Some maps explicitly set
out the crucial opportunities on the map itself. This can be helpful as a communication tool,
particularly in the event the key opportunities are added after chances are
prioritized. In this way, the journey
map becomes a continuing communication and governance record.
Mapping the frontstage
and backstage on one map creates visibility to the internal resources and
processes that are responsible for delivering the customer
experience-visibility which may assist your organization understand what is
involved with delivering and ultimately improving the customer experience.
A checklist for Creating Customer Journey Map
Major target activities
are purchases, orders or inquiries.
Available channels such as telephone, internet division, marketing
communications and support interactions.
Other Techniques for employing a CJM Improvement and Innovation
Utilizing Customer Journey Map
Customer Journey Map is
a powerful method for understanding what motivates your customers - what their
requirements are, their own hesitations, and concerns. Though most organizations are pretty good at
collecting data about their customers, data alone fails to communicate the
frustrations and experiences the Customer experienced. A story can accomplish that, and one of the
best storytelling tools in business is your customer journey map.
Customer journey map employs storytelling and visuals to illustrate the relationship that a customer has with a company over a time period.
The story has been told from the view of customer, which provides insight into the total experience of the Customer. It helps your team better understand and address Customer needs and pain points as they experience your service or product.
To put it differently, mapping
the Customer journey offers your business the opportunity to understand how
you’re first engages a possible Customer, and then moves through the
touchpoints of the whole sales process.
Up until now, I have
focused on the frontstage or outside-in perspective of this journey. The backstage describes the internal systems,
processes, and people who are involved in delivering that journey. This is the inside-out perspective of this journey. When combined in one journey map, these two
views are often known as a Frontstage/Backstage Map or an Eco-System Map.
Here are the questions you will ask yourself while making a customer journey map:
Identifying opportunities to drive growth through investing in customer experience improvements is a key goal of several journey mapping initiatives. You need to build a customer journey map as a tool to use in your activity planning.
This will reveal where you identify opportunities, assess their impact,
price, etc. and eventually establish investment priorities to your own
organization.
