Increasing customer loyalty by just 5% can boost profits up to 90%.
We develop comprehensive customer experience maps phase by phase, highlight what drives behavior, then show you how to maximize the found opportunities for success.
We start with your customer, clearly spelling out who they are, and their most important needs. You can’t create empathy with a faceless customer!
We show the phases of the journey in the language your customers speak. Some mappers use terms like “Access” or “Conversion” here – but your customers don’t, so neither do we.
The green fill shows the highlights of the journey, where your team is building goodwill for your brand.
We call out your most important opportunities to build loyalty, based on well-researched customer experience principles.
The orange fill pulls the eye here, showing the points of friction along the journey.
Our Proprietary Approach
Kickoff Meeting Review Research Hypothesis Mapping
We lay the groundwork for success by engaging your teams and stakeholders, so that when the maps are complete, your teams are ready to take action to reduce friction in the journey and improve your customer experience.
We meet with your journey mapping Action Team to review the steps and objectives of the journey mapping initiative, so that your teams are aligned, engaged, and informed about what’s ahead.
Review Existing Customer Research
We take a look at existing information about customers — including NPS or satisfaction surveys, segmentation data, call center reports, and more — so that we can build on what is already known, and distinguish between isolated incidents and recurring problems.
Hypothesis Mapping Workshop
The Discovery phase concludes with a half-day workshop where smaller groups share their perspectives on the customer experience. This is where change begins, as individual silos share their assumptions and opinions about the customer journey.
Engage Customers Collect Artifacts Interviews
Time to hear directly from customers. We conduct qualitative interviews, using the methodology that will best allow us to capture your customer’s journey as they see it, and reveal what is most important along the way.
Engage with Customers
We use 1:1 in-depth interviews, journaling, digital ethnographies, and/or other methodologies to capture the voice of the customer. In the process, we bring you and your teams out to meet your customers face to face.
Collect Artifacts from the Journey
Complicated paperwork, poorly-designed and confusing signs, and screenshots of hard-to-navigate web pages all help communicate what is happening to the customer during a journey. Collecting artifacts from the experience helps bring it to life afterward.
Design Maps Insight Reporting Action Workshop
Even while we’re focusing our efforts on creating your map and reporting the results, we keep the goal of the process top-of-mind: helping you find the best, most cost-effective ways to increase customer loyalty. Here’s where that comes together.
We highlight the themes of your report by showing videos of your actual customers sharing the delights and frustrations of their experience. Customer voices are compelling, so your audience stays engaged while we convey other key insights and findings from our research.
Your teams will develop both short- and long-term strategies, leaving with a complete customer-focused plan to strengthen emotional connection with your brand. Idea “champions” are selected to bring the ideas to fruition, providing accountability and structure that will ensure measurable change results from your investment.
Design the Future Build the Measurement Framework Journey Ownership and CX Governance
Build the capabilities needed for ongoing journey improvements.
JX Maturity Mentorship
We provide an overall Journey Maturity Assessment and recommendations for how to take your program to the next level and activate the learnings from the journey map. We co-create a roadmap with prioritized activities to deliver an industry-leading journey experience.
Design the Future State
We bring the organization’s ‘North Star’ vision of the future state to life with a compelling visual of the emotional outcomes for the journey and the metrics assigned to confirm improvements have accomplished your objectives.
Build the Measurement Framework
Show the ROI of your improvements with measurements monitoring each step of the journey and quantifying your customers’ value.
Journey Ownership and CX Governance
We facilitate your teams to build a journey oversight structure, and engage executive support to provide authority to improve journey outcomes.
We wrote the book on journey mapping. Literally.
Learn how it can transform the way you do business.
How Hard Is It to Be Your Customer? Using Journey Mapping to Drive Customer-Focused Change, by Heart of the Customer’s Jim Tincher and Nicole Newton, shows you how to create journey maps that get results.
No matter where you are in your customer experience efforts, Heart of the Customer can help. We offer training, workshops, and consulting to provide the learning you need, at the time you want, to educate and energize your employees.
Customer Journey Mapping Training & Certification
Journey Experience Bootcamp
Customer Centricity Workshops
How Can We Help?
We’re eager to partner with you to improve your customer journey and business outcomes.