Without enough outside perspective journey maps can easily become nothing more than process maps that document steps with little emotional insight into customer pain points, frustrations, gaps in service or moments of truth.
Mapping the customer journey is not complete—or valuable—without the customer. It’s true that journey maps are the product of internal, cross-functional teams joining together to think and act like customers, but all too often companies stop short of validating their journey map with actual customer input.
Customer experience has come of age. It is now commonly accepted as a key differentiator right alongside product innovation, service and price. A lot has been written on the challenges and failures of CX. In this post, we focus on where CX works best with a goal of sharing a couple ideas that we can all use.
Just as if you were looking to design a new home for your family, we see the need for architects in CX. People who will take the time to understand your needs, preferences and intentions on how you plan to use the space – or, in the case of CX, use the insights.
Culture can make or break a CX program, especially a new one. In a perfect world, every company would start right out of the gate with a customer-centric culture. In the real world, this is not the case.
Thick Data provides insight into people’s emotions, motivations and ways of thinking. For our organizations to have a realistic view of the marketplace and our customers, CX leaders need to provide and advocate the use of Thick Data to supplement operational Big Data insights. This allows companies to challenge the status quo and reveal game-changing opportunities… Read more »