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
Employee and Customer Engagement
Best Practices in Employee and Customer Engagement
Employee engagement is about creating an environment where employees know their thoughts and actions and valued. They are trained and educated on a regular basis to maintain their professional development. They are committed to the values and goals of their company and are motivated to do their best each day. What does this have to do with customers? A confident employee makes for a very satisfied customer. Read more below.
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.
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
? Whoare 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?Read more
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
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
“If you don’t know where you are going, you’ll end up someplace else.” – Yogi Berra
Yogi’s quote applies to much more than baseball – it gets to the heart of what limits so many customer experience (CX) programs. When I ask most CX leaders what they’re trying to accomplish, I get a general statement like, “We’re working cross-functionally to create a better customer experience, in order to create more loyal customers.”
That’s an awful statement because it doesn’t actually say anything. Read more
We’re early in Customer Experience (CX) capability development, and I absolutely love it! We’re discovering the best practices that our successors will take for granted; “of course that’s how you do it.”
Unfortunately, being in this early stage means that some “best practices” aren’t. Some actually hinder the goal of improved CX – to create loyal customers who love your brand and come back time and again.
One “best practice” that can create a terrible customer experience is paying employees to achieve good NPS, or Customer Satisfaction, scores. This needs to stop.
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
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
Connect With Us
- Guest Post: Best Way to Engage Customers, Gather Feedback and Engender Brand Loyalty? Think Customer Advisory BoardsJanuary 14, 2020 - 10:14 am
- When CX Is a Matter of Life or DeathJanuary 9, 2020 - 8:42 am
- Creating a Customer-Centric Agency at the Department of Veterans Affairs (VA)January 7, 2020 - 12:33 pm
- Customer Centric Culture Change
- Customer Effort Score
- Customer Experience
- Customer Experience Surveys
- Customer Journey Map
- Customer Personas
- Customer Segments
- CX B2B
- CX Interviews
- CX Vision
- Employee and Customer Engagement
- Journey Mapping Resources & Tools
- Minneapolis CX
- Net Promoter Score
- Voice of the Customer
Journey maps are the clearest way to visualize your customer experience. Download our Journey Mapping Toolkit to start.