Another One Bites The Dust: JetBlue’s Broken Promises

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This post comes to you from my colleague Amelia Sizemore.

I’m not angry, JetBlue. I’m just disappointed.

Ok, I’m actually pretty miffed, as are many, many others. Last November, when JetBlue announced upcoming changes to its baggage policy and its plans to chop legroom, I wasn’t worried that my flying experience would worsen. Though I’m a frequent JetBlue flier, I’ve checked a bag only twice in the past six years, and I’m 5’3” so my knees never coming close to ramming into the seat in front of me.

Instead, I felt betrayed. When JetBlue unveiled its new fare classes earlier this week and reiterated plans to add more seats to most of its fleet, the airline broke promises it’s been making to customers for years.

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Journey Mapping Q&A: Required Research For Customer Journey Maps

For the past few weeks, I’ve posted answers to some of the questions I got during my Qualtrics’ CX Week webinar “10 Ways To Use Customer Journey Maps.” (You can download the slides here. Or watch the webinar—just register for free at CXWeek.com and look for my webinar on the Wednesday agenda.)

In Part 1 and Part 2 of this series, I talked about the elements of a journey map and how to run a journey mapping workshop. This week I’ll focus on the research you need to do in order to map and validate your customer journey. 

 

What is more effective: To create journey maps based on actual customer stories or to create journey maps based on stories created (imagined) by employees?

Customer journeys that are imagined by employees can be incredibly dangerous—because they’re filled with assumptions that might be incomplete or downright wrong. That said, you’ve got to start your journey mapping process somewhere, and assumption-based journey maps are a natural place to begin. Even if the journey they depict isn’t 100% accurate, they’re a valuable tool for getting employees to empathize with customers and highlighting spots where additional customer research is needed.

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A New Name, A New Logo—And A Lot More To Come!

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We think a lot about brand and how it can be expressed, both visually and experientially. So you can imagine that we’re kind of obsessed about the development of our new brand identity for Kerry Bodine & Co.

We’ve had the joy of working with Mel Lim Design to evolve the visual elements of our brand over the past several months. It’s been fun to explore different logos, color palettes, photo styles, and page layouts to figure out the best external expression of our internal culture.

Soon you’ll see a complete rollout of our new identity. But the bigger news is what’s happening inside our business. We’ve been busy!

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Journey Mapping Q&A: Customer Journey Mapping Workshops

Back in May, I presented a webinar called “10 Ways To Use Customer Journey Maps” as a part of Qualtrics’ CX Week. (You can download the slides here. Or watch the webinar—just register for free at CXWeek.com and look for my webinar on the Wednesday agenda.)

In this three-part blog series, I’m answering all of the great audience questions from the webinar. Part 1 of this series focused on common journey map components and how to use maps to prioritize customer experience initiatives. In this post, I’ll tackle several questions about the nitty-gritty details of creating journey maps.

 

What is the process for creating journey maps? Is there a common workshop format?

I find that it’s best to start with documenting the practical nature of customers’ steps and then move one to mapping their thoughts and emotions. This essentially maps to standard interview (and therapy!) methodologies. (It’s much easier to get someone to tell you what he had for breakfast than it is to elicit emotions about his childhood…)

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The Always Up-To-Date Guide To CX Events

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I’m often asked about customer experience conferences: What’s out there? Where am I speaking? Which conferences would I recommend?

I’ve compiled the following list of conferences spanning a variety of topics — like CEM, service design, customer loyalty, customer success, and contact centers — that should be of interest to a wide range of customer experience professionals. I’ve organized the events based on the types of organizations hosting them: professional associations, event producers, service providers, media companiesanalyst firms, and tech vendors. And, as the title of this post implies, I’ll be keeping this list up to date on a rolling basis.

Am I missing an upcoming event? Please let me know!

Professional Associations

Customer Success Association’s Customer SuccessCon East
August 13, 2015
Cambridge, Massachusetts

Design Management Institute’s Design Leadership Conference
September 27 – 29, 2015
New York City

Service Design Network’s Global Conference
October 2 – 3, 2015
New York City

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