Hello everyone!
This is Ale Wiecek from
Sqr One and today I'm gonna talk to you about
the things that you need to know before creating
a customer journey map.
So I'm gonna take you through the step-by-step guide
that we use when working with our clients,
before you actually create a customer journey.
The objective is the very first part of this process.
The objectives are very important to understand because, as you can imagine,
if you don't have objectives, you don't have direction.
You need to really work with those
internal stakeholders in your business to
articulate why do you actually want to use
customer journey map to start with.
Customer journey mapping is
not the solution for every problem.
And I love
customer journey mapping and I know sometimes
I can't even get to use it.
So try to understand
what are the things that you want to achieve
and why customer journey mapping.
The second step that
you have to go through is the experience that you're
trying to provide.
This is a very important part
of the process as well, because sometimes
businesses want to create it all.
And they want to
provide an experience that is seamless and
consistent across every interaction and across
the whole journey.
But it works out that they actually
don't have the capability, the resources, the
time or the budget, so they actually need to start
looking at a very little experience.
That might be the onboarding experience,
the retention experience...
So ask yourself:
what are the things that you need to actually create
and what are the experience that you need to
focus on.
The next step is for us to actually start looking
at the personas.
What are those characteristics
and what are those personas that you have in
your business that you would like to create an
experience for, or
redesign an experience to.
This is very important.
Not all businesses can focus on all
customers or personas at the same time,
so it is quite important to start prioritising the effort
and the impact all of your customer experience
efforts, or design and innovation efforts,
and you then ultimately start articulating
your one, to two, to three or four (maybe) personas
that you can start actually embed
into your business.
So, ask yourself: what are those
top four personas that you can actually
bring to your projects.
The next steps are the channels.
What are the channels that are actually
causing some friction to these personas?
What are the touch points that probably are not working
very well and those touch points or channels
are creating friction to the experience of
these personas.
So what are those areas that you can focus on?
The rule of thumb for us is actually
trying to focus on those areas that are actually broken,
and we need to fix because they're creating
a lot of friction and they are being detrimental to
both the customer and the business.
So think to yourself: what are the channels and
touch points that you can actually create and
then you would like to focus on.
The next step for
us is the data and research.
What information do
you currently have in your business that you can
utilise when actually starting to map out your
actual journey.
You might have reports,
on-boarding documents, information, previous research
that have been done with customers.
You may have analytics...
Anything that is very useful at this
point is actually great.
So you need to actually
start understanding,
what are the gaps and also, if you don't
have enough, and you know you still have a few
little areas that you're not quite sure, then
you need to go out and create that data and bring it in.
and that could be by perhaps incorporating
customer research, interviews ethnography research, observation...
anything that is really going to
allow you to empathise further, so you're able to
get a lot of the insights.
So, ask yourself: what are the data and insight
that you have, and what are the gaps?
And what else
would you need to do to actually bring
this information in
before creating your customer journeys.
The next phase is actually stakeholders.
This is a very interesting one because we all have
different stakeholders, people that support our projects,
people who are not quite supportive of our projects...
Some gatekeepers as well and some champions.
You need to really start understanding
who do you need in your project, who are those
ones who are perhaps against your project and who
hasn't been in those projects where you have some
haters and some lovers, right?
So start thinking about them
in the process as well.
Understand where they're sitting and also start thinking,
what are the strategies that you can
implement If you have some gatekeepers or maybe
bystanders actually that do not actually want to
be involved in the project, but you genuinely need them.
The next one is the metrics and opportunities.
The metics and opportunities are really important.
We all think sometimes that customer experience
or innovation and design could be quite fluffy,
But in fact, it's the opposite.
It is very important, as part of your maturity model
that you implement metrics and you start
looking at those opportunities and actually across
the journey of a customer, you're able to create goals
and targets and KPIs that breaks down the
silos at the same time that you're bringing
accountability to every part of the business.
To those business units who are responsible for that
customer experience and creating this human-centricity.
So, ask yourself:
What metrics do you think you would need?
What are the metrics that you have right now
that perhaps need to be revisited?
And what are the opportunities
that you know, right away, that can
be improved upon and be brought into your journey?
Don't say the stages that we used in
our customer experience framework â€“ this is
before we actually start doing any customer
journey mapping with our customers.
I hope you enjoyed this video.
Be compassionate and remember,
we are people talking to people.
Thanks for watching.
Bye!
For more tips and insights, visit our website
Sqrone.com.au
or follow Sqr One on social to learn how human-centred design
can help you create better employee and customer
experiences with empathy in mind.