We find a lot of confusion in the marketplace around journey mapping. Some think that journey mapping is just a workshop where you take all the people who created your broken, siloed experience, give them Post-It Notes, and Bam! You have a journey map. Others go the opposite direction, considering journey mapping to be traditional market research with a nice-looking report. It’s this latter group that we’re focusing on this week in a series of posts about what exactly is different between traditional market research and best-practice journey mapping. Read more
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.
We’re celebrating Mapping Month in a big way, and I hope you can join us. We’ll have events both in-person and online, to share the journey mapping best practices outlined in our book, How Hard Is It to Be Your Customer? Using Journey Mapping to Drive Customer-Focused Change.
Note: We’re celebrating the upcoming launch of our new book, “How Hard Is It to Be Your Customer? Using Customer Journey Mapping to Drive Customer-Focused Change,” by Mapper-In-Chief Jim Tincher and B2B Practice Lead Nicole Newton. In the book, we introduce five journey mapping questions to answer as you launch your customer journey mapping effort.
First, Jim walked through “What’s the Business Problem or Opportunity?;” Nicole introduced the topic of “What is the Right Journey?,” Jim wrote about “Who’s the Right Customer?” and Nicole documented how to select the right approach.
Interested in the five journey mapping questions? Watch the intro to our YouTube series on the topic here.
Now we come to the fifth question, and, as they say, “last, but not least,” but in our case, the last question is actually the most important to answer. That’s because we’re working to ensure that journey mapping drives change, but we know that usually, it doesn’t.
Note: We’re celebrating the upcoming launch of our new book, “How Hard Is It to Be Your Customer? Using Customer Journey Mapping to Drive Customer-Focused Change,” by Mapper-In-Chief, Jim Tincher and B2B Practice Lead, Nicole Newton. In the book, we introduce five journey mapping questions to answer as you launch your customer journey mapping effort.
Three weeks ago, Jim walked through “What’s the Business Problem or Opportunity?,” two weeks ago Nicole introduced the topic of “What is the Right Journey?” and last week Jim wrote about “Who’s the Right Customer?”
Interested in the five journey mapping questions? Watch the intro to our youtube series on the topic here.
Once you’ve defined the customer and the journey you would like to map, you will need to select the best approach to collect information about the experience.
Note: We’re celebrating the upcoming launch of our new book “How Hard Is It to Be Your Customer? Using Customer Journey Mapping to Drive Customer-Focused Change,” by Mapper-In-Chief Jim Tincher and B2B Practice Lead Nicole Newton. We’re using the launch as a cheesy excuse to walk through the Five Journey Mapping Questions.
Editor’s Note: As we get ready for our book launch in May, we’re previewing the major topics. This post was written by co-author Nicole Newton, HoC’s B2B Practice Lead. You can read more about our book at https://heartofthecustomer.com/book/.
Mapping the Right Journey
At Heart of the Customer, we recommend starting a journey mapping project by answering these five questions:
- What is the business problem or opportunity behind mapping?
- What is the right journey to map?
- Who is the right customer to map?
- What is the right approach to gathering the voice of your customer?
- Who are the right people to be on your journey mapping team?
What differentiates a mapping program that drives action from one that doesn’t? A major factor is the reason for doing journey mapping in the first place.
We can confidently predict whether a mapping program will be successful in our very first conversation. Does the company have a solid reason they want to do mapping? Or is it because they heard it’s a good thing to do?
At Heart of the Customer, we’re pleased to introduce our forthcoming book on journey mapping best practices!
Journey mapping opens up extraordinary avenues for business growth, but only when done wisely and well. Through insight from CX pros, extensive research, and real-world case studies, you can learn the best way to capture your customers’ experiences to drive action that gets results, boosting loyalty, satisfaction, and your bottom line.
Two weeks ago I hosted a webinar with Intouch Insight (you can view the recording here), and I was blown away with all of the good questions we had. We left fifteen minutes for Q&A and weren’t even able to get through everything!
Samuel, in particular, asked two good questions we often hear from companies considering journey mapping, so I thought I’d share his questions – alongside my answers – for our broader audience.
As 2018 wrapped up, we finished mapping three very different B2B journeys – healthcare, manufacturing, and distribution. We found one major consistency: customers in all three reported recent backorder issues.
The customers were all businesses, but that’s where their similarities ended. Some were mom and pop retail storefronts; others were global manufacturers whose names you would immediately recognize, but their stories were similar:
- The Truth About Moments of TruthJanuary 20, 2021 - 6:00 am
- Fitbit Proves Rich Emotions Can Overcome Poor QualityJanuary 16, 2021 - 6:00 am
- Fun Read/Flawed Approach (Book Review)January 8, 2021 - 5:58 am
- Learn Everything You Need to Know About CX From ’80s MusicDecember 28, 2020 - 6:00 am
- 2021: The Year of CX DataDecember 21, 2020 - 6:00 am
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