Posts

The Christmas Journey

As you likely know, I’m a huge fan of a great customer journey map. While I’m working on a January update featuring interviews with nine customer experience leaders, I want to share this fantastic post by my friend Peter Leppik.  Enjoy!

http://vocalabs.com/newsletter/customer-experience-journey-map-christmas

Customer Journey Map Round Table Review

I had the opportunity this week to host a CXPA round table on Best Practices on Customer Journey Mapping for B2B and B2C. We had great participation from a number of companies, including Fidelity, Thomson Reuters, and ServiceNow.

We discussed two very different meanings for the term, “Customer Journey Map:”

  • A research activity where you work with customers to understand the steps they take as they experience your journey, and the emotional impact of each step along the way. I wrote a white paper on the topic here.
  • A workshop where you bring members together to lay out the customer journey, often involving the people and systems that impact that customer journey. These workshops are also called Customer Ecosystem Map workshops, and I put together a SlideShare on the topic here.

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Customer-Based Capabilities – Focus on the Journey

This is the fourth post in the Real-World series where I use Heart of the Customer’s Customer Experience model to show how the 2012 Temkin Customer Experience Award finalists actually go about building their customer experiences. Previous posts showed how finalists:

Now let’s Focus on the Journey the second effort in building Customer-Based Capabilities.

Businesses typically manage touch points such as call centers and websites. Focusing on the Journey tells us that customers don’t think about touch points – they focus on accomplishing tasks, regardless of internal functions or business units.

Typical efforts at this stage involve customer journey mapping and ecosystem mapping workshops, designing interactions around customer efforts. Unfortunately, respondents were more focused on outcomes, so didn’t go into much detail here. However, there were a few teasers available. Read more

Creating a Customer Ecosystem Map

Customer Ecosystem MapCustomer Ecosystem Maps are the inside-out complements to Customer Journey Maps.  These maps are created by internal teams, and document the actions, people and systems that enable the customer experience.  They are a great way to bring teams together to create a shared view on friction points, and to create alignment on what needs to be solved.  I recently trained a company’s customer experience teams on this process.  This becomes a great way to get departments to work together, and I am excited to see their results.

Rather than trying to communicate it through text, I have created a Slideshare to walk through the steps. It is best viewed in full-screen, as the maps get somewhat complex. Enjoy, and let me know your experience with this process!

Jim

Slideshare – Creating a Customer-Focused Customer Experience Journey Map

For you Slideshare fans, I have uploaded a presentation on creating a customer-focused Customer Experience Journey Map.

Customer journey maps go by different names, such as customer experience maps, journey maps, and touch point maps. Journey maps serve as a visual means to identify the steps your customer goes through as they experience your product or service and the impact of each. Customer journey maps chart your customer’s experience and help you target improvements with the greatest return. By identifying those steps in the customer experience with the greatest impact, your journey map becomes a centerpiece of your customer experience planning process.

Enjoy!

Four Trends Changing the Customer Experience Movement

Our Customer Experience capability is growing!  In the last two months the Customer Experience Professionals Association (CXPA) has added about 300 members, with four new sites hosting local events.  Here in Minneapolis we hosted a great session to discuss Forrester’s Customer Experience Maturity Model, and how members are helping their companies move up the model.

As with any movement, this growth is leading to maturity and change.  Here are four trends I am seeing impact our practice today:

  • Customer Experience is moving beyond just NPS
  • Increasing recognition on the role of employee engagement
  • Customer Journey Mapping 2.0
  • Emerging Comprehension of Customers’ Non-Rational Thinking

Customer Measurement is Moving Beyond Just NPS

The Net Promoter Score (NPS) is still the cornerstone of many customer experience programs.  What is changing is that companies are moving beyond the notion of using just one number, surrounding it with other factors, including satisfaction (yes, it’s still popular for many), loyalty, and the Customer Effort Score.

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Join a CXPA Event Near You

 

Are you a member of the Customer Experience Professionals Association?  I just joined about a month ago, but have already kicking myself for not joining long ago.  It is a wealth of information about best Customer Experience practices, with both providers and client-side professionals sharing their expertise for free.  All this for less than $200 a year!

Minneapolis readers should consider joining us at the upcoming CXPA Minnesota Local Networking Event.  This is a terrific opportunity to meet your local customer experience community – and I also had a preview of the menu, and it sounds incredible.  More information:

What to Expect

Re-Imagine Your Customer Experience Journey! Understanding customers holistically and adapting your business to their expectations are two common obstacles facing executives today. Please join your fellow CXPA members along with Ingrid Lindberg, Chief Customer Experience Officer for Prime Therapeutics and a founding member of CXPA and Kendall Nygard, VP of Service Experience for Ameriprise for this CXPA Minnesota Local Networking Event.

Ingrid and Kendall will lead an interactive discussion on how to re-imagine and re-design your Customer Experience through leveraging touch point processes, enablement tools, and technology. One of the best tools your organization can utilize when embarking on the customer experience transformation is Journey Mapping. Amerprise has recently gone through the Journey Mapping process and will provide us with their insight on lessons learned and guidance on where and how to begin.

Date: Monday, April 22, 2013

Time: 5:00 – 7:00 p.m.

Location: 900 2nd Ave S
Fourth Floor Room #3
Minneapolis, MN

Guest Post: Planning for a Successful Customer Experience Journey

Today is a special treat – a guest post from Annette of CX Journey.  You should definitely subscribe to her blog – a great read!

Planning for a Successful Customer Experience Journey

By Annette Franz Gleneicki

A customer experience strategy is just a strategy, a roadmap that outlines your approach to creating a customer-centric culture. Customer centricity is a way of life, a way of doing business, a journey. It’s not just a project or something to check off your “To Do” list for this week. It’s woven into the fabric of everything you do as an organization.

It takes the entire organization to successfully execute a customer experience strategy, not just the executive team, not just the frontline, and not just the CCO and her team overseeing the strategy.
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