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.Read more
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
We’re early in Customer Experience (CX) capability development, and I absolutely love it! We’re discovering the best practices that our successors will take for granted; “of course that’s how you do it.”
Unfortunately, being in this early stage means that some “best practices” aren’t. Some actually hinder the goal of improved CX – to create loyal customers who love your brand and come back time and again.
One “best practice” that can create a terrible customer experience is paying employees to achieve good NPS, or Customer Satisfaction, scores. This needs to stop.
This is ironic. Journey mapping is a fantastic tool to break down silos by creating a shared view of the customer experience.
Except when it isn’t. All too often, companies focus on small teams to move quickly. “Too many cooks spoil the broth,” they argue. “Aligning all those teams will take time, and we need to be done in 6/8/12/16 weeks, and we don’t have time to educate HR, IT, Legal, or other groups about what we’re doing. We’ll catch them up afterward.”
There are a ton of journey mapping tools out there. I’m most familiar with Touchpoint Dashboard, but I’ve had demos from many others. They all excel at certain components of journey mapping, but they don’t (and probably can’t) address some of the largest problems.
That’s because the biggest reasons journey maps fail have nothing to do with digital problems; they’re analog. As we’ll discuss tomorrow, the biggest problem in journey mapping is that it’s done in silos. Small teams are created to do journey mapping. Those small teams intimately learn the customer experience, but because they don’t control the critical touch points, the effort fails to drive change.
What is journey mapping?
That may seem like a strange question from a blogger whose title is “Mapper-In-Chief,” but there’s so much confusion on the topic that it’s a question that needs to be asked.
This confusion is fueled by vendors who offer “journey mapping workshops.” This is a half- or full-day workshop where you gather a bunch of employees who each adopt a customer persona and use Post-It Notes to document your perceptions of that customer’s journey. Oracle hosts this type of workshop, and by all accounts it’s a ton of fun. It’s possible they mention the need to actually talk with customers, but the attendees I’ve spoken to don’t remember them saying that.
I was talking with a prospective customer last week, and I walked through our customer journey mapping process – first you collect companies’ hypothesis and existing data, then go out to their customers to interview them in their places of work (they’re a B2B company), and finally bring that voice of the customer back to your teams to drive change.
He had attended a journey mapping training class and truly drank the Kool-Aid. He talked about how he put together a workshop and wanted to expand the methodology. Then, at the end of the conversation, he asked: “Jim, I trust you; you do this professionally, but why exactly do you need to talk to customers in journey mapping?” Read more
Do your employees love your company?
Jim Tincher joins Shiftonomics to break down the customers’ journey, and how strongly it is impacted by corporate culture and the effort the company puts into empowering its frontline teams.
- How to hire people who care
- Keys to maintaining employee engagement
- How to map each customer’s journey
About Taylor Pipes and Jim Tincher
Taylor Pipes, an industry specialist from Branch Messenger, is joined by Jim Tincher to talk about the customer and employee experience. With a lifelong passion for customer experience, Jim founded Heart of the Customer to help companies of all sizes increase customer engagement.
Reserve your spot here.
Interested in workshops? Read more here.
Interested in journey mapping? Read more here.
Interested in improving your CX? Read more here.
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.
- 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.
Connect With Us
Journey maps are the clearest way to visualize your customer experience. Download our journey mapping toolkit to start.