Creating a customer journey map is an important first step when it comes to your customer experience transformation.
Notice the word that I used a couple times in that sentence: "customer."
So, it's no surprise, then, that the most important thing to do when mapping the customer journey is to do it from the customer's viewpoint, right? And yet so many companies create an assumptive map and then leave it at that. An assumptive map, by the way, is a map that we build with internal stakeholders and is based on what we assume to be the steps customers go through to achieve some task with the organization. This is fine to do, but we must then take that map and bring the customer perspective into it. We think we know the steps, but customers are best equipped to tell us their journeys. Often, the most important parts of the journey happen between the touchpoints, and customers are the ones who can and need to tell us about those parts.
We also need to make sure we capture what the customer is thinking and feeling, and he is the only one that can tell us that. What he’s thinking and feeling are important to identifying those key moments of truth, those make or break points on the journey. The map is a catalyst for your CX transformation – and identifying those points is critical to doing that.
There are four steps/ways to bring that perspective into your map:
The most important rule of journey mapping: it's critical to create maps from the customer's viewpoint and to bring in the customer voice. How many of these are you utilizing as you create your maps?
Whoever understands the customer best wins. -Mike Gospe