Building a map for customers should include working with customers. Learn how you can tap into your complainers and biggest fans alike, as both have important insights to share.
- While building a customer journey map,…it's easy to think we know what's best for our customers.…It's easy to believe we know what they're thinking.…And in some cases, we do.…We use that knowledge and awareness to build…the structure around the map,…but then there's still work to do.…Before assuming we got it right,…we need to check in with customers…and see what they think.…Not only do we use the data and resources they've provided,…but we simply ask them, in various ways,…to see if we got this right.…
There are a lot of ways to validate…your journey map with customers.…Let me share a few of my favorite methods with you.…Customers are people, too.…So, start in whatever way you can…by simply asking about their experiences.…If there is a particular hotspot on the journey,…say around a consistent point of…disappointment for customers,…it's time to leverage your complainers.…Find some of those vocal customers who complained,…and request they review how you documented…their journey on the map.…
You don't need to review the entire journey with them,…
- 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.”