You're working on a CX project. How can you make sure your customer journey mapping is the best it can be?

Firstly, we need to Identify Customer Touchpoints: Map out all the points of interaction between the customer and your business. Then we need to Understand Customer Goals: At each touchpoint, identify what the customer is trying to achieve. At the same time need to Analyze Customer Pain Points: Identify areas where customers may experience frustration or difficulty. Another main thing is - Implement Changes Based on Insights: Use the insights gained from the journey map to make improvements.

Take into account both external users and internal users. Often the quality of customer journeys depend on the quality of internal users (employees/ colleagues) objectives and journeys. As an example, while wait times (at check-in/ or call-center) may be frustrating for external customers, the agents might be incentivised on cross-sell/ up-sell and hence taking more time per customer; Not factoring this in journey designs, will need to suboptimal outcomes for the business.

Commence by defining the goals of the mapping process, pinpointing essential touchpoints, and grasping customer expectations. Engage cross-functional teams in the initiative, yet validate the map's steps with genuine feedback. Utilize analytics for informed decision-making and adopt an iterative approach, refining the map based on continuous feedback from both customers and internal teams. This comprehensive strategy guarantees that customer journey mapping becomes a valuable tool for optimizing the overall customer experience.

When you define goals, it can't be having a broader objective like "improve customer experience". You've got to break it down into tangible targets. For example, if the goal is to enhance customer support resolution accuracy, specific objectives could include reduce repeat contacts by 30% or increasing the first time call resolution % by 20% etc. These precise goals will drive your attention to specific stages of the customer journey that needs improvement and provide a clear metric for success. Regularly revisiting these goals ensures that your initiatives stays on track and adjusts to any shifts in business strategy or customer behavior.

Inicie estabelecendo os objetivos do mapeamento, identificando pontos de contato cruciais e compreendendo as expectativas dos clientes. Tenha envolvido no projeto equipes multifuncionais, mas valide as etapas do mapa com feedbacks reais, utilizando dados analíticos para embasar decisões e adotando uma abordagem iterativa, ajustando o mapa conforme necessário conforme o feedback contínuo dos clientes e equipes internas. Uma abordagem holística assegura que o mapeamento da jornada do cliente seja uma ferramenta valiosa para aprimorar a experiência global do cliente.

Building strong relationships and providing value to customers hinges on a deep understanding of their needs, making research and segmentation crucial steps in this endeavor. Employing techniques such as surveys, interviews, and empathy maps is essential for gaining insights into customer behaviors. The more information gathered through these methods, the more comprehensive and accurate our customer journey maps become. This in-depth understanding not only guides effective strategies but also strengthens the emotional bond with customers, fostering lasting connections.

Eu acho que para mapear bem o meu cliente em CX, eu preciso seguir algumas melhores práticas, como: -Fazer pesquisas de mercado para entender as necessidades, as expectativas e as dificuldades dos clientes -Analisar os dados coletados para obter insights sobre o comportamento e as preferências dos clientes -Mapear a jornada do cliente, identificando os pontos de contato, os pontos de dor e os momentos da verdade -Observar as interações entre o cliente e a marca, avaliando a qualidade e a satisfação do atendimento -Medir o sucesso da estratégia de CX, usando métricas como o NPS, o CSAT e o CES

Deeply understanding your customers involves more than just collecting data; it's about empathy and putting yourself in their shoes. Advanced techniques such as customer interviews, ethnographics etc. can provide profound insights into the customer's experience. By identifying not just what customers are doing but why are they doing it, you can uncover emotional drivers and barriers that quantitative data might not reveal. This comprehensive understanding allows for designing experiences that resonates on a deeper level, fostering stronger customer connections and loyalty.

Conhecer profundamente os clientes é a chave para construir relações sólidas e entregar valor. A pesquisa e segmentação são passos cruciais nesse processo. Utilizar métodos como pesquisas, entrevistas e mapas de empatia é vital para compreender suas necessidades e comportamentos. Quanto mais informações reunirmos, mais ricos e precisos serão nossos mapas de jornada do cliente. Esse entendimento aprofundado não apenas orienta estratégias eficazes, mas também fortalece a conexão emocional com os clientes.

Conocer a los clientes es esencial para proporcionar experiencias significativas, personalizadas y satisfactorias. La información sobre los clientes es una herramienta valiosa que puede impulsar la lealtad, la retención y el éxito a largo plazo de tu negocio.

Um dos aprendizados que geraram impactos positivos foi implementar mudanças com base no mapa e depois testar rigorosamente esses ajustes. Isso permite ver o que funciona e o que não funciona. O teste A/B de diferentes abordagens para pontos de contato problemáticos pode fornecer dados claros sobre as preferências e comportamentos do cliente. Além disso, é crucial manter o mapa dinâmico, refletindo as mudanças no comportamento do cliente, nas condições do mercado e nas suas próprias ofertas. Revise o mapa em busca de anomalias e refine-o para garantir que ele continue sendo uma ferramenta relevante e eficaz para melhorar a experiência geral do cliente.

When creating customer journeys make a note of how would you measure the success/ quality of this phase of the customer journey. Hand these KPIs to your Analytics team so that you can measure them as you move forward.

When outlining customer journeys in a post, emphasize the importance of determining metrics to evaluate the success and quality of each phase. Encourage readers to share these Key Performance Indicators (KPIs) with their Analytics team for ongoing measurement and improvement.

Choosing the right format for your customer journey is akin to choosing the right canvas and tools for a painting :) Each detail in the format should add clarity and insight. Interactive digital maps that allows users to zoom in on specific touchpoints for detailed data, feedback and even customer quotes can be incredibly powerful. Incorporating elements like customer emotions, pain points and moments of delight at each stage can transform a static map into a dynamic tool that truly captures the customer's journey's nuances. Selecting a format that's adaptable and scalable is also key, as it allows the map to evolve along with your businesses and customer base.

Para um mapeamento consistente é fundamental envolver pelo menos um responsável por cada touchpoint que será mapeado, é a única forma de garantir um desenho fidedigno do As-Is e assim planejar a jornada desejada.

Creating customer journey maps is a collaborative effort that necessitates the involvement of the entire team. The inclusion of diverse perspectives from various functions like marketing, sales, service, design, and development is crucial for crafting thorough and impactful maps. Consistent communication and alignment guarantee that all team members are on the same page, fostering a shared understanding and facilitating goal achievement. Engaging the team in this process not only enhances the maps' quality but also nurtures a sense of ownership and commitment across the organization.

Involvement of cross functional teams is about leveraging collective intelligence. Each business unit holds pieces of the customer experience puzzle. Facilitating regular cross-departmental workshops not only helps in sharing these diverse insights but also in aligning everyone towards a common customer-centric vision. It's important to create an environment where feedback is not just welcome but actively sought, ensuring that all voices are heard and considered. This collaborative approach not only enriches the customer journey map but also fosters a shared sense of ownership and commitment to improving the customer experience across an organization.

O mapeamento da jornada do cliente é uma tarefa coletiva que exige a colaboração de toda a equipe. A diversidade de perspectivas, vindas de diferentes funções como marketing, vendas, serviço, design e desenvolvimento, é fundamental para criar mapas abrangentes e eficazes. A comunicação regular e o alinhamento garantem que todos estejam trabalhando em conjunto, promovendo uma compreensão comum e o alcance dos objetivos definidos. Envolvendo a equipe nesse processo, não apenas fortalecemos a qualidade dos mapas, mas também cultivamos um senso de propriedade e comprometimento em toda a organização.

Real power lies in the application of the journey map defined. Implementing changes based on the map and then rigorously testing these challenges allows you to see what works and what doesn't. A/B testing different approaches to problematic touchpoints can provide clear data on customer preferences and behaviors. Moreover, it's crucial to keep the map dynamic, reflecting changes in the customer behaviour, market conditions and your own offerings. Review the map for anomalies and refine it to ensure that it remains a relevant and an effective tool for enhancing the overall customer experience.

It's really important to set and keep an eye on key indicators during the whole journey to make sure our mapping worked well. And remember, journey mapping isn't a one-time thing – it's not a map you draw once and forget about. That's why managing these indicators is a big deal for all kinds of businesses. It gives us helpful insights and lets us change our course if needed. The goal is always to keep making things better for our processes and keep our customers happy.

É imprescindível que KPI’s sejam definidos e monitorados ao longo da jornada para garantir que houve sucesso no mapeamento. Além disso, é importante enfatizar que o mapeamento da jornada não é algo estático, do tipo que você mapeou uma única vez e será suficiente para sempre. Por isso a gestão dos indicadores de desempenho se faz primordial para todo tipo de negócio, uma vez que ela gera vários insights e também nos permite recalcular a rota quando necessário, sempre visando a melhoria contínua dos processos e a satisfação dos clientes.

For an optimal customer journey mapping in your CX project, begin with thorough customer research, creating detailed personas to tailor the map. Identify and map all touchpoints, emphasizing emotional aspects. Collaborate cross-functionally to gain a comprehensive organizational perspective. Set realistic timelines, pinpoint pain points, and highlight opportunities for exceeding expectations. Establish measurable KPIs, regularly tracking and iterating based on evolving needs. This iterative process ensures your customer journey map remains accurate, customer-centric, and adaptable to changes, contributing to a more effective overall CX strategy.

O mapeamento da jornada do cliente é algo vivo. Não é algo que se faz uma vez e guarda na gaveta. Após o mapeamento da jornada, percebo como um dos grandes desafios das empresas colocar em prática o plano de ação, engajamento dos times, perceber efetivas melhorias das oportunidades mapeadas. Desde o início acredito que é necessário dar direcionamentos claros aos envolvidos, os benefícios, definir formas de medição e controle e esclarecer o papel de cada um.

In my experience, CX goals can’t just be a top-down directive. It starts right from hiring empathetic ground staff to keeping up with the latest business trends. Customer journey mapping can’t be a onetime thing. It has to be repeated periodically. Especially in healthcare settings both the patient and the provider perspectives should be considered.As in this case the customer(patient) needs to be educated/ made aware of the product/services that are available and that the they will benefit from. Collaborating with the providers will also help in understanding the shift in patient interaction and enable digitalisation of touch points on the customer map to stay relevant with the evolving customer experience.

In summary, when embarking on customer journey mapping, it's crucial to involve the entire team, drawing insights from diverse perspectives to create comprehensive maps. Regular communication and alignment ensure a shared understanding and goal achievement. Defining and monitoring Key Performance Indicators (KPIs) is imperative for ongoing success, emphasizing that journey mapping is not a one-time task but an iterative process. Managing KPIs allows for insights, course corrections, and continuous improvement, fostering a sense of ownership and commitment throughout the organization.

Una experiencia positiva del cliente promueve la lealtad, influye en las decisiones de compra más que el precio o la calidad del producto, se beneficia de la personalización para construir relaciones sólidas, utiliza la retroalimentación para mejoras continuas, evita la pérdida de clientes mediante experiencias negativas, afecta directamente la reputación de la marca, contribuye a la rentabilidad a largo plazo, genera recomendaciones boca a boca para el crecimiento orgánico, reconoce el valor del tiempo del cliente y se adapta tecnológicamente para mejorar la eficiencia operativa.

Many clients we work with have eventually created dashboards running on large monitors that visualise in (near) real-time customer journeys/ progress through purchase funnel. These dashboards are at locations that are visible to entire team. This makes them real than a paper-deliverable.