Why a static journey map isn’t the answer

Modified: June 19, 2019 at 8:58 am

By Joe Wheeler, President CX Workout

Many companies want to create a journey map, and for varying reasons. Often companies want to truly understand all the (proactive or reactive) steps that occur when a customer engages with their company. There are internal benefits that come from internal groups working across departments to really talk about customer facing journeys and create a draft map. Beginning the work to see things from the outside-in is incredibly valuable.

You don’t want a map that is a snapshot, continually getting more out of date by the day. You don’t want to see a July 2015 map today, you want an up to date map, one aligned with real actionable information is even better. Often the time and effort of the “old school” mapping process (getting together internal groups, working across various locations, listening to various stakeholders) can take months to get to a resulting map. And by that point your map may be out of date.

Before you get started mapping, think about how you will keep your map updated. Sure, you can keep an Excel or PowerPoint document updated with new touchpoints. But how will you keep listening to customers to be sure you know where pain points occur? How will you know if there are new touchpoints cropping up (think mobile, think the “internet of things”, think new audiences and beyond)? Transaction, relationship and related surveys don’t always uncover these issues.

You need a living map, one that allows you to make updates of course, but also a map that is alive with customer data collected at the touchpoint level. And you need a map that allows you to look at the experience today and also see how it changes once you have made updates to the experience delivered.

Before you invest in making changes to a touchpoint in your experience make sure to talk to customers about the issues. Get them involved in coming up with solutions and describing the ways they would like the experience to work. This saves a lot of time and heartache.

This is why we built CX Workout, we wanted to make it easy for you to create a living map, collect input on any part of your customer journey map and then go deep with customers in hearing more about their experience in discussions. If you’d like to take a look at CX Workout, please sign up for a demo here.

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