Tag Archives: customer journey

Rethinking Customer Journeys

GUEST POST from Geoffrey A. Moore

Customer journeys are a mainstay of modern marketing programs. Unfortunately, for most companies, they are pointed in the wrong direction!

Most customer journey diagrams I see map the customer’s journey through the vendor’s marketing and sales process. That’s not a customer journey. That is a vendor journey. Customers could not care less about it.

What customers do care about is any journey that leads to value realization in their enterprise. That means true customer journey mapping must work backward from the customer’s value goals and objectives, not forward from the vendor’s sales goals and objectives.

But to do that, the customer-facing team in the vendor organization has to have good intelligence about what value realization the customer is seeking. That means that sales teams must diagnose before they prescribe. They must interrogate before they present. They must listen before they demo.

That is not what the typical sales enablement program teaches. Instead, it instructs salespeople on how to give the standard presentation, how to highlight the product’s competitive advantages, how to counter the competition’s claims—anything and everything except the only thing that really matters—how do you get good customer intelligence from whatever level of management you are able to converse with?

The SaaS business model with its emphasis on subscription and consumption creates a natural occasion for reforming these practices. Net Revenue Retention is the name of the game. Adoption, extension, and expansion of product usage are core to the customer’s Health Score. This only happens when value is truly being realized.

All this is casting the post-sales customer-facing functions of Customer Success and Customer Support in a new light. These relationships are signaling outposts for current customer status. Vendors still need to connect with the top management, for they are the ones who set the value realization goals and provide the budgets to fund the vendor’s offerings, but for day-to-day reality checks on whether the value is actually getting realized, nothing beats feet on the ground.

So, note to vendors. You can still use your vendor-centric customer journey maps to manage your marketing and sales productivity. Just realize these maps are about you, not the customer. You cannot simply assign the customer a mindset that serves your interests. You have to genuinely engage with them to get to actionable truth.

That’s what I think. What do you think?

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Avoiding An Unamazing Customer Experience

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Avoiding An Unamazing Customer Experience

GUEST POST from Shep Hyken

NICE isn’t just the right way to treat people. It’s the name of a software company that specializes in helping businesses improve their customer and agent experience. NICE has analyzed billions of customer interactions to better understand customer behavior. They know what customers like and dislike. They know what frustrates customer support agents and what gets them excited about helping their customers. But often, it’s not an agent experience that gets customers to come back.

A recent study from NICE found that 81% of consumers today start with a digital channel when they have a question, a need or want to buy something. They don’t call the company. They go to a website, YouTube, Google search, etc. They want and expect the companies and brands they do business with to have answers readily available. What they don’t want is to call a company, be placed on hold for what seems like an unreasonable period of time, talk to a rep who transfers them to another rep, etc., etc.

I recently interviewed Laura Bassett, Vice President of Product Marketing at NICE, and had a fascinating conversation about how customers’ expectations are changing. She said many experiences are unamazing. They simply disappoint, which doesn’t give a customer the incentive to come back for more. Bassett said NICE’s mission is to rid the world of unamazing customer experiences. Here are some of the nuggets of wisdom Bassett shared on how to do exactly that.

1. Customer experience is the entire journey.

Many people make the mistake of thinking that customer experience is customer support. It’s much more than that. While customer support is part of the experience, it really starts when a customer initiates a Google search, finds your company and interacts with your website. The service begins with how easy it is to do business with you regardless of where they are in the customer journey.

2. Customer experience involves every person in the business.

Just as customer experience includes the customer’s entire journey—not just when they reach out for customer support—it also involves every employee. If you aren’t dealing directly with a customer, you support someone who is or is part of the process that will impact the experience. Even people behind the scenes, who never interact with the customer, have impact on the experience. Everyone must understand their role and contribution to the customer experience.

3. Proactive communication is essential to the customer experience.

Companies know many of the questions that customers ask. So, why not be proactive about giving customers information before they have to make the effort to get answers? Bassett said, “Companies should understand and predict when they can answer a question before customers even realize they have it.”

4. Walk in your customer’s shoes.

This is an old expression, yet its meaning is timeless. You must understand what the customer is going through at every step of the journey. Then compare it to the experience you would want. When designing an experience that makes customers want to come back, think about what would make you come back. Is the experience your customers receive different than what you want?

5. Agents are consumers too.

Their expectations have accelerated. They compare what they should be able to deliver to what they experience with other businesses. When they have an amazing experience with another company, they want to repeat that experience for their own customers. They must be equipped with the tools to deliver what they consider to be an amazing experience.

6. Make your customer support agents knowledgeable.

This is a great follow-up to No. 5. Help them understand that they don’t have to follow a script when it is unnecessary. They don’t want to feel held back. They don’t want to feel over-managed or under-enabled. After you hire good people and train them well, you should empower them to do their job. Bassett said, “Turn agents into customer service executives who can really own that experience.”

7. Amazing customer service doesn’t need to have fireworks.

Seamless and simple wins every time. This is the perfect concept to close out this article. Nothing shared in this article is rocket science. It’s common sense. It’s what every customer wants. To be amazing, you don’t have to go over the top and WOW the customer with the most incredible service they have ever experienced. Delivering the simple and seamless actually creates the WOW factor so many businesses believe is unattainable. Just be easy. Eliminate friction. Easy and seamless isn’t that hard—and for customers, it’s the opposite of unamazing!

This article originally appeared on Forbes

Image Credit: Shep Hyken

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Uncovering Hidden Opportunities for Innovation

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Mapping the Customer Journey

Uncovering Hidden Opportunities for Innovation

GUEST POST from Art Inteligencia

In the digital age, companies often focus on data, metrics, and technology, but the true frontier of innovation lies in one thing: empathy. The most powerful innovations aren’t born in a lab; they’re discovered by deeply understanding the human experience.

As an innovator, your greatest asset isn’t your product, but your customer’s journey. It’s the entire story of how they discover, consider, purchase, use, and advocate for your offering. By meticulously mapping this journey, we can move beyond assumptions and uncover the subtle, emotional truths that represent the greatest opportunities for transformative innovation.

Too often, businesses look at their customers through the lens of their own internal processes—sales funnels, marketing qualified leads, and customer support tickets. But this fragmented view misses the holistic experience. A customer doesn’t see a series of departmental touchpoints; they experience a single, continuous narrative. The friction in one stage, the moment of delight in another—these are the inflection points where innovation can make the most significant impact.

The disciplined practice of customer journey mapping is the foundational step in human-centered innovation. It’s a process built on empathy, not just data. It forces us to ask not just “what are they doing?” but “what are they thinking and feeling?” The answers to those questions are where the magic happens. The process is a strategic imperative and involves several key stages:

Define the Scope and Persona: Begin with a specific customer segment and a clear goal. Who are you mapping for? What is the start and end of their journey? Create a rich, detailed persona, complete with their aspirations, fears, and daily routines. This isn’t a demographic profile; it’s a living character.
Identify All Touchpoints: From the moment a customer first hears about you (a social media ad, a friend’s recommendation) to long after a purchase (a follow-up email, a review), map every single interaction. Don’t limit this to digital. Include physical interactions, customer service calls, and even third-party reviews.
Document Actions, Thoughts, and Feelings: This is the heart of the map. For each touchpoint, use qualitative research—interviews, ethnographic studies, and surveys—to capture what customers are doing, what’s going through their minds, and how they feel emotionally. Plotting this emotional arc is critical; it’s where you’ll find the hidden pain points and moments of truth.
Pinpoint Pain Points and Opportunities: Once the map is visualized, look for the lows on the emotional arc. These are the areas of friction, confusion, and frustration. Simultaneously, identify the highs—the moments of delight and ease. These are your innovation targets. The goal is to either eliminate a pain point or amplify a moment of delight.
Ideate and Prioritize: Bring a cross-functional team together to brainstorm solutions for the identified opportunities. Don’t just think about fixing what’s broken. Consider new services, new technologies, or entirely new business models. Prioritize these ideas based on their potential impact on the customer and feasibility for your organization.

Case Study 1: Transforming the Grocery Shopping Experience

The Challenge: The Checkout Bottleneck

A major grocery chain faced fierce competition and declining customer loyalty. Journey mapping revealed a critical pain point: the checkout process. Despite having a great in-store experience, customers felt frustration and a loss of time and control when faced with long, unpredictable queues during peak hours. This final, negative touchpoint was tainting the entire shopping experience.

The Innovation:

Instead of just adding more cashiers (an expensive and often inefficient solution), the journey map highlighted a deeper need for control and transparency. The company developed a two-part solution: a mobile self-checkout app for customers with 15 items or less, and large digital displays at the front of the store showing real-time wait times for each lane. The app allowed customers to scan items as they shopped and pay instantly, bypassing the queue entirely. The wait time displays managed customer expectations and gave them the agency to choose their best path to checkout.

The Results:

The innovations led to a 15% reduction in average checkout time and a significant increase in customer satisfaction scores related to convenience. The mobile checkout became a key differentiator, attracting tech-savvy customers and reinforcing the brand as a modern, customer-centric retailer. The most important result? Increased customer loyalty and repeat visits.

Key Insight: The innovation wasn’t about speed; it was about addressing the emotional pain of feeling a loss of control and transparency.

Case Study 2: Reshaping the Patient Journey in Healthcare

The Challenge: Patient Anxiety and Information Overload

A large hospital system recognized that their administrative and clinical processes, while efficient from an internal standpoint, were a source of immense stress for patients. From complex paperwork to confusing post-discharge instructions, the patient journey was marked by feelings of fear, uncertainty, and a lack of clear communication. This anxiety negatively impacted patient well-being and recovery.

The Innovation:

The hospital’s journey map, which included direct patient and family interviews, revealed the need for a more empathetic, human-centered approach. They introduced two major innovations: a Patient Navigator Program and a Personalized Digital Information Hub. Patient navigators were dedicated staff members who acted as a single point of contact, guiding patients and their families through every step of their visit—from initial registration to understanding medical jargon and coordinating follow-up appointments. The digital hub, accessible on tablets, provided a single source of truth for each patient, including their personalized schedule, details about their care team, and simplified explanations of their condition and medication. This hub also streamlined the discharge process with easy-to-follow, multimedia instructions.

The Results:

The impact was profound. Patient anxiety levels decreased, and HCAHPS (Hospital Consumer Assessment of Healthcare Providers and Systems) scores saw a remarkable climb. The navigators addressed the emotional need for human connection and support, while the digital hub empowered patients with clarity and control. This combination of high-tech and high-touch innovation transformed a stressful experience into one that felt supportive and coordinated, leading to better patient outcomes and a stronger reputation.

Key Insight: True innovation in healthcare isn’t just about clinical breakthroughs; it’s about creating a more human and supportive emotional journey.

From Map to Mindset: The Path Forward

These examples illustrate a crucial lesson: the customer journey map is not a deliverable; it’s a living tool. It’s a call to action. By using it to align cross-functional teams, you can break down internal silos and create a shared, customer-centric vision for innovation. The most powerful question you can ask is, “What if…?” What if we redesigned this touchpoint to be a moment of joy instead of frustration? What if we could anticipate their needs before they even know they have them?

In a world of relentless change, ignoring the customer’s journey is to operate blind. By embracing this powerful practice, you will not only uncover new opportunities for innovation but also build a more resilient, empathetic, and ultimately, more successful organization. Your customers are already on a journey. It’s time for you to join them.

Extra Extra: Futurology is not fortune telling. Futurists use a scientific approach to create their deliverables, but a methodology and tools like those in FutureHacking™ can empower anyone to engage in futurology themselves.

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Journey Mapping as a Tool for Creating Seamless Experiences

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Journey Mapping as a Tool for Creating Seamless Experiences

GUEST POST from Chateau G Pato

In today’s competitive landscape, understanding customer experiences and expectations is paramount. Businesses aiming to innovate and create delightful interactions must dive deep into customer journeys. Enter journey mapping—an invaluable tool for fostering empathy, identifying pain points, and realigning business processes to create seamless experiences.

What is Journey Mapping?

Journey mapping is a methodical approach to visually represent and analyze the process a customer undergoes when interacting with a product, service, or brand. From initial awareness to final conversion and beyond, it encompasses every touchpoint and engagement opportunity a customer might encounter.

Benefits of Journey Mapping

Journey mapping delivers numerous benefits, including:

Identifying pain points and opportunities for improvement.
Creating alignment across departments and teams.
Building empathy and understanding for the customer’s experience.
Enhancing communication between the company and its customers.
Driving tailored innovation initiatives.

Creating an Effective Journey Map

To create an effective journey map, it’s essential to:

Define clear objectives and the scope of the journey map.
Collect customer data through surveys, interviews, and analytics.
Identify key personas and understand their motivations and behaviors.
Map out the stages of the journey with all relevant touchpoints.
Evaluate the emotional highs and lows experienced by customers.
Prioritize areas of improvement and innovation.

Case Study 1: Retail Chain Revitalizes Customer Experience

A well-known retail chain was facing declining foot traffic and stagnant growth. Customers cited long wait times, unhelpful staff, and a disorganized store layout as significant issues. The management team decided it was time for a transformation by leveraging journey mapping.

The team began by creating a detailed journey map, highlighting every customer interaction from the moment they set foot in the store to when they left. They uncovered that the check-out process was the most significant pain point. This task was cumbersome, with outdated equipment and a lack of staff training.

Based on these insights, the company revamped their check-out process by installing modern point-of-sale systems and improving staff training. Additionally, the company introduced self-checkout kiosks to reduce wait times.

By effectively utilizing journey mapping, the company saw a 30% reduction in wait times, improved customer satisfaction scores, and a noticeable increase in store traffic within three months. This case underscores how understanding touchpoints can create impactful change and foster growth.

Case Study 2: Healthcare Provider Enhances Patient Interaction

A large healthcare provider recognized the need to improve patient interaction after receiving feedback about long waiting times and complex appointment booking systems. As healthcare is a critical service, seamless experiences are essential for patient satisfaction and trust.

The provider employed journey mapping to dissect the patient experience. The map revealed that the appointment scheduling process was a significant pain point, often leading to frustration and delays. Additionally, patients felt neglected due to inadequate post-appointment communication.

Armed with this knowledge, the healthcare provider implemented an online scheduling system, allowing patients to book, reschedule, or cancel appointments with ease. Furthermore, automated follow-up reminders and feedback surveys ensured patients felt cared for even after their visits.

This initiative led to a 50% increase in appointment efficiency and a 20% rise in patient satisfaction scores, demonstrating how journey mapping can drive service improvements and foster a culture of patient-centered care.

The Future of Journey Mapping

As technology advances, journey mapping will continue to evolve. Integrating artificial intelligence and data analytics can further refine these maps, providing real-time insights into customer experiences. With these tools, businesses can not only react to current challenges but anticipate future needs and remain agile in a shifting market.

Conclusion

Journey mapping is not just about documenting existing stages of interaction but a strategy for transformation and innovation. By effectively using this tool, companies can create seamless experiences that delight customers, drive loyalty, and spur growth.

As businesses relentlessly strive for a competitive edge, journey mapping stands out as a beacon for creating meaningful connections with customers, ultimately leading to a thriving, customer-centric organization.

Extra Extra: Because innovation is all about change, Braden Kelley’s human-centered change methodology and tools are the best way to plan and execute the changes necessary to support your innovation and transformation efforts — all while literally getting everyone all on the same page for change. Find out more about the methodology and tools, including the book Charting Change by following the link. Be sure and download the TEN FREE TOOLS while you’re here.

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Creating Comprehensive Customer Journey Maps

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GUEST POST from Art Inteligencia

Imagine navigating a maze without a map. Frustrating, isn’t it? The same applies to businesses trying to understand their customers without a customer journey map. Customer journey maps are essential tools in human-centered change and innovation—offering invaluable insights into customer experiences, pain points, and opportunities for innovation.

Why Customer Journey Maps Matter

Customer journey maps illustrate the entire process a customer goes through when interacting with your company. By visualizing this journey, businesses can better understand their customers’ needs, emotions, and obstacles. This understanding is pivotal in creating personalized, engaging, and effective customer experiences.

Steps to Create a Comprehensive Customer Journey Map

Here are the steps you need to follow to create a detailed and effective customer journey map:

1. Define Your Goals

Determine why you are creating the journey map. It could be to improve a product, enhance customer service, or identify pain points. Clear objectives guide the direction of your journey mapping.

2. Create Customer Personas

Develop detailed personas that represent your different customer segments. Include demographic information, behaviors, needs, and goals.

3. Identify Customer Touchpoints

List all the points where customers interact with your brand, from initial awareness through post-purchase support. These touchpoints could include your website, social media, customer service, and more.

4. Map the Current State

Outline the journey as it stands today. This will help you understand the current customer experience and identify immediate areas for improvement.

5. Identify Pain Points and Moments of Delight

As you map the journey, look for obstacles that customers may face and moments when they feel especially satisfied or delighted. These insights are crucial for innovation.

6. Plan for the Future State

Based on your insights, map out an ideal future state. This version should solve identified issues and enhance positive experiences.

7. Validate and Iterate

Involve actual customers in validating your journey map. Use their feedback to make necessary adjustments. Remember, customer journeys evolve, and so should your maps.

Case Studies

Case Study 1: Redefining the Retail Experience

A major retail chain was experiencing a decline in customer satisfaction. By creating comprehensive customer journey maps, they identified that long wait times at checkout and lack of personalized interaction were major pain points. Through re-mapping the customer journey, they implemented self-checkout kiosks and built a more personalized loyalty program. The result? A 20% increase in customer satisfaction and a 15% boost in sales.

Case Study 2: Enhancing Online Grocery Shopping

An online grocery service wanted to improve their user experience to drive customer retention. They mapped out the entire customer journey and discovered that cumbersome navigation and lack of delivery options were major issues. By simplifying their website interface and offering flexible delivery windows, they saw a 30% increase in repeat purchases and a significant drop in cart abandonment rates.

Conclusion

Crafting comprehensive customer journey maps is more than just a strategic exercise—it’s a commitment to understanding and elevating your customer’s entire experience with your brand. By diligently following the steps outlined and constantly iterating with real customer insights, businesses can create personalized and seamless experiences that not only meet but exceed customer expectations. Ultimately, this leads to stronger customer relationships, increased loyalty, and a competitive edge in an ever-evolving market.

As the case studies have shown, the effort to understand and refine the customer journey pays off substantially. Embrace the power of customer journey mapping, and let it guide your path to becoming a truly customer-centric organization.

Bottom line: Futurology is not fortune telling. Futurists use a scientific approach to create their deliverables, but a methodology and tools like those in FutureHacking™ can empower anyone to engage in futurology themselves.

Image credit: Pexels

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The Dos and Don’ts of Customer Journey Mapping

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The Dos and Don'ts of Customer Journey Mapping

GUEST POST from Chateau G Pato

Introduction

Customer Journey Mapping is a powerful tool that allows businesses to understand and enhance the experiences customers have with their brand. By mapping out each interaction a customer has with your company, you can identify pain points, optimize touchpoints, and create a more seamless and satisfying customer experience. However, it’s important to approach Customer Journey Mapping with care and intentionality. Here, I outline the key dos and don’ts, supported by real-world case studies, to help you make the most out of your journey mapping initiatives.

The Dos

Do Involve a Cross-Functional Team: Ensure that representatives from different departments—such as marketing, sales, customer service, and IT—are involved in the mapping process. This will provide a holistic view of the customer experience.
Do Use Actual Customer Data: Rely on real customer data gathered through interviews, surveys, and analytics to build your map. Assumptions and gut feelings should not drive the process.
Do Focus on Key Interactions: Prioritize mapping the key touchpoints that significantly impact customer satisfaction and business outcomes.
Do Establish Clear Goals: Define specific objectives for your customer journey mapping initiative. Are you looking to improve customer retention, enhance user experience, or boost conversion rates? Have clear goals in mind as you proceed.
Do Regularly Update the Map: Customer behavior and market conditions are always changing. Make sure to revisit and update your journey map periodically to keep it relevant.

The Don’ts

Don’t Overcomplicate the Map: While details are essential, don’t make the map so complex that it’s hard to understand or act upon. Strive for clarity and simplicity.
Don’t Ignore Negative Feedback: Negative customer feedback is invaluable for identifying pain points. Don’t dismiss it; use it to drive improvements.
Don’t Forget to Act: A journey map is only as good as the actions it inspires. Ensure you have a system in place to turn insights into actionable strategies.
Don’t Work in Isolation: Customer journey mapping should be a collaborative effort. Avoid working in silos and missing out on valuable perspectives from different departments.
Don’t Assume One Size Fits All: Different customer segments can have vastly different journeys. Make sure to map out the experiences of various segments rather than assuming a universal journey.

Case Study 1: Company A’s Onboarding Process

Company A, a SaaS provider, was facing high churn rates in the first 90 days of customer acquisition. To tackle this, they decided to map out their customer onboarding journey. They involved a cross-functional team including sales, customer support, and product development to understand the various touchpoints new customers had.

Through customer interviews and surveys, they discovered several pain points, such as unclear instructions and unresponsive support channels. By focusing on these key interactions and making targeted improvements—like improving their onboarding guides and enhancing their support response times—Company A managed to reduce their churn rate by 20% within six months.

Case Study 2: Retail Brand B’s In-Store Experience

Retail Brand B sought to improve their in-store experience by creating a customer journey map focused on the physical shopping experience. They gathered a diverse team, including store associates, marketing professionals, and data analysts, to collectively explore the customer journey.

Using data from customer feedback forms, in-store observations, and sales data, they identified several pain points, such as long checkout lines and difficulty finding products. Brand B implemented a series of quick-win initiatives, including better store signage, more staff at peak times, and the introduction of self-checkout kiosks. These changes led to a noticeable increase in customer satisfaction and a 15% boost in same-store sales.

Conclusion

Customer Journey Mapping is a vital exercise for businesses aiming to improve their customer experience. By following the dos and avoiding the don’ts, and by learning from real-life examples, you can create a journey map that not only identifies pain points but also drives meaningful action and results. Remember, the ultimate goal is to foster a deeper understanding of your customers and to use that knowledge to offer more personalized, efficient, and enjoyable experiences.

Let’s start mapping!

SPECIAL BONUS: The very best change planners use a visual, collaborative approach to create their deliverables. A methodology and tools like those in Change Planning Toolkit™ can empower anyone to become great change planners themselves.

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