These visual representations show how a customer uses your product or service, or the decision-making process that turns a potential user into a customer. And the best way to find out what customers do, think, and feel while interacting with your company is to create a customer journey map. Understanding your customer experience is the key to improving it…and to reaping the financial rewards that go hand in hand with increasing customer satisfaction and loyalty. In short, it’s an oldie, but a goodie, and I hope that regardless of whether you’re rereading it or encountering it for the first time, you will come away with something new and helpful. I am proud that the underlying philosophy and framework remains solid and consistent, but I’ve tweaked some terminology, techniques, guidelines, and examples. So it’s time once again to refresh the content. (And yet, somehow, none of us has aged a day – it’s uncanny!) I enjoyed revisiting and updating the post back in 2015, but in the intervening years, the world has changed, the CX industry has evolved, research methodology has gotten more nimble, and technology has advanced. But I did know that customer experience as a discipline – given its proven ability to boost customer loyalty and company results – was here to stay. It’s hard to believe it’s been seven years since I launched my customer experience consultancy, Heart of the Customer, way back when CX was still in its infancy.Īt that time, when I first wrote Customer Journey Maps – the Top 10 Requirements, I didn’t know the post would be viewed hundreds of thousands of times, and reposted around the world. If you don’t make it easy to get the things they want fast, there’s a good chance they’ll be heading for the door.Customer Journey Maps: The Top 10 Requirements Whether they know it or not, they are weighing up the pros and cons of continuing to do business with you. It’s all related, and your customers are always judging, either consciously or subconsciously. The CEO affects the managers, the senior technician affects the junior technician. The conversation goes badly, and at the end of it our customer is a lot less happy than they were and makes moves to leave the company as soon as they can.Įvery person in a business has an effect on someone else, whether it’s positive or negative, and at the end of all of those interactions is the customer. Unfortunately it’s in this moment where the call to the customer is made. She may not really mean it, but right in this moment, she hates her job. By the time it’s all done and she’s ready to call the customer, her energy is low, and her tone is short. She just spent an hour filling in the paperwork for a customer, going back and forth between departments to get the answers she needed, and having to beg her manager for approval because she didn’t have the authority herself. Because – and this is important – bad experiences that are hidden from view, lead to bad experiences that are within the customer view. Every tiny action we take in a customer experience journey, whether we interact directly with the customer or not, is a moment of truth. Now surely I don’t mean photocopying, filling out paperwork, or other mundane things? Yep. In the Lean CX Score, they’re all moments of truth. Many of these same consultants we noted earlier will tell you that “Moments of Truth” are only those touch points where a customer interacts with you or your company. Oh and good news! You'll be improving the speed, morale and engagement of your teams at the same time. This is an excerpt from " The Lean CX Score." Get your copy now and start creating disruptors that completely annihilate your competition.
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