Tip:
Highlight text to annotate it
X
[MUSIC]
So, there is a SlideShare that I have created called" Best Practices in
Customer Journey Mapping", and what it really drives home is, Why do it?,
as well as, How to approach doing it?,
The why. Is
to really understand what your customers are going through, you really have to see
their journey and I, I mean like a map and they are 7 feet long but 3 feet high.
You see every single touch along the way.
That can be captured, and behind each of those touches,
are all the data around it, is this a pain
point, is this the moment of truth, is the customer
going to leave you right then, if this doesn't go well?
Having it all on one map, I've, I've, one of
my clients said, I could run my whole business with this.
Because you see exactly where the pain is, they're big red blotches of pain
[LAUGH] that are really showing you, yikes, this is an area we really
have to fix, and, and you've got all this survey data, and all
this other data from your own database telling you, this is a pain point.
So the why is you know, is kind of, it, it,
it's just such a powerful tool to visualize the customer experience.
The how, is just what, what kinds of things do you need to get in place?
You have to get buy in from all the major departments that are customer facing.
You have to get people in a room.
It's very much the design thinking, you know, the new wave of getting
people to move around and use post-it-notes and,
and really think about even a house in China.
And again for, for Volkswagen as a client and.
They showed up a secret shopper video of
people being ignored in the, in the showroom [LAUGH].
And one guy said can I do a test drive, he said if you buy it you can drive it [LAUGH].
So I, it, so these executives
are sitting there, their eyes wide open just
I can't believe that's happening in our showroom.
So bringing in it real examples like that to show where the pin point is.
So this, this, SlideShare presents six steps
on what to do, who to bring to the table even
suggest some exercises on how to better understand what the,
what the existing costumer experience is, and then also what should it be,
you know, the aspirational on how, don't just focus on, ugh, pain, pain, pain,
but also do, sort of a "to be" vision of, of what your customer
shoul- experience should be in the next, you know, what can we do now?
What can we do in six months?
What we can do in five years?
to, to improve that, and then you, your, original map
becomes your baseline, and then you revisit it every six months, every year,
and see, how that journey has changed, and hopefully your pain has gone away, so.