In our recent Trends Report, we found that business leaders of 2017-2018 were struggling with customer-centricity. Though our client leaders were actively updating their core strategies to focus heavily on their customer’s needs, they were facing roadblocks when they needed to bring to life that customer-centric culture in all parts of the organization.
A customer journey map is a visual tool used to deeply understand the customer and their motivations, chart all the touchpoints where they interact with your product or service, and identify opportunities for improvement. From higher education to leading technology companies, many organizations use visual customer journey maps to collectively get their organization aligned around who their key customer is and what their experience is now.
A journey map answers the questions...
We’ve created a Customer Journey Mapping Framework for you and your employees to visually chart the highs and lows of your customer’s journey as a team.
Employees who actually execute the process are in perfect position to contribute to fixing it, and when they are asked to participate, they buy in. When key stakeholders co-create the solution, they become advocates for it, and that accelerates change. Get employees involved early in redesigning a process or the customer experience.”
Use this framework as your guide. Draw it large on a whiteboard or print a large-scale copy so you can use Post-it notes as a small team to build the journey map together. By visually mapping the big picture together, you are building team alignment and creating clarity around how the every department is involved in making your organization customer-centric.
Translate the collective alignment and understanding you built as a team into a tangible, visual artifact that equips every level of the organization to hear, learn, deeply understand, and tell the same story. When everyone can see the full picture, they can better understand where they’re involved in the organization’s customer-centricity efforts and what actions they need to take to be successful and drive results.
We’ve pulled together some of examples of customer journey maps from our customers as well as from our own company—see how other organizations are creating the picture of how their customer interacts with their product/service at different points in their journey.
[ XPLANE's Customer Experience Map is equipped with additional pages that break down the details, roles, and responsibilities in each part of the journey. ]
[ This confidential client created their ideal customer journey to plan for their future. ]
Start activating a customer-centered mindset inside your company.
Download the Customer Journey Mapping Framework to hang up on your wall and populate as a team. And be sure to shoot us a note if you get stuck!