Regardless of your place in an organization as a customer experience advocate, I’m sure you’ve come across a customer journey map. But, coming across a journey map, and actually using one are two different things. Most customer journey maps find themselves collecting dust on a shared drive because they aren’t applicable to multiple levels within the business, or simply because they aren’t accurate.
Most customer journey maps that I’ve encountered are based on educated guesses of those who likely haven’t had any interaction with customers, and don’t have insights into the various avenues of business. Even if they do, business objectives shouldn’t be centered around a singular experience or point of view. If you’ve read any of my previous blog posts, you know I’m a stickler for planning with insights. Why? Because customer journey maps take a lot of time and effort to build, and initially your colleagues are using this information to make informed decisions. However, if one department sees that a customer journey map either leaves them out or is inaccurate from what they know to be true, then they’ll likely ignore the entire map. This might lead to them making decisions that cause friction in the customer experience.
The key to crafting a customer journey map that has measurable impact on the customer experience starts from a foundation of insights. Building a customer journey map should work like this- start with the data, look for mentions by the customer at various stages of the journey, apply customer mentions to journey stages, and dig deeper. This method may uncover insights such as common points of friction, or new opportunities for growth. You might find that your teams have been wasting time and money updating website information or making product changes, when in fact people are canceling orders because they have a problem with delayed shipping.
I’ve found that most CX advocates shy away from using data for a variety of reasons. Either the data is too overwhelming and they don’t know where to start – or the data is there, but it’s just simply inaccessible. So, how can you create a credible, accessible customer journey map that is applicable to all business units and covers every macro and micro touchpoint within the customer journey? From knowing which data to gather to getting buy-in and taking action, our ebook, 5 Steps to Improving the Customer Journey with Analytics walks you through crafting a thoughtful and strategic customer journey map the right way.