Customer Journey Mapping: An Art or a Science? Part 2
By Ian Williams
Customer Journey Mapping – which way now?
There are a number of different ways in which journey mapping can be done. There are four main approaches, namely the research route, the diagnostic route, the behavioural route and finally a combination of the three.
The research route – Voice of the Customer
The research approach utilises market research techniques to ensure that the as-is journey that is being plotted provides an accurate reflection of the customer’s experience by directly utilising their feedback. A combination of qualitative and quantitative research, which is sometimes referred to as Voice of the Customer or VoC, is employed to generate an empirically based journey map.
Voice of the Customer allows the business to plot CX ‘Curves’ that detail the current and expected or ideal performance of the business across each of the touch points along the journey. CX Curves allow the practitioner to identify Moments of Truth (points on the journey when customers’ expectations are at their greatest) and pain points (points on the journey when delivery performance is at its lowest OR where the gap between the customer’s expectation and the delivery is at its greatest). Furthermore, multiple regression analysis of the VoC data allows the business to identify the key drivers of certain types of behaviour (e.g. loyalty, repurchase and/ or likelihood to recommend) depending on the questions that have been asked.
The diagnostic route – Mystery Shopping and Walking the Processes
The next approach can be referred to as diagnostic, as it utilises the skills of an expert practitioner to diagnose the existing experience. There are two ways in which this can be done, namely Mystery Shopping and a technique known as Walking the Processes.
Mystery Shopping is often referred to as a research technique, however differs from classical market research as it utilises the skills and experience of an expert witness to provide personal insight on their experiences. With Mystery Shopping, an individual performs the role of an actual customer. Unknown to the staff of the business, the Mystery Shopper transacts or interacts with the business as a customer to understand the reality of the journey first hand.
They are able to personally experience the Moments of Truth and pain points, although as a qualitative technique we are not able to substantiate the experience using statistical significance. What they are able to do, however, is potentially identify why a Moment of Truth or pain point is occurring, thereby providing some level of explanation to the data gathered via the VoC research.
Walking the Processes mirrors Mystery Shopping, as an expert witness follows a similar journey to that of the customer, however this time from the perspective of the employees of the business. With this Systems Thinking based approach, the expert witness tracks the journey of the customer from the inside-out, getting to understand the strengths and weaknesses of the processes and systems utilised by the business for service delivery.
The purpose of this exercise is to understand where time is being spent managing value demand (doing things of value to customers, i.e. …read more
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