Sunday, February 26, 2012

Customer journey mapping vs process design: Do you know the difference?

Customer Journey Mapping (CJM) is a people-centric tool for designing optimal customer experiences. There are 3 fundamental differences between CJM and Process Design. CJM is characterized by:
  • Starting from the customer's start point, motivations and desired outcomes rather than the company's.
  • The inclusion of emotion in the design.
  • A framework and set of guiding principles rather than a rigid and inflexible process.
The majority of organizations recognize that providing their customer's with an excellent experience is a strategic necessity, but over half of all organisations state that they cannot effectively manage it. The issue is compounded as more customer interactions move beyond a single channel, or linear sequence of hand-offs.
Effective CJM needs to start from the place the customer starts and to understand what they consider a successful outcome. Read more here @ The Customer Framework.

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