Posts

Don’t Boil the Ocean

When Eating the Elephant, Don’t Boil the Ocean

I’ve interviewed about twenty CX pros this year, as we work our way up to 100 interviews exploring the current state of CX as a discipline. What I’m finding is that the massive nature of the end-to-end customer experience makes for some daunting challenges.

CX is the totality of all interactions between customers and your brand. This includes your sales team, your website, your product experience, your customer support, your third-party partners, Google, advertising, etc. Trying to move that big a needle is overwhelming. I’ve spoken with many who have led big initiatives – simplifying experiences, reducing unnecessary touchpoints, training reps to provide a better experience – without budging the company’s overall customer scores. What’s to be done? Read more

Life Insurance Journey Map

Who’s the Right Customer to Map? Your Third Journey Mapping Question

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.

Two weeks ago, Jim covered “What’s the Business Problem or Opportunity,” and, last week, Nicole introduced the topic of “What is the Right Journey?

Read more

Defining Scope: Should You Map an End-to-End Journey or a Specific Sub-Journey?

Editor’s Note: As we get ready for our book launch in May, we’re previewing the major topics. This post was written by co-author Nicole Newton, HoC’s B2B Practice Lead. You can read more about our book at https://heartofthecustomer.com/book/.

Mapping the Right Journey

At Heart of the Customer, we recommend starting a journey mapping project by answering these five questions:

  1. What is the business problem or opportunity behind mapping?
  2. What is the right journey to map?
  3. Who is the right customer to map?
  4. What is the right approach to gathering the voice of your customer?
  5. Who are the right people to be on your journey mapping team?
Read more