For some organizations the core objective of customer journey mapping is to reduce the loss of prospects. For others, the goal is to start understanding the experience of prospects and customers who are trying to navigate your organization. For those responsible for product and service development, it’s about uncovering opportunities to serve customers better.
In most cases customer journey mapping starts with building a realistic picture of how customers experience working with, or attempting to work with, your organization or your solution. But how do you get your team started?
And let’s be honest. Many organizations are starting with silos. Individual teams may run a finely tuned operation with great KPIs but without an entire journey, a flow, your prospect is left to their own devices to navigate your organization. Often your solution is just one small piece of the picture that prospects are considering.
However your people already know what they each individually contribute towards fulfilling customer needs. Bring together your practioners who are familar with the solutions, systems and processes that prospects touch in their quest to get the job done.
A touchpoint workshop provides an excellent mechanism to get your team started thinking along customer lines.
Team Benefits of Touchpoint Workshop
- Grounds the work of individuals and departments in the customer context.
- Exposes your practioners to the concept of customer journey mapping in a very tangible way.
- Provides a mechanism for practioners to contribute their sliver/touchpoint of knowledge to the overall picture.
- Shines a light on gaps between what are you doing, and what you could be doing, to fulfill customer needs.
- Identifies silos between departments that contribute to losing prospect on their customer journey.
- Uncovers misunderstandings and incorrect assumptions about what others are doing to assist the customer on their journey to value.
- Brings to light quickly that, for success, collaboration between departments and different aspect of the solution is required.
Prerequisites For Touchpoint Workshop
- Customer Persona; different customers have different needs. If you can select just one customer persona it makes getting started manageable.
- Customer Persona Ecosystem; you need a sense of which departments, processes and people matter in order to have the right participants.
- Journey Endpoint; pick a significant milestone, such as placing an order, aligned to your business or solution goals.
Resources For Touchpoint Workshop
- People; the practioners responsible for individual journey touchpoints: those who know the operational details. Whom to select depends on the journey choosen. Around 8 is a good number. Examples include those who:
- work together with service providers and others who round out / enable your offer.
- talk to this prospects pre, and post sales.
- understand the email list used in a lead nurturing campaign.
- know what site visitors are searching for.
- guide content marketing development such as brochures, case studies, and ROI calculators.
- manage your channel partners.
- Workshop facilitator; this is not a blame game, it’s a learning opportunity and some experience in faciliation goes a long way.
- Space: a meeting room suitable for moving around.
- Time: for a quick start, half a day or a day yields a lot of results and enthusiasm.
Mistakes, and discovering you ‘don’t know’ provide rich learning opportunities. Take them.