Kerry Bodine, Author at Bodine & Co.

Congratulations To The Service Design Award Finalists of 2017!

Sep. 8, 2017 by Kerry Bodine

I’ve had the honor and pleasure of serving as the head of the jury for this year’s Service Design Awards. As a jury member since the inception of the award in 2015, I’ve seen a steady increase in the quality of the award submissions—and this year was no exception. I was particularly impressed with the (Read More...)

You Must Invest In Customer Experience

July 31, 2017 by Kerry Bodine

Back in May 2014, I wrote a post titled The Connection Between Customer Satisfaction & Stock Price. The American Customer Satisfaction Index (ACSI) had recently made headlines, along with a 13-year financial analysis of the publicly traded companies in the index. Here’s the gist of my post: The ACSI had created a stock portfolio comprising (Read More...)

Why Do You Need Journey Maps?

July 30, 2017 by Kerry Bodine

Journey maps have become one of the most popular tools for understanding and improving customer experiences. (Case in point: more than 1,000 people have downloaded our free journey mapping template since the beginning of this year.) But why are journey maps so popular? And why should you invest in developing them? Let’s start with the (Read More...)

Feeling Overwhelmed By Journey Mapping? You’re Not Alone

July 10, 2017 by Kerry Bodine

Whenever we conduct one of our open enrollment journey mapping workshops, we start by asking attendees to list three words that describe their current feelings toward journey mapping. As you can see above, the top two responses are curious and excited. But overwhelmed is a close third. Take a look at the smaller text, and (Read More...)

Join Our Upcoming Workshops in San Francisco!

June 26, 2017 by Kerry Bodine

We’ve got a great lineup of workshops in San Francisco this coming August. And you’ve got a great reason to register this week: early bird pricing! Save $100 on our two-day workshop and $50 on our one-day workshops when you register by this Friday, June 30. Customer Journey Mapping — August 16 & 17 Whether you’re (Read More...)

In Between Design Thinking And Design Doing

June 22, 2017 by Kerry Bodine

A few years ago, one of my best friends bought me a poster. It arrived in a large envelope, folded up into quarters. As I pulled it out, I could see that one side was blank white and, as my fingertips soon discovered, the other side was covered in a thick carbon film. It was impossible to remove (Read More...)

Hypothesis Journey Maps: Necessary AND Dangerous

June 19, 2017 by Kerry Bodine

I recently received this question from a reader in the UK: Which is more effective, creating journey maps based on actual customer stories or creating journey maps based on stories created (imagined) by employees? That’s a great question. But it’s actually not a matter of which one is more effective. In fact, both types of (Read More...)

How To Choose A Persona For Your Journey Map

June 14, 2017 by Kerry Bodine

In a recent post, I tackled the common question of which journey(s) an organization should map. But equally important is the question of which persona should be associated with that map. Before I go any further, let me make this point clear: EVERY JOURNEY MAP NEEDS AN ASSOCIATED PERSONA. Why is this? Quite simply, different (Read More...)

Customer Experience & Service Design: Let’s Be BFFs

June 12, 2017 by Kerry Bodine

For the better part of a decade, I’ve had courtside seats to the evolution of two interrelated disciplines: customer experience and service design. From my vantage point as a both a designer and industry analyst, I’ve seen the potential for these fields to complement, learn, and benefit from each other. A Natural Partnership The two (Read More...)

Big Promises, Small Promises: Can Your Organization Keep Both?

June 8, 2017 by Kerry Bodine

JetBlue built its brand on being a different kind of airline. At a time when other US-based airlines were cutting leg room, eliminating meals, and charging for bags, JetBlue gave flyers room to stretch, provided free yummy snacks, and resisted financial pressure to nickel and dime its customers with fees. The airline seemed to know (Read More...)