Proto Partners
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Building a competitive customer journey

7th Jan 2019
Proto Partners
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This week I want to share with you not only the value of mapping your customer's journey, but even more importantly, share with you over 100 workshop slides for “Building a Competitive Customer Journey”. It’s a step by step guide on how to build a Customer Journey and enable you to run your own Customer Journey Workshops for your teams. Over 100 slides ready to go and be used to help build your own internal teams capability.

Read on if you find yourself facing these problems:

  1. No visibility into how your customers feel and behave when they are interacting with your product/service 
  2. Inability to identify what customers care about most when experiencing your product/service 
  3. No visibility to how your customers are interacting with your product/service offering across different channels and contexts 
  4. Multiple channels and functions of the organisation makes it incredibly difficult to provide a consistent and great customer experience each and every time 
  5. When everything seems like a priority, it is a challenging task to filter out which customer experience initiatives are nice-to-haves and which ones are packed with customer and business impact

Four killer reasons to build a competitive customer journey

It gives you the customer point of view

Customers go through more stages than just buying and using a product/service. The customer journey maps allow you to visualise the different complexities and nuances of their experience and demonstrates what the customer is thinking, wanting and doing as they engage with your product/service. With key interactions mapped across time, you will gain real insight into the journeys your customers take with you.

It reveals the truth

The customer journey map is based on the evidence of real research and raw customer opinion providing you with the freedom to explore new “truths” about your customers. To be able to provide a great customer experience, you cannot shy away from what is REALLY happening in your customers’ journey with you, the customer journey map helps you do just that.

It identifies obstacles, which are opportunities 

The customer journey map reveals key customer pain points and negative moments of truth where process, system and service failures are revealed. This allows for the identification of the broken parts of the customer journey that requires urgent attention, also allowing you to visualise how large of an impact this will have on your customers’ journey if this problem was fixed.

It allows you to empathise with your customers

Customer feelings, motivations, wants and needs sits at the heart of all customer journey maps. By visualising the emotive side of your customers’ journey, the customer journey map encourages people across the organisation to consider and empathise with the customers’ feelings, questions and needs.

What detailed outcomes will I receive from building a competitive customer journey?

  • You understand what your customers truly want when they engage and interact with you 
  • Demonstrate how your customers feel and behave when interacting with your product/service 
  • Identify the “job” which your customers “hire” your product/service for - giving you insight into why exactly they need your product/service 
  • Determine problem and opportunity areas to improve the customer experience in the short and long run 
  • Prioritise ideas and initiatives to develop a roadmap to customer experience success 
  • Quantify how important these initiatives are and how much they can contribute to increased customer satisfaction scores across the customer journey 
  • Identify the positive business outcomes in investing into customer experience

Good luck with building your Competitve Customer Journey. Click the image or the link below to access the Masterclass Workshop Slides.

First slide of the customer journey masterclass slide deck

Click here if you would like to access to our “Building a Competitive Customer Journey” Masterclass slides.

To see the original article and more articles on service design, visit the Proto blog.

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