Customer Journey Map

Customer Journey Map Solutions

A customer journey map is an incredibly useful tool that allows you to better understand the perspective of your customer throughout each stage of their experience with your business. They show a customer’s desires, frustration, concerns, and more. By creating and analyzing a customer journey map, you can better grasp what it’s like to be your customer and how that experience can be improved. This can lead to dramatic results that directly impact ROI including increased loyalty. See what happens when you put the customer at the core of your business. Learn more below.

Collecting Information About Your Customer’s Journey: What’s the Right Approach?

April 11, 2019/1 Comment/in Customer Experience Strategy, Customer Journey Map, CX Vision, Driving Culture Change, Resources & Tools, Surveys, Voice of the Customer /by Nicole Newton

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.

Who’s the Right Customer to Map? Your Third Journey Mapping Question

April 3, 2019/0 Comments/in Customer Experience Strategy, Customer Journey Map, Customer Personas, CX Vision, Driving Culture Change, Voice of the Customer /by Jim Tincher

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.

Two weeks ago, Jim covered “What’s the Business Problem or Opportunity,” and, last week, Nicole introduced the topic of “What is the Right Journey?”

Defining Scope: Should You Map an End-to-End Journey or a Specific Sub-Journey?

March 28, 2019/0 Comments/in Customer Experience Strategy, Customer Journey Map, Customer Personas, CX Vision, Employee Engagement, Minneapolis CX, Voice of the Customer /by Nicole Newton

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?

Three Common Customer Journey Mapping Business Cases

March 21, 2019/0 Comments/in B2B Journeys (or B2B2C), Customer Experience Strategy, Customer Journey Map, Customer Personas, CX Vision, Driving Culture Change, Employee Engagement /by Jim Tincher

Editor’s Note: As we get ready for our book launch in May, we’re previewing the major topics. You can read more about our book at https://heartofthecustomer .com/book/.

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?

How Hard Is It to Be Your Customer Journey Mapping Book

Introducing “How Hard Is It to Be Your Customer? Using Journey Maps to Drive Customer-Focused Change”

March 12, 2019/0 Comments/in Customer Experience Strategy, Customer Journey Map, Customer Personas, CX Vision, Driving Culture Change, Interviews with CX Experts, Minneapolis CX, Resources & Tools, Surveys, Voice of the Customer /by Jim Tincher

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.

What is the Right Level of Granularity for Your Customer Journey Map?

February 27, 2019/0 Comments/in Customer Experience Strategy, Customer Journey Map, CX Vision, Driving Culture Change /by Jim Tincher

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.

Four Ideas for Navigating Backorders with B2B Customers

February 7, 2019/0 Comments/in Customer Journey Map, CX Vision, Driving Culture Change, Employee Engagement, Voice of the Customer /by Jim Tincher

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:

Survivor Bias is a Big CX Measurement Risk

December 18, 2018/0 Comments/in Customer Experience Strategy, Customer Journey Map, CX Vision, Driving Culture Change, Employee Engagement, Voice of the Customer /by Jim Tincher

As defined by RationalWiki, “survivorship bias is a cognitive bias that occurs when someone tries to make a decision based on past successes, while ignoring past failures. It is a specific type of selection bias.” Applied to CX, it’s when you focus only on existing customers and ignore those who have left.

Let’s look at an example. There’s a national sports bar which saw its CX scores continually improving. Unfortunately, at the same time, revenue was declining. While CX was celebrating, the rest of the organization was panicked. Read more

Move to the Top Levels of the Gartner CX Pyramid with Journey Mapping

November 28, 2018/0 Comments/in Customer Effort Score, Customer Experience Strategy, Customer Journey Map, CX Vision, Driving Culture Change, Employee Engagement, Minneapolis CX, Surveys, Voice of the Customer /by Jim Tincher

Last week I discussed Gartner’s CX Pyramid and its approach to evaluating your customer experience. Yesterday’s post discussed how to use journey mapping to help you move up the first three levels. Today, I’ll talk about using journey mapping to move to the top of the pyramid – the Proactive and Evolution levels.

Getting to these levels requires significantly more investment in both customer insights and design. Interviews – particularly in-person at your customer’s site – are good ways to help you in the lower stages, but here it requires deeper methodologies to truly understand your customers’ needs. Read more

Moving up Gartner’s CX Pyramid with Journey Mapping

November 27, 2018/0 Comments/in Customer Effort Score, Customer Experience Strategy, Customer Journey Map, CX Vision, Driving Culture Change, Employee Engagement, Interviews with CX Experts, Resources & Tools, Surveys, Voice of the Customer /by Jim Tincher

Last week I wrote about the Gartner CX Pyramid, an interesting maturity model. This week I’ll go into how to use journey mapping best practices to move up the model based on Gartner’s description of the model on their public website.

Selecting the right journey mapping approach requires you to understand where you are on the model and where you aspire to be. An inaccurate assessment will create waste; attempting to create a Proactive-level approach with only a Communication-level infrastructure will be expensive and ultimately frustrate customers instead of creating loyalty. Similarly, using a lower-level approach won’t have sufficient impact with higher-level design capabilities. Journey mapping doesn’t exist in a vacuum – it requires enough staffing and leadership to implement the changes that come out of it. Read more

Customer Journey Map