When doing customer journey mapping, it’s critical to start by identifying a business problem – one that you can solve through learning more about customer needs. This is the first question of our Five-Question Framework. Carefully choosing which problem to attack helps you avoid one of the leading reasons most journey mapping initiatives fail to drive action: they try to address every problem, and end up solving none.
Here’s a story I’ve seen played out multiple times:
An executive believes in the power of customer experience (CX). Perhaps they read an article, or they heard about a CX program another company offered, or saw a competitor speak at a conference. For whatever reason, the executive saw the light, and wanted a CX program of their own. They hire someone to run it and tell them, “Just drive change. I’ll take care of making sure the other executives are on board.” Their employees implement surveys and work to engage the business, confident they’re making a difference. They present their survey results to whoever will listen, and lobby other silos to improve the experience in order to improve survey results. All is good.
Then that executive leaves. Sometimes by choice, sometimes not. Read more
Note: This post was originally listed at Annette Franz’s blog at http://cxjourney.blogspot.com/. If you aren’t subscribed to her blog, you really should consider it!
You’ve gathered your customer insights and made the changes. Your website is streamlined and easy to use. Your add-on services are perfectly aligned with customer needs. You have invested in the finest training for your employees. Your IT upgrades ensure that your staff has up-to the-second information at their fingertips.
But somehow nothing is changing. Your sales are flat, and your customer experience scores are static. What’s wrong?
Tell me, how good are your line managers?
The employee-customer interaction is where the magic happens in almost any service-based business. Whether renting a car, shopping for groceries or eating out, the customer-facing associate makes the difference between a ho-hum experience and one that brings you back for more. Read more