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Life Insurance Journey Map
Jim Tincher

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

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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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Jim Tincher

Interview with Laurie Englert – Customer Experience is a Team Sport

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Laurie Englert HeadshotA new digital experience can make or break success for a manufacturer.  But what do you do when you discover that many of your customers’ pain points are analog?

That’s the situation that Laurie Englert was in. And the way she answered it was by creating an environment where customer experience is everybody’s job.

Laurie is the VP of Marketing at Milestone AV, a leading manufacturer of audiovisual mounting and display solutions. She is part of the commercial team whose primary customers are the independent dealers and distributors who sell and/or install their products into schools, corporations, hotels, stadiums and basically any other commercial application.

Building a cross-functional customer experience team

Milestone’s customer experience journey began as a web project. Two years ago they began building their digital experience, and Laurie co-created a customer experience team with her VP of IT. Read more

Jim Tincher

Case Study: Using Journey Mapping Workshops to Drive Change in City Government Customer Experience

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2275992Kelly Ohaver is the Client Experience Manager at the City of Centennial, as well as an active CXPA member. Her mission is to introduce customer experience principles to improve the city’s experience for its citizens and clients. She describes her job as “the most fascinating, challenging, and rewarding job ever” as she strives to bring an outside-in focus to the city. “It’s so rewarding when you see people get caught up and excited.”

I could (and probably will) write an entire article just about Kelly’s role. But one particular activity of hers caught my ear. Kelly recently ran a journey mapping workshop that serves as a great case study for how customer experience tools can be used for internal clients as well as external.

A quick refresher: Journey mapping is an exercise to understand your customer’s true steps, as well as the emotions that actually make up that journey. Some organizations use customer research, while others use workshops to help employees try on their customer’s shoes.  Kelly created the internal session after attending a workshop on the topic.

This was her first journey mapping session in her role. It surrounding a challenging IT transition with four newly-elected council members. Read more