The Top 10 Reasons Customer Journey Mapping Fails

I just came back from hosting the CXPA’s Insight Exchange and talking all things customers. Of course, I tended to hang out in the customer journey mapping sessions. While the practice is maturing, there’s still a lot of room for improvement.

In the spirit of sharing best practices, we at Heart of the Customer put together our Top 10 Reasons that Journey Mapping Projects Fail, a la David Letterman.

Without further ado, let’s proceed!

10. Not doing your homework. Too many try to rush into journey mapping projects, without taking the time to dig out what’s already known in the organization today. And we don’t just mean existing customer research. Call center logs, operational KPIs, social media complaints – all should be included in the approach. Read more

Science shows why your customer journey maps need to be visual

“The more visual the input becomes, the more likely it is to be recognized – and recalled. It’s called the pictorial superiority effect.” – Brain Rules by John Medina

Read more

Three Tips for Employee Journey Mapping

Journey mapping is powerful. A clear visualization of your customer’s journey helps rally the company to support a new vision of your customers’ challenges, and how you can make it easier to be your customer.

But why should customers get all the love? If it’s such a powerful tool, shouldn’t we find other uses for it?

Employee journey mapping is often neglected. Or, worse, it’s done in a haphazard way, foregoing the discipline we use for our customers. But there’s no shortage of research on the linkage between the customer and employee experiences. Consider using your journey mapping process for customers.

Below are three tips for applying journey mapping to your employees. Read more

Join Jim at the CXPA’s Insight Exchange

Are you going to the CXPA’s Insight Exchange? Along with the incomparable Nancy Porte, I’ll be co-hosting the event. Plans are coming along – you can see the agenda here. I’ll also be leading a Show and Tell table with journey mapping best practices on Wednesday.

Look for me at the “We’ve Arrived” welcome mixer. I look forward to meeting you!

B2B Journey Mapping Best Practice: Follow Up

B2B journeys are different from those of consumers. Consumer relationships are often anonymous – how many Coke customers have ever met somebody from the company? As ironic as it sounds, business relationships are much more personal.

I’ve never met anybody from most of my consumer relationships. I know nobody from Soda Stream, Dell, J. Crew, Nordstrom, Cross, Costco, or Shutterfly, for example. But my clients have a personal relationship with both the team and me. And I talk regularly with people from my suppliers, such as our online platform and recruiting partners. That’s not true of all our B2B relationships – I’ve never met anyone from Amazon Business or Intuit – but overall there’s more of a personal relationship, and therefore increased expectations, from our business interactions.

That’s why it’s so surprising to find the biggest issue with B2B journey mapping: failure to follow up with customers after the Customer Immersion phase. After spending a half day talking with your client company, learning the ins and outs of their business and taking a tour, you owe them more than a thank you email. The best way to destroy a B2B relationship is to ask for feedback, then never follow up afterward. You owe it to your customers to tell them what you’re going to do with the feedback. Read more

Creating a CX Capability Interview – Part 2

We posted part 1 last week. Here’s part two of Jim’s interview with Intouch Insight:

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In part-one of our interview, Jim – founder of Heart of the Customer and Certified Customer Experience Professional (CCXP) – provides many great insights for customer experience (CX) professionals looking to build a standout CX program across their organization.

In part-two, Jim continues the conversation with:

    • How to lead change towards a more customer-centric organization
    • The biggest CX misconception
    • The business value of great customer experience
    • Where to invest first in your CX transformation

Read more

Interview: Building a World-Class CX Capability

I recently did an interview with Intouch Insight</>–see below for Part 1.

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We recently sat down with Jim Tincher, founder of Heart of the Customer and Certified Customer Experience Professional (CCXP), to get his take on the customer experience landscape and how it is changing in 2018.

In part-one of this two-part article series, Jim discusses several key topics around customer experience (CX):

    • The importance of Customer Experience Management (CEM)
    • Where companies should focus their efforts in the early stages of developing a CEM program
    • Key challenges CX professionals face and how to overcome those challenges
    • Innovations in technology that will shape the future of CX

Read more

White Paper: Designing a World-Class CX Approach

What does it take to design a customer experience (CX) program that drives business results? 

The CXPA identifies six disciplines as core to an effective CX program: 

  • CX Strategy 
  • Customer-Centric Culture 
  • VOC Customer Insight & Understanding 
  • Experience Design Improvement &Innovation 
  • Metrics &Measurement ROI 
  • Organizational Adoption & Accountability 

This CX white paper, written in conjunction with Intouch Insight, walks through the six disciplines, with tips on how to use them to build a roadmap to success.

Listen to The CX Show Podcast

I had the opportunity to join The CX Show, with SaleMove co-founder and CEO, Dan Michaeli. Here’s their summary:

Jim defines customer experience as the overall experience customers have with you across all touchpoints and even beyond. It typically begins in the call center and extends to the company website, apps, your sales representatives, your advertising, and all the different touchpoints a business has with their customers. To take it a step further, Jim says that customer experience is broader than just the deliberate interactions a customer has with a brand, it includes everything that impacts your business, including backend policies. In other words, the perception of the company through the customer’s eyes is also part of the experience.

One particular project that was highlighted in the podcast was Jim’s work with Meridian Health (now Hackensack Meridian Health). The problem that Meridian was facing was understanding the advanced radiology journey (CT scans, ultrasounds, and MRIs) and what that looked like. They wanted to improve that experience in order to build more customer loyalty, because the patients loved the hospital itself, but they were not necessarily choosing them for radiology. Once Jim and Heart of the Customer had worked out a customer journey map with Meridian, the hospital was able to implement a system where they let their patients voice their concerns and opinions and encourage them to take the wheel on their own personal journeys.

When asked about the future of customer experience, Jim said he believes that the future of CX is not surveys or NPS, but instead, it is better internalizing your customers’ emotions and linking that back to the business. In addition, the future of CX is really about action, rather than focusing on reporting information, businesses need to be driving action to improve the overall customer experience.

If you’re interested in learning more about the customer journey mapping experience at Meridian Health, you can listen to our full podcast here!

Journey Mapping Best Practices

The Twin Cities Research Group (TCRG) asked Jean Fasching and me to present on Journey Mapping Best Practices. Jean is a HoC engagement lead with a strong research background, perfect for this audience.

The agenda:

  • Who we are
  • Why journey mapping?
  • What makes journey mapping successful?
  • Case study: Meridian Health

The presentation was given in-person, but the audio and slides were captured below (warning: the sound quality isn’t ideal):

You can also download the PDF of the slides here.

Enjoy!