Many companies embark on customer journey mapping projects without having a clear idea of how they’ll actually use the outputs. At the end such efforts, the CX team has checked “journey mapping” off its to-do list, but is left wondering what to do next…
So before you wander aimlessly into customer journey land, first determine what your primary business objective is for creating a journey map. Here are some ideas to get you started:
Improve Your Current Customer Experience
With a current-state journey map, you can:
1. Identify pain points and prioritize fixes
2. Identify opportunities for feedback or measurement.
3. Plan content and marketing communications.
With a current-state journey blueprint, you can:
4. Zero in on the root causes of customer pain.
Envision Your Future Customer Experience
With a future-state , you can:
5. Share the vision for your corporate strategy.
6. Plan the rollout of a future product or service.
With a day-in-the-life journey map, you can:
7. Identify innovation opportunities.
With a future-state journey blueprint, you can:
8. Identify the infrastructure and capabilities needed to deliver on your vision.
Drive Organizational Change
With a current-state journey map, you can:
9. Align your organization around the customer POV.
10. Help employees and partners develop empathy for customers.
With a current-state journey blueprint, you can:
11. Help employees and partners discover their own roles in delivering a remarkable customer experience.
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Ok, yes, that was technically 11. I aim to exceed your expectations! 😉
How else have you used journey maps within your organization? Please share in the comments.
