339: Customer Journey Mapping is Not One Size Fits All
It's time for crack the customer code. The ultimate podcast to help you unlock the secrets to understanding and connecting with your customers. Right wing. This is the question things Helen. Because it feels like as customer journey mapping, which is an incredible tool as customer journey mapping becomes more popular and accepted. What happens is everybody wants the same exact way to do it. They see these amazing graphics when they look it up on Pinterest or they see it on somebody's wall. But what happens with journey mapping is really not about what you get at the end. I really believe it. Maybe this is Jean Walters heresy, but I really believe that the magic of journey mapping is in the process. That's where things happen. That's where you find those a ha moments. That's when you start realizing, oh my goodness, we have been treating customers so poorly in this part of the journey. And that's when you start creating those moments of delight. You see opera -tunities everywhere. Are you look and you start bashing down silos in your own organization in order to make things better for the customer. That's the magic of journey mapping. So if you are struggling with this right now, if you are thinking to yourself, how on earth are we going to tackle a journey map per customers? We have all these different products. We've all these different customer segments and personas, how our earth are. We going to do that. Here's my advice, just start the process. Just start the process. Get people in a room. Start asking questions. Start asking what happens to a customer, and if they start talking about process or if they start talking about the back end and how things have to hit the server, stop them and say, no, no, no, that's not what we're talking about. People we are talking about what actually happens to the customer better yet roll up your sleeves. Go out, talk to customers. Find out what they're saying. Look at your voice of the customer program, your feedback, all of that and really think about what are they trying to say here instead of just looking at it as we often do, which is, oh, yeah, everybody hates that process. All of our customers hate that part, but I don't know who to talk to about changing it. If you really want to be focused on customers that means, guess what you have to be focused on customers all the time, not just when it's convenient for you. And so you know on this podcast in the past, I've talked about becoming a change agent even if it's not in your title, even if you have to be a customer advocate and your titles and accounting, there are ways for you to do that. So if you're listening to this and you're thinking, I thought you were going to tell me how to journey out. I will give you the one, oh one high level version, but I want to. I want you to understand that it's really about the process and not the product. By the way. I stole that from my son's preschool teacher, but I believe it. So in order to really get any sort of journey map together, it's super easy to not move because of analysis paralysis because you're trying to figure out the best way to do it at cetera. A couple things. As you need in the beginning one. You need some sort of buy in from some sort of leadership that can actually make these changes because doing journey map for journey, mapping sake. I mean, that's just silly really because then if you can't change anything, you have a poster. Congratulations. You have a poster, your customers still hate you. That's not gonna work. So get the buy in the other thing you wanna do is make sure that you have access to the information that has already available things like your feedback. Things like your NPS score, things like, you know, if you've got a call center, sit down in the call center for a couple of days. Listen, look up the recordings find out what customers are actually saying to you chat all those things. Make sure you have access to that next. You want to decide who are you doing this map for. What are they trying to do as your customer? Because you can't always boil the ocean at once. So think about that one customer segment that is going through something that wants to achieve something. So instead of saying, we're going to tackle the entire journey end to end what you can do is at least say, you know what? We know that this segment are small and medium businesses. Let's say it's a b. two b. company and they are really frustrated with the on boarding process that we have because it takes so long to actually use our product. That's a great place to start start, reverse engineering, that looking at what happens when we invite them into the process, do we talk to them like big businesses, maybe that's the problem. Maybe we're setting expectations that we can't live up to or maybe they have expectations because of something that they saw in our marketing, whatever the case is start really dissecting. Those phases awareness through advocacy. And if you need help on those phases, right it. In your own words, what happens when they first become aware of your brand all the way through when they're making the decision to work with you when they purchase? If there's on boarding, if there's a a thirty day period where they can get a refund all of those things matter. So put that into your phases and just focus on that one segment. Just focus on that one persona and just focus on that one journey. And start really using all of those tools that you have available to you as color commentary. So that if you say, oh, you know what? I noticed we get a lot of calls in the call center about this. Why is that happening? You can start pulling that thread and figuring out. So I know this is like super high level, and there are a bunch of people who are going to come at me and say, that's not how you journey map, but that's my whole point. Don't get caught up in doing it perfectly. Don't get caught up in feeling like you are not empowered to understand your customers journey because guess what you are you are. There are things you know right now as I am talking that bug you about the customer journey, you know, there's a better way so you have to act on that. You have to put a framework around it. You have to get that buy in to make the changes. That's the magic. So I know this is a little all over the place. There are lots of resources out there. I'm happy if you reach out to me at Jeannie at three sixty connects dot com or find my website at c. x. content dot com and ask questions. That's totally fine. But I want you to walk away today thinking it's not about the magic product. It's about the process, your customers will. Thank you. And so will I? So there you go. Thank you for listening to crack the customer code. I'm Jeannie Walters. You can find out more about me at sea x content dot com. And you can find out more about my partner. Adam is not here today at customers that stick dot com. Crack the customer code is also a proud member of c. suite radio dot or sorry, c. suite radio, which you can find out more about at c. suite. Radio dot com. Thank you for listening until next time. Take care of yourself and take care of your customers.