Companies are realizing that focusing on their customers’ experience (CX) is more than just:
- Naming an executive to lead Customer Experience
- Implementing a customer survey
- Building a journey map or process map
- Tracking customer-facing actions for improvement
Customer Experience impact and results (ROI) come from having an end-to-end business process (integrated with people and systems) in place that does the following:
- Defines current state of your customer experience
- Defines future state of your customer experience
- Identifies highest impact actions to take that achieve both future state and financial goals of company
- Creates accountability for customer touchpoint metrics
- Applies best practices to “how” you deliver your CX actions
- Tracks and reports on high impact CX actions and investments
- Engages your internal team members as a critical component of your success
In this report, we will lay out how to leverage the latest Journey Mapping 2.0 software to build a business process from three angles: 1) People; 2) Process; and 3) Systems. From our perspective and experience as CX practioners, we know that CX must be taken seriously and treated like any other business function.
People – How to engage and drive action
It is important to have a CX leader that sits on the executive team of your company. Success factors include:
- Internal candidate that has experience with your products and customers – strong influencer in your company
- Has responsibility for 1-2 customer facing processes, such as customer service, customer training and onboarding, or product delivery
- Has good knowledge of how to partner with HR to roll out communication and training programs internally
- Is a great role model for placing customers first both internally and externally – responsive and proactive
Other key executives that must be on board include your HR leader, Marketing leader and Sales leader. Your HR leader is important for all the cultural integration of how you communicate, compensate and train with a strong CX lens. Your Marketing leader will play a key role to ensure messaging externally is bringing to life your focus on your customers’ experience. This should be very connected to your Brand. Your Sales leader needs to help lead CX through all his/her team’s touchpoints in the sales process.
While the leaders are key, there is another group of people to name and engage – your CX Champions. Who are CX Champions?
This is your opportunity to create a group of advocates for your customers deep within your business. I usually look for highly motivated individuals across the business with high potential to “do more” than their day job. They should also be well respected within the team they are representing as a CX Champion. Your champions should represent your business by geography, product line and key business processes, e.g. technology, finance, legal.
In addition to your CX Champions, another internal team to engage are your journey map touchpoint owners. The job of improving your customers’ experience does not solely fall on 1 – 2 executives, or even the few CX Champions, the bulk of the insights, improvements, and adjustments will be made by the touchpoint owners in your journey map.
By enabling the dozens of touchpoint owners to monitor and manage, and be accountable for the metrics in their area of focus, you can leverage more of your workforce into becoming the CX optimizers in your company. By leveraging the right journey mapping software among your people, this is how your company can rise to the level of enterprise class CX over time.
Process – Know your end-to-end customer experience
There are many processes that make up a customer’s experience with your company which is why it is important to document an end-to-end view of their experience from the time they are “aware” of your company until the time they renew, leave, or stay with your company.
Journey Mapping is a good methodology to use to document and visualize the customer lifecycle experience. An effective journey map will identify all the touchpoints from a customer lens and cover all interactions regardless if they happen via a person, your website, a phone call, or your product/service.
Why focus on the entire end-to-end process instead of just a few critical customer-facing processes such as Customer Service? Typically, 90% of issues that are dealt with in the customer service department are caused somewhere earlier in the customer’s experience with your company such as sales or onboarding. Knowing what is working or not working from your customer’s perspective is critical to fix what’s happening in the downstream touchpoints such as Customer Service, Complaints, or Retention.
Once you know all the touchpoints your customers experience, it is time to add insight to your journey map, such as:
- Moments of Truth – what really matters to your customers
- Pain Points – what is not working and what your customers complain about (captured either via survey data or customer service)
- Business Owners – who owns the touchpoint internally, is there one owner, multiple owners, or no owner yet?
- Feedback Captured – do you get feedback regarding this touchpoint, do you need to get feedback about this touchpoint?
- Actions and Metrics – which actions and metrics are being tracked for this touchpoint?
These insights, and many others, will give you the framework to drive ownership, accountability, and therefore real actions across your customer experience on an ongoing basis. Next let’s talk about how you use technology to make this easy.
Systems – Journey Mapping 2.0 is all about driving action and accountability
There are a lot of journey mapping software tools on the market today. Pick one that mirrors the journey map definition that works for your company and most importantly drives understanding and action from the journey map.
What Is Journey Mapping “2.0”?
Let’s first understand the progress and sophistication that has happened with journey mapping software over the last couple of years. They’ve gone from simple tools to help visualize the customer journey to full-fledged applications that manage hundreds of users, multiple journey maps, and dozens of reports and views. The next generation of journey mapping “2.0” has become a company-wide application that is used daily by hundreds of people in an organization to manage and optimize the customer journey.
At CFN, we have a SaaS journey mapping software that enables you to build an end-to-end map, add insights as we discussed above, and to track owners and actions for your touchpoints. We also know it is important to share this information with as many of your colleagues as possible internally and engage them on what your customer journey looks like and how it can be improved – so our maps are visually simple, easy to understand, and have a built-in communication interface.
The best way to integrate your journey mapping tool with your CX process is to use journey maps to drive your action plans.
- Share your CX scorecard which is in the tool on a weekly basis with your action plan owners and your CX steering team monthly.
- Integrate your survey data into your map to validate your Moments of Truth and Pain Points on a monthly or quarterly basis.
- Update your map quarterly to see improvements or areas that are not improving
- Build more specific maps by product, geography or channel as needed
The key to building and maintaining an effective CX program is to keep it simple with a framework that allows your internal colleagues to be part of this journey with you.