POSTNL CUSTOMER EXPERIENCE Margot Nuijten - PostNL & Markus Leineweber - Perspective

SEAMLESS PAKKETTEN VERSTUREN

STRATEGISCH ONDERZOEK • Propositie-ontwikkeling • Service design • Positionering

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TEGI

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RESEARCH

MARKT IN BEWEGING • Mail: 2.705.000.000 • Pakketten: 142.000.000

(2014)

START CUSTOMER JOURNEY MAPPING • FTE en budget • Eerste customer journey projecten • Intern draagvlak voor nieuwe methodiek

CUSTOMER EXPERIENCE AFDELING ‘IN DE LEAD’ Van intern aanspreekpunt ... ... naar zelf de regie pakken.

PRIORITERING JOURNEY’S Grootschalig kwantitatief klantonderzoek: • Alle klantgroepen & bedrijfsonderdelen • Alle touchpoints klant met PostNL

PRIORITERING JOURNEY’S 4 customer journey’s waarop PostNL gaat focussen in 2016.

Roadshow slides:

CUSTOMER JOURNEY “BEZOEK RETAIL LOCATIE”

Inzicht in de customer journey om de bestaande dienstverlening te optimaliseren en om nieuwe

seamless proposities to ontwikkelen.

9 STEPS

INSIDE OUT 1. Scope journey 2. Discovery workshop 3. Concept journey (map 1.0)

OUTSIDE IN 4. Best practices 5. Experienced based research 6. Current journey (map 2.0)

ACTION 7. Re-design workshop 8. Desired journey (map 3.0) 9. Roadmap

INSIDE OUT 1. Scope journey 2. Discovery workshop 3. Concept journey (map 1.0)

OUTSIDE IN 4. Best practices 5. Experienced based research 6. Current journey (map 2.0)

ACTION 7. Re-design workshop 8. Desired journey (map 3.0) 9. Roadmap

Multidisciplinair = silo’s doorbreken & draagvlak

INSIDE OUT 1. Scope journey 2. Discovery workshop 3. Concept journey (map 1.0)

OUTSIDE IN 4. Best practices 5. Experienced based research 6. Current journey (map 2.0)

ACTION 7. Re-design workshop 8. Desired journey (map 3.0) 9. Roadmap

Multidisciplinair = silo’s doorbreken & draagvlak

INSIDE OUT 1. Scope journey 2. Discovery workshop 3. Concept journey (map 1.0)

OUTSIDE IN 4. Best practices 5. Experienced based research 6. Current journey (map 2.0)

ACTION 7. Re-design workshop 8. Desired journey (map 3.0) 9. Roadmap

INSIDE OUT 1. Scope journey 2. Discovery workshop 3. Concept journey (map 1.0)

OUTSIDE IN 4. Best practices 5. Experienced based research 6. Current journey (map 2.0)

ACTION 7. Re-design workshop 8. Desired journey (map 3.0) 9. Roadmap

INSIDE OUT 1. Scope journey 2. Discovery workshop 3. Concept journey (map 1.0)

OUTSIDE IN 4. Best practices 5. Experienced based research 6. Current journey (map 2.0)

ACTION 7. Re-design workshop 8. Desired journey (map 3.0) 9. Roadmap

Retail safari’s

INSIDE OUT 1. Scope journey 2. Discovery workshop 3. Concept journey (map 1.0)

OUTSIDE IN 4. Best practices 5. Experienced based research 6. Current journey (map 2.0)

ACTION 7. Re-design workshop 8. Desired journey (map 3.0) 9. Roadmap

Co-creaties sessies

INSIDE OUT 1. Scope journey 2. Discovery workshop 3. Concept journey (map 1.0)

OUTSIDE IN 4. Best practices 5. Experienced based research 6. Current journey (map 2.0)

ACTION 7. Re-design workshop 8. Desired journey (map 3.0) 9. Roadmap

INSIDE OUT 1. Scope journey 2. Discovery workshop 3. Concept journey (map 1.0)

OUTSIDE IN 4. Best practices 5. Experienced based research 6. Current journey (map 2.0)

ACTION 7. Re-design workshop 8. Desired journey (map 3.0) 9. Roadmap

HOE ONTWERP JE EEN EFFECTIEVE JOURNEY?

RELIËF IN KLANTBELEVING

WOW

WOW

SEAMLESS EXPERIENCE

Seamless = conversie & herhaalgebruik stimuleren Omnichannel = switch kanalen binnen journey Branded = activatie merkwaarden PostNL

spanningsboog

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TEGI

E DESIGN

RESEARCH

sneller innoveren

SEAMLESS OMNICHANNEL

BRANDED

Bedankt voor jullie aandacht. Zijn er nog vragen?

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