My leadership is allowing me to create our first customer journey roadmap. Any advice?
we just never got around to it and my leadership is leaning on me since I have experience building one organically.
My plan is similar to before:
take customer relevant features and group them according to quick win, key differentiator, essential, and difficult to adopt.
order those features with time to value, rapport prerequisites, and customer confidence in mind.
create mutliple journeys based on notable segmentation and requested outcomes
what is different?
i now work with a much more robust product with more features than the last time.
i am keeping in mind that adoption on this product may be a 18-24 month journey before cross sells. Previously, my journey map was 12 months with option to extend based on cross sells
any advice?
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- Align the customer journey toward client outcomes
- Improve client engagement consistency and scalability
- Align on cross-departmental roles and responsibilities
- Visual Customer Journey Map
- RACI framework
- Groundwork for Account Health
@Kevin Mitchell Leonor - Any examples or insights you can share that you learned in this process?
@Jeremy Donaldson would love your insights on this
@Jeremy Donaldson I think you mentioned going through this exercise recently. Any ideas you can offer Kevin?
Start by defining your objectives for the workshop and deliverables. Here are some examples that we have used in the past for a Customer Journey workshop:
Objectives | Deliverables |
Also, you need to think about if you want to define the desired customer journey and the current then create a list of Gaps based on current vs ideal. Once you have that list, you can use the Impact & Effort Matrix to prioritize.
A good first step, @Kevin Mitchell Leonor, is to understand the true purpose the mapping process. It's not a documentation exercise, but a method to build a common understanding, a common vision, and a common commitment to improve the customer experience across the organization's silos. It's one tactic that should be part of an enterprise-wide transformation driven by the CEO.
With that context, I use an 8-step process with my clients:
I hope this helps. Happy to discuss it more and share what I've learned after 25 years mapping customer journeys in companies large and small.
Ed