Your Customer Experience Up Close & Personal

Sub-Journey Analysis

Last night I watched a National Geographic documentary on the California Redwoods.  A group of scientists set out to be the first to study the canopy of the Redwood forest and create a seamless photograph of an old-growth redwood tree.  The process the scientists went through to capture the composite image of the entire, 300+ foot tall, 1,600 year old giant was fascinating.  They scaled the tree to get the “50,000 foot view” of it, per se, and then slid down inch by inch taking hundreds of photos to capture every detail.  They then selected the best images and stitched 84 of them together to form a holistic image of the tree.

As I watched in amazement, I couldn’t help but think how the composite photography process is strikingly similar to customer experience mapping and the process we use at Touchpoint Dashboard to provide detailed but holistic picture of our clients’ customer journeys.

Just like the photographers who visually “dissected” the tree to fully understand its greatness, Touchpoint Dashboard enables companies to break down the overall customer experience or journey into manageable components, but at the same time be able to view the journey in its entirety.  We often refer to it as providing Dashboard Views of the entire journey, and we’ve just added a new one to our mapping tool, the Scenario View or Sub-journey Analysis.

Prior to the Sub-Journey Analysis dashboard, companies could organize and map their touchpoints by Life Cycle stages and dissect those individual touchpoints to see what’s working well and what’s not.  This functionality has been working great; however, we felt that we could do better.  We wanted to give companies the ability to drill down even further so they could evaluate specific customer scenarios within specific Life Cycle Stages.   Think of Sub-Journey Analysis as creating lots of mini maps inside the big customer journey map.  It provides the microscopic view of a specific scenario and rolls all that data up into the big picture.

Here’s an example.  Let’s say you work in banking.  Your customer needs to borrow money.  Typically, using traditional mapping methods, it would be nearly impossible to represent all the details involved for this action in the overall map.  Yet, it’s an important piece of the overall customer experience.  Touchpoint Dashboard enables companies see what specific things the customer needs in order to accomplish the objective of borrowing money, for example.  It also enables them to understand what customers feel and think about the business’ ability to support them in achieving that objective.  And it’s those impressions that can be a deal-maker or breaker when it comes to the customer making a decision to do additional (and potentially more profitable) business with you.

Sub-Journey Analysis is just another way that Touchpoint Dashboard helps its clients truly understand their customer experience.  It provides an even better way to pinpoint exactly where a company is falling short of customer expectations and how those short-comings affect their bottom line.

Contact us today to take a product tour, check out this latest enhancement and put the Power of Touchpoint Dashboard to work for your company.

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