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Mapping your Customer Journey: The Organizational Exercise you Must Do

Part of the Customer Success Summit On-Demand Series

Let’s start with a question: Can you map out the ideal path a customer must take in order to be successful with your product? Be honest. Now if you think you can do this, can everyone else in your organization?

If you answered no to one or both of these questions, you’re not alone. That being said, it should be your number 1 priority to fix that. Mapping your customer journey allows you to understand exactly the steps your customers need to complete in order to be successful and let’s you put in processes and programs to help them stay on track.

Adam Peddicord, Sr. Director of Customer Success at PayScale, realized that this was something his company need to do. In his session at Customer Success Summit 2015, he shared best practices he learned from building out his customer journey.

Watch the full session from Customer Success Summit

 

Best practices for mapping your customer journey:

1. Decide what you want to achieve

While Customer Success owns this process in many cases, the results can be leveraged across the whole organization, so it’s important to understand the goals from every group. Write down these goals because they will help guide you when you’re building out your journey map.

2. Do your homework

  • Review your data: Make sure you look at ALL of your data. This includes product usage, support system, NPS/satisfaction surveys, etc.
  • Interview your staff: Ask for anecdotal feedback from your frontline staff about things they are hearing from the customer base.
  • Interview your customers: This one seems obvious, but actually sit down with your customers to understand the actual journey they went through.

3. Acknowledge that details matter

You’ll be surprised when you go through this process about the things you’ll uncover. Small processes that you never thought about may be impacting your customer experience in a big way. Make sure you leave no stone unturned and pay attention to the details.

4. Listen, document, discuss and decide

When mapping your journey you will come to a point when you have to make decisions. These include what is the final journey for this type of customer, what areas need our attention and focus, which tasks can be automated and which need a team member.

5. Assign ownership and deadlines

Once you know what it is you need to do, you have to decide who actually needs to do it. Make sure these roles are clearly defined and that all deadlines are documented.

6. GO!

When you go through this process you’ll find there are a lot of low hanging fruit items that you can address make a huge impact on your customer experience.

 

See all of the sessions from Customer Success Summit here: www.customersuccesssummit.com

 

 

Amanda Saunders

I'm the Customer and Content Marketing Manager at Totango. I work with Customer Success heroes to help tell stories and share best practices that can be leveraged by others in our community. Previously, I worked at Citrix helping customer find new ways to work and live better.

  • Yuri Vedenin

    Great article, Amanda!

    I would also recommend to gather all stakeholders including back-end guys, front-end guys (sales people, support team) and users together in one room (or virtually in online tool such as our UXPressia – http://uxpressia.com) and let them create the map together. The shift in the stakeholders’ mindset (especially back-end guys) when they see and hear what customers/users say, do, think is essential. And the outcomes and the resulting customer journey map benefits from that for sure.

    By the way, if you have time to check our tool (http://uxpressia.com), I would love to hear your feedback.

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