Customer Experience Mapping

Event Details

    Introduction to CXM: Creating authentic customer understanding

    • Why is it so valuable?
    • When should it be used?
    • Steps in the process 
    • What is a customer experience map and what do they look like?
    • What information do you need to create the map?

     

    Understanding your customer’s real experience

    • Getting out into the field to observe customers interacting with your product or service
    • Drawing out feelings, motivations, activities
    • Interviewing your customer with an open mind
    • Actions: What is the customer doing at each stage?
    • Motivations: Why is the customer motivated to keep going to the next stage? What emotions are they feeling? Why do they care?
    • Questions: What are the uncertainties, jargon, or other issues preventing the customer from moving to the next stage?
    • Problems, frustrations, issues: what is stopping the customer from having a fully satisfying experience?

     

    FIELD TRIP – we get out of the classroom to observe people going through a customer experience.

     

    Mapping the experience

    • Identifying and sequencing the steps
    • Picking the right level of detail for your map
    • Organising steps into phases (the major components of the experience)
    • Organising all the data and insights to avoid information overload
    • Identifying touch points and aligning them with steps (mapping the key touch points of the journey against the steps the customer is taking)
    • Identifying points of customer pain and delight (which parts of the experience are frustrating? Which are satisfying?)

     

    PRACTICAL EXERCISE – work in small groups to develop a customer experience map based on our field trip. 

     

    Identifying opportunities to improve the customer experience by analysing your map 

    • Where could the experience be improved?
    • Which parts of the experience aren’t well supported?
    • Which parts of the experience are working well?
    • Which touch points are the most and least important from the customer’s perspective?

     

    Using experience mapping to drive customer experience innovation

    • Sharing your map with executives and the wider organisation
    • How the map can help you get your message across
    • Creating innovation projects based on your map
    • Blueprints; creating new maps to depict desired future experiences

     

    Reflection on group work: How to apply it to your own customers

    • Drawing out principles and core ideas about CXM from the group work
    • What was your biggest challenge during the field trip?
    • What kind of capability is needed to support experience mapping?
    • What will be your first priority when returning to work after this training course?
    • Questions?
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