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.…
- Explain the characteristics of a customer journey map.
- Identify the group of people best suited to validate the findings of a customer journey map and to get additional input.
- Summarize the importance of touchpoints when creating a customer journey map.
- List the steps in the process of building a customer journey map.
- Recognize examples of “moments of truth.”