How many Stages should be in your Customer Journey map?

You may have read our previous blog about the basics of customer journey mapping. Now we are going to answer the commonly asked question of how many Stages should be in your map. There are various ways to approach defining your map structure, and it depends on what you are trying to achieve. But I will outline […]

What Goes Into a Customer Journey Map

What is a customer journey map? Customer journey mapping is a tool to help you view what it’s like from the customer viewpoint to experience their journey with your company, in their shoes. This is one of the most talked about aspects of the field of Customer Experience. Many companies endeavor to create a map […]

If a picture is worth a thousand words, what’s a movie worth?

No surprise, the answer is: a lot. A movie shows action, expression, emotions – details that can reveal much more about what is happening at any given moment. That is why when we went about designing our customer journey mapping software we decided to push our development team to do something quite different. Rather than […]

Reason #1: Why Companies Improve Things Customers Don’t Care About…

1. The Absolute Winner: “What Can Customers Really Teach Us?” True story, I actually heard a very senior executive from a company celebrated for its “open innovation” capability tell me this personally: “What can customers really teach us?” He went on to explain how most of their new products came from studying adjacencies from other […]

Reason #3: Why Companies Improve Things Customers Don’t Care About…

3. The Trap of the Top Right Quadrant I have to be honest, this is a real challenge. You know the quadrant I am talking about: The Impact/Effort Matrix. It places “Impact on Customer” across the y axis; “Effort” from “Hard” to “Easy” across the x axis.  Spread about the quadrants are colored dots representing issues […]

Reason #4: Why Companies Improve Things Customers Don’t Care About…

#4. The Researcher’s Unspoken Compromise After the quantitative report has been printed and bound, and the statistically significant conclusions displayed with fitted plot lines and multivariate regressions, few managers flip back to the appendix to read the footnote of how many focus groups produced the survey fielded to the representative sample. But they should. Because […]

Reason #5: Why Companies Improve Things Customers Don’t Care About…

Reason #5: Why Companies Improve Things Customers Don’t Care About… #5 The Folly of the Obvious It seemed clear enough. Our hospitality client was positive that improving a key touchpoint in their customers’ arrival experience would pay off big time. So they spent real money and cut the time required to check in by almost […]