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.
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.
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.
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
Design Maps
Insight Reporting
Action Workshop
Design the Future
Build the Measurement Framework
Journey Ownership and CX Governance
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.
