I’ve been talking a lot lately about customer experience ecosystems. And I’ve been getting tons of questions from people who would like to learn the tools and processes for mapping their own ecosystems.
Good news! Paul Hagen and I are hosting a Customer Experience Ecosystem Mapping workshop in San Francisco on Wednesday, November 16. During this full day of presentations, hands-on exercises, and discussions, you’ll learn how to use Forrester’s ecosystem framework to:
Detail a specific customer journey and key touchpoints. (If you’ve got them, bring your existing personas and customer journey maps.)
Identify the people, processes, policies, and technologies that influence those customer interactions — both the parts of the ecosystem that are in plain view of customers as well as those parts that influence the customer experience from behind the scenes.
Identify the root causes of customer experience problems.
Prioritize fixes to these problems.
You’ll leave with a solid start on your own ecosystem map — and the know-how to complete it back at the office with your extended team.
Ecosystem mapping is a collaborative exercise, and we feel you’ll get the most out of this workshop if a colleague joins you — so we’re offering a 10% discount to companies who send two attendees.
I’m a Dropbox customer. I originally signed up for the basic plan — 2 GB for free — but ran out of space quickly and decided to upgrade to 50 GB of storage. So I forked over my $99 and got the following confirmation page:
A gold star! A hand-drawn cartoon! Now I know this page wasn’t designed specifically for yours truly, but when I saw it, I felt special. Like the people at Dropbox actually gave a damn that I had just given them $99 of my hard-earned money.
Compare that with the $700 I spent recently for several nights at a large hotel. My final bill was printed on a plain white sheet of paper and was so devoid of any brand messaging that I feared it would raise eyebrows with our finance department! Consider the $1,600 I just plunked down for a multi-leg transcontinental flight. The airline’s confirmation email didn’t waste any time trying to sell me on a rental car, hotel room, and credit card — but didn’t even wish me a pleasant trip. Or take my credit card company — which processes tens of thousands of dollars of business expenses for me each year. When I look at my bill, the things that pop out are how much I owe them, by when, and a late payment warning — key pieces of information, yes, but reading that bill leaves me feeling like I need a shower.
These small touchpoints — a receipt, a confirmation email, a bill — play a functional role in customer interactions. But they also represent prime opportunities for companies to reinforce their brands and (perhaps even more importantly) make customers feel good about where they spend their time and money.