Posts

Fun Read/Flawed Approach (Book Review)

As an avid reader dedicated to continually expanding my professional knowledge, I’m always interested in new books relating to customer experience. This is doubly true for the topic of journey mapping, since I contributed to one of the early books on the subject (Mapping Experiences by Jim Kalbach) and co-wrote a comprehensive guidebook (How Hard Is It to Be Your Customer? Using Journey Mapping to Drive Customer-Focused Change).

So I eagerly dug into Jerry Angrave’s new book, The Journey Mapping Playbook. Here’s what I found: it’s easy to read, is full of great information about setting up a journey mapping workshop…and it provides all the tips and tools you need to create really unfortunate outcomes for your business. Read more

Journey Mapping: Start With Your Hypothesis

20150429_163805-1I’m on the plane back from the CXPA Insights Exchange – our annual conference where we get to share best practices and help develop as CX professionals.

I had just led a discussion on journey mapping best practices, where representatives from organizations as diverse as telecommunications, healthcare, and even government swapped ideas and asked questions about the best way to use journey maps to drive change.

Journey Mapping and Hypothesis Mapping

One member shared how he tried to get his B2B customers to come to a journey mapping session, but none of them agreed to come. He had the time set aside, so he instead used his customer-facing staff to build their idea of a journey. At Heart we call this “Hypothesis Mapping,” and he shared how this really helped them set up the framework that they were then able to use once they were able to finally meet with clients.

Another member chimed in how she was really happy she had learned this language. She joined a new organization, where they proudly shared their “journey map.” She asked them how it was developed, and they discussed how they all went into a conference room as a team to develop it.

Rather than simply squash this inside-out process, she used their enthusiasm, responding, “I love that you’ve developed this hypothesis map. Let’s test this as we go out to customers and get their perspective.” Read more