Customer Journey Mapping

Customer Journey Map Solutions

Customer journey mapping helps you understand the emotions that motivate your customers’ actions during each stage of their experience with your business. This useful tool, the cornerstone of any effective customer experience program, shows where you’re delighting customers, where you’re frustrating them, where you’re losing them, and much more.

By doing so, journey maps reveal the most cost-effective opportunities to improve the journey, reduce churn, and increase customer loyalty. Putting your customers at the center of your decision-making allows you to reap dramatic rewards that directly impact ROI.

The Peak-End Rule’s Missing Piece

I’m a huge fan of author Daniel Kahneman. His first book, Thinking, Fast and Slow is a great CX resource, even though it’s not about customer experience per se. The most valuable takeaway for CX pros is probably “The Peak-End Rule.” As Kahneman explains the concept, you can approximate how someone feels about an experience overall by averaging the peak point of emotions and how the experience ends.

His signature example is a colonoscopy. With that cancer screening, subjects who received a positive test result after the procedure rated the experience lower than those who received a negative result. That unwelcome news at the end of the experience led patients to recall the entire experience as worse, even though, rationally, the procedure was the same regardless of the outcome.

(All CX leaders should familiarize themselves with the Peak-End Rule. But I’m not gonna lie: Kahneman’s book is a tough read. However, it will make you a better CX leader if you invest the time and focus to tackle it.)

The Peak-End Rule is a terrific guidepost for CX, and Kahneman cites great research that applies to many of our clients. It works well for customer experience. Much of the time.

But… Read more

Unsung Benefits of B2B Customer Journey Mapping

To gain (or maintain) traction in the marketplace, it’s no longer enough to offer great products and services. Customer expectations have risen in modern commerce, and to meet those high expectations you need to have a deep understanding of your customers’ wants, needs, and goals. Even – especially? – when your customers are other businesses. B2B customer journey mapping is an effective way to get at those valuable insights…and accomplish much, much more. That’s why it’s become a cornerstone effort for any organization that seeks to stand out from the crowd.

The data is clear. Putting customers at the center of how you do business pays off with customers who buy more (and more often), stay with you longer, and recommend you to their contacts and colleagues. Read more

examples of customer journey mapping

Customer Journey Mapping Examples

I’m often asked for customer journey mapping examples – where are organizations using journey mapping that is truly driving change. examples of customer journey mapping

Of course, the results vary significantly depending on the selected business problem, journey, and customer selected – three of our five questions. Two similar organizations can have very different outcomes based on how they answer the question.

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How to Measure CX Impact

We CX folks love to discuss measurement. If you want to fill a room at a conference, just put the word “metric” in your session title, and you’re good to go. Mention “Net Promoter Score” or “Customer Effort Score,” and you’ll need to order more chairs. That’s because we spend so many of our waking hours – and for some, sleepless nights – trying to figure out how to measure CX impact.

The role of measurement in CX success was one of the most evident takeaways from our hundreds of hours of interviews with CX leaders

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The Customer Journey Mapping Process That Drives ROI

Customer journey mapping lays a strong foundation for the success of your customer experience initiatives. But only if it’s done right. So having a research-backed customer journey mapping process is critical.

Unfortunately, that’s where most journey mapping initiatives go wrong. Almost two-thirds fail to drive action. That’s not all that surprising, since most neglect to include a change management approach.

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Six Ways Journey Mapping Can Drive ROI

When doing customer journey mapping, it’s critical to start by identifying a business problem – one that you can solve through learning more about customer needs. This is the first question of our Five-Question Framework. Carefully choosing which problem to attack helps you avoid one of the leading reasons most journey mapping initiatives fail to drive action: they try to address every problem, so they end up solving none.

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Good Data Beats Great Surveys

I had a call last week with a client who reached out to Heart of the Customer with a business problem they were trying to tackle.

Despite a portal update that was well received internally, an unexpectedly high number of customers continued to call their contact center to resolve issues.

“I really don’t get it,” she shared with me. “The answers to all of their questions are right there. They could solve it in 20 seconds on the portal, whereas a phone call takes minutes just to authenticate them. Not to mention that it costs us a ton more!” Read more

Focus on Moments of Truth

In every customer journey, there are interactions that matter more than others. Those moments can cause customers to leave you, or lead to stronger engagement, or make customers more expensive to serve.

We call these key interactions “Moments of Truth,” and identifying them is among the most important findings of journey mapping and other customer experience research.

Why? Because these moments have a disproportionate impact on long-term loyalty and customers’ overall perception of the journey. In short, these moments matter most, and focusing on them makes your experience improvement efforts more cost-efficient and impactful. Read more

A Journey of One: The Future of CX

In customer experience, we believe in the power of frontline workers. We build training and processes so that they can better engage our customers and improve outcomes for both those customers and our business.

Also, as a whole, we’re an optimistic lot. We believe, with the right systems in place, that individual frontline workers can provide an anticipatory experience that will delight customers and create the better outcomes we strive for.

It’s a laudable belief, and there are even times when it works. Read more

Journey Mapping Mistakes to Avoid

The benefits of customer journey maps – static and living – can be transformational for both your organization and your customers. But your maps won’t lead to an increase in customer loyalty or company earnings if your journey mapping process is flawed.

So why do almost two-thirds of journey mapping initiatives fail to drive change?

Because journey mapping is an art and a science, and doing it right is hard. Which makes it tempting to cut corners and rush the process.

But you’re not going to gain anything with those shortcuts if your journey mapping project turns out to be a huge waste of time and resources as a result. And there’s even more on the line than that.

One failed journey mapping project makes it that much less likely that you’ll be able to muster the internal support needed to try again. Read more