OX’s Stratton Cherouny has been sharing a series called How to Make Sure Your Next Customer Journey Project Succeeds. He’s only halfway through and has shared SO MANY valuable insights for anyone thinking through their own organization’s customer journey. Check it out! #OfficeOfExperience #CustomerJourney #CustomerExperience #CustomerFirst
Co-CEO | Agency Co-Founder | Digital Transformation Leader | Brand Alchemist | Heart Centered Leader | Husband | Dad of Two | Golf Nerd ⛳️
How to Make Sure Your Next Customer Journey Project Succeeds, Part 1 of 6 We've run dozens of customer journey assignments over the years. When done right, they can be a powerful tool in a customer experience toolset. We've noticed a few common themes time and again that, when taken into consideration upfront, make for a more successful outcome in the end. Below is the first in a series of posts I'm going to make about the topic. Happy reading! Part 1: Be as clear as possible about the problem you're trying to solve. Too many organizations jump into customer journey work without knowing why they want to do it in the first place or how they expect it to contribute to their business. Why is this important? Because the problem you're trying to solve significantly impacts how you design the work and, ultimately, its usefulness. Is it to reduce friction in the buying process? Is it to improve customer retention? Is it to identify opportunities to innovate? Is it to enhance the service experience? Is it to drive cross-sell or upsell? Etc. The answer to that question should help drive the research methodology you choose, the audiences you engage with, and the depth and breadth of the touch points you include in your research. And all of that drives timelines and costs. It's okay if you're just starting your path to customer-centered innovation and need help figuring out what problem you're trying to solve. The best place to start, as always, is with your customer. Spend a little time with them, virtually or physically. Ask them questions about their buying experience. Conduct some ride-and-drives with them to see what it's like to be in their shoes. Stand up an evergreen survey online. Invite them to a virtual user testing session. Those initial insights will give you a good idea of what problem to tackle first and how broad and deep your scope needs to be. Stay tuned for Part 2! #UX #CX #CustomerJourney #JourneyMaps