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.
The Heart of the Customer blog is a place where we share our insights on journey mapping, offer best practices based on our experiences, and share CX practitioner interviews – and we don’t normally place promotional items here. We are making an exception this week; as Jim Tincher and I prepare to release our journey mapping book this month, we want to get the word out about a new Heart of the Customer offering: a two-day, hands-on journey mapping workshop that will provide all you need to map journeys that drive action in your own organization.
Our willingness varies depending on what the client is looking to accomplish. There are times when a workshop is absolutely the best journey mapping methodology – and times when it’s a train wreck. Let’s start with the best ways.
#1 As a way to internalize research results
We frequently end our research projects with mapping workshops. After sharing the research results, we have participants map out the customer journey, using the voice of the customer as their guide. Read more
I visited Antelope Canyon a few weeks ago. It’s a terrific trip, and I highly recommend it.
As a part of the trip we visited the Glen Canyon Dam. Upriver of the Hoover Dam, it creates Lake Powell, the second largest man-made lake. The tour guide shared the three priorities for the dam:
- Water management
- Power generation
- Water recreation
I’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
I once met with a VP of Sales for a Fortune 25 company who argued, “We don’t need to learn about our customers. We just need to execute the plan.” It’s no surprise that, while they were the market leader, they also had the highest percentages of customers who closed accounts each year. As a result the company’s revenues were growing slower than the rest of the market.
It’s easy to get caught up in executing the plan. We’re busy and taking the time to learn about customers cuts into our “productivity.” But if you don’t take that time, how do you know you’re doing the right thing?
I’ve worked with a number of companies with great customer experiences, including several I have featured in this blog, ranging from retailers to healthcare companies to manufacturers. During this time I have noticed themes about how companies effectively use their brand values, strategies and missions to create a great customer experience.
Their structures vary and their approaches differ. But successful customer experience capabilities follow three steps to success. They excel at Customer Intelligence, use this to inform their Customer-Based Capabilities, and sustain all this through a Customer-Focused Culture. Read more
Are you looking to improve your customer experience? I will be hosting a full-day course on Creating an Engaging Customer Experience in partnership with the Performance Excellence Network. You can learn more at http://performanceexcellencenetwork.org/events/minnesota-innovation-spark-2013/.
Creating an Engaging Customer Experience
October 2, 2013 | 8:30 am – 4:30 pm
A great customer experience begins with a solid understanding of your customers. But it also requires that your employees use those insights to build programs that your competitors cannot duplicate.
The Performance Excellence Network (formerly the Minnesota Council for Quality) is pleased to welcome Jim Tincher, Senior Business Advisor with Satisfaction Management Systems, to a special full-day workshop September 10: “Creating a Great Customer-Inspired Experience.”
Jim will build off of the PEN breakfast earlier this summer, sharing the three keys to build a great customer-inspired experience for your business, and you will pick up actionable steps you can implement literally tomorrow!
Learning objectives for the workshop include: Read more
A CX associate passed this along. It sounds like a great opportunity, so I’m posting it here for those interested.
For the first time the IIT Institute of Design, the nation’s top-ranked and largest graduate-only design program, is offering courses in Minneapolis/St. Paul. IIT Institute of Design will convene a series of full-day workshops exploring the fundamentals of graduate-level innovation practice.
The design process taught at Institute of Design has been likened to “cutting cubes from fog.”
“Minneapolis-St. Paul is home to numerous world-leading companies and has rebounded quickly from the economic recession. There is a huge opportunity for companies to help make the future,” said Ashley Lukasik, director of corporate relations, communications, and marketing for IIT Institute of Design.
“Minnesota’s savvy business community has a strong tradition in seeing innovation as the path to profits. Companies are seeking to produce new things—reframing the conventional view of their current offering is an effective way to do that,” said Patrick Whitney, dean of IIT Institute of Design.
Chicago-based IIT Institute of Design, was founded as the New Bauhaus in 1937, this is the organization’s first executive education series offered in Minneapolis/St. Paul.