Building valuable relationships with customershas always been critical to success in business.

Today’s service and reward economy — think Starbucks: consistentservice and rewarded behavior — has elevated consumerexpectations, and that creates a difficult challenge for mostorganizations.

Creating a customer journey map is a great way to understand and reshape your customerexperience. We’ve successfully implemented this process acrosscompanies of all sizes in multiple industries, from healthinsurance to consumer product goods, software and hotels. Thefollowing initial three steps will help you chart the full range oftouch-points between customers and your company to driveincreasingly positive brand experiences, consistently, and acrossthe customer lifecycle.

Step 1: Discovery


In order to seamlessly advance your goals, the discovery processneeds to take place across all divisions of your company, fromsales and marketing to IT and operations. Gather together touncover all areas that “touch” the consumer, whether in person orthrough many possible communications channels, including phone,email, direct mail, and your website. During touch-point analysiswith one company, we uncovered that they were communicating withconsumers over a hundred times in a year, and the priority messageswere getting lost in the shuffle.

Step 2: Insights


Work with as much internal and external data as you can to create afull picture of the customer. You can find many insights with yourown internal customer data, but when coupled with industryresearch, including lifestyle, attitudinal and behavioraldimensions, it creates a richer and more complete picture — andoften uncovers surprising, counterintuitive insights.

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