Earlier this week, I read a blog post on business2community.com titled, “Choosing What to Map.” In her post, the author, Janessa Lantz, points to numerous benefits of customer journey mapping as part of a company’s customer experience strategy; however, she brings up the age old question of what exactly should a company be mapping?
To quote her post, she says, “Mapping the entire customer journey may be too big, mapping a single touchpoint may be too small, but focusing on a single Moment of Truth is just right.”
Sounds like a new spin on the classic fairy tale, don’t you think?
Is it “What to Map” or “How to Do & View the Map?”
Companies have been wrestling with the “What should we map” question for years. But really, what I think they are getting at is not so much “what should we map,” but rather, “what is the best way to go about doing and viewing the map?”
I think a lot of the confusion can be pointed back to the short-comings of traditional mapping methods. In the past, mapping has been time-consuming and complex. The linear nature of these maps has often times proven to be, in the words of Goldilocks, “too big” to deliver any solid, actionable insights about specific sections of the business. Traditional maps try to represent too many things on a single map canvas. Reading and analyzing these maps is confusing, and sharing them can be difficult. That’s how a Touchpoint Dashboard map differs.
Map Views That Are “Just Right” for You…
Rather than trying to cram all of the details of your customer journey onto a single map canvas, Touchpoint Dashboard’s web-based mapping and touchpoint analysis tool enables companies to view their customer journey as a whole or break it down into manageable components that we call “Experience or Scenario Views.” These zoomed-in views of specific sections of the customer journey (down to an individual moment of truth or specific touchpoint) is playing a powerful role in helping companies evaluate the effectiveness of their business and ultimately improving their overall customer experience.
Here is an example of a scenario view from a health care industry map.
It shows a zoomed-in view of the experience a healthcare customer has when going to the doctor. Typically, using traditional mapping methods, it would be nearly impossible to represent all the details involved for this scenario in the overall map. Yet, it’s an important piece of the overall customer experience. Touchpoint Dashboard enables companies see what specific things the customer needs in order to accomplish the objective of going to the doctor. It also enables them to understand what customers feel and think about the healthcare company’s ability to support them in achieving that objective.
All of these touchpoints are represented in the big picture customer journey map view (shown below), and this is important. But as you can see, it’s difficult using the broad view to pinpoint and analyze the specific things that happen during the “going to the doctor” portion of the customer journey. And that’s the power of Touchpoint Dashboard.
Your Maps – Whenever, However, Whoever
When you use Touchpoint Dashboard to build your maps and understand your customer experience, you’ll always be able to select and use the features and views that are “just right” for you whenever you want, however you want and with whomever you want.
- Whenever You Want: Your secure map is available to access, edit and share online any time, any place.
- However You Want: You can view the data on your map in a variety of different ways and toggle back and forth between the views. Securely share your map with whomever you want, and set permissions. Sharing privileges can be granted/revoked at any time.
- Whomever You Want: Create map user groups, or allow an individual to see an area of the journey for which they’re responsible. Use the map as a departmental training tool or for brand education purposes. When you grant access to your map and share it with others in your company, they can collaborate and offer their ideas, which can be turned into initiatives and prioritized action plans. And that’s how you create a winning customer experience!
Contact us today so we can show you how the Touchpoint Dashboard mapping tool will be “just right” for helping you design a best-in-class customer experience.