Member Since: 1st Jul 2020
Jim sees the world in a special way: through the eyes of customers.
With a lifelong passion for customer experience, Jim founded Heart of the Customer to help companies of all sizes increase customer engagement. Before launching the company, Jim led customer engagement initiatives at Best Buy and UnitedHealth Group. In the process, he became an expert in using Voice of the Customer research to identify unmet needs, develop new products and improve customer service. His Heart of the Customer Journey Maps™ are a powerful tool designed with one simple goal: customer loyalty. Customers ranging from start-ups to Fortune 500 companies use his processes to improve customer-focused results.
His fascination with customer experience led him to test himself by becoming a Certified Customer Experience Professional, only the second in the world to earn such a designation. He also has served as an adjunct instructor at the Carlson School of Management at the University of Minnesota. He is an active member of the Customer Experience Professionals Association (CXPA), serving as one of their CX Experts, providing advice to members worldwide.
Mapper-In-Chief Heart of the Customer
3rd May 2018
While I agree with your approach, you make a number of contentions that I can't agree with.
Yes, quick wins are important. And yes, it's certainly possible to make journey mapping overly complex. But where do you find that "The Conventional CX always leaves out 'price' and 'product' in their customer journey maps?"
I don't know who "The Conventional CX" is - but a review of journey mapping shows that many do, in fact, involve price and product. Why wouldn't they?
Clearly, pre-sales maps don't show product (since they haven't purchased). And post-sales journeys don't show price (since the product is already purchased). But if you look at these maps, you'll see them addressed:
A blanket statement that maps don't include product or pricing assumes all maps are the same. Looking at some leading journey maps (such as some of ours found at https://heartofthecustomer.com/4546-2/) show that product and price are pretty common.
Other good examples:
- Adaptive Path's classic Rail Europe map (https://uxfindings.files.wordpress.com/2012/02/raileurope_cxmap_final-co...) shows both.
- Sarah's broadband map (https://cloud.netlifyusercontent.com/assets/344dbf88-fdf9-42bb-adb4-46f0...) is pre-sales, but does include pricing concerns.
I could go on, but most have stopped reading.
Quantitative research is good and important. But your blanket accusation of journey mapping is inaccurate.
Your challenges iwth poor customer experience efforts are unfounded, but your article has nothing to do with how journey mapping works. I recommend reading our survey on the current state of journey mapping at https://heartofthecustomer.com/wp-content/uploads/2017/01/Driving-Change....