Customer Experience Management is a hot topic, and understanding and “managing” customers’ cross-channel journeys sits at its heart. We have developed an approach to quickly and efficiently make progress in customer journey mapping and thereby ‘engineer’ your customer experience.
Many companies concentrate their journey mapping efforts on “getting the processes right”. This approach is likely to see quality and consistency improvements, but often at the cost of the customer feeling ‘processed’, plus opportunities can be lost because the customer doesn’t want to “do it your way”.
We believe that Customer Experience designers must understand that how the customer felt about the experience is very often more important than what was physically done.
Another common approach is to design the experience from the inside out, starting with the corporate desired outcomes. This can result in journeys that describe rather one-way “what we’ll do to you” communications (i.e. contact/DM plans) rather than engender genuine engagement and dialogue.
In our experience “inside out” is also a mistake. Customers view their journeys differently to the way organisations do, so we believe that experience design must be “outside-in”.
Sophisticated companies design ‘blueprint experiences” for key journeys. These are based on customer needs & wants, and the journeys almost always extend beyond the internal processes of the company, and sometimes cover important elements of the experience that are not within the company’s control.
We focus in on the MOTs that will make a difference rather than an academic exercise to map every detail even if it’s of no consequence to the customer.
Our approach starts with a high level framework that summarises the journey into one illustration that can be easily explained to all concerned.
Each step in the framework is then mapped in detail, with different treatments or variations to the journey clearly identified by segment or channel.
CUSTOMER JOURNEY MAPPING
RELATED READING
CHOOSE A SERVICE
Our Services help you maximise value, optimise satisfaction and minimise account attrition:
World-leading B2B-specific methodology to understand, manage and improve long-term customer relationship quality.
Best practice approach to developing great strategy in three distinct steps with 12 explicit components.
Customer Journey Mapping
Unique approach to ‘engineering’ your customer experience.
Engaging both sides of key partnerships to get to the heart of how well the relationship is working and improving.
Focus in on the MOTs that will make a difference in either alleviating customer ‘pain’ in dealing with you or exploiting opportunities to ‘gain’ incremental mutual value.
Optimising the MOTs to quality assure the experience.
The problem often isn’t what was delivered – it’s what was promised!