tailored and seamless experiences, ultimately enhancing customer satisfaction and loyalty.
We all make assumptions, every day. One of the biggest ones we often make is that the people who are listening to us will understand the meaning of what we are saying. Sometimes this mutual clarity of understanding will be inconsequential, however, sometimes it might actually matter. So let's take a little bit of time to get on the same page, reduce some communication errors and bring some more ease into our communication. A good first step on this journey will be to clarify the language we are using, and what it means.
Users of products and services are diverse; they have different needs, abilities, interests, and desires. As service designers / CX managers we must consider diversity, and design for it. But how can we make products and services inclusive and accessible to everyone? We collected a few best practice examples from all over the world to show: Sometimes it doesn’t take much to design for diversity.
For the legal profession, customer experience is of the utmost importance. Legal practitioners are constantly in contact with people in delicate situations. May it be going through a divorce, being accused of a crime, or having experienced severe financial or bodily damages, oftentimes the very fate of the affected individuals is at stake.
Professionals working in the experience innovation field represent an array of skills and knowledge: Designers and managers, researchers and engineers, data-driven and creative folks, CX, UX, EX… the profession has many faces. We are thrilled to have a truly inspiring CX expert share some of his background, his learnings, and a few insights into his work: please meet Cambrian Berry!
In some cases, small changes and improvements make a big difference for customers when consuming a product or service. In the following examples you get an idea of how service design could improve shopping and retail experiences. Enjoy!
Professionals working in the experience innovation field represent an array of skills and knowledge: Designers and managers, researchers and engineers, data-driven and creative folks, CX, UX, EX… the profession has many faces. We are thrilled to have a renowned CX expert share some of his background, knowledge, and a few insights into his work: please meet Christof Zürn!
In this webinar, we talked about how to manage customer experience across online and offline channels. The main question was what the challenge of omnichannel customer experience management is. Furthermore, we looked into the details of how you can research experiences beyond digital analytics. Also we will look into why qualitative data is so important and how you can manage experiences if they happen out of your reach.
Professionals working in the experience innovation field represent an array of skills and knowledge: Designers and managers, researchers and engineers, data-driven and creative folks, CX, UX, EX… the profession has many faces. We are thrilled to have a renowned CX expert share some of his background, his learnings, and a few insights into his work: please meet Gerry Scullion!
In the following images, you can see some extraordinary experiences in the field of architecture, interior design, and building that might be helpful and convenient –or, in some cases, even life-saving. The examples range from easier evacuation in case of emergency, over clever space-saving hacks in hotel rooms, to a practical and fancy-looking way of storing skateboards in schools.
What is service design? One question, many potential responses. In the end, there is no such thing as the one and only answer to it. It’s a mindset, a way of working and thinking, something you have to experience and embrace. We’ve collected a few voices that instantiate the spirit of service design.
We all know about the power of customer experience. When it comes to improving the experience of a service or product, basing the innovation project on service design principles may be fundamental to achieving your goals consistently.
Working on customer experience needs expertise in diverse fields: service design, architecture, UX/UI design, business and management, ... just to name a few. Therefore, it can be hard to find the right podcast for yourself. We’ve collected a few of them for you to learn more about the CX focus area of your choice, and listed them with the publisher's description.
Have you ever visited a store, tried on some clothes, used your smartphone to compare prices – and in the end bought everything online? Undeniably, omnichannel experiences are becoming more and more habitual, and we don’t need to go too far to verify consumers’ behavioral changes.
Curious about stakeholder mapping techniques that can help you to improve engagement during a project? In this article you will not only learn why, but also how to use stakeholder maps.
Patient journey mapping is a powerful tool that allows healthcare providers to visualize and analyze the various touchpoints and interactions patients have throughout their healthcare journey. For this article, we talked to an expert service designer with many years experience as a paramedic and flight rescuer to learn: what is patient journey mapping? Why is it important? And how to create a patient journey map?
Sometimes it doesn’t take much to make a product or service come with a better customer experience. Here are some examples where (service) designers, based on the pain points they found and after some out-of-the-box thinking, further developed services that sometimes even go beyond the initial purpose.
Our journey mapping tool Smaply is based on our users' requests: what they need and what they wish for, that's what they get. And this is the result: Smaply's newest feature releases. Check out the most recent updates of the tool and learn how it can help you better manage your customer experience projects.
In this webinar, we talked about how to become a human-centered organization: What's the first step that you can take? What are challenges that you are likely to face? What are chances for first success moments? And who do you need to involve in the process?
We want books that are eye-opening; that show us the great work and initiatives of other people who care about making the world a better place; that inspire us to embrace, or even initiate change. And definitely books that remind us of our self-efficacy; that show us we can become more hands-on, become part of change processes.
Organizations are often not alone with the customer experience challenges they face and they grapple with rapidly changing contexts. How an organization faces these can determine whether it succeeds, or fails as it engages with its customers. So, within these conditions, what options do we have? In this article we will explore ten of the most pressing CX challenges being faced by businesses in 2023 and how to overcome them.
Three inspiring service design case studies that showcase people creating positive change.
In this webinar, we talked about presenting customer journey maps: How to approach different audiences, how to tailor journey map details to stakeholder groups, and about types of visualizations and exports for different use cases. After watching this session, you’ll know how to use journey maps as boundary objects to bridge organizational and communicational silos.
Deutsche Telekom has been one of the earliest customers of Smaply. Now they share their experience with embracing journey mapping as a company.
A holistic approach towards employee experience management does not start with the onboarding process, nor does it finish with the offboarding process. In fact, it starts with attracting your employees and possibly ends with re-engaging your alumni. This article provides you with some answers to common questions: What is employee experience management? What are its benefits and challenges? And how to get started with EX management?
Customer journey mapping has huge potential to change the travel & tourism industry in a positive way. As individual suppliers harness the potential journey mapping offers, they can craft more compelling experiences for their guests. Whether approaches are applied to services in a small hotel, or within a large destination management organization (DMO), journey maps can be created to suit different contexts and use cases within the travel industry.
When was the last time you used a government service? Sometimes it can be hard to bring a particular service to mind because they often play such a background role in our lives, only standing out during moments when they inconvenience us. However, in people's everyday lives they benefit from a vast range of different government services that support the way that they, as well as their communities, are able to function.
When it comes to implementing service design, the first step many organizations take is often to run training programs for their team. Even though such workshop-style training is great to raise awareness of the topic and give a good overview of different tools and methods, it often remains hard for participants to apply the learnings in their day-to-day work. In this article, we will share some lessons learned on how to successfully bring service design into an organization so that it can be used to supplement and enhance existing ways of working.
The number of customer experience tools out there is overwhelming. For people who are new to the field can be hard to gain an overview of which of them are useful for their work. In this article we will explore the potential of tools in the context of CX, what are some of the benefits of using digital tools, and finally we will conclude by taking a look at some specific tools from all phases, from research to customer experience management tools.
When talking about service design tools, many people think of a customer journey map hanging on a wall and people pointing at sticky notes. In this article, we dive into the subject of service design tools and templates, what they are, and how they can be implemented during the different phases of a design process.
Service design always follows an iterative design process, meaning that it follows cycles of learning, prototyping and improvement. Similar to design in general, service design is constantly evolving and improving. In this article, we explain the key components of a service design process and offer a framework for creating your own.
Service design, or design thinking, is often linked with terms such as innovation (process), change, and improvement. But what exactly is it? And why is it important? In this article, we will explore some of the principles of service design, as well as the positive impacts it can have on your customers’ lives and the performance of your business. Learn more about the principles of service design and the impact it can have on your business.
The field of service design has emerged from a growing need for organizations to reconnect and re-establish closer relationships with their customers, staff members and other essential stakeholders. Through better relationships and a renewed sense of clarity for customer experience, many organizations have realized the potential that service design approaches offer for improving their ability to innovate, generating service value as well as improving the lives of the people they are trying to help. In this article, we will explore three vital relationship values, namely, communication, adaptability and support. We will also explore on a practical level how we can use service design tools in ways that bring these values to life in our organization to improve and strengthen our relationships.
Relationships are the invisible forces that bind our customers, employees, and other stakeholders together. By taking the time to understand the challenges and needs faced by each of these groups, we are much better placed to develop services that will each deliver towards their desired outcomes.
Customer journey mapping in e-commerce is a diagram that illustrates the steps your customers go through in engaging with your online business. It starts when they first become aware of your products, to completing a purchase. It can extend to after-purchase care.
In this session, we talked about service design workshops: how to run a successful service design workshop? What are the upsides and downsides of in-person workshops and digital workshops? And how to connect the two worlds together?
This white paper outlines how to scale service design in an organization. It is the sequel to "Embedding service design in an organization". Starting with a short introduction on the difference of embedding and scaling service design, it then offers 10 tips from Marc and numerous quotes from other service design experts.
How do you know if your service design project has been successful? How do you prove if your changes and improvements had impact? How can you use numbers to convince others of the effect of prior service design activities so you get budget for the next ones?
In this session, we'll talk about measuring service design, the horrible experiences NPS and driver analysis can cause, and the importance of impact controlling.
Education has the power to change people's lives and the world we live in. By understanding and mapping the education journey, we are much better prepared when creating meaningful educational experiences and we can thus achieve better outcomes with our learners. Education journey mapping can help us understand and improve the education journey.
People call ‘it’ service design, design thinking, (holistic) ux design, experience design, to name just a few. Sometimes, organizations even have different teams under these labels – although they actually do the same stuff. On the other side, what some organizations call ‘service design’ might be completely different to what others call ‘service design’. Language matters. And the labels we use, often end up in methodology silos.
Creating a better world means both improving the way in which we deliver services now, while also improving the outcomes that result from our services in the future. Taking an ethical look at our service delivery, how can we continue to improve the ways in which we influence individuals, communities, and the systems that support life on our planet?
On this page, you get a collection of some useful customer journey map examples from different industries, such as airports, e-commerce, marketing, or telecommunication.
Customer centricity is the core of every successful business. Only if we plan and deliver products that solve real customer needs, our business will survive in the long run. Hence, having a clear understanding of what the customer needs and how we can meet these needs better than any other actor on the market is key to sustainable success.
Recruiters know: The candidate has moved into a powerful position and has changed our game. It’s not only on the candidate to apply and perform, but also on us recruiters to convince the candidate to become part of our organization. It’s on us to leave a good impression and to provide a great candidate experience in order to stand out and compete with other organizations.
In this podcast, Gerry Scullion and I talk about Journey Map Operations and how projects in organizations impact customer and employee experience.
Like many other sectors, the world of banking is facing persistent pressure to innovate within a society undergoing rapid technological, environmental and social change. Due to these changes, the way we engage with banks and access money isn't the same as it was five years ago. Short: the customer journey in banking has changed – and it's highly likely it won't be the same five years from now into the future.
As a software-as-a-service company that develops SaaS tools for journey mapping, this topic is at the very heart of our culture. Throughout the last few years, journey mapping has grown deeper and deeper into our daily routines, now we are using it along the entire business lifecycle, with the entire team, and not only on an operational level but also on a strategic level too.
The way in which a customer journey map is presented plays an important role in engaging different stakeholders like clients or in-house teams. In this article we take a quick look at the basics of professional journey map presentations, including structure, formats and fundamental principles that help you to engage your audience.
In this session, we talked about the what and why of stakeholder maps, how to create and analyze them, and other types of system maps (value network maps and ecosystem maps). Also you'll get to know different use cases of stakeholder maps.
So we have spent weeks and months collecting all types of customer data. By conducting interviews with our customers, doing desktop research, hosting workshops with our team, digging into KPIs, as well as many other approaches. Through this process, we have generated a large pool of high-quality insights – so large that it has become increasingly fragmented and difficult to find specific knowledge. So, what do we do now? How do we make a start when it comes to data management so that our resources are stored in clear, logical ways that are easy to access when we need them?
Customer journey mapping and marketing go so much hand in hand that one might think it’s self-explanatory. But just like for any other person, also marketers sometimes have a hard time empathizing with customers. Customer journey mapping can help marketers to ensure they act for the customers’ sake and that it’s really the customer who’s in the focus of what they’re doing – rather than tools and processes.
Volunteer journey mapping is an important tool for nonprofits looking to create engaging and rewarding experiences for their volunteers. By mapping out the volunteer journey, nonprofits can identify pain points, opportunities for improvement, and ways to enhance the overall volunteer experience.
This case study shows how contextual interviews together with other research methods helped to understand people’s work environment, experiences, and pain points of delivery folks of gas cylinders. The study highlights the value of the triangulation of research methods.
At Smaply we are attempting to make your life easier, with the service design products we create, as well as the content we produce that helps make these products more helpful.
Every project, whether it focuses on the customer experience or employee experience, requires a bit of research or data to make informed decisions. These learning cards on experience research help you to dig into the topic.
Dig into the methods and practice of journey mapping and improving experiences with cheat sheets, case studies and other learning resources.
Journey mapping workshops often start with drawing on persona templates, customer journey map templates, and stakeholder map templates. In this article, we provide you with a few simple templates for pen-and-paper work and a short explanation of how to use them. Additionally, we present some digital templates for customer journey maps, personas and stakeholder maps.
In this session we talked about hierarchies of journey maps, how they can complement each other, also between different departments and the challenges of implementing such a method in organizations.
Dig into the methods and practice of researching and improving experiences with cheat sheets, case studies and other learning resources.
Maps have been a key tool for people since the dawn of humankind. Starting with fading sketches drawn in sand to Google Maps, maps have always provided information, context, and orientation. What helps us find our way through this world, also helps us to understand our customers and our business.
Employee journey mapping has emerged as a powerful way to better understand what a work team really needs and wants – and shape a more fulfilling work environment that is perfectly aligned. This article introduces the concept of employee experience, explores its importance and shows how to bring it into action with employee journey maps.
In this session we give an introduction on how to do experience research. We talk about the differences of qualitative and quantitative research and why both of them are interdependent and crucial for an organization. And of course we answer all user questions, such as when to use which UX research methods, examples of ethnographic research and how to calculate the cost of research methods.
Experience research is more important than before, as we need to deeply understand new contexts and act accordingly. As a researcher, we have the opportunity to learn more about behaviors and change products and services responding to crises. We have the knowledge and power to act responsibly and care about customer and employee experience.
Why it’s so important to focus on your customers’ needs and expectations – especially in times like these.
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