Customer Journey Mapping sits at the very heart of Customer Experience transformation. It helps the business to apply a chronological perspective to their relationships with customers. The process follows five key steps:
1. Customer Journey Framework Definition: Before a business can redesign customer journeys, it needs to identify their generic ‘stages and phases’ in order to create frameworks around which the ‘as-is’ and ‘future-state’ journeys can be built. The customer journeys may vary by channel and customer segment.
2. Customer Experience Curves Formulation: Mapping ‘as-is’ customer journeys is typically driven using insight data from Voice of the Customer research, however can sometimes also be undertaken as / reinforced by diagnostic workshops. It helps the business to understand the gaps that exist between ‘as-is’ and ‘ideal’ experiences across all customer touchpoints; identify the touch points of greatest significance from a customer perspective (Moments of Truth); and identify the touch points of greatest significance from an organisational perspective (pain points)
3. Understanding the Existing Journey: Although the Customer Experience curves help you to understand the state of the existing customer journey from an empirical perspective, it does not help you to understand the detail as to why this might be the case. For this reason, it is also important to ‘walk the processes’, which is a diagnostic exercise that involves following the processes of the business as a customer might experience them. This helps you to identify what works well and what causes problems for the customer.
4. Customer Promises and Commitments Workshops: Either utilising the expectations data from the Voice of the Customer research or through a diagnostics workshop, we work with organisations to develop Customer Promises and Commitments that can be used to underpin the repositioning of the brand from a customer perspective; and underpin the business transformation programme by ensuring that the customer experience initiatives reflect the brand repositioning
5. Future State Journey Mapping: Defining the detail of the ‘future state’ customer journey needed to achieve the standards of the ideal customer experience curve. We work with organisations to establish detailed written narratives to describe the typical ‘as-is’ and future state customer experiences across all touchpoints (stages & phases) in all channels for all key customer segments; establish the emotional and functional goal for the future state of each stage and phase of the customer journey; and provide the platform for the customer and employee initiative exercises
We offer the following Customer Journey Mapping propositions:
Customer Experience Framework Definition
Customer Experience Curves Formulation
Understanding the Existing Journey: Diagnostics – Walking the Process
Customer Promises and Commitments Workshops
Future State Journey Mapping