Paul WakefieldJune 21, 2017

5 Steps for Mapping Your Customer Journey Transformation

A customer journey map puts the user front and center in the organization’s thinking. It shows changes in customer behavior and demonstrates the need for the entire organization to adapt. There is no organization-wide or even industry-wide standardization of customer journey transformation mapping. But incorporate these five key steps into your plan to create a successful and effective customer journey map.

  1. Baseline Your Customer Journey
    Document your current customer journey. Once this is established, a roadmap can be kept firmly in mind, the initial architecture can be strengthened, and part of the day-to-day operations can be defined. Not only will a roadmap enable you to focus on customer needs and solving their problems, but it can be used to identify opportunities for future innovation and experiences.
  2. Define the Principles
    In reviewing the customer journey, keep focus on customer needs and solving their problems. What can be simplified? Where can value be added? How can self-service be enhanced? Establish a new way of working, embed it in the organization, and guide frontline employees in making the customer experience the best it can possibly be, at every point in the journey.
  3. Integrate Your Data
    Integrating multiple sources of data is key to creating a single unified customer view. The data from your analytics can also do more than predict customer behavior. They can shed light on your infrastructure’s current condition. A lack of usable data can be a sign of issues within your infrastructure, whereas good quality, current and integrated data centralizes user insights and completely connects the customer journey.
  4. Identify the Barriers
    What is stopping you from delivering the desired experience? What is within your direct control? Shine a spotlight on specific areas that can be immediately assigned, owned, and acted on. Include areas that require broad cross-organizational support to reinforce the infrastructure and ensure the continuing progress of the transformation plan.
  5. Measure Your Progress
    When changes are made to your customer journey, it’s important to consistently document the impact of the changes and share the customer reaction. Be sure to measure periodically, specifically after any significant alterations. Reflect new technologies, trends, and behaviors. This will help you make fast, informed, and agile decisions to refine processes and sustain momentum throughout the transformation.

Incorporating these five steps into your transformation plan will ensure that you produce an output based on user research, that you have collected the best possible quality data available, and that you have a documented and measured plan. At the end of your mapping initiative, you will have a team of cross-organizational allies that are engaged and ready to act on the insights revealed during the process.

Paul Wakefield

Currently a Strategic Accounts Sales Engineer on the Avaya UK Sales Enterprise Team, Paul has 17+ years' experience in telecommunications. At Avaya, he's held customer-focused roles in UC and Contact Centre technologies. He excels in helping customers through huge changes in technology, including consolidation of TDM systems and shifts to IP. He now focuses on helping companies deliver an exceptional customer experience as they define their DX.

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