Customer journey mapping vs process design: Do you know the difference?by
- Starting from the customer's start point, motivations and desired outcomes rather than the company's.
- The inclusion of emotion in the design.
- A framework and set of guiding principles rather than a rigid and inflexible process.
- Quality of interactions with target customers is closely monitored.
- Employees across the company are recognised and rewarded for improving the experience.
- Decision-making processes systematically incorporate the needs of target customers.
- Employees across the company share a consistent and vivid image of target customers and the experience the company wishes them to receive.
- I don't want to 'buy a laser printer'. I want to produce quality documents for my business.
- I don't want to 'book a repair for my vacuum cleaner'. I want a clean floor.
- I don't want to 'apply for a loan'. I want whatever it is I intend to spend the money on.
- What is the customer's mindset as they enter this step? (i.e. their desires, concerns and hopes)
- What's the outcome the customer needs/expects from this step? (taking care to check if the emotional outcome at each step is any different from the overall emotional outcome)
- How easy is it now for the customer to achieve this outcome?
- What are the top 3 things that would make it easier to achieve a better outcome?
- What are the 3 worst things that could happen to the customer?
Consider the journey scenario below for a credit/charge/debit card provider.
[Click to enlarge]
- "We'll deal with the hotel for you. Including getting them to pay the taxi and provide a small cash advance, and put it on the bill, which will be on your next statement."
- "We'll call ahead and sort things out with your hotel in the next destination, so you can check in without a card."
- "We'll provide a telephone service for you to validate any other payments you need to make on your 'missing' card until we can get a replacement to you."
- They enable standardisation that makes processes (and experiences) replicable.
- Everyone knows what they are meant to do and when (until the customer gets in the way).
- Training is much easier.
- Measurement is made easy.
- Ownership of tasks is clear.
Andy Green is the director of The Customer Framework. The Customer Framework helps large organisations and brands engage, win, keep and develop the right customers, influencers and advocates, cost effectively, by integrating traditional customer management with evolving social business techniques.