Episode 31 – Journey Mapping

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A Thoughtful Thursday Episode. On Thoughtful Thursday we discuss deep thoughts including overarching strategy and organizational structure.

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“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? 
    1. Contact your customer experience department to find out what they already do/have
    2. Contact adjacent business units (like sales/marketing/pa) to find out what they do
    3. Determine the scope of the journey mapping need (start small with just your department or company-wide)
    4. 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
    1. Select a particular business case. For example, the customer tweets your company to ask where her flower order is.
    2. 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
    3. 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
    4. Pull CSAT scores for the sample interactions
      • Note where scores match your expectations
      • Note where scores are surprising to you
      • Set a baseline
    5. 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
    6. Design an improvement plan using your findings
    7. Measure results and adjust accordingly. Report to leadership. Repeat with other touchpoints.


Who’s Doing it Well?

About the author, Frankie Saucier

Frankie Saucier created the Socially Supportive podcast because believes that in order to advance digital and social customer care, leaders must come together in a community where colleagues can collaborate on the latest strategies and discuss the best technology. The Socially Supportive podcast creates a space for that community to thrive. She is also the Founder and CEO of Socially Supportive, a digital consultancy that helps brands communicate effectively with customers online. Frankie is a member of several consortiums, including the Social Care Leaders Group, an international group of leaders in the digital and social care space. She has over 20 years' experience in customer experience, including 7 years creating and running the digital customer support team at the 3rd largest cable company in the U.S. She also holds a bachelors in Mass Communications.

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