March 22, 2014
Mapping Customer Journeys vs Process Design: Know the Difference? | MyCustomer
Martin (Marty) Smith
“Why are customer journey mapping and process design so important to the customer experience - and how do they differ? Andy Green explains. (Customer journey mapping vs process design: Do you know the difference?”
Martin (Marty) Smith:
When I read Dov Seidman's book HOW: Why How You Do Anything Means Everything "customer journey" wasn't something anyone talked about. I love that we are talking about "customer journeys" now and this post helps distinguish between process engineering and mapping a hero's journey.
Pramod Mathew's curator insight,
March 22, 2014 11:55 AM
Designing optimal customer experiences requires a deep understanding of the customer's motivations, desires, expectations of outcomes, and inclusion of emotion in the design. Customer Journey Mapping (CJM) is a good people-centric tool for designing these optimal experiences. CJM can be leveraged to understand the customer journey from the start to the end for what the customer considers a successful and satisfying/reinforcing outcome. CJM does not try to manage every customer type and every touch point, only the eighty percent that matters...sufficient enough to describe what is happening and why. By remaining high level it does not constrain individuals and functions from adapting to differences in customer types, motivations and needs; rather it provides a framework for functions to work within in order to deliver the customer experience. Just as important as enabling a seamless journey is managing the emotional engagement during the journey, which can engender long term loyalty to the company, brand or product. CJM can bring emotion into the conversation by systematically understanding what/how we want the customer to think, feel and say at the end of this journey.
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