So we have analysed the customer's journey, looking not only at the different steps our customer goes through, but also how he feels along the way. We've also checked the different touch points the customer interacts with and identified gaps or points for improvement. Useful techniques that help us better serve the customer. But one question is left untouched: does the customer care?
Does your customer care about his journey and your touch points?
Journeys and touch points: two sides of the same coin
In my previous post and related article, I explained how I believe customer journeys can be used to guide strategic investments. Customer journeys can help you find out where and how your organisation can improve the long term customer experience. Armed with that knowledge, you can then define the required change projects.
Customer journeys as a strategy guide
A while ago, I published an article in the IRM UK newsletter on business process modelling. In the article, I explain the value of and relation between different kinds of process models. I also propose to use customer journeys to guide strategic choices and investments in process (and other) improvements. In this post, I briefly summarise the key messages of the article and elaborate on how to use customer journeys as a guide for your strategic investments.
EACBPM 2014 - Some conference themes
Back home after an inspiring and entertaining EA & BPM conference (EACBPM). There was way too much going on to wrap it up in a short blog post, but here are some themes that stuck with me after the talks and informal discussions.
Value proposition & strategy
An important part of enterprise and business architecture and business process management is about making the connection with corporate strategy and an enterprise’s value proposition. It will not surprise you that customer experience is playing an important role here. Thinking outside-in, stepping into the customer’s shoes and looking at his process instead of ours is a first step.
Some take aways from the 23rd BAEA Café with Chris Potts
Always inspiring, a seminar by Chris Potts. So I was keen on joining this evening’s EA Café about linking enterprise architecture to enterprise investment. If you haven’t read his books or participated in one of his workshops, I strongly encourage you to do so. Here are some things and questions that stuck with me today.
- Do you want to make your projects succesful, or your portfolio? If your portfolio is managed well, it gives you enough probability of success to ensure running a healthy business, yet allows for enough risk to prevent you from standing still.