Customer Journey Mapping by Botha Chantel & Botha Chantel

Author:Botha, Chantel & Botha, Chantel [Botha, Chantel]
Language: eng
Format: epub
Published: 2020-10-07T16:00:00+00:00

Stage 5: Complete the journey map from top to bottom

Step 1

For each moment that you have identified, go down the grid and complete the following details

Embroider a rich set of ideas and create awareness of the gaps in the journey.

Step 2 - Goal

What does the customer want to get done in this moment?

Focus on what the customer wants to get done, not what you want to sell to him.

Step 3 - Expectations

What does the customer expect from you in this moment?

There is very rich data in each organization’s voice of the customer that can help design teams understand what the customer needs and what their expectations are. If you do not have this, engage in a co-design session with customers.

Step 4 - Exceeding Expectations

How are you going to delight the customer?

What will impress the hero of the story?

Differentiate from competitors. Create brand affinity through experiences that leave a positive memory peak.

Step 5 - Challenges

What can happen that would result in us failing the customer’s expectations?

What are challenges that can occur in this moment?

Deliberately avoid these moments of misery and if they do happen, be deliberate about managing them in a way that has the potential to create even higher affinity from a customer that had the moment of misery not occurred.

Step 6 - Moment Owner

Who in the company owns this moment and takes responsibility for managing this moment? Ideally, this needs to be a named person and not a group. You want to establish clear accountability and vest the ownership of the moments and the journey with specific people.

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