Lyyti - Customer Journey Map
Project
Service Design
Lyyti is a customer-oriented company, but thorough CX research has not been implemented yet. Customers are super happy with the support services, but the other customer touchpoints remain unresearched and the strategic customer experience vision is not defined.
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As an in-house Service Designer I was responsible for planning and implementing the research and visualising and presenting the results.
Design process
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Chief Customer Officer
Team
Research
Stakeholder interviews:
First of all, I needed to understand the current state of the customer experience and customer journeys. I conducted interviews with various stakeholders, such as sales representatives, financial experts, marketing professionals, executives, and the product manager. The interviews were semi-structured, and the questions focused on interactions with customers and users, customer satisfaction and concerns, as well as the different departments' approaches to exploring the customer experience.
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User and customer interviews:
To ensure a diverse perspective, I recruited participants for customer and user interviews from a variety of backgrounds. This included long-term customers, new customers, representatives of public organizations, business clients, and system users from both small and large companies across different countries. The semi-structured interviews focused on their experience with the product and service, the needs that lead them to contact Lyyti, and their overall customer journey.
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Data points:​
I gathered data from various metrics measuring customer and user experience, such as NPS, the System Usability Scale, and the Customer Satisfaction Score. Additionally, I reached out to users who had given low ratings in any of these metrics. These discussions were an excellent way to uncover how we could improve the experience and identify small or significant gaps that might have a substantial impact on customer and user engagement.​
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​Workshop:
After gathering insights, I organized an internal workshop to align the teams on the process of creating a customer journey map. Lyyti's specialists shared valuable perspectives based on their experience for example, with more complex purchasing cases.
Internal workshop
Our f2f workshop to build shared understanding of the process.
Outcome and impact
Customer Journey Map​
Based on the insights I gathered, I created a Customer Journey Map that illustrates the end-to-end experience, from awareness to churn. The map highlights jobs to be done, touchpoints, emotional memories, and metrics, while also incorporating the experiences shared by the interviewees.
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This method of organizing information, along with the pains and gains identified in the interviews, helped us pinpoint areas for improvement. For example, we initiated a research and development project to enhance the onboarding process for new customers.
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Customer Journey Map
The visualization of the Customer Journey Map was used to see areas of development, evoke discussion between teams to train new employers.
Learnings and measuring success
During this long project, I gained a much deeper understanding of Lyyti's business and SaaS in general.
Customer personas were more versatile than I knew at the beginning of the project. Large corporations involve people from many different roles the procurement process. In contrast, the process with a small organization can be straightforward, with only one person making all the decisions and also being the user of the product.
Customer Journey Mapping was a tool that helped visualize the customers' point of view and opened the eyes of people whose roles are not naturally tied to customer interface. Many people in the company understood their role in the customer experience in a new light. Also, it evoked an initiative to renew customer onboarding process and to monitor customer experience metrics more systematically.