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.
In all cases customer journey mapping starts with building a realistic picture of how customers experience working with, or attempting to work with, your organization. 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.
However your people already know what they each do individually. Bring together your practioners who are familar with the systems and processes that prospects touch in their quest to find a solution.
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.
- Identifies silos between departments that contribute to losing prospect on their the customer journey.
- Brings to light quickly that, for success, collaboration between departments is required.
- Uncovers misunderstanding and incorrect assumptions about what other departments are doing to assist the customer on their journey.
Prerequisites For Touchpoint Workshop
- Customer Persona; different customers have different needs. While a touchpoint workshop is a way to get started, if you can select just one customer persona it will simplify things.
- 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 business 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:
- 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.
- work together with service providers and others who round out / enable your offer.
- talk to this prospects.
- Workshop facilitator; this is not a blame game, it’s a learning opportunity.
- 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.