Customer journeys are one of the key tools we can develop to help you drive better customer experiences and create a customer-centric organization. However, simply creating these tools is not enough, and you must embed the core ideas within our organization and create priorities to focus on to lead to better results.

What Is the Purpose of This Customer Journey Map?

 

According to a recent article from Invesprco, “Customer journey maps give businesses a way of getting into their customers’ heads, helping them gain valuable insight and understanding regarding common customer pain points.”

 

The journey map should give you a clear prioritization, on what your customers are trying to tell you.   You will have to look deep into the touchpoints to identify Process Improvement opportunities.

 

Remember, when solving customer pain points, it is important to focus on areas which are causing the most pain.  There are the pain points your customers are telling you that they need your help and want you to focus in order to make their experience better.

 

How Do I Operationalize My Customer Journey Map?

 

You may wonder why some many CX/CS initiatives die upon implementation.  The most glaring reason and the one that is easiest to clean up is complexity.

 

Often the more complex a customer journey map is, the harder it can be to operationalize.  While it is not an issue if the customer journey map itself is complex, prioritization drives clarity and simplification which areas you will focus on.

 

Download this tool to begin operationalizing your customer journey map.

 

A great example of prioritization of the customer journey map down to key areas of focus comes from Starbucks.  Using NPS to score each stage of their customer journey, they were able to boil down corporate focus to 5 key areas to drive better customer experience, which in turn led to higher growth.  In our engagements, these quick wins have created momentum to drive transformational change.

 

You should also utilize your customer journey map to optimize the allocation of resources targeting the appropriate accounts at the most critical touch points.

 

As you can see on SBI TV’s interview with Bernie Kassar, Chief Customer Officer at Xatcly, It goes back to the point of really understanding your customer journey, because once you have that figured out, you can then figure out where you’re having issues and create either a department that’s focused on it or resources that can intervene…”

 

How Do You Turn the Map into Real Results?

 

The first sections of this article highlighted creating a focus on areas customers are asking you to improve.  By focusing on these high pain points for customers, you will improve your customer experience, making them want to spend more money with your organization.

 

According to a recent Forbes article, “Consumers are willing to spend up to 16% more on products and services with companies that offer a better experience, and they’re more loyal. In addition, 63% of consumers are willing to share more information about a company that offers a great experience.”

 

It’s easy to make the mistake of thinking great customer experiences must be the white glove treatment, and this isn’t always the case.  Utilizing the customer journey map, you can understand the various customer segments or steps in a customer journey where self-service could be a winning strategy.  According to the same Forbes article, “A self-service solution can be a great customer experience if it’s effective.”

 

Making Sure This Isn’t Shelf-Ware, and a Living Document

 

Embedding your customer journey map and using it to create a sense of urgency in the organization in managing the customer lifecycle is key.   According to a recent SBI article, “The best practice CS teams have learned that Customer Lifecycle Management is the discipline that powers it all.”

 

The customer journey map should be a living breathing document which is routinely updated for your organization based on changes in the market, product portfolio, or customer/buyer preference shifts.   Well-designed customer listening paths can ensure you have an accurate view of your journey.

 

Conclusion:

 

Customers are smarter than they have ever been and demand a great experience when they are working with companies or utilizing your services.  Utilizing your customer journey map, and truly spending the time to understand the pain points of your customers and prioritization is key to driving a better experience.  In turn, a better customer experience leads to higher rates of renewals and more opportunities for cross-sell and up-sell activities, which will accelerate revenue growth rate faster than your competitors.

 

Download the Customer Journey Map Evaluation Tool to begin organizing priorities of customer pain points and to help align your team on the next steps.

 

New call-to-action

ABOUT THE AUTHOR

Russell Jenkins

Working with clients to ensure accelerated top line and bottom line growth

Russell is an experienced consultant and senior leader who brings an array of knowledge from successfully implementing profitable change while in industry and as a consultant for his clients.

 

Prior to joining SBI, Russell worked as a profit consultant partnering with private equity portfolio companies to identify areas of opportunity.  Additionally, he spent 9 years in industry in a variety of marketing and analytics roles within Fortune 1000 companies.  While at Hilti, Russell was responsible for driving data driven campaigns, ecommerce & partner platforms, driving lift in both revenue and margin.

Read full bio >