Designing a Customer Journey from Day 1

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Gala Samokieszyn
Gala Samokieszyn Member Posts: 5 Seeker
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edited October 2023 in Customer Journey
Hi All, 

I would love your input! I am working on re-designing a customer journey from scratch. I would love to know how you designed yours, what you took into consideration, and even how you laid it out. 

I appreciate any insight you can provide! 

Thank you, 
Gala

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  • Jordan Silverman
    Jordan Silverman Member, CS Leader Posts: 109 Expert
    First Comment 5 Likes Photogenic First Anniversary
    edited April 2021
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    This is still a work in progress and will evolve over the next few weeks and months significantly.

    We have began specializing our team. So we used to just have CSMs who did onboarding, customer service, training, etc.

    Then we added onboarding specialists so CSMs could focus on customer service, training, and value.

    Now we have four different roles:
    Onboarding Specialist - responsible for helping client populate system (we are inventory management, so takes time)
    Trainers - show the client how to use the platform
    Customer Service Agents - reactive support via chat, email, and phone
    CSMs - focus on showing the client value 

    Check out the workflow here - https://lucid.app/lucidchart/e0c485a6-694d-4f34-b3b3-703a8f641f0e/view

    Would love thoughts, insights, and questions!

    Jordan Silverman
    jordan.silverman@usestarfish.com
    (914) 844-5775
    https://www.linkedin.com/in/jordansilverman/
  • Bridget Lamb
    Bridget Lamb Member Posts: 17 Thought Leader
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    edited April 2021
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    @Gala Samokieszyn I'm very interested in this as well. Following this conversation.

    @Jordan Silverman thanks for sharing your workflow. I'm curious to know if you've incorporated this into a CS platform? I'm evaluating options to implement at my company and one of the things I'd like is the ability to create journeys and associate them with playbooks and alerts.
  • Ed Powers
    Ed Powers Member Posts: 180 Expert
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    edited April 2021
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    Hi @Gala Samokieszyn--

    A few thoughts: 
    1. Start outside-in. I've found the best results come from a deep understanding of customers, their journey and how they work, what they expect (expressed and implied), and what they find valuable. When you anchor your processes on customers, you always get better designs. 
    2. It's not about the map. Most people view customer journey mapping as a documentation exercise, but I've learned it's about creating a shared understanding, a shared vision, and a shared commitment with they key people who can assist you making the change. It's a means to an end. 
    3. Execution is the hard part. You'll surface a very long list of gaps between what you have ("Is") and what you want ("Should Be"). Organizations always struggle to turning the crank. Some ways to address it: 
      1. Ensure alignment and commitment with your executive team from the very beginning. Recruit an executive sponsor who will work with you to obtain money, resources, and help overcome internal resistance
      2. Use process improvement methods. Whether you choose Six Sigma, Lean, PDCA, or whatever you like, disciplines such as before/after measurements and root cause analysis to ensure what you change actually has an impact
      3. Make the time. Surprisingly few organizations succeed simply because they don't set aside the time to improve things. You and your improvement team must set aside at least 2 hours/week just for improvement project execution.
      4. Manage the change. People naturally resist change, especially when it comes to 're-designs.' Learn about the process and managing change and integrate practices into your project. Research from Prosci says you're 6x more likely to be successful.
    I've been doing process mapping and leading breakthrough improvements for 25 years in my own operations and as a consultant. I'm happy to share more, if you're interested, including what I learned leading a 12x reduction in Time-to-Value through an enterprise-wide onboarding redesign: ed@se-partners.com
  • Jordan Silverman
    Jordan Silverman Member, CS Leader Posts: 109 Expert
    First Comment 5 Likes Photogenic First Anniversary
    edited April 2021
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    Not yet! We use Totango and are definitely planning on integrating it soon.
    Jordan Silverman
    jordan.silverman@usestarfish.com
    (914) 844-5775
    https://www.linkedin.com/in/jordansilverman/
  • Gala Samokieszyn
    Gala Samokieszyn Member Posts: 5 Seeker
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    edited April 2021
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    As always......you are amazing.......
  • Gala Samokieszyn
    Gala Samokieszyn Member Posts: 5 Seeker
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    edited April 2021
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    WOW Ed, thank you! Do you mind if I reach out to you personally to chat more?
  • Ed Powers
    Ed Powers Member Posts: 180 Expert
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    edited April 2021
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    I'd welcome it, @Gala Samokieszyn! My email: ed@se-partners.com
  • Andrew Marks
    Andrew Marks Member Posts: 54 Expert
    Office Hours Host 2022 5 Likes First Anniversary Name Dropper
    edited April 2021
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    Gala,

    You might find our CSEB tool helpful in your effort. We can hop on a quick Zoom and I can walk you through it.

    Andrew
  • Gala Samokieszyn
    Gala Samokieszyn Member Posts: 5 Seeker
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    edited April 2021
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    SO AMAZING Andrew! I would love to meet and chat. Same link to book? :)
  • Diane Johnson
    Diane Johnson Member Posts: 2 Navigator
    edited April 2021
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    I love what @Ed Powers said.

    You should also look at what your best CSMs are doing. What do they consider the key moments and how do they approach them? What feedback have they received from customers? And just as importantly, what gaps are they noticing? Where do they feel they are letting customers down
  • Brian Hansen
    Brian Hansen Member Posts: 75 Expert
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    edited April 2021
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    This is great, Ed, and I agree. Starting with the "people" aspect of the project sounds like a great bet because that's what it comes down to - people make buying, usage, and renewal decisions, so where are the people, what do they care about, how are your people interacting with them, and where are the moments in those interactions that feel good/not so good? Looking forward to following along as well!