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
- Not Making CX Progress? Start Saying NoAugust 14, 2020 - 6:00 am
- To Spur Action, Create a Sense of UrgencyAugust 6, 2020 - 6:00 am
- CX Needs Change ManagementJuly 31, 2020 - 9:16 am
- Experiences Designed for Everybody Satisfy NobodyJuly 22, 2020 - 6:00 am
- Chase Business Results, Not Survey ScoresJuly 15, 2020 - 3:06 pm
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