Posts

There are no bathrooms in the USS Enterprise

starship-enterpriseAs I was leading a journey map session this week, one participant asked, “When you’re putting in the customer’s steps on the journey, how do you know which ones to include? It feels like it could get really long”

My response was that, from what I can tell, Captain Kirk never goes to the bathroom.

She paused, clearly trying to decide whether I was saying something insightful or just stupid. I don’t know if she ever decided which it was. Read more

10 reasons I’m looking forward to the CXPA Insights Exchange

The CXPA’s Insight Exchange is coming up next month, and it will be great.  If you’re still on the fence about attending, here are ten reasons I’m looking forward to it:

10.  I’ll finally get to meet Annette Franz, the author of CX Journey.  She and I have spoken over the phone and email many times, but never actually met in person.

9.  Mara Bain is hosting a table at the Monday night happy hour for Minnesota attendees.

8.  Oracle’s keynote on their Customer Experience Journey should be terrific.  I’ve written about some of their CX work multiple times when I reviewed the Temkin CX Award Winners, including this article. Read more

4 ways to bring the customer into your journey mapping workshop

A journey mapping workshop is a powerful way to build customer intelligence and to create customer-based capabilities.

Journey mapping workshops bring together members from different parts of your company to walk through a particular customer’s journey, documenting your customer’s steps and emotions throughout. Where these workshops really show their value is by documenting how your silos impact your customer. Are there missed handoffs? Perhaps you have redundant emails coming from different departments, or conflicting incentives that lead to contradictory programs. They also show the systems and groups that impact that customer, and are a superior way to create alignment on your needs. See here for more details on how to conduct a journey mapping workshop.

Diving In

Done right, what differentiates a great journey mapping workshop from a process flow discussion is this focus on your customer. And this focus can be really hard to create.

We spend 30-50 hours a week interacting with our internal processes and procedures, and only a small fraction of that time actually talking to customers. It’s hard to leave that behind to really put yourself in your customer’s shoes. But you need to find a way to do that to make your journey mapping workshop successful.

For example, when I was leading a workshop, we started by identifying the customer steps. Our first volunteer began by, “Well, of course the first step our customer takes is to call us.”

That’s when we had to call a pause. From his perspective, what he said was true. This is his first step in the process, so it’s a natural place to begin. But by accepting this, we cut off our best opportunities to make improvements. Read more

Customer Journey Mapping Made Easy

I’m getting ready to speak at a conference next month on customer journey mapping.

Journey mapping is a topic I find myself spending a lot of time talking about. The biggest challenge with the topic is how it’s pretty much a wild west. While most customer experience folks know what I mean when I say “customer journey mapping,” it turns out that their internal definition is one of two very different things.

Two Approaches

  1. A research-based map of how customers experience your journey, including the touch points and moments of truth. This is how Forrester uses the phrase. I wrote a popular post on the topic here, which was also published as a white paper and a slideshare. I do a lot of research-based customer journey maps for my clients.
  2. An internal workshop to document your customer journey, also called a customer ecosystem map. This is how Oracle uses the term. While some involve customers in these workshops, in practice they’re often limited to employees. A number of my clients who do customer journey mapping use this method.

This was also the result when I hosted the CXPA journey mapping round table in December – while many companies do customer journey mapping, they typically do one or the other.

So, which one is correct? Of course, they both are. And I’ve found that combining the two, along with an initial hypothesis mapping workshop, is the key to really putting yourself in your customer’s shoes.

That’s what I’ll be discussing at the conference next month. I’ve put a slightly modified version of my journey mapping presentation out on slideshare – use this to help you integrate both types of customer journey mapping into your company.

Customer Experience is a Partnership – Interview with Robin Schribman, VP of Customer Insight and Customer Experience, Thomson Reuters

Aiming for the Heart of their Customers

This is the fifth in our Aiming for the Hearts of their Customers interview series, with seven Minnesota customer experience leaders sharing their strategy for the coming year. In this article, we catch up with Robin Schribman, VP of Customer Insight and Customer Experience at Thomson Reuters.

You can see all of the interviews here:

Overview

Robin SchribmanThomson Reuters is a global B2B information, software and news company, with customer experience roles within each of their professional business units. Robin’s role, in the Global Brand Marketing Group is to focus on customer experience and insight that includes content creation, guidelines and integration efforts.  She has specific responsibilities for customer insight in the financial and risk business. Read more

Customer Journey Map Round Table Review

I had the opportunity this week to host a CXPA round table on Best Practices on Customer Journey Mapping for B2B and B2C. We had great participation from a number of companies, including Fidelity, Thomson Reuters, and ServiceNow.

We discussed two very different meanings for the term, “Customer Journey Map:”

  • A research activity where you work with customers to understand the steps they take as they experience your journey, and the emotional impact of each step along the way. I wrote a white paper on the topic here.
  • A workshop where you bring members together to lay out the customer journey, often involving the people and systems that impact that customer journey. These workshops are also called Customer Ecosystem Map workshops, and I put together a SlideShare on the topic here.

Read more

Real-World Stories of Creating Customer Intelligence

Heart of the Customer's Customer Experience ModelHow do Temkin Customer Experience finalists Bombadier Aircrafts, Citrix, Fidelity, Oracle and Blue Cross Blue Shield of Michigan create the Customer Intelligence that feeds their customer experience programs?

The first stage of creating a world-class customer experience is Customer Intelligence – a 360 degree view that brings your customers to life for employees from front-line staff to executives.

I outlined some ways to build Customer Intelligence in this post. I recently ran across a gold mine of examples, courtesy of the Temkin Group. On Customer Experience Day they offered for free the submissions of their 11 finalists for their 2012 Customer Experience Excellence Award. Read more