Customer Experience Mapping
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?