According to Arne van Oosterom at Blogging Innovation, customers don’t want products or services. They want stories. For example, no one wants to ride a train. They want to get home to their family. No one wants to buy a stereo. They want to unwind by listening to their favorite music. Unfortunately, most companies struggle to listen to customer stories. In order to do so, they need to restructure the way they build relationships with customers. One tool to do that is customer journey mapping (CJM). From public sector intelligence company Kable:
CJM maps the route people take as they interact with services, taking quantitative measures such as number of contacts made and the time taken to access a service. What distinguishes it from data that might be gleaned from customer relationship management systems is its equal focus on emotional insights about the citizen’s experience. The goal is to mix quantitative approaches with qualitative, experiential data, providing a dispassionate analysis of the issues.
CJMs help bring about change in an organization by questioning why. It can point out things that are so obvious, they go unnoticed. In addition to improving customer experiences, customer journey maps can help companies build a culture of mutual trust.
Customer journey maps are built in layers. Here is what they typically contain:
- Stakeholder Map – List all stakeholders, with the customer at the center. Include circles of influence. Describe relationships. Answer “what do we do for them?” and “what do they do for us?”
- Personas – Develop a detailed customer persona including their current and ideal future situations.
- Outcomes – What are customers trying to achieve via their relationship with your company?
- Customer Journey – What actions must take place for the customer to reach his/her desired outcome?
- Touchpoints – List all the channels and services the customer encounters in the journey, not just your own.
- Moments of Truth – Identify the most important customer touchpoints.
- Service Delivery – Who is directly responsible for delivering the service at each touchpoint?
- Emotional Journey – Give an emotional grade, from the customer’s standpoint, of every touchpoint.
- Blueprint – Fill-in the organizational structure underlying each service.
- Improve and/or Redesign – With the full map, identify opportunities to improve or to build something new.