Designing a Customer Journey from Day 1
Find more posts tagged with
Comments
- 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.
- 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.
- 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:
- 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
- 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
- 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.
- 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.

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
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
jordan.silverman@usestarfish.com
(914) 844-5775
https://www.linkedin.com/in/jordansilverman/
A few thoughts:
@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.
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@usestarfish.com
(914) 844-5775
https://www.linkedin.com/in/jordansilverman/