Mission-critical for good CX: Getting the customer journey map right

In our second #IamCX event, we focused on customer journey mapping as a critical step towards moulding yourself into a CX-first business. It was great to see so many market-leading B2B brands there, and to help them drive the CX agenda in their organisations.

The thing is, there’s a growing market for running internal customer journey mapping exercises. It’s not new. But what came out of the event, was that these exercises aren’t leading to any real organisational change. It’s something Jason pointed out, sharing his experiences of seeing individual departments trying to run “customer-centric” programmes and seeing them fail time and time again. Frustrating right?

Most audience members raised their hands when asked if they had run a customer journey mapping exercise – but when they were asked if any had actually used the maps, only one hand remained.

What the Q&A revealed was that this was largely down to the lack of executive buy-in. As Jason put it, ‘For customer journey mapping to actually work, it has to be seen by c-level as a key part of the business strategy. Without their buy-in, the whole exercise is no more than an arts and crafts workshop.’ And it’s true.

Opening our customer journey mapping event, our own MD Jason Talbot stressed the value of customer journey mapping. His 5 key benefits were:

  1. Customer journey mapping gives a framework to support the overall customer experience strategy,
  2. It gives you key areas to prioritise and helps you guide decisions
  3. You get to see the business from the outside in: the customer’s point of view
  4. It gives you a measurement framework to understand why customers stay, grow or depart
  5. Your CX strategy goes from being woolly and intangible, to a clear plan that you can action straight away

Putting CX first is, of course, an immensely worthwhile exercise. At the event, Matt Cheung, the CEO of business consultancy firm Clarasys shared that a 1% increase in CSAT scores translates into 9% revenue growth (The Customer Service Institute). Remarkable – and proof that there is big £££££ to gain.

Adobe’s Thierry Stortenbecker provided a great digital transformation context and made a clear case for the role of tech in creating single customer views – the basis for creating hyper-personalised and contextual customer experiences.

Overall the event delved into the whys and the hows of customer journey mapping, giving clear business incentives for the exercise and then actionable advice on creating and implementing them.

So, in the way of a summary, we have one main piece of advice:
By all means do the customer journey mapping exercise – in fact we urge you to. But you’re not going to get any real value from them unless CX becomes a key part of your organisation’s strategy. Get exec buy in – or else your maps and efforts will only gather dust in the back of a filing cabinet.

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