Most businesses serve a lot of different customers with a lot of different products. So ask yourself, what experience, specifically, are you mapping? See what else you need to consider as you define the scope of your journey map.
- At a recent client training workshop all about customer journey mapping, I asked what assumed was a pretty simple question: what does your company sell? In a few short moments, I had a list on a whiteboard that included, and this is real, fire safety equipment, automatic light switches, conference room technology bundles, IT security consulting, and gas turbines. And on and on and on.
So who is the customer and what do they want to buy? The short answer, of course, is it depends. It depends on which part of this enormous organization was interacting with the customer. It depends on if the customer is a business or an individual. It depends on the industry. It depends on the relationship. It depends. My point is, companies and what they sell and who they sell to are complex, so trying to map out every customer journey at once simply won't work.
There are too many products, situations, and customers to study. So that begs the question, how do you start a journey map? Well, you start by selecting the scope of the map. In the case of the company I mentioned, we decided it was easiest to start with a straightforward customer segment and a straightforward customer journey. One customer, one product. We could tackle gas turbines later. So ask yourself, what journey will you focus on? And keep it simple.
Your first map can be a baseline to build off of or a template for others in your organization. You don't have to map the world, just your corner of it, for your scope consider, what product or service is the most straightforward? What do you consider the end goal of this journey for both the customer and for your organization? Again, simplicity is key. If you try to create too big of a scope, it will be difficult to maintain momentum throughout the journey; instead look at one journey that requires your attention.
If you're already thinking, but what about all our customers and all their journeys? Trust me, I get it, but thinking too big can actually prevent you from taking any steps at all on behalf of your customers. Take the first step by defining the scope of your map in realistic terms. Do you have those answers? Once you do, we'll take it one step further and define the very customer who is on this journey with you.
- Defining who your customer is
- Collecting and analyzing customer data
- Building your journey map
- Adding data and metrics
- Testing your map with real customers
- Taking action on customer pain points