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.

Not Making CX Progress? Start Saying No

Too many customer experience (CX) programs get stuck. 

Stuck with no influence. No change. No leadership buy-in. 

We see it all the time. As a CX leader, you’re spread so thin, trying to juggle dozens of balls at once. You’re building a new measurement program while sharing your existing scores with anybody who will listen. You’re creating new training programs. You’re in meetings to support the new portal, the new customer campaign, the Customer Advisory Board, and the new loyalty program. 

You’re incredibly busy. You burn through your unused vacation time just trying to keep up. But when you get to the end of the year, the most important thing – customer loyalty – remains unchanged.  

A year filled with effort, but no actual change. 

That’s a problem.  Read more

Experiences Designed for Everybody Satisfy Nobody

In my role as Heart of the Customer’s mapper-in-chief, I get the opportunity to view a lot of journey maps. Beautiful ones, ugly ones, those built to drive change, and those that are little more than gussied-up Excel spreadsheets.

But, as mentioned in our book, one thing that continues to surprise me is how few include personas. In our research a few years back, we found that nearly one-third of the CX practitioners surveyed didn’t include segments or personas in their work.

That’s a big mistake.

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Journey Map or Customer Experience Map?

At Heart of the Customer, we’re known for creating world-class journey maps. (You could even say I’m driven by it, as you can see from my license plate!)

But sometimes, it’s not a journey that you need to map.

When a potential client contacts us to inquire about journey mapping, one of the first questions we ask is, “What are you looking to learn?” If the answer is “the customer journey,” we’re going to be asking a lot more questions. Read more

Empathy.

A key outcome of our work at Heart of the Customer (HoC) – and the essence of CX as a discipline – is to create empathy. That’s how we help our clients better understand their customers.  

When empathy is high, organizations are more likely to serve their customers better. They invest in the right initiatives and are rewarded with loyalty, which increases profits, which inspires further efforts to improve the journey. That mutually beneficial cycle is the foundational belief behind what we do. And it’s rewarding work.  Read more

Need a Presentation With Punch? Think Visually

 

“All creativity should communicate in a nanosecond.”

So says George Lois, the “original Mad Man of Madison Avenue,” in his book, Damn Good Advice (for people with talent).

He’s talking about advertising, but his recommendation applies to any organizational communication – especially in customer experience. Read more

Interactive Customer Experience Map

Customer Journey Maps: The Top 10 Requirements

It’s hard to believe it’s been seven years since I launched my customer experience consultancy, Heart of the Customer, way back when CX was still in its infancy.Interactive Customer Experience Map

At that time, when I first wrote Customer Journey Maps – the Top 10 Requirements, I didn’t know the post would be viewed hundreds of thousands of times, and reposted around the world. But I did know that customer experience as a discipline – given its proven ability to boost customer loyalty and company results – was here to stay.

I enjoyed revisiting and updating the post back in 2015, but in the intervening years, the world has changed, the CX industry has evolved, research methodology has gotten more nimble, and technology has advanced. (And yet, somehow, none of us has aged a day – it’s uncanny!)

So it’s time once again to refresh the content. I am proud that the underlying philosophy and framework remains solid and consistent, but I’ve tweaked some terminology, techniques, guidelines, and examples.

In short, it’s an oldie, but a goodie, and I hope that regardless of whether you’re rereading it or encountering it for the first time, you will come away with something new and helpful. Read more

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, and end up solving none.

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What’s Ailing Your Journey?

https://www.kinsahealth.co

During these challenging times, I’ve been posting weekly videos on LinkedIn, sharing best practices on how customer experience (CX) pros can ensure their companies come out of this pandemic in a position of strength. We’ve also created a LinkedIn group, Managing the Coronavirus Experience (the Other CX), for you all to share your own tips.

As I mentioned in my first video in the series, it’s important to talk with team members at least weekly. That’s true normally, but even more critical in times of stress – such as now. Yesterday, during our weekly check in, Marcie, our content strategy director, mentioned Kinsa digital thermometers. Read more

5 virus-related CX tips you need TODAY

We’ve been in customer experience quite a while now. To paraphrase Liam Neeson – we have a very particular set of skills, skills we have acquired over very long careers. And we’d like to use what we know to help you help your customers when so much is out of your control.

Below are five tips we think CX pros will need to get through…well, whatever this is. Let’s call it “the other CX,” the coronavirus experience.

Some will apply to you, some won’t, because we’re all impacted by this crisis, but not in the same ways.

So treat it like toilet paper and hand sanitizer: take only what you need and share the rest! Read more

Press Release: Heart of the Customer and Usermind Partner to Accelerate CX Innovation for Enterprises

SEATTLEJan. 22, 2020 /PRNewswire/ — Heart of the Customer (HoC), one of the nation’s leading journey mapping consultancies, and Usermind, a pioneer in Experience Orchestration (XO), today announced a strategic partnership that will revolutionize how businesses map, orchestratNe, and optimize their customer journeys.

The demand for ROI on experience-focused initiatives is higher than ever before, and Forrester predicts one in four customer experience (CX) professionals will lose their jobs in 2020 because they’re unable to show a positive business impact for their programs. Improving the CX is board-level priority in every business sector, but executives want to see results, and are looking for new strategies and technologies to achieve their goals. This innovative partnership will get it done.

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