I was recently in a call, and an executive new to her company’s journey mapping initiative asked, “Exactly what does this $150k I’m spending on a journey map buy us?” Luckily, our client had a ready answer, but that’s not always the case.
Last month we celebrated Heart of the Customer’s 5th year anniversary. The team got together to share where we are, discuss best practices, plan for the future, and—most importantly—to celebrate! We were also grateful to have Angelica Bonacci from Allianz come to tell us about the ways her organization is using our journey mapping work to drive internal change.
This led me to reflect on what has occurred over the last five years in terms of journey mapping as an art. Next week, we’ll have five posts discussing journey mapping and how it has changed. The five are:
- Journey mapping has moved from a nice-to-have to a must-have in customer experience.
- We’re still challenged by navigating trade-offs when deciding what to map.
- Too many see journey mapping as just a workshop.
- Journey mapping tools still don’t address the most critical challenges.
- Journey mapping is still happening in silos.
These all reflect, to varying degrees, the five journey mapping questions that you should consider before embarking on a project: Read more
This may not seem like a CX-related post, but bear with me a minute.
I attended a fabulous CXPA event on CX Day this week. Laurie Englert (full disclosure: she’s a client), the VP of Customer Experience at Legrand’s AV Division, shared how her team uses design thinking. We then applied those skills to strategize for Bike.MN. Nearly 100 CX enthusiasts focused together on helping Bike.MN build more business partnerships.
That said, there’s a central component to design thinking that bugs me: its brainstorming approach. As the facilitator (who wasn’t Laurie) shared, brainstorming in design thinking is an active exercise where you quickly put out ideas on Post-It Notes and then build on them with more ideas. This isn’t unique to last night’s presentation – whenever I encounter design thinking it involves this traditional out-loud approach to brainstorming.
I attended an excellent conference today. The Carlson School of Management sponsored their second annual Ignite Conference which focused on “Protecting Trust in Today’s Consumer Journey.”
The opening speaker gave some great stats about trust, including research that 73% of the variance in how customers have trust with you is predicted by team members’ trust of the organization.
At the end of the day, Wells Fargo’s Chief Marketing Officer Jamie Moldafsky spoke on their journey to regain trust. It was a well-crafted speech, showcasing all that Wells Fargo was doing to admit wrong-doing and earn back the trust earned over 150+ years in business.
All in all, it was impressive. But two warning signs have me concerned that they have further to go than they think. 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
- B2B Journeys (or B2B2C)
- Customer Effort Score
- Customer Experience Strategy
- Customer Journey Map
- Customer Personas
- CX Vision
- Driving Culture Change
- Employee Engagement
- Interviews with CX Experts
- Journey Orchestration
- Metrics and ROI
- Minneapolis CX
- Net Promoter Score
- Resources & Tools
- Voice of the Customer
Journey maps are the clearest way to visualize your customer experience. Download our Journey Mapping Toolkit to start.