Comment créer une carte de parcours client pour un processus de service complexe ?

From my experience, defining the scope and goals is crucial for effective project mapping. Start by clearly identifying the service process to improve and understanding the target customers, including their needs and preferences. Setting key metrics and desired outcomes provides measurable objectives, ensuring our focus aligns with business goals. It’s also essential to determine how the customer journey map will guide our decisions and actions. This upfront clarity not only helps streamline efforts but also aligns the team, fostering a strategic approach that drives targeted, impactful results.

In my experience, defining the correct scope and goals for complex service processes is a bit of a chicken and egg problem. You cannot start by setting them independently first; it requires high-level mapping to grasp the necessary breadth and depth. Particularly in customer experience, minor negative incidents can significantly impact NPS/CSAT if overlooked in the initial E2E process definition or if you don't delve deeply enough into the details. An iterative approach to defining scope and goals alongside mapping is sometimes needed to truly get it right.

Clarify goals Understand the customer types involved. Break down the customer experience into key stages Identify all interactions between the customer and service. Track customer emotions at each stage Highlight barriers and challenges Use feedback and analytics to verify the map Regularly update the map for improvements

Here's how to create a customer journey map for a complex service process- - Identify touchpoints: All interactions between customer and service. - Understand emotions: Capture customer feelings at each stage. - Analyze pain points: Identify areas of frustration or confusion. - Visualize the journey: Create a visual representation of the process. - Iterate and improve: Continuously refine the map based on feedback.

Identifico qué aspecto del servicio quiero optimizar, como reducir tiempos de espera o mejorar la satisfacción postventa. Establezco objetivos claros, como aumentar el Net Promoter Score (NPS) en un 10% o reducir quejas en un 20% en seis meses. Esto me permite centrarme en áreas críticas y trazar un plan que sea específico y relevante para las metas del negocio.

Recopilo datos e información a través de encuestas, entrevistas y análisis de métricas como tiempos de atención, índices de satisfacción y tasas de conversión. También me apoyo en los equipos de ventas, atención al cliente y soporte técnico para obtener una visión holística. Al combinar datos cualitativos y cuantitativos, como el tiempo promedio de resolución de problemas o comentarios recurrentes, puedo identificar patrones clave en la experiencia del cliente.

Gathering data and insights is essential for creating a meaningful customer journey map, especially for complex services. By combining qualitative feedback from customers with quantitative performance metrics, you gain a holistic view of their experience. This balanced approach ensures the map accurately reflects customer needs and pain points.

Gathering data from multiple sources is fundamental to building an accurate customer journey map. Qualitative insights help capture the nuances of customer experiences, while quantitative data highlights process performance and bottlenecks. Combining both types of data provides a well-rounded view of the customer’s journey.

Gathering a mix of qualitative and quantitative data is essential for creating an accurate customer journey map. Combining direct feedback through interviews or surveys with performance metrics from analytics helps provide a 360-degree view of the customer's experience. This multi-faceted approach enables a more precise understanding of customer behaviors, touchpoints, and pain points, leading to better-informed decisions.

I'd add that involving cross-functional teams in the data-gathering phase can be invaluable. Teams from customer support, sales, and operations often have direct interactions with customers and can provide rich, nuanced perspectives that complement survey or analytics data. Additionally, using tools like heatmaps, session recordings, or journey analytics software can uncover behavioral patterns that might not be evident through traditional methods. A holistic approach to data gathering ensures the customer journey map truly represents the user's experience across all touchpoints.

Creating personas and scenarios is a game-changer for visualizing customer journeys! 🎯 By embodying the characteristics, behaviors, and goals of your customer segments, you can truly empathize with their needs and motivations. This approach not only enhances your service process but also drives innovative solutions tailored to real-world contexts. Imagine your personas navigating through your service—what obstacles do they face? What delights them? Answering these questions through detailed scenarios will elevate your customer experience strategy to new heights! 🚀

1. Define Objectives: Clarify your goals. 2. Identify Personas: Develop detailed customer profiles. 3. Outline Stages: Break the journey into key phases (e.g., awareness, purchase). 4. Gather Data: Collect insights from surveys and interviews. 5. Map Touchpoints: Identify where customers engage with your service. 6. Highlight Emotions: Analyze customer feelings and pain points at each touchpoint. 7. Visualize the Journey: Create a clear visual representation. 8. Identify Improvements: Pinpoint areas for service enhancement. 9. Collaborate: Involve team members for diverse insights. 10. Test and Iterate: Regularly update the map based on feedback. This process helps optimize customer experiences effectively.

Creo perfiles como "Luis", un cliente B2B que prioriza rapidez en entregas, y "Ana", una clienta que valora el soporte técnico detallado. Cada persona tiene necesidades y puntos de dolor específicos que reflejan el comportamiento real de los usuarios. Esto me ayuda a entender cómo diferentes tipos de clientes interactúan con el servicio en situaciones diversas, como una entrega tardía o una consulta técnica compleja.

Creating personas and scenarios truly brings the customer journey to life. By using data-driven personas and realistic scenarios, teams can better empathize with customer needs and anticipate challenges. This approach allows service design to align more closely with real customer expectations.

Look ... When mapping journey stages and touchpoints clearly define your personas. Knowing who your customer is their needs as well as their goals and pain points ensures each interaction is tailored and relevant. Then, the Kano Model is applied to distinguish between must-have, performance, and delight features at each stage. This approach not only helps prioritize what matters most to your customers but also reveals where you can exceed expectations and drive loyalty.

Mapeo las etapas y los puntos de contacto del viaje del cliente, desde la toma de decisión inicial hasta el seguimiento postventa. Identifico momentos clave, como la primera interacción con ventas o el soporte técnico, y evalúo la experiencia en cada punto. Por ejemplo, mejoré el proceso de onboarding reduciendo el tiempo de activación de 7 a 3 días. Visualizar el viaje me permite encontrar áreas de mejora, como simplificar procesos o añadir soporte personalizado en etapas críticas.

Mapping the stages and touchpoints of a customer journey allows organizations to visualize the entire service process from the customer's perspective. By identifying each phase and interaction, businesses can better pinpoint areas that need improvement or innovation. This process is key to enhancing the customer experience by ensuring that every interaction aligns with their needs and expectations.

Mapping the touchpoints through the entire journey from awareness through delivery can be eye openeing. You can find disconnects between marketing / nurturing phase to onboarding. I often see great enhancements to the onboarding process for customers that create an amazing customer expereince and less friction with customer service so it's a win-win for everyone!

Kano Analysis was a revelation for our understanding of our customers. By categorizing needs into must-haves, performance needs, and delighters, we gained invaluable insights. Lean Six Sigma provided the tools to systematically address these needs, optimizing every touchpoint of the customer journey. We focused on understanding our customers' thoughts, feelings, and actions at each stage, identifying opportunities for improvement and addressing potential challenges proactively. This customer-centric approach has transformed our service delivery, exceeding expectations and fostering long-lasting relationships. By mapping the customer journey and identifying key touchpoints, we were able to create a more comprehensive roadmap for improvement.

Equally important is adding layers of information to the map. Incorporating what the customer and service provider think, feel, and do at each touchpoint allows teams to identify gaps and opportunities for improvement. This step transforms the map into a powerful tool for enhancing both customer experience and service delivery.

Just do GEMBA. Use a white paper, and start asking how does the process work. You'll find out that there might be many things that do not add value immediately.

A customer journey map, crafted with the precision of Lean Six Sigma, provides a strategic way for enhancing customer experiences. By meticulously identifying touchpoints, understanding customer emotions, and leveraging tools like value stream mapping, Kano Analysis, 6M, root cause analysis, you can uncover opportunities for improvement. This data-driven approach empowers organizations to optimize processes, eliminate inefficiencies, and deliver exceptional service, fostering long-lasting customer relationships. Always keep in mind Prioritization and sequence to ensure that you are still fast at providing your customers with changes to keep the engagement high.

Always start by shadowing a real customer as they navigate the service, capturing their emotions and interactions in real time—this brings raw, authentic insights. Then, incorporate storytelling techniques to turn dry data into a vivid narrative, using visuals like comics or video clips to illustrate pain points and delights. Finally, integrate AI-driven sentiment analysis or heatmapping to uncover hidden patterns in customer feedback and behavior, ensuring the map evolves dynamically with real-world changes.

- Envolva as pessoas chave. - Faça o mapeamento do estado atual. - Considere e mapeie o processo ideal, futuro. - Procedimente, comunique e capacite todos os envolvidos. - Tenha indicadores para medir a eficácia. - Retroalimente o processo através dos resultados obtidos.