Episode 31 – Journey Mapping

Listen to this episode
A Thoughtful Thursday Episode. On Thoughtful Thursday we discuss deep thoughts including overarching strategy and organizational structure.
Brought to you by:
- The Social Pack: Get on the inside to stay on the topside. Join today!
- MorningBrooke Digital Consultancy: If you need help with digital customer support strategy visit www.MorningBrookeDigital.com
“You’ve got to start with the customer experience and work back toward the technology – not the other way around” – Steve Jobs
Book of the Day: Mapping Experiences: A Complete Guide to Creating Value through Journeys, Blueprints, and Diagrams – James Kalbach
Journey Mapping Your Digital Experience
- Definition of Journey Mapping (According to Frankie): Journey mapping is an activity increasingly performed by large organizations to better understand the customer’s experience with a brand.
- Why Do They Do This?:
- To view the customer’s “journey” with your company step-by-step
- To locate and correct any customer pain points
- To find and correct inefficiencies or errors in your processes
- To increase customer satisfaction
- To decrease churn and increase customer spend
- Where Do I Start?
- Contact your customer experience department to find out what they already do/have
- Contact adjacent business units (like sales/marketing/pa) to find out what they do
- Determine the scope of the journey mapping need (start small with just your department or company-wide)
- Begin the journey map (remember to add this to your Special Ops. See Episode 23 – Reporting on Special Ops)
- 7 Steps to a Simple Journey Mapping Session for Social Care
- Select a particular business case. For example, the customer tweets your company to ask where her flower order is.
- Investigate the written procedure for providing support to the customer via social media. Pay close attention to:
- Burden placed on the customer that could be handled by an agent
- Circular processes
- Missing processes
- Research how the agents are actually handling the issues. Look for:
- Educational opportunities
- Process improvement opportunitites
- Process creation opportunities
- workarounds currently being used by agents
- Pull CSAT scores for the sample interactions
- Note where scores match your expectations
- Note where scores are surprising to you
- Set a baseline
- Interview front line agents
- Ask about the processes you’ve selected to map
- Ask their opinions on
- Educational opportunities
- Process Improvement opportunities
- Process creation opportunities
- Workarounds currently being used
- Design an improvement plan using your findings
- Measure results and adjust accordingly. Report to leadership. Repeat with other touchpoints.
Jobs
- Have a job opening? Email Frankie@SociallySupportive.com and I’ll post it to the site.
- Looking for a spot? Email Frankie@SociallySupportive.com and I’ll share your resume (privately) with potential employers.
Who’s Doing it Well?
- Is your team doing great work? email Frankie@SociallySupportive.com and I’ll post it on the site; maybe discuss it on the show.
- Someone else’s team knocking it out of the park? Want their leader on the show? Email Frankie@SociallySupportive.com and I’ll ring them up!