Robots are taking over routine tasks. The Internet generation wants to communicate. GDPR is turning personal data into goodwill. Gain new insights and enhance the relationship with Customer Journey Mapping. – creating the brand communities of tomorrow communication magazine #1 2018 CUSTOMER JOURNEY MAPPING 02 03 We are PostNord A focus on the Stralfors PostNord Stralfors develops and offers communication solutions Which recipient’s experience that provide companies with cover did you many customers and suppliers receive? We’ve produ- with totally new opportunities for ced this edition in two diffe- stronger and more personal rent versions, to show how we customer relations. With our e live in a time of can personalise our communica- digital platform, we deliver change, digitalisa- tion to each recipient based on re- seamless communication, tion has already levant data. This enables us to regardless of which channel the help you create a unique rela- brought a funda- recipient demands. PostNord tionship – with a focus on mental change to Stralfors is part of the PostNord the customer. the way we communicate and interact Group, the leading supplier of with each other. This places new communications and logistics in W the Nordic region. We have demands, and creates new opportunities, operations in Sweden, Norway, both for us and our customers. To Denmark and Finland, where our develop, together with our customers, is 750 employees generate reve- the key to success. nues of SEK 2.1 billion (2016). We have never communicated as much as we do today, which makes it MAPPING THE CUSTOMER’S JOURNEY more complex. In a world where we can Every part counts. By starting with the customer’s experience in every single part of the customer journey communicate regardless of time and – from the first curious search term through conversion and completed service – it is possible to identify place and where new channels are opportunities for improvement. Curiosity and consideration in each interaction provide competitive continuously being added, it is increas- advantages in a market with increasingly mobile consumers. So, show that you care and enhance both ingly important for companies to under- effectiveness and customer loyalty! stand how their customers perceive their You can always find the latest news about communication solutions at treatment in all interfaces. Putting the stralfors.com Annemarie Gardshol focus on the recipient’s experience and CEO, PostNord Stralfors Group creating a positive customer journey are decisive. Join our group if you’re looking for a job or doing business with us: 26–29 Consumers have different preferences, Compete with simplicity linkedin.com/company/stralfors 7–9 attitudes and degrees of digital maturity New insights Sergel Kredit- The customer has higher – but what everyone has in common is tjänster has tested PostNord expectations of fast, that people want to decide for them- Subscribe to our newsletter in Stralfors Customer Journey convenient solutions. Mapping method. selves how communication takes place. Swedish, Danish, Norwegian or Nicola Millard explains how. In order to understand how different Finnish – visit stralfors.com/ newsletter consumers think in different situations, we map out the end consumer’s customer journey together with our customers, a method known as Customer Journey Mapping, which you 30–33 16–17 The Internet generation can read much more about in this maga- Reviewed in real time. wants to communicate zine. CRM in the hotel and Ashkan Fardost explains Customer Journey Mapping is tourism industry is being how digitalisation is chan- particularly important in a world where monitored with great Smarter Communication ging behavioural patterns. Magazine is published by digitalisation is changing customer interest by other industries. PostNord Stralfors Group AB behaviour, creating new business models Published by: and making it possible for new operators Elisabeth Wesselson, Head of Staff to move into the market and flourish. [email protected] We at PostNord Stralfors are happy to Text and design: help with customer journey mapping www.valuenotnoise.se exercises, with the aim of creating chan- 20–25 Translation: 38–39 nel-independent communication solu- Will your next colleague Gentle customer www.sprakbolaget.se tions for the best possible customer be a robot? Ditte Wolff- dialogue The credit com- Printed by: Jacobsen designs pany OK Perintä looks PostNord Stralfors, Tandsbyn experience. conversations when AI moves after young people. Cover photo: into customer service. Johan Kalén Pleasant reading! 04 05 When the competitors are just a click away, demands on companies increase. Customer journey mapping has emerged as a popular method of finding out how different interfaces perform and what might increase loyalty and customer satisfaction. TEXT: CHARLOTTE LUNDQVIST PHOTO: JOHAN KALÉN, JENNY LEYMAN HOW IT ALL WORKS: → A customer journey mapping model is used to identify oppor- tunities in the busi- nesses – existing Customer WHY CUSTOMER touchpoints and pain JOURNEY MAPPING? points are discussed, as well as where there → By starting with the are opportunities for customer’s activities better communica- and how he or she feels Journey tion. at various stages of the → The customer priori- customer journey, you tises between busi- often identify opportu- – the road to better ness opportunities. nities for improvement → PostNord Stralfors that affect the presents suggested customer experience. customer experiences solutions based on the → When you perform Mapping pain points and oppor- the mapping exercise tunities that were in a workshop, together discussed during the with people with workshops. different responsibili- ties and competence, you create a joint view ew business models Stralfors and lead the team that STAGES IN THE and understanding in and changed developed the service together with CUSTOMER JOURNEY the company of the CAN BE: customer’s situation. customer behaviour Henrik Kihlberg, Director → In an age when digi- are increasing the Consulting Communication → Investigate and talisation is creating need to understand Services. discover product/ new customer behav- service what a modern purchasing journey “The customer mapping initia- iour, there is an can look like. PostNord Stralfors has tive came from management at → Choose and buy increased risk of new N → Receive and use competitors and fast- therefore developed a method of Stralfors. It’s a totally new approach → Manage and buy moving customers. By customer journey mapping. In a work- and an opportunity to understand → Evaluate & end performing a mapping shop format, all interfaces with the what consumers demand,” says involvement exercise, the customer consumer are mapped out, together Karin Rydh. acquires knowledge of how the interfaces with with the stages in which there are On the basis of needs, PostNord the end customer can opportunities for improvement. Stralfors can look at the whole be improved. Karin Rydh and Jacob Lindborg customer journey from beginning to are project managers at PostNord end, or just a small part of it. 06 07 “The work method differs between interfaces between the company impact might be. There is often an customers. At an initial meeting we and the customer look like and aha! experience for the customer present the model and our work which activities they contain. Post- when the different departments in method. We then decide which Nord Stralfors’ role is not to tell the the company help each other to customer journey we’ll be looking at. customer what they should do, but complete the picture. It’s best if you can find an area where to guide the discussion forwards. “CJM was an important there’s potential for development,” Positive effects explains Jacob Lindborg. Mapping out the challenges “The customers we’ve worked together step towards understanding During the workshop, participants with have been very positive.” Collaboration between identify the pain points that exist They have, for example, received departments and consider how they can be much faster payments and the customers’ The initial workshop often involves addressed. About two weeks later, increased customer satisfaction, ten or so people from different Stralfors issues a summary of the while at the same time the number emotional journey” departments, who work together to group’s conclusions and convenes a of calls to customer service fell. identify challenges and pain points. new workshop. “In connection with our jointly “This blend of competences is At this point, PostNord Stralfors prioritising the possibilities, it has important in order to understand provides inspiration material in all cases resulted in measures what a customer journey can look showing how other people who faced that the customer has been able to Sergel Kredittjänster was one like. People with a theoretical similar challenges resolved them. implement at once, either them- of the very first companies to perspective can achieve new “We then map out the impact of selves or with assistance from Post- insights from meeting employees different measures,” explains Jacob Nord Stralfors.” test PostNord Stralfors’ who have direct contact with the Lindborg. Positive interactions before, Customer Journey Mapping end customer,” says Karin Rydh. The solutions are graded during and after a purchase The group has a chronological according to how difficult/easy they increase the chance that the model. It resulted in, among discussion about what the