Interested in learning how to map the customer journey? Join Jim Tincher as he leads a morning workshop that provides everything you need to run a journey mapping workshop within your own organization. It's one of our top-rated sessions. Download our event brochure to learn more.
We’ve all seen it before. Customers form an expectation from your sales channel or marketing literature, receive a different experience through operations, and then call your contact center where they may receive a third perspective.
It’s the setup for a rough call, and an even rougher customer experience. But it doesn’t have to be that way.
Great companies have found a way to create a consistent end-to-end experience. They align their silos, creating a consistent experience from start to finish. How do they do it?
Enter customer journey mapping.
Customer journey mapping is a series of techniques that map out your customer experience from start to finish. It follows your customer across silos as they go from initial awareness through the sales process into ongoing engagement.
A popular way to conduct journey mapping is through a workshop.
Journey Mapping Workshops
Journey mapping workshops involve participants from throughout the company to document your customer’s journey, showing both customer-facing and back-end groups and systems that impact your customer. These interactive workshops bring your teams together to align on how your customers truly experience your products and services today. They isolate your friction points and uncover which systems, groups or incentives cause that friction.
Journey mapping workshops
provide a number of benefits to
- Demonstrate the journey through your customer’s eyes. Done well, your workshops help participants understand how your customers truly view your journey. This leads to a shared view of this experience from your different silos, which is the first step to building improvement.
- The results are immediately internalized. The process leads to learning that can be internalized immediately. By taking an active role in the process, teams from sales to finance to operations can immediately apply the learning to their operations.
- The results can be applied tomorrow. In every single customer journey mapping workshop I have led, teams were able to come up with a series of quick wins that could be applied within 30 days – some much quicker. And since all critical teams are part of the mapping process, there is little pushback to implement the changes. It creates a shared win.
You can learn more about how to run one of these workshops at this interactive meeting at MWCCA. During this session you’ll learn by doing, as you jump right in to create your own journey maps. Join this session and you will go through all stages of the mapping exercise, and can bring that back to lead sessions at your own company afterward.
Jim Tincher is the Principal Consultant at Heart of the Customer, a Customer Experience consulting company right here in Minneapolis. Jim has more than 20 years of experience in driving customer experience from small business to Fortune 500 companies. Jim’s Customer Experience expertise has led to engagements as far-reaching as developing consumer tests at Best Buy, creating a Customer Insights capability at UnitedHealth Group, and consulting with clients ranging from global fast food companies to utilities to international manufacturing and service companies.