Mapping out CX
Defining the journeys that matter and deciding where to begin the transformation requires both top-down, judgment-driven evaluations and bottom-up, data-driven analysis; pursuing both of these efforts in parallel is the best approach.
A journey mapping session, drawing on existing research, may be sufficient to identify the most significant journeys and the pain points within them. That research is typically fragmented and often includes data on the customer volume in a given journey, reasons for call center complaints, and obvious gaps in performance.
- Examples would be discrepancies between promises made in marketing materials and services actually delivered, or inability to connect customer touch points across various channels.
Journey mapping sessions direct attention to key customer journey problems. For companies seeking to fix a few glaring problems in specific journeys, such top-down problem solving can be enough. Those that want to transform the overall customer experience need to simultaneously create a detailed…
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