Every journey has a purpose

27 March 2015

We are creating customer journeys on the fly these days. It is the revelation in process modeling and customer understanding. By combining the outside-in process of the customer with his emotions we are able to steer our organization towards the customer-centric culture, and foster loyal customers. But in our quest for the outside-in enterprise, one must not forget why we are mapping a journey in particular. Forrester states there are 6 possible goals for every customer journey map.


1. Find & Fix!

The easiest and fastest way to start customer journey mapping is by mapping out the current process of the customer and start capturing their emotions. This way you will get a find and fix map. You can have a clear overview where your experience is failing to meet customers’ expectations. This allows you to define some short term actions and start filling the blank spots in the experiences you offer.

2. Envision the future

Once the as-is situation is clear, one can start thinking about the future. ‘How do we want to be’, and ‘What experience do we want to offer our customers’ are key questions. The answers again can be mapped in a customer journey, envisioning the future experience. This way the gaps will become clear, and a roadmap can be created to achieve these goals.

3. Make your employees aware

We often forget that culture eats strategy for breakfast. The road towards customer centricity involves a lot of change. We need to invest in our coworkers to guide them towards the outside-in enterprise. What better way to use the one shared language the covers all silo’s and departments, the language of the customer.

4. Support the business case

Where profit outweighs value, loss will be the result. When building a business case, it is important not to lose focus on creating true value for your customers. As Guy Kawasaki so beautifully says: “Make meaning, and the money will follow”. A customer journey map can help you as an intrapreneur to convince your management that you are doing the right thing. Next to the numbers, you can let them feel the experience and step into their customer’s shoes and get their approval for your outside-in case.

5. Identify touch points that needs listening

Measure or die. Continuous improvement is key for the next generation enterprise. A customer journey can be used to map out the various touch points that connects the enterprise with the customer. This overview can then be used to identify where we are already listening to our customers, and more important, where we should be listening. It is a good gathering point for customer-centric KPI’s and the start for your analytics team in their search for improvement.

6. Align your leadership

If your sales team is awarded via one-shot lead fees, how will you generate long term customer loyalty? Leadership is an important factor in the customer challenge. A customer journey gives an overview where different departments should be working together. It makes the connection between the sales procedures, the marketing effort, the service desk way of working and the operational approach. Let the customer journey help your leaders and their departments to align their initiatives, for optimal customer-centric outcome.

What’s the purpose of your customer journey?


Tom Devos

Written by Tom Devos

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