6 Customer Journey Mapping Best Practices

Scott Draeger
Posted by Scott Draeger VP Product Management Monday, November 28, 2016 - 08:00

Scott joined the industry in 1997, after earning a B.A. from University of Nevada, Las Vegas. He started as a document designer using several VDP technologies, before moving to the software side of the industry. He has more than 17 years of experience in the document composition software industry as both a transactional document designer and a software vendor. He earned his EDP and M-EDP certification from Xplor and his MBA in 2007 from the Lake Forest Graduate School of Management.

6 Customer Journey Mapping Best Practices

Done right, customer journey mapping is a powerful tool that has the ability to transform the customer experience. But how can you be sure you are creating journey maps that are both useful and impactful (and won't collect dust on your boardroom wall)?

Here are 6 quick tips to ensure your journey maps are actionable and transformational.

1. Use a digital mapping tool.
There’s nothing wrong with starting your maps with butcher paper and post-it notes and then transferring them online, but it’s much easier to start with a digital version and build from there.  Digital tools facilitate sharing and collaboration.

2. Add artifacts.
This is important. Bring into the map any documents, images, audio or video files, or other messaging formats. This not only brings the journey to life but also lets you confirm whether your messaging is streamlined, consistent, clear, and relevant to that point in time.

CJM

3. Connect all the dots.
Don’t miss any steps. Make sure you capture all communications the customer receives throughout the journey.

4. Go detailed.
When in doubt, more details are better. The more we know, the more steps documented, the better we understand.

5. Assign ownership.
In order to drive accountability and action, assigning owners to each of the steps along the journey is critical.

6. Connect to other systems.
The customer journey mapping tool should connect to your customer communications assets (regardless of underlying CCM tool) for easy online collaboration and change management.


These 6 quick tips were featured in Chapter 6 of our new interactive eBook, "The Authoritative Guide to Achieving CX Excellence: Unlocking the Power of Customer Communications Management (CCM)". 

The book teaches business leaders how they can leverage CCM technology to transform their customer experience using simple language, stunning illustrations, videos, podcasts, whitepapers, analyst reports, industry resources and more. And it's free!

We hope you enjoy it.

The Authoritative Guide to Achieving CX Excellence

Related Resources - Podcast on Customer Journey Mapping by Annette Franz, CCXP