Customer Journey Mapping: Building CX Maturity and Momentum
Two years ago when my organization began developing and formalizing our CX program, the charter included the following key focus areas:
- Driving a consistent customer experience across the business with the goal of increasing customer loyalty.
- Gathering a deep understanding of our customers’ perceptions about our products and services and translating that information into actionable insights.
Over time, we wanted to know more and more. What were the upstream and downstream effects, the “backstage” events that affected customer-facing interactions, and—most importantly—how can we look at the journey as a whole versus a series of siloed events?
So, the logical next step was the adoption of customer journey mapping, a highly visual tool that can be used to not only collect feedback but also to communicate with the organization at large, inspire organizational change and create competitive advantage.
At our global customer conference in Las Vegas in June, Engage, we received powerful and actionable feedback from our customers about our customer journey map as part of our “CX Zone.” I recently shared my insights about this feedback with Loyalty 360.
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