How to Get the Most Mileage out of Your Touchpoint Map

The Touchpoint Dashboard team was looking back at a post we published a while back about whether or not customer journey mapping should be looked at as a project or as an ongoing discipline.   Within that post we concluded that it most certainly should not be a “one and done” type thing, and we shared our thoughts for why we think it should be ongoing, including:

  • Businesses are always evolving & maps should too to reflect the current state of the customer experience.
  • Mapping can provide a consistent and continuous way to measure touchpoint performance over time, allowing companies to track progress towards eliminating pain points and improving the overall customer experience.

Getting the Most Mileage from Your Map…

With all that said, let’s talk about the Touchpoint Dashboard mapping projects you’re currently working on.  As you near completion of your initial assignment, we challenge you to think beyond the “project.”  Here are some ways you can use the Touchpoint Dashboard platform to get the most mileage from your map and keep your customer experience initiatives moving forward.

  • Measure touchpoint performance and add additional details:  Perhaps the initial purpose of your map was to take an inventory all your touchpoints in the customer journey.  Take it a step further and connect your voice of the customer data to those touchpoints.  Identify the touchpoint that are most important to your customers and start tracking and measuring your progress toward improvement.  Looking for resources to help you do this?  Check out our posts What’s Your Touchpoint ROI and Identify Your Hidden Treasurepoints.
  • Exand the map to include other departments & projects or use it for training:  What was the scope of your original map?  Consider other areas that could benefit from a touchpoint map.  How might a map help educate and empower employees in other departments if they are able to see how the work they do impacts the overall customer experience?
  • Map upcoming product launches and your company or department’s desired future state:  Preparing for a new product launch?  Use Touchpoint Dashboard to design and map the desired launch experience.  Plot out all the touchpoints and determine what should happen at each of them.  Share the map with everyone who has a role in the launch and get everyone on the same page so they understand how their touchpoints are supposed to work.  Once the launch takes place, collect and analyze the associated voice of the customer data.  Then update your map and compare the actual experience to your desired experience.  This is sure to be an eye-opening exercise.  This kind of mapping can be a powerful tool to help you plan for and successfully deliver the ultimate customer experience.
  • Map specific customer scenarios:  Use Touchpoint Dashboard’s web-based mapping and touchpoint analysis tool to design zoomed-in views of specific sections of your customer journey (down to an individual moment of truth or specific touchpoint).  If you work in healthcare, for example, you may want a deeper view and understanding of what “going to the doctor” entails for your customers.  In map format, it might look something like this:

doctor scenarioIf you’re mapping your broad customer experience, it can be difficult to capture all of the details that occur during this “going to the doctor” scenario.  That’s one of the great things about the Touchpoint Dashboard mapping tool.  It allows you to toggle back and forth between the overall big-picture view of your customer journey and the zoomed-in look at specific touchpoints that occur along the way.

  • Share the map and collaborate:  Improving your company’s overall customer experience requires buy-in and collaboration from employees, managers and executives from all areas of your organization.  Resist the urge to share your map finding with just some of your internal stakeholders. Share the findings with everyone.  Get different perspectives.  Discuss root causes of any pain-points you’ve identified and start planning improvement initiatives.  By collaborating with a broad group you’ll garner more support and commitment, and significantly increase the odds of your success.

We hope these ideas will help you get more mileage from your mapping “project.”   If you have other ideas to contribute, please leave a comment and share.

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