Creating a Customer Experience map, spending some time designing it, making it big and putting it on your wall is, we think, one of the most valuable things you can do to try to keep Customer Experience at the core of your business.
You do this by making sure that business value and customer value are in alignment, and by making sure that you’re maintaining an awareness of the complete picture of what it’s like to be your customer, what kind of behaviour indicates that people are having good experiences (that you can gather from quantitative and qualitative research/data gathering), and regularly reviewing and keeping track of how you’re doing across the board.
This map can also help you decide on the areas that most need your attention and to prioritise all the potential things you could be working on so that you’re working on those that bring the most value to your customers and, thereby, to your business.
These are the slides we used to run a very quick workshop at Seedcamp recently showing the start up teams how to get started making one of these Customer Experience maps.
Step One: Build the picture:
- what is the customer lifecycle you’re aiming for?
- what is the ‘story’ of being your customer (from first hearing of you to becoming an evangelist)
- what are the key journeys through your site/app? (add screenshots/flows)
- how can/does the customer engage with you across various channels/platforms?
- where is money made and money lost (or not made?)
- what messages are you sending to your customers (inc. potential)
What do you know about your customers?
What behaviour do you want to encourage?
How can you measure it?
- Cost & Value of Customers
- Customer segment value/growth
- Email open rates/conversions
- Funnel analysis for signup
- Onboarding measurements (engagement)
- ‘Voice of the Customer’ sentiment (various sources, add verbatim quote)
- Customer service feedback
- User Research findings