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Itil DSV

The document discusses driving stakeholder value through customer engagement and experience. It outlines 7 steps in the customer journey from exploration to realizing value. Key principles include mapping stakeholders by influence and interest, and classifying customer relationships. The customer journey involves 3 aspects: brand touchpoints, service environment, and the customer experience. Value is defined through risk, cost, and outcome. Effective customer journey design considers stakeholder needs and wants, touchpoints, journey mapping, behavioral psychology, and cultural factors. Measurement allows improvement of the customer experience over time.

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963 views1 page

Itil DSV

The document discusses driving stakeholder value through customer engagement and experience. It outlines 7 steps in the customer journey from exploration to realizing value. Key principles include mapping stakeholders by influence and interest, and classifying customer relationships. The customer journey involves 3 aspects: brand touchpoints, service environment, and the customer experience. Value is defined through risk, cost, and outcome. Effective customer journey design considers stakeholder needs and wants, touchpoints, journey mapping, behavioral psychology, and cultural factors. Measurement allows improvement of the customer experience over time.

Uploaded by

jo
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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DSV (drive stakeholder value)

1. Introduction
(a) Importance of engagement
Customer journey in 7 steps
i. Explore
ii. Engage
iii. Offer
iv. Agree
v. Onboard
vi. Co-create
vii. Realize
(b) Key Principles
1. Stakeholders
i. Stakeholder map – interest/influence grid
2. Service consumers
i. User, sponsor, customer
(c) Service Relationships
Basic, Cooperative, Partnership
(d) Customer journeys
3 aspects of cust/user exp: brand touchpoints, service env, cust/user journey
(e) Visibilty
Band of visibility
(f) Value
3 aspects of value: risk, cost, outcome
(g) Products and services
Service, service interactions, service offering, products, resources - all related

2. Customer journey
a. Stakeholder aspirations
i. Disney institute compass model
Needs, wants, stereotypes, emotions
b. Touchpoints and service interactions
c. Mapping customer journey
Personas
Scenarios
Customer journey maps
Johari window
d. Designing the customer journey
i. Design thinking – mark stickdorn’s 5 principles – user centered, co- create, sequence,
evidencing, hoslitic
Hasso Plattner institute of design at Stanford – empthaize,define,ideate,prototype,test
ii. Leverage behavioral psychology -cognitive bias (peak end, availability, loss aversion)
iii. Design for different cultures
1. Eight dimensions – comm,evaluate,persuade,lead,decide,trust,disagree,sched
e. Measuring and improving customer journey.

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