Diving deep into Macrosoft’s 2021 CCM Survey: Part 3
In 2021, everyone is into Customer Journey Mapping!
As a leading solution and service provider in the Customer Communications Management market, Macrosoft is committed to building great applications using the most recent data in the marketplace.
As part of their customer-focused strategy, they collect their own CCM survey data and present it back to the industry. Macrosoft’s 2021 survey presents the input of nearly 600 organizations like yours to help inform your future communication strategy. This blog series explores three topics in depth. You can also learn more in the report and join Quadient and Macrosoft for a webinar exploring these concepts. This third and final blog post in the series examines findings related to Customer Journey Mapping, which revealed a shockingly high percentage of customer journey mapping practitioners.
Initially, Macrosoft and Quadient were surprised by this answer, as we were with the AI answer in the previous post (LINK). As we dug deeper, we learned that a lot of surprised people looked to customer journey mapping during the 2021 pandemic to quickly take control of the processes that needed to rapidly adapt to absorb the impacts from COVID-19. Once the 2021 Aspire Leaderboard came out, the CCM market welcomed four new journey map entrants into the field Quadient pioneered in 2015, underscoring the connection between experience design and customer communications.
The responses indicate that putting customer communications into the order experienced by the customer is a common practice. We expect that to raise some difficult conversations when combining journey map usage with the integrated or standalone CCM question we covered in the first entry in this series (LINK). Once a team sees the journey customers take in the context of a map with sample communications, the tolerance for excuses for poor communication declines drastically. There are a variety of excuses for not updating communications technology from a collection of single-channel silos. The most common are;
- “If it ain’t broke, don’t fix it.”
- That’s another team’s problem.
- We do the best we can with what we have.
- We’ll do it next year.
Usually, these generic excuses attempt to avoid confrontation with a platitude, but this is ignored at your peril. Generally, the process is severely broken. That other team may have a problem, but you are often contributing to their problems. You’re individually doing the best you can with what you have, but collectively your larger team is wasting an incredible amount of resources. And, next year never seems to arrive. Journey mapping exercises give no quarter to these generic excuses because the impacts are easy for everyone to see.
So, let’s dig a bit deeper. Journey mapping isn’t a one-time exercise. It’s a discipline that Macrosoft knows well. Journey mapping becomes more powerful when integrated to the natural tools of a wide variety of CX-impacting stakeholders. Quadient’s approach connects project management to the maps with Jira integration, designers with social commenting and approvers with persona maps.
Quadient further views Journey Mapping as a gateway to journey orchestration. Just as Quadient pioneered omnichannel orchestration technologies, Quadient is the first to bring Journey Orchestration to the CCM market in a way that focuses on driving the best outcomes for customers. Quadient and Macrosoft want to thank you for exploring this insightful set of survey results from Macrosoft’s 2021 CCM survey. We look forward to see the 2022 results.