If you have built a journey map internally with employees, or have even spoken to various employees – customer facing or not, you have heard where employees think the customer experience should be improved. Front-facing employees can be a great source of feedback and ideas – based on what they are hearing from customers.

While some companies take action based on this kind of collected employee data (and it’s good to listen in this way), I would suggest you pause there for a moment.

It’s always a good idea to ask employees to evaluate the customer experience you deliver today, and then compare that to what customers say about those same points. Unfortunately, what can occur is that the employees may be close at guessing the issue, but they might be off a bit. Comparing the employee view of the experience you deliver at the touchpoint level with the customer viewpoint allows you to see two things. You will see one, where the gaps exist between the internal and external view. (That tells you where your internal view is not totally accurate about customer priorities and pain.) Two, you see where you may need training and/or communications to employees about that gap.

In the years of old school journey mapping we created a draft map with employees and asked them to select the biggest customer pain points, then went to customers to hear about their biggest pain points, we found employees were anywhere from 20 to 40% accurate in guessing the highest customer priorities. Seriously. It is really hard to get inside your customer’s heads to understand their priorities unless you ask them for input and feedback and ideas directly.

Instead of taking action only on the employee determined touchpoints (which may make sense to internal teams), it’s critical to listen to customers and compare.

Make sure you find those gaps and get customer input to focus in the right areas before you spend money.

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