Design An Experience
Moment Mapping™ enables experience designers to meet the subconscious emotional needs of customers.
What is Moment Mapping™?
How do you build a deliberate and emotionally engaging experience that drives value for your Customers and your organization? Many organizations now use Lean or Six-sigma methodology to redesign their experience or other journey mapping methodologies. Unfortunately, most of these only look at the rational side of the experience which is only 50% of the full experience. This means your organization is leaving 50% of your customer experience to chance. This also means you are not capitalizing on the opportunity to build an emotionally engaging experience that drives Customer loyalty and Customer retention.
A Customer’s emotional journey sits above the physical or
rational experience and is often missed by organizations.
In this video you will see one of our clients explain what Moment Mapping™ is and see the people we have trained to do it. We train your people on how to use Moment Mapping™ so that you do not have to go to the expense of hiring us each time a new experience needs to be mapped. Part of the training is your team working alongside our team so we can transfer our skills to your people.
Moment Mapping™ looks at the Customer journey from the emotional perspective. We look at what the Customer is feeling coming into the experience. Are they feeling stressed or anxious? If so, the design of your experience should take this into account. Where does the journey start and stop? Again, most organizations make the mistake of looking at the customer journey solely from the points they interact with Customers. Customers do not make this distinction.
As part of a Moment Mapping™ implementation, we act as a Customer and walk the experience. We involve the organization personnel in the design and engage them in the change. We also undertake psychological research with Customers to discover what kind of experience they really want, define the combustion points, and redesign the experience. In one recent implementation we generated 267 ideas of how to improve the Customer Experience.
You will see in our case study here of an Insurance company, we reduced their touch points from twenty three to four touch points and saved over 20% of their costs. Customer satisfaction increased from 73% to over 90%.
Another Electrical retailer used Moment Mapping™ to redesign their Home delivery experience. The case study is here: Before, the drivers considered their deliveries of TVs etc as ‘drops’ of products. The research showed that Customers were looking forward to the delivery of the new TV and considered the drivers more like “Father Christmas”. This boosted the drivers’ morale and improved the Customer Experience.
Moment Mapping™ helps you build-in subconscious signals. In this case we asked that when the driver had delivered the product, and when the Customer was looking at them, they took out a cloth and wipe it down to send the signal of the care they have taken over the delivery. This increased customer satisfaction drastically with the experience.