Customer Experience Journey Mapping
Do we understand our customers?
The importance of understanding what matters to our customers is recognised by most people. Isn’t it? Well, I thought I was pretty clear about this until I attended a workshop on Customer Experience Journey Mapping this week. The session was run by Oracle, the software computer people. In fairness to them, they didn’t try to sell anything to me.
I think their pitch was just to provide insight to me and the other HE sector professionals so we would think well of them, and I have to say that it worked. And if background reading is your thing – the materials to support this are available as free downloads from this website: http://designingcx.com/cx-journey-mapping-toolkit
- Really understand the customer in detail so that I felt like I was helping a person I knew, not just one of any number of faceless customers
- Breaking down the experience they had into bite sized junks that gave real insight
- Understanding not just the functional needs but also the emotional impact of the experience
- Seeing the cross team/department/silo players and their impact
- Building this understanding with a diverse group that supported innovation and ownership
- Creating a powerful case to take action, not just a list of good ideas’ that gather dust somewhere.
I would like to explore using this with colleagues since I believe it has the potential to help us improve what we do by understanding, learning and working together, which is what improvement is really about. Hopefully a future blog will be describing what we have done and achieved using this approach.
Thanks for reading.