Ladder of citizen participation

Where Organisations Go Wrong

Posted Posted in Articles, Service Redesign, Transformation

A lot happened in 1969. The moon landing, Led Zeppelin was released (the first LZ album), the maiden flight of the Boeing 747, and a paper by Sherry Arnstein. It’s difficult to say which is the most important of those above, but Arnstein’s paper is probably the least famous. Context I frequently speak with directors and project leaders who introduce their voice of the customer initiative as the way that they interact with customers. That’s the way the company understands what customers are saying, what customers want, etc. After some digging since it’s never completely easy to find the one team (often because they operate under a different name, but someone thought Voice of the Customer would be a good title for what they do), I find that the initiative is a survey with some analysis of the results. That’s […]

What's the emotional content of your customer journey maps?

What’s the Emotional Content of Your Customer Journey Maps?

Posted Posted in Articles

I’ve previously discussed the inclusion of a dormant state and a return loop when reflecting on the fact that the Customer Journey Never Ends. You can include a further extension of the customer journey maps by showing proximity or emotional state. Focus on the Emotional State Typical customer journey maps (or diagrams) depict activities and results, maybe important events as well. These commonly use the terminology of the organisation rather the customer. By shifting that focus onto how engaged the customer feels at each stage, we see the journey from a different perspective; that of the customer. Sales Funnels Companies often use a sales funnel to monitor their sales process. Analysing the performance against the states in the sales funnels allows a company to redesign its sales process or to develop additional collateral. Some of the funnels focus on emotional […]

Signs by I Am Fry under by-nd 2.0

The Customer Journey Never Ends

Posted Posted in Articles

I’m reminded of the phrase “a dog is for life, not just for Christmas”. Similarly, as soon as an organisation starts a relationship with a customer, they’re stuck with that relationship. Many organisations design customer journeys but think from their own perspective rather than that of the customer. That’s a mistake but one that can be simply rectified. An exchange between customer and company lasts longer than the original transaction. For instance, if a customer buys a product, has a fault, then has to return it. That’s one set of interactions all about the one transaction. The fact that it can last longer is nothing new, what has changed is the proximity of the customer and company. Now, the customer can submit a complaint online, they can spread the word via social media or they can ask for assistance on […]

Be The Customer

Be The Customer

Posted Posted in Articles, Transformation

Introduction I really believe in getting customer input, especially before you build you product or service. Lean Six Sigma includes the concept as part of Voice of Customer, Lean Startup and similar methods include the concept within Customer Development. If you work for an existing organisation that currently delivers products/services rather than a start-up, sometimes it’s easier to actually be your customer than to gather their input. Many companies try to get closer to customer needs by using mystery shoppers. Again,┬ádepending on your product┬áthis avenue may not be necessary. Examples I’ve been reminded of this many times when I see a process that just doesn’t make sense for the customer, but looks like it would have made sense for the person working in the office who created the process. I’ll discuss three examples below: Traffic Wales I was driving back […]