A journey mapping workshop is a powerful way to build customer intelligence and to create customer-based capabilities.
Journey mapping workshops bring together members from different parts of your company to walk through a particular customer’s journey, documenting your customer’s steps and emotions throughout. Where these workshops really show their value is by documenting how your silos impact your customer. Are there missed handoffs? Perhaps you have redundant emails coming from different departments, or conflicting incentives that lead to contradictory programs. They also show the systems and groups that impact that customer, and are a superior way to create alignment on your needs. See here for more details on how to conduct a journey mapping workshop.
Done right, what differentiates a great journey mapping workshop from a process flow discussion is this focus on your customer. And this focus can be really hard to create.
We spend 30-50 hours a week interacting with our internal processes and procedures, and only a small fraction of that time actually talking to customers. It’s hard to leave that behind to really put yourself in your customer’s shoes. But you need to find a way to do that to make your journey mapping workshop successful.
For example, when I was leading a workshop, we started by identifying the customer steps. Our first volunteer began by, “Well, of course the first step our customer takes is to call us.”
That’s when we had to call a pause. From his perspective, what he said was true. This is his first step in the process, so it’s a natural place to begin. But by accepting this, we cut off our best opportunities to make improvements. Read more