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EFFECTIVE CUSTOMER JOURNEY MAPPING ALIGNS YOUR BUSINESS AROUND THE CUSTOMER

Customer Journey Mapping helps business professionals walk in the customers' shoes, enabling them to feel what it is like to be a customer at every step of their interaction with a brand. Hence, it is central to the success of programmes in customer experience management and those in the digital, technology, employee, and design space.



THE 8 STAGES OF EFFECTIVE CUSTOMER JOURNEY MAPPING


Using these eight stages, you can build a repository of personas and customer journey maps. Such a repository will be an essential asset to any project, keeping the customer front of mind and ensuring personas and journeys are shareable with other departments. “When you consider that up to a third of any technology build is impacted by customer experience, you simply cannot leave your mapping activities to chance.”


AVOID SOME OF THE MOST COMMON ‘ELEPHANT TRAPS’

Customer journey mapping is both a process and a management discipline. As a process, the aim is to map out all the experiences and interactions your customers have with a brand or organization. As a management discipline, customer journey maps become the central pivot point for any programme impacted by customer experience, helping management to design better end-to-end experiences, develop the right collaborative culture with cross-functional stakeholders and improve customer experience and operational metrics.

With so many customer types and journeys, it is essential to follow a journey management discipline to avoid some of the most common ‘elephant traps’ or risks. Here are 3 of them:

  • BOILING THE OCEAN

    Thinking every touchpoint counts. Instead of focusing all your efforts on measurement, focus on what counts and how to implement the required changes.

  • ONLY FOR SOME EXECUTIVES

    Thinking journey maps are only for customer experience professionals. Understanding the customer journey is essential for stakeholders in technology, digital architecture, employee engagement (employee journey mapping) and wherever the customer impacts decision-making.

  • SUPPORTING A SILO MENTALITY

    Using journey maps only for one specific area. Effective customer journey mapping starts from a more agnostic point of view. What do customers Think-Feel and Do? What does it impact?