Resources & Tools

Customer Journey Mapping Resources and Tools

Customer experience is the driving force behind any business. Journey mapping resources such as suggestions from experienced customer journey mapping professionals, white papers, case studies, and journey mapping tools can help you improve your business’s ROI and overall health. Access these valuable resources below.

There are no bathrooms in the USS Enterprise

starship-enterpriseAs I was leading a journey map session this week, one participant asked, “When you’re putting in the customer’s steps on the journey, how do you know which ones to include? It feels like it could get really long”

My response was that, from what I can tell, Captain Kirk never goes to the bathroom.

She paused, clearly trying to decide whether I was saying something insightful or just stupid. I don’t know if she ever decided which it was. Read more

10 reasons I’m looking forward to the CXPA Insights Exchange

The CXPA’s Insight Exchange is coming up next month, and it will be great.  If you’re still on the fence about attending, here are ten reasons I’m looking forward to it:

10.  I’ll finally get to meet Annette Franz, the author of CX Journey.  She and I have spoken over the phone and email many times, but never actually met in person.

9.  Mara Bain is hosting a table at the Monday night happy hour for Minnesota attendees.

8.  Oracle’s keynote on their Customer Experience Journey should be terrific.  I’ve written about some of their CX work multiple times when I reviewed the Temkin CX Award Winners, including this article. Read more

4 ways to bring the customer into your journey mapping workshop

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

Customer Journey Mapping Made Easy

I’m getting ready to speak at a conference next month on customer journey mapping.

Journey mapping is a topic I find myself spending a lot of time talking about. The biggest challenge with the topic is how it’s pretty much a wild west. While most customer experience folks know what I mean when I say “customer journey mapping,” it turns out that their internal definition is one of two very different things:

  1. A research-based map of how customers experience your journey, including the touch points and moments of truth. This is how Forrester uses the phrase. I wrote a popular post on the topic here, which was also published as a white paper and a slideshare. I do a lot of research-based customer journey maps for my clients.
  2. An internal workshop to document your customer journey, also called a customer ecosystem map. This is how Oracle uses the term. While some involve customers in these workshops, in practice they’re often limited to employees. A number of my clients who do customer journey mapping use this method.

This was also the result when I hosted the CXPA journey mapping round table in December – while many companies do customer journey mapping, they typically do one or the other.

So, which one is correct? Of course, they both are. And I’ve found that combining the two, along with an initial hypothesis mapping workshop, is the key to really putting yourself in your customer’s shoes.

That’s what I’ll be discussing at the conference next month. I’ve put a slightly modified version of my journey mapping presentation out on slideshare – use this to help you integrate both types of customer journey mapping into your company.

Customer Experience Drives 37 Consecutive Quarters of Same-Salon Growth – an Interview with Rhoda Olsen, CEO of Great Clips

Aiming for the Heart of their Customers

This is the fourth in our Aiming for the Hearts of their Customers interview series, with seven Minnesota customer experience leaders sharing their strategy for the coming year. You can see all of the interviews here:

Overview

I originally interviewed Rhoda Olsen to learn more about her customer experience efforts in 2011. You can read that interview here. At that point Great Clips had experienced 30 consecutive quarters of same-salon growth. That record has now been extended to 37, and the company has grown to over $1 billion in revenue.

Defining Customer Experience

Rhoda Olsen, CEO of Great Clips

Unlike some franchisors, Great Clips defines their customer as the end consumer, not the franchisee. CEO Rhoda Olsen explains, “We believe that if we don’t stay focused on that customer in the salon, the franchisee will not be successful. We define the customer experience from the time they check into the online app or walk in the door to the time they leave. Everything that happens in the wait time and what happens when they leave is part of the customer experience. The interaction with the stylist is their primary brand driver, but if somebody waited 45 minutes and been treated poorly, the stylist has to dig herself out of a hole.”

Read more

Driving a Customer Experience Culture Change – Interview with Ingrid Lindberg, Chief Customer Experience Officer, Prime Therapeutics

Aiming for the Heart of their Customers

This is the sixth in our Aiming for the Hearts of their Customers interview series, with seven Minnesota customer experience leaders sharing their strategy for the coming year. You can see all of the interviews here:

Overview

Prime Therapeutics (Prime) manages pharmacy benefits for health plans, employers, and government programs including Medicare and Medicaid. Prime is collectively owned by 13 Blue Cross and Blue Shield Plans, subsidiaries or affiliates of those plans, and Ingrid is the chief customer experience officer, a role she took in 2012 after serving as the customer experience officer at CIGNA.

Defining Customer ExperienceIngrid Lindberberg

“Customer experience is the sum of all interactions a company has with its customers. From who you are as a firm, to your mission, value and purpose, all the way through to how you price your products. It’s about what you bring to the market, and how you talk about yourself, whether in the public relations world or how you answer the phone. It’s the sum of everything you do.” Read more

Customer Experience is a Partnership – Interview with Robin Schribman, VP of Customer Insight and Customer Experience, Thomson Reuters

Aiming for the Heart of their Customers

This is the fifth in our Aiming for the Hearts of their Customers interview series, with seven Minnesota customer experience leaders sharing their strategy for the coming year. In this article, we catch up with Robin Schribman, VP of Customer Insight and Customer Experience at Thomson Reuters.

You can see all of the interviews here:

Overview

Robin SchribmanThomson Reuters is a global B2B information, software and news company, with customer experience roles within each of their professional business units. Robin’s role, in the Global Brand Marketing Group is to focus on customer experience and insight that includes content creation, guidelines and integration efforts.  She has specific responsibilities for customer insight in the financial and risk business. Read more

Creating a great customer experience for agents AND consumers – an interview with Lisa Hoene, VP of Brand and Marketing Services, Allianz Life

Aiming for the Heart of their CustomersThis is the fourth in our Aiming for the Hearts of their Customers interview series, with seven Minnesota customer experience leaders sharing their strategy for the coming year. In this article, we catch up with Lisa Hoene, the VP of Brand and Marketing Services for Allianz Life. You can see all of the interviews here:

Lisa Hoene

Overview

Allianz Life Insurance Company of North America (Allianz Life) helps Americans achieve their retirement income and protection goals with a variety of annuities and life insurance products sold through independent financial professionals. As a leading provider of fixed index annuities, Allianz Life is part of Allianz SE, a global leader in the financial services industry. Read more

Serving Diverse Customers – an Interview with Ghita Worcester, Senior Vice-President of Public Affairs and Marketing, UCare

Aiming for the Heart of their Customers

This is the second in our Aiming for the Hearts of their Customers interview series, with seven Minnesota customer experience leaders sharing their strategy for the coming year. You can see all of the interviews here:

Overview

Imagine leading a customer experience program serving a very diverse population that speaks dozens of languages, has many members new to this country, and many on medical assistance, struggling to raise a family without a stable home. And you’re doing this as a non-profit. That’s the challenge UCare faced when they began formalizing their customer experience program in 2013.

Ghita Worcester, Senior VP of Public Affairs and Marketing, UCare

UCare is a health plan primarily serving members through government programs, such as Medicare, Medicaid and other government assistance programs. Ghita Worcester is the Senior Vice President of Public Affairs and Marketing at UCare, one of two executive sponsors of their customer experience program.

Read more

Creating a Customer Experience Capability – Interview with Mara Bain, Chief Experience Officer, Western National Insurance

Aiming for the Heart of their Customers

This is the second in our Aiming for the Hearts of their Customers interview series, with seven Minnesota customer experience leaders sharing their strategy for the coming year. You can see all of the interviews here:

Overview

The Western National Insurance Group is a 500-person private company that offers property and casualty insurance. Mara is the company’s Chief Experience Officer, a role she began mid-year. Mara came to Customer Experience through an unusual route, having previously served as their Controller. She has hit the ground running, however, working with teams from throughout the company to create a Customer Experience framework, and launching programs to help further improve an experience that already has many strengths.

Defining Customer Experience

Mara Bain, Chief Experience Officer, Western National Insurance

“We have three customer segments. First are our independent agencies.  We recognize that many key policyholder touch points are controlled by our agents.  By optimizing our agents’ experience with us, we are positively impacting the service they provide our ultimate customer.   Next is our ultimate policyholder, which can be either an individual or a business. Finally, we have our employees as customers.” The employee was unique. While most customer experience programs recognize the employee as a key stakeholder, it is unusual to include them as actual customers.

Read more