The Customer Journey Game is an interactive employee engagement tool based on the simple methodology of Monopoly, where players win customers or lose customers based on the experience at key touch points along the customer journey.
The player with the most customers at the end wins - just like in business!
Immersing employees in the interactive Customer Journey Game allows them the opportunity to consider all the key touch points, pain points and 'moments of truth' along their customer's journey and share ideas on improvements that could enable a frictionless customer experience.
Built around the 5 stages of a customer journey, the objective of the game is to expand employee thinking from purely focusing on the sale, to understanding the customer journey, because a purchase starts long before they buy; and lasts long after they purchase. Whether customers search online, visit a store, call the office or engage with a sales representative, these are all key touch points along the journey that influence the experience and that every person in the organisation plays a key role in the outcome.
During the game, players landing on 'Task Cards' will be asked to suggest improvements to delight future customers, identify pain points in the current journey, take team selfies and upload them to social media channels and video their team singing a popular song.
Just like creating memories for customers brings them back; the customer journey game creates memorable experiences that enhance long term learning.
How a business performs at each stage off the customer journey, determines whether they win or lose customers and ultimately determines profitability.
In the Customer Journey Game, players win happy customer tokens for a good customer experience and lose tokens for bad customer experiences. This is precisely what happens in business, so the player with the most customers at the end of the game wins - just like in business.
The Customer Journey Game provides invaluable feedback from players. At the conclusion of the game, employees are asked to complete a short online survey and share recommendations on what the company can do to improve the customer journey in terms of people, processes and technology.
Finally, employees are asked to identify '3 Quick Fixes' they can implement on returning to work the next day, that would improve the customer experience, as well as make recommendations for improvements that require management intervention.
ABOUT THE GAME
The Customer Journey Game is ideal for creating interaction and setting a customer-centric theme at conferences, training sessions, sales meeting and strategy sessions. The game reinforces the reality that every person in the company plays an important role in providing a frictionless end-to-end experience. Lessons learned during the game are of benefit to employees at every level of an organisation.
The game accommodates a maximum 8 players in a team, preferably played at standard size banquet round tables, or square tables able to accommodate the game board which is 1200mm x 930mm.
The Customer Journey Game lasts 2 hours, starting with a presentation entitled 'Beyond Service to Driving Experience' followed by the game and finally a short feedback session, when delegates complete an online survey providing valuable feedback for Management
Players throw a dice, move a piece around the board and land on either ‘Happy Customers’; Unhappy Customers’; or ‘Tasks’. Depending on where they land, they either win or lose customer tokens.
At each stage of the game, players take a corresponding card where they land and each one details how the customer perceived the experience at that stage of the journey. Depending on where they land and how they performed at that stage, players win a Happy Customer token or lose a Happy Customer token.
Along the way, they may be required to do a Google search for their company services, check out a competitors website, search for compliments on Twitter, repeat the company values or take a team selfie.
The player with the most customers at the end of the game Wins.....
just like in business.
The Customer Journey Game highlights that businesses gain more benefit from retaining customers and increasing customer loyalty, rather than placing all their attention on customer acquisition.
Statistics also show that it costs 8 times more to acquire a new customer, as opposed to upselling to an existing customer, so the Customer Journey Game focuses on touch points and pain points that influence buyer behavior and encourages employees to identify obstacles in the journey and make recommendations for improvements.
To increase customer retention, it is vitally important that every employee identifies where they play a part in the customer journey and consider how they can add more value.
The game concludes with all Players completing a short online survey, asking them to share their recommendations on how they think people, processes and technology could be improved to deliver a frictionless experience in the future.
The survey concludes with asking Players to identify and commit to implementing "3 Quick Fixes" on returning to work the next day, which will improve the customer journey immediately.
In addition, survey questions also ask employees to share their recommendations on improvements that would require Management intervention to fix. Survey results are shared with management immediately after the game and often provide invaluable insights for the company.