I’m headed off to OPEX Week in Orlando later this month, where I’ll give a presentation on customer journey mapping and how it results in process improvement as well as customer satisfaction/value. Although customer journey mapping is commonly used to talk about user experience/navigation on customer-facing websites, I want to look at the bigger picture of what we used to call “outside-in processes”, where internal processes are turned on their head to show the process from the customer’s point of view. Once you start thinking about what the customer is trying to accomplish, it can completely change how you perform and set priorities on the internal work, as well as changing the user experience presented to the customer.
I’m preparing a few slides to guide the presentation, and if you have any good stories to share, feel free to let me know by commenting on this post or tweeting to me.
I’m also sitting on a panel the following day on low code and BPM, which I’ve recently written a paper on (sponsored by TIBCO).
Realizing that the journeys of your customer, employees and “systems” are all intertwined seems to be the key for getting “buy in” from your team that the customer journey map is truly important. Otherwise they tend to end up on the shelf (I witnessed this at a client last summer – they had fantastic journey maps that nobody on the dev staff had ever seen. They had no clue what they had and how to use what they had.),
Too true! The customer journey is a perspective on the overall process, not something separate from it.
The “visualization business” should be good business from here on in, as the world grows increasingly more complex. Whether it is the lean practitioners gathered around a value stream map or #CX professionals gathered around a customer journey map, mapping — convening a group of stakeholders to collaboratively create and “see” the whole (borrowing from Womack, here) — can prove to be enormously valuable in terms of setting the groundwork for meaningful change.
You might enjoy “Blessed Are the Mapmakers” …
http://www.innovationarchitecture.com/blog/mapmakers
Thanks, Doug, I’ll check that out!