![]() Improving the customers’ perceived experience with the organisation, i.e.Using this type of map organisations will typically seek to document the existing customer journey so that they can focus on: Of course different areas may have greater or less detail but the overall journey is the goal. Where other types of map examine one or other part of the customer’s experience, Customer Journey Maps typically seek to document the entire journey: from awareness to sales, delivery and service. Customer Journey Mapsįirstly, we look at what they type of map that I use most often in our Net Promoter and Customer Feedback Practice: Customer Journey Maps. However, they are different and treating them as if they are the same is confusing for all concerned. For instance a user experience and customer experience map can cover many of the same ideas. Sometimes the differences are quite subtle. If you search the term “customer journey mapping” you will see a confusing array of information the topic because, while everyone talks about journeys, they are often talking about different types of journeys used for different purposes. So the “why” of a customer journey map is to clearly document the agreed current state of the customer journey to that it can be dissected and improved. It’s not that the Accounts process is wrong, just that it doesn’t consider the entire customer journey. This is a common issue in industries like banking and telecoms but it applies equally as well to a range of businesses. A poor experience with Accounts may cause a customer to take their non-bad debt business elsewhere. What might seem to be a very efficient way of running a process at the local orgaisational level can cause issues (lost sales, higher costs, annoyance, etc.) for the customer and the organisation in a broader context.įor instance, while Accounts may be processing bad debts very efficiently – it may not be taking into account clients with multiple products. Staff often understand the part of journey that relates directly to their own area of responsibility but not the overall journey. Many times attendees at our customer journey mapping workshops react with surprise when learning what happens in another part of the organisation. While you may think everyone in the organisation has a clear and consistent view of the entire set of interactions a customer experiences, they almost certainly do not. ![]() Understanding this journey is not nearly as obvious as it sounds. The goal of any type of customer journey map is to document the parts of the interaction a customer takes when interacting with the organisation. Customer Journey Vs User Flow Why you would use a Customer Journey Map?. ![]()
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