Customer Journey Mapping is the process of simulating a customer journey to establish the key touch points and pain points in the current customer journey. These interactive workshops allow participants to get out of head space of being a supplier and into the head space of being a customer and allows them the opportunity to identify critical touch points, as well as pain points during a customer experience and make recommendations for improvements.
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CUSTOMER JOURNEY MAPPING workshops are run over a full day (8 hours) with participants being split into teams of 6 - 8 members per team.
Each team is allocated a market segment of the business to focus on. Inline with this segment, teams are required to create a customer persona and customer empathy map that reflects a typical customer. Team members then map a simulated customer journey to identify key touch points that influence buyer behaviour along the journey, as well as pain points that could be obstacles in the current customer journey.
To ensure actionable outcomes from the session, participants are required make a list of recommended improvements in the current journey to drive a smoother customer experience in the future.
Improvements are categorized into the specific areas of people, processes and technology and tasks are allocated to the relevant department head who agrees to action the tasks by a specified date.
Customer Journey Mapping interactive workshops allow participants to get out of head space of being a supplier and into the head space of being a customer. This allows them the opportunity to identify critical touch points, as well as pain points during a customer experience and make recommendations for improvements.
After the Customer Journey Mapping workshop, participants categorize improvements into the key pillars of people, processes and technology and improvement tasks are allocated to the respective personnel in these departments to action.
Customer Journey Mapping workshops begin with a 1 hour keynote speech entitled 'Beyond Service to Driving Customer Experience' highlighting the difference between delivering customer service and driving a customer experience. Followed by the interactive Customer Journey Game, an employee engagement tool designed to shift thinking from focusing purely on the point of purchase to understanding the many touch points in a customer journey. In journey mapping workshops, participants map each step in the current customer journey and then identify pain points that are creating obstacles to the ideal experience. Participants share ideas and discuss improvements that need to be made in terms of people, processes and technology to drive a seamless experience in the future.
Full day Journey Mapping workshops (8 hours) are facilitated by Lynn Baker - certified Customer Experience Specialist from CX University. Training materials include the hire of 6 x Customer Journey Games (up to 48 players in 6 teams), 6 x A0 size Customer Journey Map kits, including 6 x Persona Storyboards, 6 x Empathy Maps.
After Customer Journey Mapping workshops, clients have the option of having an online Customer Experience Management – CX Project Planner designed, where all improvements identified during the Customer Journey Mapping session are be logged, tasks are allocated to relevant department heads and the status of all CX improvements can tracked in real time by cx custodians.