7 Steps To Map And Drive The Customer Experience

7 Steps to Map and Drive the Customer Experience

The following seven steps offer a framework for marketers before, during and after activities

1. Create Personas for Your Most Valuable Customer Segments

Define the personas of these key customers, as well as the most common experiences that make up their journeys. So you can define answering these questions how do they become aware of your offering? How do they evaluate your products or services? What types of content and materials are they most likely to engage with and share?

2. Create a Visual Map of the Experiences That Make Up the Journey.

Once you understand the behaviors and preferences of your key customer segments, you can map these along a path to unpack the experiences that make up the journey and uncover the enablers and barriers for each experience.

3. Model Best Practices

This point means that companies should compare their positions to the top of competitors to validate their position and provide perspective to help with real time management of programs that make effect on the customer experience.

4. Build Playbooks

Organizations can leverage insights generated from best practice models to develop playbooks. Use these playbooks as prescriptive guidance for how to move customers along their journeys toward desired behaviors and outcomes.

5. Break Down Organizational Silos

Understand your customers' experiences from the outside in from their vantage points, not yours. Your brand will create a seamless experience for your customer, not a disjointed set of disparate activities driven by silos divisions or departments.

6. Execute and Align KPIs

Following this process, organizations can develop views of the customers that are unique to them and then assign the representative key performance indicators (KPIs) for measurement and tracking. When putting KPIs for CXM in place, it is critical to measure both the most important customer behaviors, as well as organizational behaviors.

7. Measure, Monitor and Pivot

When all of these points are completed organizations can review their success through the lens of the customer’s experience so you need to walk more than a mile in your customers' shoes to appreciate the experiences along the journey to buying your product or service, becoming a brand advocate or evangelist, and eventually becoming so engaged with your brand that they share its content with others on the social Web.

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