CX Tip #12: Map Your Customer’s Journey

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CX Tip #12: Map Your Customer’s Journey
(Customer Connectedness)

BMO Financial’s approach to customer journey mapping includes both the customer view and the internal view. This ensures not only that customers’ reactions are represented for each touchpoint, but that the impact of internal policies, training, and measures and targets for each interaction are also factored in. Internal stakeholder interviews and employee focus groups provide the view of “what we think happens” and external research identifies customers’ needs and wants as part of mapping the ideal experience. A gap analysis is used to gain agreement on the opportunities, which are then incorporated into customer experience action plans. Check out Temkin Group’s Seven Steps for Developing Customer Journey Maps

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I'm an experience (XM) management catalyst; helping organizations improve results by engaging the hearts and minds of their employees, customers, and partners. I enjoy researching and speaking about leading-edge XM topics. I lead the Qualtrics XM Institute, which is the world's best job. We're igniting a global community of XM Professionals who are inspired and empowered to radically improve the human experience. To achieve this goal, my team focuses on thought leadership, training, and community building. My work is driven by a set of fundamental beliefs: 1) Everything starts and ends with human beings, so you need to understand how people think, feel, and behave; 2) XM is a discipline that needs to be woven throughout an organization's entire operating fabric; and 3) Building the XM discipline requires a combination of culture, competency, and technology.

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