What’s the value of Customer Journey Mapping? (For Leaders and Customer Experience Professionals)

– Hi everyone, it’s Janelle here from Amplified Customer Experience. And today I wanna dig in to
customer journey mapping. So I know there’s so
many questions out there about the value of journey mapping or why would an organization want to undertake journey
mapping and journey mapping is certainly a buzzword
right now in the CX field and so many conversations that I’ve had with different businesses
and different clients have all centered around journey mapping, So let’s dig in. So first of all, let’s
talk about the value of journey mapping and why
an organization might want to undertake a journey mapping exercise. So from my perspective, one
of the most valuable things that you can get out of a
journey mapping exercise is really a better understanding of what your customer goes through to engage with your product or service. So many businesses have
an inside perspective of what it’s like to be our customer. And they make their
decisions either strategic or operational decisions
based on that really limited understanding of what it
means to be our customer. So a customer journey
mapping exercise forces you to put yourself in the
shoes of your customer and to look at every single
step, thought process, interaction that your
customer has with your brand, with your product or with your service. And it’s incredibly valuable because it not only gives you
that better understanding of who your customer
is, what they go through but it’s a great tool to
create executive alignment and buy in for either a
CX related initiatives or operational improvements,
things like that. And also, more than that, it’s also a great tool that you can use to help your employees really connect with your customers and to better understand
what their role is and how their role specifically
impacts the customer. So that’s a little bit about the value of customer journey mapping. Now, let’s dig in and
talk a little bit about how you could complete
a customer journey map and the elements that are required. So often, businesses already have internal business process diagrams or flow charts that they have documented and that’s a good place to start, but often they start and
end with your business. So what you wanna do
is you wanna take that maybe as a skeleton, and then add on to it both before and after
the process diagram ends and then in between. And to really put yourself
in the shoes of the customer and if you can, include your
customers in this process to really understand from them
what they’re thinking about when they’re engaging with your business. So think about a buying decision. So recently, a couple of months ago, I was on a mission to
find the perfect swimsuit. And so this makes a really great use case for journey mapping
because I took probably about two months to find my next swimsuit and I not only engaged
with the final brand that I ended up purchasing from, but I looked at a number of other brands. And so when you’re journey mapping, it’s important to
consider and to understand and to get into the minds and
the hearts of your customers to really feel what they’re feeling when they’re going through
that research phase. Just as an example. Because there’s a lot of steps
and there’s a lot of things that go into a buying decision. And as much as you can document it, so much of it is about feeling. And journey mapping
can really help you get to the heart of what your
customers are feeling and how they connect with your brand, how they connect with your
website, with your imagery. All of those different elements contribute to that buying decision. And that’s just one
example of journey mapping that I went through recently. So you understand your customers better and you document that in a really visual sort of way that
identifies each of the steps. And then once you have all
of the steps documented, then you need to go
through it and look at it from an effectiveness perspective. So how effective are each of those steps, at least the ones that
you have control over. And that is where you can
identify some of your pain points and to start to get a better idea of where you might wanna
focus your projects. So then once you’ve completed
that effectiveness exercise, and you have, say, green, red, yellow for all of the steps that
you have control over, then you go through a
prioritization exercise. Where you understand or assess the impact that fixing each of those
pain points would have. Because certain things that you fix may be really low impact. And so you assess for impact and then you also assess for investment. And you can do that in either a grid or in a spreadsheet format,
it’s really up to you. But it’s best to assess for
both impact and investment. And once you’ve completed that assessment, then you and your team can come together and go through a prioritization exercise where you identify which projects
you want to tackle first. So this is really kind of full circle from how to do the journey map. And then taking it to the
tangible or the practical of what to do once you’ve got
that journey map documented. Because it’s not gonna
be super valuable for you if it’s just a deliverable that you have sitting on a shelf. So there always needs to be an outcome. So one of the outcomes I like to recommend when journey mapping is
to one, create alignment. But then also two, to create
focus and prioritization on where you should be spending your time and your resources, okay? So, that’s just a really quick
overview of journey mapping. And if you want to dive into it further, I encourage you to reach out. I’m available at [email protected] and we can talk about it further. If you have other things that you want to hear from me about,
just shoot me a message or write something in the comments and I’ll tackle that in an upcoming video. Thanks everyone, have a great day.

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