Week 5: CX Leadership & Implementation program ~ Summer 2021
Week 5 of our CX Leadership & Implementation Summer program is done and dusted!
Key takeaways from week 5: "Customer Journey Mapping Workshop"
Have you actually experienced an emotion based customer journey mapping workshop? Journey mapping is a ‘human-centred, data-enabled discipline that allows organizations to step into their customers’ shoes and gain visibility into what it actually feels like to interact with their brand from customers’ point of view.’
We introduced journey mapping with an example of Sofia, a six year old girl who needs to get an MRI but is afraid due to the loud machinery, bright lights and uninviting room. The hospital recognizing that journey mapping is necessary here is the first step: the discovery phase. We discussed how by journey mapping each step of Sofia’s experience, the hospital could get a better understanding of what exactly she was feeling and how to improve the experience for her. The hospital responded by redesigning the MRI experience. They decorated the room and machine like a campsite to emulate a camping adventure. The impact was a faster MRI queue, quicker ROI generation and reduced turnover- all from just a few small changes the hospital made!
When Journey Mapping we look to ‘personas’ to help us completely immerse ourselves in the experience of the customer. A persona is ‘a vivid narrative description based on real customer data. They take the form of a single person who represents a behavioral segment and is used by organizations to guide the design of experiences, products, services, channels, and messaging, while building empathy for customers’. In the example above, our persona is Sofia. Creating a persona is the second step to journey mapping- the preparation phase.
The next step to journey mapping is the mapping phase. This involves looking at people and things the persona would see; statements the persona would say, think, or feel; and the needs of the persona. This is where we uncover ‘pain points’ and ‘moments of truth’. Pain points are activities in the journey where the customer feels a gap between what they expect and their perception of what they’re experiencing. Moments of truth represent the points in a customer journey when a key event occurs and an opinion about the brand is formed- positive or negative.
The final step in journey mapping is the follow-through. This is where an organization can create a road map and share it internally. During this phase insights can be formed which are crucial because they allow an organization to know where to focus to improve the experience. Insights include where there are outdated policies, where customers are most at risk, where organizations are wasting money, etc. When an organization makes improvements based on these insights, the benefits of journey mapping become apparent. Benefits include: increased customer satisfaction, increased NPS, decreased customer churn, increased customer spend, fewer calls to call centres, and a decreased customer effort score.
In conclusion, journey mapping is an effective and necessary tool to understand a customer’s specific experience with your company and take targeted action to improve this experience.
This will improve any business, are you ready to take the leap back into your customer shoes?
Our next CX leadership & Implementation will start the 7th of September 202. Click here for the course details.
Please contact us on firstname.lastname@example.org for more information on our CX Leadership & Implementation Program