Ensuring the consistent delivery of a vision wherever and whenever the customer touches your organisation can be one of the most challenging aspects of implementing good customer management.
Problems usually stem from the process of creating the proposition. Failing to involve the functions who will deliver it inevitably leads to a lack of buy-in and impractical or unworkable solutions. Process development tends to re-enforce functional silos and overlooks what the customer is trying to do. Priorities don’t reflect what’s really important to the customer and what’s not, leading to a project that is so enormous it’s unlikely to ever complete.
Identifying the different ‘journeys’ a customer has throughout their lifecycle enables you to think about end-to-end processes from the customers’ point of view. Understanding customer behaviour and attitude at each step of the journey identifies the things they value – the ‘moments of truth’. This provides a template for defining the way each interaction needs to happen in a way that each function can use to improve the service they offer.
The Customer Framework (TCF) Journey Mapping module provides a framework to define the desired experience for key customer interactions in terms of:
- What do we want the customer to think, feel and say as a result of this interaction?
- What we need to do in order to achieve this outcome?
- Why can’t we do this today?
By involving a wide audience and focusing on the real moments of truth, the approach builds buy-in and has been shown to accelerate adoption. It also ensures workable solutions and captures the nuances that make for a truly differentiated customer experience. What’s more, because we’ve done this countless times, we’ve found that around 90% of customer journeys are common across most industries, so you benefit from templates that only require customising as opposed to having to start from scratch.