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?
The beer coaster analysis
It’s Monday morning and the daily scrum just took place. An analyst got the task to dig into a problem. He eagerly starts working on it at his desk, digging deep into the issue trying to make it crystal clear. Doing everything he can; creating diagrams, modeling, drawing, … Putting in time and effort. The analyst goes to the developer’s desk to discuss the fruits of his labor. While going through the entire stack of documents, he figures out that all he needed were some quick sketches on a the back of beer coaster. So where did he go wrong?
New Customer Experience Insights: Go dining!
The experience of two restaurant visits from last month stuck with me. In the first one jackhammers were constantly interrupting our conversation because they were rebuilding the place. In the second one, I was sitting on a terrace, in a beautiful late-summer sun. One of those restaurants however will never see me again. Guess which one?
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.
