How Hard Is It to Be Your Customer?
How Hard Is It to Be Your Customer?Using Journey Mapping to Drive Customer-Focused Change
New Edition: Includes a new chapter on Journey Mapping Software
Journey mapping opens up extraordinary avenues for business growth, but only when done wisely and well. Through insights from dozens of CX pros, extensive research, and real-world case studies, you can learn the best way to capture your customers’ experiences to drive action that gets results, boosting loyalty, satisfaction, and your bottom line.
Learn how to create journey maps that actually GET results
Top business leaders know that in order to deliver the best customer experience, they must learn as much as possible about their customers. Many understand the learning process often starts with creating a customer journey map to understand how customers interact with their business. However, the tough reality remains—nearly two out of three journey maps fail to drive customer-focused change.
First published in 2019, this book has become one of the top-selling books on the subject of journey mapping, It has helped thousands of CX professionals and business leaders plan and execute successful customer journey mapping initiatives and avoid the pitfalls that doom so many others.
With insights from dozens of CX leaders, extensive research, and real-world case studies and examples, this book guides you through the process of creating and using journey maps to drive change.
Now with an added chapter that focuses on journey mapping software tools, and the ability to create living journey maps, this enhanced edition of How Hard Is It to Be Your Customer? will help you better understand why some maps drive action — leading to an improved customer experience, greater customer loyalty, and impressive ROI — while others just gather dust on a shelf.
Top 10 things you’ll learn about customer journey mapping:
- The most common business cases for journey mapping.
- When to map a specific sub-journey vs an end-to-end customer experience.
- Where an investment in specialized journey mapping software or other tool is warranted.
- Best practice preparation methods for mapping the customer journey.
- How to discover the Moments of Truth that matter most to your customers.
- The best ways to incorporate personas into your journey maps.
- Understanding why a graphic representation of the journey is superior to a grid format.
- How to convey customer thoughts, feelings, and needs in the journey.
- The biggest mistakes that companies make when customer journey mapping.
- How to use a customer journey map as a catalyst for change.
What Others Say…
Journey mapping is an important element of understanding and improving customers’ lives – but often misunderstood or taken as a single tactic. Jim and Nicole connect both culture and action in this smart new book.
—Jeanne Bliss, co-founder of the Customer Experience Professional’s Association (CXPA), and author of Would You Do That to Your Mother?
Jim and Nicole have been my go-to experts whenever I have journey mapping questions. Their book is that perfect combination of mastery of the subject, relevant real-life stories from the people that lived them, and quantitative survey results. The result is a holistic, easily-digestible view of this important topic.
—Jason Kapel, CCXP, Director of CX, Fortune 100 financial services company
Customer experience is not defined as investments in strategy or technologies to modernize the customer journey. It is simply the ‘experience’ a customer has (and feels) throughout their journey. Tincher and Newton teach you to see the world through the customer’s eyes to then learn how to make journey’s more relevant, personal and unforgettable.
—Brian Solis
Author of X, The Experience When Business Meets Design
To deliver the best customer experience, you must know everything your customers experience, and that starts with creating a customer journey map. It’s not an option. It’s a must-do, and this is the must-read book for helping you make that happen.
—Shep Hyken
Customer service expert and New York Times bestselling author of The Amazement Revolution
About the Authors
Jim Tincher, CCXP Heart of the Customer’s founder and Mapper-in-Chief is a nationally-recognized customer experience expert, trainer, and keynote speaker.
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Nicole Newton, CCXP As HoC’s B2B Practice Lead, Nicole uses her B2B and customer insight expertise to help companies identify and prioritize growth opportunities.
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Book Tools & Resources
Selecting a Journey to Map – Guidelines to Consider
Selecting a Customer to Map – Guidelines to Consider
Kickoff Meeting –Template & Timeline
Stakeholder Interviews – Template & Tips for Interviewers
Hypothesis Mapping - Facilitator’s Reference Guide
Identifying Orthodoxies – A Journey Mapping Exercise
Hypothesis Mapping – Sample Workshop Template
Discussion Guide – Tips for Interviewers
Observer Debrief – Sample Agenda
Report Outline – Template for Themes & Findings
Action Workshop – Template for Agenda & Activities
Supply Lists – For Journey Mapping
Begin your own journey toward improved business outcomes and a better customer experience.
