Monday, December 5, 2022
Bringing the Latest in News Straight to Your Screen

Map Out Your Success With A Journey Map

By News Creatives Authors , in Business , at August 22, 2021

At any company, senior leaders are tasked with creating business value, and the key for any CX leader is to create value by helping the organization develop a compelling customer value proposition that truly delivers.

Thoroughly understanding the needs and preferences of customers, as well as their behavior along the customer journey, is essential to achieving successful business growth.

A customer journey map (CJM) reveals gaps in customer experiences and explores innovative solutions that customers value. It helps businesses metaphorically “walk in their customers’ shoes” and experience the brand from the customer’s point of view. It gives everyone in the business a complete picture of how customers experience the organization’s products and services.

The benefit of doing this is the opportunity to examine every touchpoint to find ways to improve or to eliminate (or mitigate) friction and problems. It’s all about understanding customers’ feelings, motivations, wants and needs. In other words, it’s about the “customer truth.” By understanding customers at this level, you create a better experience throughout their journey and can train and support employees to better empathize and help them when needed.

I had a chance to chat with Damian Kernahan, the director of Proto Partners, a consulting firm based in Sydney, Australia, that helps its clients deliver a better customer experience. He had some excellent ideas on using a CJM to better understand customers. Here are a few of his ideas (in bold), followed by my commentary: 

·        Shift your company perspective from inward facing to customer facing. Many organizations make an error focusing on the internal process that points to the customer. The CJM can help you understand how what’s happening behind each touchpoint or interaction the customer has with you. Kernahan says, “Start with the customer in mind, changing from an inside-out approach to an outside-in approach.”

·        Break down the silos in your business so you can respond faster. We’ve heard about “breaking down silos” for years. Yet, in many organizations, this problem still exists. Understanding what drives the touchpoints in the CJM will help you collaborate and communicate with different departments and business units. The result is better alignment of what you want the customer to experience—and what they want and expect from the organization.

·        Assign ownership to key interactions that typically fall through the cracks. As you build the CJM, you’ll start to see which departments and people should take responsibility for various parts of the customer’s journey. Kernahan warns, “A lack of accountability along touchpoints creates inconsistencies in service, ultimately diminishing the customer’s experience.” 

·        Understand where the experience is good and be able to double down. While the CJM helps you identify opportunities to eliminate and mitigate friction and problems, don’t forget about the opportunity to improve the quality of the experience. Even if the touchpoint is already good, brainstorm ways to make it even better.  

·        Use customer insight to shed more light and understand the numbers. Business is all about numbers. The CJM can help uncover qualitative insights into what is driving quantitative feedback you might be receiving in your customer surveys. (You are surveying your customers for feedback, aren’t you?)  You may uncover the why behind different customer behaviors.

Kernahan says, “In our nearly fifteen years of experience, we have found the main pitfall for organizations is their failure to understand the full context of their customers’ experience.” The CJM is the secret to gaining that understanding. Failure to do so could result in unnecessary customer support calls, a downturn in sales, increased churn, lower NPS scores and internal problems that could include low morale and employee turnover.

On the flip side, companies that understand their customers’ journeys might see increased revenue, higher repeat business, greater loyalty, higher ratings and reviews, and more. And what business leader doesn’t want that?


Leave a Reply

Your email address will not be published. Required fields are marked *