How to start mapping the Customer Journey?

Hi Christian,

Interesting and exciting problem that you may be embarking on.

In my view having a customer centric journey based approach is the right direction.

However, I would take a step back and assess how your customer journeys are aligned to business strategy. For example, if a firm (assuming a Bank) is intending to grow revenues in retail and personal banking then Onboarding could be a key customer journey. Within Onboarding as a customer journey - you would have to breakdown the underlying processes, does it stop at account opening or beyond that?

So if I were you, I will try the following steps 1) visualize what is feeding the customer journey and what comprises of the customer journey.

2) Prioritise up to 3-5 customer journeys and see if they align with 2020 business strategy.

3) Run a proof of concept on a customer journey; engage key stakeholders in concept of mapping and create the burning platform on why they need to understand the value stream. involve Front, Middle and Back office representative and keep the discussion at the right level not too detailed in the workshop, to keep interest going.

4) Subsequently, circulate for validation and further detailing workshop can be scheduled in a week or fortnight.

5) communicate the outcome, publish and make it visible to create the momentum for other customer journeys

Hi Christian

What I often find in these situations is that people tend to advise into the mobilisation phase of the customer journey rather than consider the 'why' and the 'so what' in the first instance.  

No one wakes up one morning thinking "Customer Journey!".....it's driven by changes in buying patterns, internal cultures and behaviours and external factors.

For me it's defining the right outcomes for your customer and then pivoting your organisation in a way to deliver this. 

The rest is good governance and process mapping.  Strategy first: tactical approach second.

Hi Christian:

Use the Voice of the Customer technique as I posted on Consulthon.

You want to create memorable first impressions and deliver differentiated buying experiences to your customer? Do you want to find out how your customers shop in today's digital world? What are the most influential channels and touchpoints in their customer journey and how can you impact these? How does this work for the new product category you wish to enter?

Customer Journey Map is a powerful technique for understanding what motivates your customers - what their needs are, their hesitations, and concerns. Although most organizations are reasonably good at gathering data about their customers, data alone fails to communicate the frustrations and experiences the customer experienced. A story can do that, and one of the best storytelling tools in business is the customer journey map.

The customer journey map uses storytelling and visuals to illustrate the relationship a customer has with a business over a period of time. The story is being told from the perspective of customers, which provides insight into the total experience of the customer. It helps your team better understand and address customer needs and pain points as they experience your product or service. In other words, mapping out the customer journey offers your business the chance to see how your brand first engages a potential customer and then moves through the touchpoints of the entire sales process.

I hope this helps you.

Chuck

Hi Christian,

As I do not know in details your product/service, so I will share in summary my experience from several businesses where i was about to satisfy the clients` needs and grow:

1. Quality assurance. Outline each milestone from the product/service lifecycle. Define quality criterias for each one of them. Clear procedures should be settled.
2. Roles and responsibilities. Ensure all roles and responsibilities are communicated with the staff. No just sent but explained so there is commitment and the department managers confirms it. [removed]
3. Right persons at place/Personality and behavior assessment. If your team members aren`t the right, do not expect satisfied clients. It is another conversation, but i have a simple rule for the right team member - observe him/her and if he/she is honestly happy and cheerfully (not necessarily laughing all the time:) than mostly like you cam invest more to improve him/her. 
4. Returned clients. From my experience these are the backbone of the business, so treat them with care and make them feel really special. Word to mouth especially for b2c businesses is vital. You can prepare special plan to maintain and  increase your returned clients. Very often i did special additional product or service on top of the main ones, only for these people. That also affect the new customers that seek to become return o they may benefit as well. Also be careful with surveys and seeking a feedback from your customers. They shouldn`t be too often but at the right moments. It is better to read on their actions rather than asking them to answer your questions. 
5. Marketing strategy to reflect all above. That is again a separate topic so i only mark it.

Hope that put a different perspective and options to proceed with your customer journey project. 

It will be great if you share later on how it goes and what the results are.

Best, 

Mihail