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The Most Important Question: Who’s on your Journey Mapping Team?

Note: We’re celebrating the upcoming launch of our new book, “How Hard Is It to Be Your Customer? Using Customer Journey Mapping to Drive Customer-Focused Change,” by Mapper-In-Chief Jim Tincher and B2B Practice Lead Nicole Newton. In the book, we introduce five journey mapping questions to answer as you launch your customer journey mapping effort.

First, Jim walked through “What’s the Business Problem or Opportunity?;” Nicole introduced the topic of “What is the Right Journey?,” Jim wrote about “Who’s the Right Customer?” and Nicole documented how to select the right approach.

Interested in the five journey mapping questions? Watch the intro to our YouTube series on the topic here.

Now we come to the fifth question, and, as they say, “last, but not least,” but in our case, the last question is actually the most important to answer. That’s because we’re working to ensure that journey mapping drives change, but we know that usually, it doesn’t.

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Who’s the Right Customer to Map? Your Third Journey Mapping Question

Note: We’re celebrating the upcoming launch of our new book “How Hard Is It to Be Your Customer? Using Customer Journey Mapping to Drive Customer-Focused Change,” by Mapper-In-Chief Jim Tincher and B2B Practice Lead Nicole Newton. We’re using the launch as a cheesy excuse to walk through the Five Journey Mapping Questions.

Two weeks ago, Jim covered “What’s the Business Problem or Opportunity,” and, last week, Nicole introduced the topic of “What is the Right Journey?

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Defining Scope: Should You Map an End-to-End Journey or a Specific Sub-Journey?

Editor’s Note: As we get ready for our book launch in May, we’re previewing the major topics. This post was written by co-author Nicole Newton, HoC’s B2B Practice Lead. You can read more about our book at https://heartofthecustomer.com/book/.

Mapping the Right Journey

At Heart of the Customer, we recommend starting a journey mapping project by answering these five questions:

  1. What is the business problem or opportunity behind mapping?
  2. What is the right journey to map?
  3. Who is the right customer to map?
  4. What is the right approach to gathering the voice of your customer?
  5. Who are the right people to be on your journey mapping team?
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Three Common Customer Journey Mapping Business Cases

Editor’s Note: As we get ready for our book launch in May, we’re previewing the major topics. You can read more about our book at https://heartofthecustomer.com/book/.

What differentiates a mapping program that drives action from one that doesn’t? A major factor is the reason for doing journey mapping in the first place.

We can confidently predict whether a mapping program will be successful in our very first conversation. Does the company have a solid reason they want to do mapping? Or is it because they heard it’s a good thing to do?

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What is the Right Level of Granularity for Your Customer Journey Map?

Two weeks ago I hosted a webinar with Intouch Insight (you can view the recording here), and I was blown away with all of the good questions we had. We left fifteen minutes for Q&A and weren’t even able to get through everything!

Samuel, in particular, asked two good questions we often hear from companies considering journey mapping, so I thought I’d share his questions – alongside my answers – for our broader audience.

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If All Customers are Important, You have a Bad B2B Customer Experience

“When all customers are important…none will be.” – Syndrome from The Incredibles (slightly paraphrased)

Are all customers worth the same to your business? No! But odds are, your CX program doesn’t recognize this.

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Four Ideas for Navigating Backorders with B2B Customers

As 2018 wrapped up, we finished mapping three very different B2B journeys – healthcare, manufacturing, and distribution. We found one major consistency: customers in all three reported recent backorder issues.

The customers were all businesses, but that’s where their similarities ended. Some were mom and pop retail storefronts; others were global manufacturers whose names you would immediately recognize, but their stories were similar:

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Why your CX Program isn’t “Winning”

Two weeks ago, I posted “Is Customer Experience a Missed Opportunity?” and shared CCW’s 2018 Market Survey. The report discussed the fact that many customer experience (CX) programs are failing to drive change. There were multiple takeaways; only 9% of programs said their primary use of journey maps was “to ‘orchestrate’ predictive and/or proactive engagement,” whereas 31% primarily used them “to fix ‘pain points’ in the experience.” This was one of many reasons CX hasn’t been having a strong impact in many organizations.

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CX – Good People can’t Overcome Bad Data

My wife and I took a long-overdue vacation to Mexico, and stayed at an ocean-side resort over the holidays. At check-in, the desk attendant told us they would upgrade us to an ocean-side room for free. Great! We were looking forward to having a nice view. Five minutes later, he came back saying, “I’m sorry. It turns out the room is already occupied.” The result? While rationally we ended up the same, emotionally we were disappointed that we lost the opportunity for the ocean-side view. Bad data made a worse customer experience.

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Is Customer Experience a Missed Opportunity?

My immediate answer to this is no – there’s a ton of good work happening to improve customers’ experience. But that’s a qualitative response, informed largely by the great work I see our clients doing.

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