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

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

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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

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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

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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, depending on your product this 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 […]

Lean or Lean Startup

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There’s a lot of hype around Lean Startup for at least the last year. The positive thing is that much of this hype is well-deserved; the concepts have changed the thinking of a lot of its readers. Having a foot in both camps as a lean practitioner improving services and organisations and as an entrepreneur roughly adhering to the Lean Startup method, I think it’s important that we are all clear on the difference between the concept of the lean startup method and lean organisation. I like a lot of the concepts in The Lean Startup written by Eric Ries. However, from viewing social media conversations and articles, it appears that a lot of readers are confused as to what the focus is. It’s not about about creating a lean organisation (i.e. an organisation that operates in a lean manner). Instead it concerns creating an organisation […]