3 reasons why you Need behaviour journey maps the Future of customer journey mapping © Terragni consulting (P) ltd Private and confidential not to be circulated without prior authorisation
Reason #1 Not knowing exactly how customers make decisions can be baffling. Traditional Maps skip behavioural heuristics altogether. Today, guessing what happened is not enough. For lasting change you must get the inside track into behaviours, heuristics and biases. With Behaviour Journey Maps, there is no guessing. Behaviour Journey Maps can deliver 3.5x more revenue than traditional maps. Find Why Customers choose you (Or Don’t) © Terragni consulting (P) ltd Private and confidential not to be circulated without prior authorisation
Reason #2 80% people chose an alternative simply because they liked the memory of it.1 Customers only remember the parts that heighten their emotions (Peaks) and the final moments (Ends) of an experience. Behaviour journey maps show you these emotional pit-stops and how you can fix the bad, enhance the good. 1 Daniel Kahneman 1993 They will remember you Time Emotional Arousal Peak End © Terragni consulting (P) ltd Private and confidential not to be circulated without prior authorisation
Reason #3 Friction is that painful barrier in the road that keeps your customers from achieving their goals, in a pleasurable way. Causing frustration and complexity. Eliminate not just physical but also temporal and cognitive friction, to make journeys easy and customers happy. 64% customers will move to a competing brand due to Friction in experiences. Find where it hurts © Terragni consulting (P) ltd Private and confidential not to be circulated without prior authorisation
5 outcomes Behaviour journey maps drive for you © Terragni consulting (P) ltd Private and confidential not to be circulated without prior authorisation
Outcome #1 When you drive journeys that rely on emotions, heuristics and biases, you align deeply with your customers’ context. By designing processes with this alignment, your customer retention possibilities increase manifold. Keep them close © Terragni consulting (P) ltd Private and confidential not to be circulated without prior authorisation World’s largest material handling equipment company redesigns service processes to drive wallet share from services.
Outcome #2 More customers are willing to pay much more if their experience is frictionless and their expectations are met painlessly, thus increasing your wallet share. Get the bigger Slice India’s top 5 electrical engineering company increases market share by reconfiguring processes to eliminate friction. © Terragni consulting (P) ltd Private and confidential not to be circulated without prior authorisation
Outcome #3 Avoid spray-painting solutions. Get laser focused, Reduce cost to serve by knowing exactly which processes and touchpoints are causing leaks, why, where and for which customer cohort. Be penny wise World’s top 3rd personal computing device manufacturer saves 12% on services costs Y-o-Y. © Terragni consulting (P) ltd Private and confidential not to be circulated without prior authorisation
Outcome #4 Customer Journeys must be closely tied to Business Outcomes. Delivering an extraordinary customer experience - consistently and profitably - is the most important competitive differentiator. To de-commoditize, identify and focus on what only you can do to drive customer engagement. You do you India’s 5th largest bank becomes the most preferred premium banking brand. © Terragni consulting (P) ltd Private and confidential not to be circulated without prior authorisation
Outcome #5 Word-of-mouth is the single most powerful driver of engagement. Behaviour journey maps ensure contextual alignment, making your customers see the journey as “custom made”. Satisfied customers spread the word and come back for more. Win their Word-Of-Mouth Energy management leader doubles customer acquisition through refferals with experiential segments. © Terragni consulting (P) ltd Private and confidential not to be circulated without prior authorisation
How it used to be © Terragni consulting (P) ltd Private and confidential not to be circulated without prior authorisation
How we do it 01 Pick a journey Define the desired business outcome 02 We analyze the contexts Provide Behavioural Insights Map the journey Recommend what to change, simplify or eliminate 03 Make it come alive Do it yourself OR Co-create with us © Terragni consulting (P) ltd Private and confidential not to be circulated without prior authorisation
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