The primary tools for customer journey mapping are analog: whiteboards, butcher paper, post-it notes and markers are sufficient. The problem with these tools is that it is difficult to evolve the map that is created. For a customer journey map to grow with the organization it is necessary to transfer it to a digital medium so it can be built on over time. Unfortunately, there are not many purpose built solutions for moving your map beyond pen and paper.
As consumers, we are confronted by an overwhelming variety sameness. Similar (or even identical) products and services with differences that only the experts see or care about.
As companies, we face incredibly fierce competition. Barriers to getting new products to market are incredibly low. The cost to develop new products, both physical and digital, has never been lower. The advantages of new features are short-lived and quickly copied. The result is price or feature wars and rapid commoditization.
Everything a company does is a service to their customers.
Marketing is a service that provides information that makes customers better at accomplishing their goals.
The sales process is a service, enabling customers to understand the scope of their project, the solutions available and to communicate the options to their team.
The delivery of a product or service is a service. How is the product shipped and what is the packaging like? What is the service kick-off like and how is progress communicated?
The product or service is obviously providing a service, as is supporting a product or service.
The end-of-life of the product is a service. Is it easily disposed of or recycled with minimal effort and environmental impact?
Since all business is service, it's probably time for all companies to invest in service design.
According to a 2013 global survey of B2B buyers conducted by Avanade, decision makers buying products and services for their business are paying on average 30 percent more for an improved customer experience.
More than half of those surveyed paid more for a product because the customer experience was better.
Learn more about how to create and manage that kind of improved customer experience at Denver Startup Week.
Enjoyable and effective customer experiences don't just happen. They must intentionally and deliberately designed across every touchpoint. This requires a deep understanding of your customers and an unwavering focus on their perspective. There are 5 key principles that help guide the creation of great experiences:
For a company to remain viable there must be a focus on deliberately designing all customer interactions into a cohesive experience
There has a big push for every website and app developer to think “mobile first.” This approach made sense when a significant percentage of audience was participating via a desktop computer. That paradigm is fading fast and the ill-conceived “mobile first” design approach has become dysfunctional.
The problem with the “mobile first” design philosophy is that it assumed that someone using your website or app was on a mission to complete a very specific task. Therefore the mobile app or website was developed with very limited functionality. As audiences are converting to mobile only audiences it becomes necessary to provide the full information and functionality they would expect to find in a desktop optimized experience. This means the designer needs to be able to deliver information and functionality in an experience optimized for very small real-estate.
The key to succeeding in the mobile only environment is to understand, at a granular level, your participants and their experience. This requires a deep dive into the entire participant journey, not just the digital piece of that journey. The entire ecosystem of use should inform how information and functionality is presented as well as when they are presented. The same audience may need access in a different manner depending on where they are on the journey when they choose to drop into the website or application experience.