Done effectively, mapping the customer journey of today’s experience generates an invaluable list of tactical improvements. Unfortunately, it’s also often the limit of what organisations think customer journey mapping can do for them. There is, however, so much more value to be found.
For example, one of the many benefits is that cross-functional teams work together, sometimes for the first time, focused on one thing that unites them – customers.
They learn about their own business and forge new relationships with colleagues. They see ‘obvious’ things they witness or walk past several times every day.
From years of doing this type of work my advice, for what it’s worth, is simple: make time to explore why things are like they are because it surfaces issues that are more strategic and culture in nature.
Those conversations need to be had but are often drowned out in the noise of our daily work.
But armed with evidence of actions, behaviours and (the sometimes unintended) consequences of decision making, we can hold the leadership team to account. We can invite the CEO in to our sessions, look them in the eye and ask if the company is really committed to delivering the vision and values.
Because if it is, the customer journey mapping shines a spotlight on what needs to change if they are serious about it. The priorities for the overall Customer Experience and Employee Engagement programmes then also, crucially, take shape.
Or, when there’s an excuse for everything that won’t get fixed, it’ll become obvious that saying “We put customers first” is just convenient, platitudinous rhetoric.
Journey mapping – don’t let it be just about having a fun day with sticky notes. Done properly, it’s a compelling tool for customer-led change and a stronger business.
If you’ve not done it before, give it a go. See what your customers see. Talk about how it compares to your vision. See where those conversations take you.
If you have done it before, what did you get out of it – and how? It’s always good to share and learn!
Jerry Angrave is Customer & Passenger Experience Director at Empathyce, a CX consulting and coaching company. Jerry works with airports and travel groups as well as in others sectors such as financial services, professional services, utilities and housing associations across Europe and in the Middle East to build strategic and effective Customer Experience programmes.
Jerry is also a Certified Customer Experience Professional and trains others for the accreditation.
[email protected] +44 (0) 7917 718 072