Before You Start Journey Mapping

To get the most out of your efforts, take the time and start with some basic planning and set-up. As with most things, it is good to have an idea of what you want to achieve before you start doing stuff. To set the stage, sort of. Here are some questions to answer, or at least think about.

1. Define the purpose of your customer journey mapping

Journey maps should have a purpose and should be actionable. The customer journey can be used for many purposes, such as:

  • Insight – collect insights and get an overview of how the customer experiences our product or service. What works well and what doesn´t work?
  • Engaging teams or stakeholders and creating a customer centric shared view across the organization.
  • Innovation – use the Customer Journey Map as a starting-point for innovation. How can we better fulfil the customer need in a certain phase or situation?
  • Prioritizing – use the Customer Journey Map as a starting-point for prioritizing efforts. Where are the biggest possibilities or challenges in the service?
  • Realization – use the Customer Journey Map as a starting-point and change map for implementation. What changes do we have make on the inside of the organization, to be able to deliver the desired customer experience?

Alongside defining the purpose, you will probably find that by doing that, you will also be able to better decide on how to structure your insights and data into your customer journey map in Custellence.

2. Set the right expectations

And last but not least: Think about how your work will contribute to the business. How will you link the improved customer experience to business value? What relevant Key Performance-figures do you want to contribute to? Make sure to have relevant KPI:s set already in the beginning. Some typical customer centric KPI:s are:

  • Net promoter score (NPS). A classic type of KPI that reveals whether or not your customers would recommend your products and services to others.
  • Customer satisfaction (CSAT). CSAT- surveys help measure a customer’s contentedness before, during, and after they interact with a support team.
  • Customer Effort Score (CES). Measures how much effort that is required of your customers to do the things they want to do when interacting with your products and services.
  • Retention rate

Want to dig deeper into how to link customer experience to business value? Here is a great article on that

3. Gather your cross-functional team

Now, think about the people you need to collaborate with to create the most value. For instance, collecting customer insights - who can provide useful insights? And for the implementation - who do you need to engage in your cross-functional team to create the desired output? Think of the whole process. Also, try to identify both your ambassadors as well as your opponents. And invite them all to collaborate.

As you will find, Custellence enables you to connect the input (customer and business insights) with the output in the project (ideas, solutions and activities that will lead to a desired state).

Tip! The more the merrier: make sure to anchor your project not only with your friends, but also those who might be sceptical to your project. Your best future ambassadors might be your worst antagonists today!

Next step: How to create a journey map

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